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Scientology's public relations function is based on research and writing by L. Ron Hubbard, who studied public relations and drafted documents directing Church communication strategies. Hubbard annotated the textbook Effective Public Relations , which was reprinted for Church practitioners. Textual analysis shows Hubbard was particularly interested in redefining key concepts, emphasizing interpersonal communication strategies, and selectively adopting media relations strategies. The findings suggest that he used the annotations to appropriate the text and position himself as a communications expert. Evidence suggests Church communication practitioners continue to follow Hubbard's recommendations. • L. Ron Hubbard, founder of the Church of Scientology, built the religion as PR became a more formalized discipline. • Hubbard appropriated PR texts to establish himself as an expert in the field and invalidate non-Scientology resources. • Textual analysis of Effective Public Relations suggests Hubbard used PR organically and based on his personal preferences. • Hubbard's biases and personal preferences can be tied to documented experiences he had while building the religion. • The Church views Hubbard's writings as scripture so his ideas about PR best practices are still used by Church practitioners. [ABSTRACT FROM AUTHOR]

This article seeks to explore the relationships among video games, fans, and public relations from a theoretical perspective. Using Tilson and Chao’s (2002 ) devotional–promotional model of communication and the concept of civil religion to examine this relationship, this article continues to build on the idea the public relations practices of religious communication has many practical implications in the secular world. By examining video game fans through the lens of the civil religion and the devotional–promotional model, this paper explores the implications of commodification of civil religion and builds on an earlier exploration by Xifra (2008) and the idea that “faithful supporters” can be the most valuable audience and that they can be cultivated by public relations. [ABSTRACT FROM AUTHOR]