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Although L. Ron Hubbard is known for founding the Church of Scientology, he is not generally considered a public relations practitioner. However, his efforts to practice the discipline to advance Scientology are documented in Church publications. Unlike examinations of older religions, which require reinterpretations of activities through a public relations lens, existing Church documents allow for an evaluation of the role public relations played in building a religious movement. This article explores how Hubbard used public relations to establish Scientology, finding he embraced practices such as celebrity endorsement and image management but eschewed common media relations and crisis communication practices. [ABSTRACT FROM AUTHOR]

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]