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Burson-Marstellar was a participant or observer in the following events:
Thomas Mosser. [Source: Washington Post]In North Caldwell, New Jersey, advertising executive Thomas Mosser opens a package mailed to his home. Mosser is in his kitchen. His family is in another part of the house; they are preparing to go buy a Christmas tree. When Mosser opens the package, it explodes, tearing his torso open and spilling his entrails onto the kitchen floor. As his horrified wife attempts to staunch the flow with a baby blanket, Mosser dies. Months later, the “Unabomber,” later identified as Theodore “Ted” Kaczynski (see April 3, 1996), takes responsibility for the bombing, claiming that Mosser was targeted for the public relations work his firm did for Exxon; in a letter to the New York Times, Kaczynski will reference the wreck of the oil tanker Exxon Valdez and the subsequent massive oil spill as justification for Mosser’s murder (see April 24, 1995). [BBC, 11/12/1987; Washington Post, 4/13/1996; Washington Post, 1998; Washington Post, 5/5/1998] Friends and co-workers are initially perplexed by Mosser’s murder. “We’re all perplexed,” says Kathy Hyett, who worked with Mosser at Burson-Marstellar. “Why? Why?” Some of his colleagues wonder, presciently as it turns out, if any of the clients of Mosser’s firms might have triggered the attack. A college friend of Mosser’s, John Hanchette, says, “The idea of Tom’s death this way is so foreign to me that I thought, ‘It must be another Tom Mosser.’” [New York Times, 12/13/1994] Mosser is a senior executive at Young & Rubicam Inc., the parent company of public relations firm Burson-Marstellar, one of New York’s most successful PR agencies. Kaczynski will write that Burson-Marstellar represents everything that is wrong with corporate America. In his letter, Kaczynski will write, “We blew up Thomas Mosser last December because he was a Burston-Marsteller executive.” (Kaczynski misrepresents himself as one of a group of anarchists he calls “FC,” later found to stand for “Freedom Club.”) Kaczynski will blame Burson-Marstellar for helping Exxon “clean up its public image” after the Exxon Valdez oil spill and, more broadly, for “manipulating people’s attitudes.” The firm has received negative publicity, largely in the more radical environmental press, and has been listed in articles in “No Sweat News” and “Earth First!” as representing a number of firms that are involved in damaging the environment. The Earth First! (see 1980 and After) article blames Burson-Marstellar and other PR firms for attempting to make the public believe that there is no serious environmental crisis. [Washington Post, 4/13/1996; Washington Post, 1/23/1998] Burson-Marstellar will deny any involvement with Exxon during the Valdez crisis, though Exxon later asked the firm to critique the way its officials had handled the case. [Washington Post, 4/13/1996; Washington Post, 1/23/1998] Kaczynski, who misspells Burson-Marstellar in the same way that it was misspelled in the Earth First! Journal article, did not know that Earth First!‘s information was incorrect; as the firm will claim, Burson-Marstellar never worked for Exxon to clean up the Exxon Valdez oil spill. The Southern Poverty Law Center will observe, “Thanks to incorrect information from EarthFirst!, Mosser was killed for something his company never did.” [Southern Poverty Law Center, 9/2002] After Kaczynski’s arrest, Jake Kreilik of the Native Forest Network will say, “It is obvious if you read the Unabomber’s manifesto that there is a heavy emphasis against technology and a lot of the other things that Earth First Journal focuses on in terms of the radical end of environmental politics.” Burston-Marstellar has been the focus of pro-environmental protests in the last several months, a fact of which Kaczynski may have been aware. [New York Times, 4/8/1996]
The New York Times receives a letter from the so-called “Unabomber,” who calls himself “the terrorist group FC.” This is not the first time the Unabomber has identified himself through these initials (see June 24, 1993). The author, who is as yet unidentified, promises to stop sending bombs if a lengthy article written by the “group” is printed in a national periodical such as the Times, Newsweek, or Time magazine. The writer promises to wait three months; if the publications do not print his article, he writes, he will “start building our next bomb.” [BBC, 11/12/1987; Washington Post, 4/13/1996; Washington Post, 1998] The letter is actually one of four copies mailed out together on April 20, 1995. [Knight Ridder, 5/28/1995] According to the letter, the Unabomber was disappointed in the relatively small amount of damage done by the early bombs (see May 25-26, 1978, May 9, 1979, November 15, 1979, June 10, 1980, and May 5, 1982). “Our early bombs were too ineffectual to attract much public attention or give encouragement to those who hate the system,” he writes. He adds that after the early bombs, he took “a couple of years off to do some experimenting. We learned how to make pipe bombs that were powerful enough, and we used these in a couple of successful bombings (see December 11, 1985, December 10, 1994, and April 24, 1995) as well as in some unsuccessful ones.” Of his attempt to bomb a Boeing passenger flight in 1979 (see November 15, 1979), the letter states: “The idea was to kill a lot of business people who we assumed would constitute the majority of passengers. But of course, some passengers would likely have been innocent people—maybe kids or some working stiff going to see his sick grandmother. We’re glad now that that attempt failed.” Of the injury suffered by secretary Janet Smith (see May 5, 1982), he writes, “We certainly regret that.” However, he expresses no compunctions about having killed his recent victims, timber industry lobbyist Gilbert Murray (see April 24, 1995) and advertising executive Thomas Mosser (see December 10, 1994). He writes, “[W]hen we were young and comparatively reckless we were much more careless in selecting targets than we are now.” Of Mosser, he writes: “We blew up Thomas Mosser last December because he was a Burston[sic]-Marsteller executive.… Burston[sic]-Marsteller is about the biggest organization in the public relations field. This means that its business is the development of techniques for manipulating people’s attitudes.” [Washington Post, 4/14/1996] The manuscript shows that he targeted Mosser because he believed Mosser’s firm was involved in helping Exxon minimize public criticism of its actions surrounding the Exxon Valdez oil spill. The letter also denies targeting random university professors or academics: “Some news reports have made the misleading statement that we have been attacking universities or scholars,” it reads. “We would not want anyone to think that we have any desire to hurt professors who study archaeology, history, literature, or harmless stuff like that. The people we are out to get are the scientists and the engineers.” [Knight Ridder, 5/28/1995] The letter will later be shown to be the work of former college professor and recluse Theodore “Ted” Kaczynski (see April 3, 1996). The Washington Post will print his article, which will trigger his identification (see September 19, 1995). “FC” will later be found to stand for “Freedom Club.” [Washington Post, 1/23/1998]
The Washington Post prints the Unabomber’s “manifesto” in an eight-page supplement. It is a 35,000-word document manually typed on 56 single-spaced pages (not including 11 pages of footnotes), largely about the dangers and ills of technology. [BBC, 11/12/1987; Washington Post, 4/13/1996; Washington Post, 1998; Newseum, 2011] It is published in cooperation with the New York Times. According to the Post, the document rails against modern society and technology, and explains something of the bomber’s rationale for his 17-year bombing spree. “In order to get our message before the public with some chance of making a lasting impression, we’ve had to kill people,” the author writes. He also admits to killing advertising executive Thomas Mosser (see December 10, 1994), and blames the firm Mosser worked for, Burson-Marstellar, for working with Exxon to minimize the public criticism the corporation received after the Exxon Valdez spill: “We blew up Thomas Mosser last December because he was a Burston-Marsteller executive,” the letter reads. The author represents himself as one of a group of anarchists he calls “FC,” and also misspells the name of the firm. [Washington Post, 4/13/1996] “FC” will later be found to stand for “Freedom Club.” [Washington Post, 1/23/1998]
Publish Manifesto or Suffer More Bombings, Unabomber Writes - The Post is following the directive made months before to the New York Times that the bomber, or the group he claims to represent, will stop his bombing spree if a national publication prints his article (see April 24, 1995). The manifesto will lead to the identification of the Unabomber as former college professor Theodore “Ted” Kaczynski (see April 3, 1996). Kaczynski’s sister-in-law Linda Patrik reads the manifesto in the International Herald Tribune and tells her husband David Kaczynski that she believes the manifesto could have been written by his brother. David Kaczynski reads the manifesto and agrees; he will, reluctantly, inform the FBI that it should consider his brother a suspect. [KSPR-TV, 2011]
Manifesto: Industry and Technology Must Be Destroyed to Save Humanity - Kaczynski’s manuscript is entitled “Industrial Society and Its Future.” (Throughout the manuscript, Kaczynski maintains the fiction that a group of people—“we”—are responsible for the document.) He calls industry and technology “a disaster for the human race,” claiming that they have “destabilized society… made life unfulfilling… subjected human beings to indignities… led to widespread psychological suffering (in the Third World to physical suffering as well) and… inflicted severe damage on the natural world.” The only way to save humanity, he writes, is for industry and technology to “break down.” He advocates “a revolution against the industrial system,” which “may or may not make use of violence.” He says he does not advocate a political revolution, and does not advocate the overthrow of governments, but instead “the economic and technological basis of the present society.”
'Leftists' 'Hate America,' 'Western Civilization,' and 'White Males' - Kaczynski bemoans the “feelings of inferiority” and “oversocialization” he attributes to the people he calls “leftists,” and says the “minority” of left-leaning “activists” and “feminists… hate anything that has an image of being strong, good, and successful. They hate America, they hate Western civilization, they hate white males, they hate rationality. The reasons that leftists give for hating the West, etc. clearly do not correspond with their real motives. They SAY they hate the West because it is warlike, imperialistic, sexist, ethnocentric, and so forth, but where these same faults appear in socialist countries or in primitive cultures, the leftist finds excuses for them, or at best he GRUDGINGLY admits that they exist; whereas he ENTHUSIASTICALLY points out (and often greatly exaggerates) these faults where they appear in Western civilization. Thus it is clear that these faults are not the leftist’s real motive for hating America and the West. He hates America and the West because they are strong and successful.… The leftist is anti-individualistic, pro-collectivist. He wants society to solve everyone’s problems for them, satisfy everyone’s needs for them, take care of them. He is not the sort of person who has an inner sense of confidence in his ability to solve his own problems and satisfy his own needs. The leftist is antagonistic to the concept of competition because, deep inside, he feels like a loser.” “Leftists” prefer “sordid” art forms that celebrate either “defeat and despair” or debauchery and depravity, Kaczynski writes. Ultimately, they are masochistic and self-hating, he claims. They are ruled by moral relativism, and have no real ethical or moral stance, though they pretend to such. “If our society had no social problems at all,” Kaczynski writes, “the leftists would have to INVENT problems in order to provide themselves with an excuse for making a fuss.”
Conservatives 'Fools' for Embracing Technology as Well as 'Traditional Values' - Kaczynski says that industry and technology do not cause society’s problems, but they exacerbate and intensify those problems. In a technological society, people are forced to live in ways nature and evolution never intended. In this section, he turns from lambasting “leftists” to calling conservatives “fools,” writing: “They whine about the decay of traditional values, yet they enthusiastically support technological progress and economic growth. Apparently it never occurs to them that you can’t make rapid, drastic changes in the technology and the economy of a society without causing rapid changes in all other aspects of the society as well, and that such rapid changes inevitably break down traditional values.”
Revolution 'Easier than Reform' - After a long analysis of a variety of social ills and behaviors, Kaczynski writes that modern industrial/technological society as we know it cannot be reformed, only destroyed and rebuilt. It is specious, he maintains, to believe that “bad” parts of technology can be eliminated while retaining the “good” parts. Moreover, he claims, technology is a more powerful social force than humanity’s aspirations for freedom. “The only way out,” he concludes, “is to dispense with the industrial-technological system altogether. This implies revolution, not necessarily an armed uprising, but certainly a radical and fundamental change in the nature of society.” Leftists, he writes, must not be part of any such revolution, because of their tendencies towards collectivization and totalitarianism, their love of technology, and their lust for power. Only anarchists, who desire to exist on an individual or small-group basis, can effectively carry out this level of social change. [Kaczynski, 1995]
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