The Effect of Rumors: Proctor and Gamble

The article “Fighting That Old Devil Rumor” by Sandra Salmans, which was published in the Saturday Evening Post in October 1982, is talking about rumors and their effect. Specifically, the author takes us through the case of the consumer goods company, Procter and Gamble (P&G), which was accused of and worked towards dispelling gossips that it was involved in devil worship. The basis of the rumors was that the mirror image of P&G’s 132-year-old trademark logo showing “the Man in the Moon” with 13 stars, which represent the original colonies, is a symbol of Satanism and Devil worship. In writing the article, the author wishes to reveal the effect of the gossips, if any, to a person’s character or indeed an organization’s business. Procter and Gamble, in an effort to quell that talks, resorted to using media campaigns, engaging the clergy; eventually, when all else did not work, suing the concerned parties. The submission that herein becomes apparent is that rumors can have a detrimental effect on an organization’s reputation resulting in loss of business.

Procter and Gamble’s problems began when claims surfaced that P&G was owned by Rev. Sun Myung Moon’s followers. The company responded by writing to news organizations in the states where the rumors emanated from. Contrary to expectations that the talks had been put to rest, they resurfaced with the focus this time shifting from Moon’s church to the Devil. Along with the claims, was that the “owner” of P&G had appeared on television where he claimed to have sold his soul to the devil. The gossips mongering urged a Christian boycott of all P&G’s products. Indeed, some small fundamental churches warned their congregations to keep off the company’s products.

However, P&G’s initial response was limited to having its consumer services department answer concerns of its customers. As this did not prove effective, they put out media advertisements offering information to dispel the rumors and engaged church ministers seeking their help in convincing the Christian public. When this failed as well, P&G, who were then of the opinion they had exhausted all non-public ways to end the matter, sought a more formal resolution to it. Criminal proceedings were instituted against the offending parties, which finally resulted in the rumors being put to rest.

The significance of this article arose from the reach that Procter and Gamble enjoyed. At the time, the company made over 70 unique products, making it one of the biggest consumer goods maker in the world. Since P&G served a large number of consumers, this was a matter of great public interest, and a lot of people were curious to learn the truth. If the rumors would have been proven to be true, then P&G would have lost a large percentage of its customers. Similarly, the company was motivated to address consumers’ concerns as these gossips had the potential for disrupting its revenue stream. The story was later carried in a number of periodicals including The New York Times, where it was indicated of how far reaching the implications were and how much interest the general public had in the matter.

Sandra Salmans clearly outlines the problem, from its inception two years previously to its culmination when the matter was taken to court. She articulately presents the sequence of events that led up to this, pointing out all the steps taken along the way and the considerations that formed the basis of the steps. P&G’s recourse in the matter is reflected in great details. However, when talking about the genesis of the said rumors, author fails to give some pertinent information on the matter. Salmans states that when the gossips emerged, they pointed to a relationship between the ownership of P&G and the Rev. Sun Myung Moon. The question why this would be a claim from which P&G would want to distance itself, is left open to speculation.

Similarly, on the answer that the consumer representatives at P&G give to the question on whether their logo is a satanic symbol, we are left guessing as well. The reply that P&G seem to prefer is that they have had the logo for over a hundred years. The readers have no way of telling how relevant is the answer or how exactly the term of logo existence qualifies as a denial of the rumors; thus, all we can do is infer. On the same note, the author does not provide information on why P&G have chosen to maintain the logo despite all the controversy surrounding it. Like the customer states, ”If it causes controversy, I don’t see why they have to have it” (Salmans 225). Another salient feature, true to the assessment that names, places and numbers are the most unstable components of a rumor (Salmans 229). The television show where the “owner” of P&G keeps changing the gossip, keeps changing from the Phil Donahue show to the Sally Jesse Raphael Show.

While the author points out the reactions and statements of the propagators of the rumor after being taken to court, she does not seek the opinion of the Church of Satan on whether they are indeed supported by P&G. Further, she makes no indication on the relations between P&G and the Rev. Sun Myung Moon’s Church. The latter was the head of the Unification Church, which has been the subject of controversy over its beliefs that differ from traditional Christian interpretations of the Bible. Members were referred to as “Moonies” hence one can infer that the “Man in the Moon” had some ties to the sect (Brioux 15). The subsequent rumors about satanism are steeped in biblical text, particularly in revelation 12:1, which reads “And there appeared a great wonder in heaven; a woman clothed with the sun, the moon under her feet, and upon her head a crown of 12 stars” (King James Bible). Simply pointing this out discredits the rumors as the “Man in the Moon” logo has 13 stars and features a man.

To conclude, the article demonstrates the harm gossips can cause to an organization, and their tenacity once they take root. Through the controversy over a simple line drawing that was part of the corporate image and company heritage, we see the company, Procter and Gamble, being victimized and losing its customers.

Works Cited

Salmans, Sandra. “Fighting That Old Devil Rumor.” July 22,1982:223-226. Writing and Reading Across the Curriculum. Ed. Laurence Behrens and Leonard J. Rosen. 5th ed. Boston: Pearson, Print.

Brioux, Bill. Truth And Rumors. Westport, Conn.: Praeger, 2008. Print.

King James Bible. Ed. 1769. Cambridge, 2015. Web. 18 September 2015 retrieved from  http://kingjamesbibleonline.org