Michael Otterson, managing director of Public Affairs for The Church of Jesus Christ of Latter-day Saints, said that while there is no overriding idea that emerges when people hear the term "Mormon" or "Latter-day Saint," personal association with Mormons does make a difference when examining the fragmented way Latter-day Saints are viewed.
Speaking recently at a Public Relations Society of America meeting in Salt Lake City, Otterson shared some of the church's public opinion research. He noted many of the positive attributes that the public associates with members of the church, such as being good citizens, good neighbors, clean living and wholesome. Other labels included: everyone is happy or alluring, honest, good business people, educated, hard-working, young people (i.e. missionaries), traditional values, family focused and misunderstood.
At the same time, impressions that may be seen in more negative terms include the following: lilywhite, "ghetto"-ized (involved in their own subculture), take care of their own, strict rules, rigid, angry, earn their way to heaven, hiding truth about their beliefs, rich, oriented toward money, hierarchy, politically conservative, cult-like and
secretive.
Otterson also cited research among leaders of other churches, which show how they connect Latter-day Saints' beliefs with their actions.
Along with such religious leaders, Otterson said that the Public Affairs department focuses its efforts on informing opinion leaders, a group he calls "church watchers."
Those include the news media (including new media), government and community leaders, the diplomatic communities both at the consular and ambassadorial levels,
leaders of other faiths, academics, leaders of minority communities and others who shape and form public opinion. That audience includes Latter-day Saints who read the media and can influence opinion in 170 nations where they live.
Otterson said that Latter-day Saints should learn to not become defensive about their beliefs.
There is some indication from our research that shows that some people already see Mormons as defensive; that sometimes we speak in tones that anticipate criticism.
"We need to preserve those parts of our history that have defined us, the persecution, the forced exodus, the systematic organized opposition that isolated Mormons of the 19th century and made of them a distinctive people. That is part of the church's heritage. But at the same time, we can't act today as if every critic is a persecutor. Some people won't like our doctrine. Fine. Some people won't appreciate our values. Fine. Let's just agree to differ and move on. We have too much to share with the world, I believe, that is positive and uplifting and ennobling to be always on the defensive."
Furthermore, church members should not become distracted by those who criticize the church.
"Part of the price we pay for being a large church -- we are now the fourth largest church in the United States -- is that some people will criticize us," Otterson said. "Well, we need to get used to that. They have been doing it to the Jews and Catholics for centuries. We are big enough and strong enough to not become distracted by any of that although the temptation is there to respond to everything in a very defensive way."
Otterson said he boils down the church public relations efforts into two messages -- to build respect and mutual trust through transparency, a willingness to listen and give.
He also believes Latter-day Saints must communicate that their beliefs are linked to their behavior.
There is linkage between belief and practice that is quite powerful."
Mormon Times.