the report is a book. it's expensive, but you can find it.
this is what the Club says about itself:
The Club of Rome is a global think tank and centre of innovation and initiative.
As a non-profit, non govermental organisation (NGO), it brings together scientists, economists, businessmen, international high civil servants, heads of state and former heads of state from all five continents who are convinced that the future of humankind is not determined once and for all and that each human being can contribute to the improvement of our societies.
and
The Club of Rome’s mission is to act as a global catalyst of change that is free of any political, ideological or business interest.
The Club of Rome contributes to the solution of what it calls the world problematique, the complex set of the most crucial problems – political, social, economic, technological, environmental, psychological and cultural - facing humanity
this is what the dictionary says about the word catalyst:
1. Chemistry A substance, usually used in small amounts relative to the reactants, that modifies and increases the rate of a reaction without being consumed in the process.
2. One that precipitates a process or event, especially without being involved in or changed by the consequences:
the longtime president of the club was H.R.H. Prince El Hassan bin Talal from the Majlis El Hassan Royal Palace Amman Jordan(!?!)
you are optimistic because you are a good person and can't imagine what it's like to be a bad person. if you were a bad person, where would be a better place to work than in control? that's why government and police departments have a higher percentage of bad people than other occupations.
here's a site of some of the people whose job it is to control your thinking:
http://www.scl.cc/home.php
here's what scl says about themselves:
Strategic communication differs from orthodox commercial communication (such as advertising, public relations, etc.) in that it concentrates on the behavioural outcome of the communication not just concepts such as brand awareness.
For example, commercial advertising might encourage an audience to hold very favourable attitudes about a Ferrari, but that does not necessarily lead to all those with a favourable attitude buying a Ferrari. Conversely, cigarette smokers may be fully aware of the dangers associated with smoking, but will carry on anyway.
Broadly speaking, commercial communication is measured by attitudinal results (considering one brand better than another) and strategic communication is measured by results (changes in actions).
SCL uses the BDI methodology, which is the most powerful communication methodology to influence group behaviour.
Even though much greater effort and resources must be applied at the front end (as compared to commercial advertising), the resultant outcomes are far more effective and predictable.
Consequently, the SCl solutions are used primarily where the communication outcomes are critical.
