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Alexei comments on Needing Better PR - Less Wrong Discussion
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Comments (19)
Even before "we need more/better PR" comes the questions "what kind of PR do we need?" That's essentially what you are struggling with, and it's a question that I don't think LW or SIAI has answered yet.
I think it boils down to "not seeming weird." For SIAI, I think it's it's pretty simple: we need to sound plausible so that we can get more donations! For LessWrong it's slightly more complicated, but it comes down to this: if people aren't deterred by the weirdness of the local beliefs and tropes, maybe they'll stick around and learn something useful.