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Effective PR: spinning sex for sale Reputation Management Magazine by Tony Seideman Catherine La Croix holds down two jobs. First, she's a spokesperson for her profession, chief lobbyist for an industry that employs an estimated thousands of people. Second, she's one of the highest-paid workers in that industry: a $500-an-hour whore. She talks with associate editor Tony Seideman about her mission. Catherine La Croix has no problems acknowledging she's a whore. In fact, her immediate admission of the fact gives her the kind of power most public relations people yearn for: the ability to seize hold of a conversation at the start and have a good chance of maintaining control throughout its length. It's a subtle kind of aggression, but an effective and almost essential one. As a spokesperson for an outlaw industry, La Croix has a job that's at once horrendously difficult and outrageously easy. As a whore-and La Croix prefers the term over prostitute-who is willing to speak out about her work, she is virtually guaranteed attention. The trick is to avoid becoming a joke; to not just be heard, but to have an impact, changing attitudes and, in the end, laws. In some ways, she speaks like a scholar on the subject of sex for sale, in others like an angry activist. She is both. "The word 'whore' actually comes from the same root as the word 'gracious' or 'charming,'" La Croix says. "I don't like the word 'prostitute'. In Latin, it means 'she who stands for unworthy purpose.' That's a patriarchal insult. 'Whore' doesn't bother Me at all. When one goes through the transformation to become out and proud, you take away the power the assholes have to stigmatize you or put you into a box and say 'this is what you are.'" Yet La Croix understands that throwing strong words around is not the best way to keep hold of the mass media's attention. "I've got to be careful about who I say it to," she says of the word whore "because it's really shocking to some. It's such a socially loaded word." Understanding what the difference between what will shock and what will move is a crucial part of La Croix's media strategy. The approach has gotten her some high visibility. "When I was on Oprah, I did not get hysterical or all excited," La Croix says. "Some people have taken the approach that if they scream loudly enough, you will have to pay attention to them. Of course, if you scream at people, they just ignore you. Anything you say is marginalized. My approach is to go at this the same way I'd present a business plan in corporate America - talk logically, politely in an articulate manner. Usually, they will listen to you." Her voice projects a '90s sensuality. Deep and rich, it conveys words in a smooth, rhythmic, precise stream. But money and power are powerful erotic drives in today's corporate-driven world, and La Croix understands this well. So on her voice mail and Internet site, sensuality is a context, not a broadcast. Everything is cool, clean, and sensible; conversations and copy are far more intellectual than erotic. The tone, phrases and style reflect a clean, clear professionalism rather than an awkwardly intense eroticism. So when she slips in the occasional obscenity, the impact is even greater. La Croix understands that the modern media won't pay a lot of attention to someone who isn't safe in a number of basic ways. So she carries her professional presentation right down to the discussion of her work, quoting fees and price structures with the same bland calmness that a dentist might describe the cost of a cap or root canal. La Croix doesn't go into many physical details with the press. She does, however, freely quote her rate, which is $500 an hour, a sum that at once scandalizes and invites comparison to the amounts earned by other professionals. If all this sounds like a marketing professional at work, it is. "I started out in advertising and marketing. I got a masters degree in communications," she says. She then spent a number of years working at Fortune 100 companies, before choosing a different direction, and started putting her body on the block instead of her mind. Actually both. For La Croix, keeping her new life secret, under cover, was never an option. She was far too well-aware of both the media's power and of the incredible vulnerability of those who think there is safety in quiet and concealment. So she became founder and executive director of COYOTE/Seattle (Call Off Your Old Tired Ethics), one of the world's leading sex workers' rights groups. She is, in effect, chief lobbyist for her industry, its most visible spokesperson. In that role, she has gotten a lot of media attention-and learned some powerful lessons in terms of presenting a message about a difficult business to a doubting world. Stay on message: Wherever she goes, whatever she does, La Croix's primary mission is to increase the legitimacy-and thus safety and earning power-of her profession. "When I was on Oprah.... I was there as a businesswoman.... and I am. I've been a professional ever since I got out of college," she says. She very much recognizes that talk shows aren't the only places where looking competent and even managerial is a priority. "I sit on the University of Washington's School of Social Work academic review committee, and the first time I went to a meeting there and there were two women professionals who consider themselves to be 'post modern feminists.' They looked at Me like, well, they expected someone with too much makeup and too little skirt. I came in wearing Anne Klein. That's what I wear when I work - the same kind of clothes I wore in corporate America. They were a little undone." Disarm through honesty: This is an especially useful approach in today's talk-show culture. Handled properly, it generates instant respect simply through the power of the admission. "I'd rather be detested for the truth than loathed for the lie," La Croix says. "When someone asks what I do for a living, I tell them I am a whore. I'm already an outlaw - socially and sexually. Being a lesbian makes it even worse. In fact, I'm a witch, a lesbian and a whore." Project professionalism: Sleaze, which seems endemic to the sex business, has no part in La Croix's act. Though La Croix talks a lot about being an outlaw, her dress, style, and even business approach all project a comfortable, mainstream image. In speaking the language of well-educated, trusted professionals, La Croix is polishing her own image and style. Use statistics aggressively: There are few better ways to conquer media skepticism than having facts and figures at your command. The constant stream of data is impressive and choosing numbers that go against conventional wisdom is a good way to add power to statistics. In a typical comment, La Croix says that "90 percent of my clients are married. If we go to the public and confront the stereotypes, we find that actually only 15 percent of the sex workers are on the street. Those girls are there for survival sex - trying to get the next meal or fix. They are victims. The other 85 percent willingly choose this profession. There are all levels in this professional hierarchy, from my making $500 an hour down to the girls in the massage parlor making 25 or 30 bucks a pop." Bust paradigms: La Croix knows she has to hammer at conventional wisdom from the moment she starts a conversation. Showering people with unexpected insights and information both builds respect and enables a speaker to keep the high ground. "First, I have to get people off the stereotypes," she says. To do this, she uses both herself as an example and as many statistics as she can dig up. "For example, I have two bachelor's and a master's degree. I was a professional before... and I'm a professional now. Most women I know in this business are sharp entrepreneurs. I'm involved in several businesses..." Detoxify the subject: Sex makes many people uncomfortable. So one of the things La Croix does is to tell her audience that being a whore is not really about sex. "People have a difficult time understanding that in this profession physical sex is a very small part of it. Attack unexpected targets: La Croix firmly believes that an offense is the best defense. But she's very careful about who she attacks. When it comes to managing a reputation, it's hard to do much damage by attacking hardcore feminist ideologues. "Our worst opponents aren't the male patriarchs. They're the anti-sex, anti-pornography feminists like Katie McKinnon, Kathleen Barry, Andrea Dworkin. These women are not interested in a woman's freedom of choice. The same women who screamed up and down about a woman's freedom of choice in Roe v. Wade are telling Me I shouldn't use my body in the profession of my choosing." Have a definite goal: With all the spinning, twisting, turning, and maneuvering La Croix does, there's a real risk that it will begin to seem that she's visible for no other reason but to get exposure. That's not the case, however. Her stated mission is to "reach a negotiated compromise-that we decriminalize sex work with certain regulations." Accepting both decriminalization and the need for regulations is yet another one of La Croix's strategies. Compromise when necessary. Unwillingness to shift in response to public opinion is a definite no-no in the modern media. By starting with a compromise position, La Croix gains stature as a spokesperson who understands how the world works and is willing to sacrifice to make a solution. Though sometimes her description of the situation sex workers face is not something that would appear in the general media. Activists who have called for complete legalization have probably harmed their cause, La Croix says. "The hue and cry of the sex worker's case for many years is the call for total decriminalization of sex work. It's an all or nothing approach. The problem with that is it gets you just that - nothing." Cultivate empathy: It's a harsh world, and everybody deserves a little sympathy. Whores are workers just like everyone else, La Croix says. "What we want the public to see us as is professionals. We're just another profession - it's what we do for a living," she says. Dealing with distasteful situations is just part of life, she says. "I was a Fortune 100 executive in marketing communications before I was a whore. Often times, I had to deal with things that weren't universally popular. But your role as a professional isn't always to have people on your side - sometimes it's just to have them leave you the hell alone. I don't demand that every woman in America become a prostitute. On the other hand, this career is my choice, made without coercion. So get off my back." The principle is one that is applied in many disparate arenas: informed consent. Note that logic is on your side: La Croix scores points by arguing that her case is grounded in common sense and logic rather than raw emotion or old-fashioned rules. "As far as convincing society, it won't come down to morality. Law isn't - or, rather, shouldn't be - based on morality or religion," she says. "We can make the case that we've been here for millions of years, and we're not going away. Also, we can make a case that decriminalization means fewer workers assaulted by police, by johns, fewer girls on the street," she says. Finally, she closes the argument by resorting to that most American of dispute resolution strategies: focusing on dollars and cents. "What clinches it are the cold, fiscal facts. I ask 'Did you know that in Seattle this year they spent 7 million of your tax dollars busting whores?' I tell them that New York City last year spent $23 million busting whores." Promoting an unpopular cause is never easy. But La Croix intends to keep on her current path. For one, her very visibility is a kind of shield. As a committed, vocal activist, she's too hard a target for the authorities to touch. The fight is a lonely one; other groups, including gay and lesbian activists, have rebuffed attempts to build alliances. What's crucial, La Croix says, is to keep the pressure on. To stay in the spotlight and keep a coherent message flowing. "Being out is being a media whore - it's a term we use in the movement. Being a media whore means that there is nothing the public can use to hurt Me." -end- Healer, Witch and Whore: An Interview With Catherine La Croix, The Sacred Prostitute in Today's USA Widdershins Magazine by Sylvana SilverWitch Catherine La Croix possesses many faces: priestess, sacred whore, pro domme, lesbian, ordained minister, Goddess worshipper, Dianic witch and, above all, woman. Founder/executive director of the Seattle chapter of Call Off Your Old Tired Ethics (COYOTE), La Croix left an established corporate career in journalism and advertising for a "far more honorable, honest and therapeutic calling" after settling a sexual harassment lawsuit filed against a Fortune 100 company. She has dedicated herself to promoting public awareness that all consensual adult sex is an essential, spiritual and nourishing part of life and believes that commercial sex (both sacred and otherwise) benefits humanity. Besides her sex work endeavors as courtesan, dominatrix and former madam, she is an award-winning journalist and has been an "out" lesbian and witch for most of her adult life. Currently completing her first book, "On Our Back, Off Our Knees: A Declaration of Independence by a Modern Sacred Whore," La Croix is also the founder of COYOTE/Seattle, a member of the San Francisco chapter of COYOTE as well as an affiliate member of the North American Task Force on Prostitution (NTFP) the International Committee for Prostitutes Rights (ICPR) and Network of Sex Work Projects. She makes frequent radio, television and speaking appearances, including on The Oprah Winfrey Show, in support of decriminalization of adult sexuality and was the first public pleasure professional/sex worker on the Internet. She was a featured speaker during the International Conference on Prostitution in Los Angeles and leads seminars and classes pertaining to sacred sexuality and feminine power. I communicated at length with her about her work as a priestess whore and sexual healer. Sylvana SilverWitch: Who and what is Catherine La Croix? Catherine La Croix: What kind of question is that? Look at the bio! [Laughs] Frankly, I never know from one day to the next because I'm constantly evolving, learning and expanding my boundaries as "Terminal Bad Girl." However, I must admit my transformation from Good Girl to Bad Girl came rather easily. As they say, it courses in my veins. My mother's blood lines were Welsh and Irish, the Old People of Great Britain, and my father's from Celtic Brittany. Despite a slight aberration or two into past Christianity, there is an extensive history of witchcraft, midwifery, healing and priestesshood among my mother's forbears. So I suppose I could lay it at her doorstep. She would not like that very much but maybe someday we can all be Good Girls no matter whom or why we fuck. Succinctly, I belong to the Goddess, the Great Mother. I am her priestess, called and chosen across time and space. I am neither chattel property, exploited victim, lifeless statistic nor objectified woman. For these and other reasons, of all and in all, I am consecrated to the Lady and it is to Her alone that I answer for my actions. SS: How did you come to be a sacred whore and how does that connect with your being a witch? CLC: It began long before now. I am an extremely old soul. I first took my vows to the Goddess nearly 6,000 years ago and, over various lifetimes and incarnations, I have served Her as queen, priestess, sorceress, witch, healer and whore. And mother. It bothers Me very little if that sounds a bit New Ageish for some. I am hardly New Age but suffice it to say I became the face of Ishtar in Babylon and ruled as Isis in Egypt. I danced for Diana in Corinth and exulted in Cerridwen' s Beltane fires. Over the millennia, I have practiced the healing arts of the wise and taught my daughters, real and fostered, the wisdom and power of the Goddess. Continuing the tradition in this lifetime was, I suspect, inevitable. Practically speaking, I am not sure I know how someone "becomes" a sacred whore. I am frankly rather surprised myself sometimes. I mean, it's not like I had some sort of epiphany where Ishtar, Aphrodite or another accomplished Whore Goddess suddenly inflamed my burning bush. Neither can I pinpoint a self-actualizing moment where I suddenly said to myself, "Today, you're a sacred whore." It was far more sublime than that. However, my personal transformation from Good Girl to Bad Girl began when I first embraced the Goddess and dedicated myself to Her service at 16. Even if I had known then I would someday serve Her in my current capacity, it would hardly have lessened my ardor for Her. It was only later that I realized I had the compassion, communication and other skills that would make Me an excellent whore and I use the term in its most positive sense. Let's be honest, we all whore. It's just that some of us sell different parts of ourselves and provide a more socially beneficial service. Ironically, it was professionally prompted by ending my corporate career after settling a sexual harassment lawsuit with a Fortune 100 company. The spiritual seeds were already planted, the practical timing just had to evolve. II knew then I would never willingly work for anyone else again. Although I had never really contemplated prostitution, sacred or otherwise, I was well educated in its historical precedents and its effect upon the world, particularly its male inhabitants. It is a heavy responsibility and I am sometimes asked if I would still work if I was not a sacred whore. I must admit that the power, healing and divine descendance aspects of sacred sexuality make Me wonder myself, but I certainly don't frown on those who work without it. If I was not spiritually motivated, I must admit the income, independence and control would certainly be strongly persuasive factors. It should be noted, however, that as a courtesan and sacred whore, more often than not, I am being compensated for my nurture, intellect, articulation and companionship. Actual sex, in many ways, is secondary. This is true for much of sex work including professional dominance. SS: What is COYOTE and how long have you been in it? CLC: I have been a member since 1995. COYOTE (Call Off Your Old Tired Ethics) is an organization of sex workers and sex worker rights advocates, dedicated to the decriminalization and deregulation of all BDSM, fetish, prostitution and other sex work. COYOTE is open to anyone now or formerly in the adult sex industry, including actual whores, madams, erotic dancers, pro dommes and pro submissives, sensual massage workers, peep show performers, phone sex operators, erotic models, porn stars and sex writers. COYOTE is both queer-friendly and progressively feminist. While we support any sexual act by consenting adults, we just as strongly oppose the criminal coercion or exploitation of any person, particularly minors. COYOTE does not subscribe to the quite ridiculous notion that no one willingly chooses the sex industry. We encourage anyone who decides to leave the Life but we strongly opposed to the notion that the only good whore is an ex-whore.
I know firsthand how sex workers are treated by
police. That is why I founded COYOTE/Seattle in 1995 after being illegally arrested, searched and jailed just for distributing condoms to street workers with an
AIDS prevention organization on a well-known Seattle SOAP zone. (Editor's note: SOAP or Stay Out of
the Area Prostitute zones essentially allow any unescorted woman to be
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Welcome to the chambers of Lady Catherine La Croix. You have finally arrived at the proper place to learn your proper place. Perhaps even more important,you have also arrived where your deepest and darkest obsessions can readily be made flesh. But that is indisputably why you tremble at My feet even now. Yes,I thought as much. Continue if you do have the nerve and currently reside or will be in the Seattle/Tacoma and Vancouver,BC areas. You want so very much. And I have so much to give should you indeed prove worthy of My attention. You should initially know I possess a well-deserved and well-established international reputation as not only an accomplished and experienced domina but also sex work activist (COYOTE/Seattle founder) with an erotic resume including elite courtesan,madam,actress and model. While these activities are usually amply distasteful for most polite society,I also represent and serve the Goddess,the Great Mother,as a pagan high priestess, sacred whore and Dianic witch. Not that I'm interested in polite society's sanction. Read My biography,search the Web and you will soon discover I possess far more than the requisite intellect and determinate command for any scene should you be brave enough to actually apply for a session. Suffice it to say My considerable BDSM&F experience and expertise,when combined with My equally considerable erotic and magical skills,furnish far more than what is typically encountered or expected scene. Of course,I would never accept anything less from Myself. Consider the proposition carefully. Are you ready to surrender to the divine Feminine? I am a strict lifestyle and professional mistress who is naturally and instinctively dominant. You need only capitulate to My superior will to quickly grasp why those formerly suppressed and psychologically forbidden desires are now quite readily available at My fair hands. It is a very simple proposition. Embrace the concept of reciprocal return and learn that just as I was born to dominate,titillate and torment,so you were born to submit, suffer,serve and worship. Now it's time to enthusiastically embrace your destiny and yield to this Goddess and Her care. 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Keen by dialing 1-800-ASK-KEEN Ext. 0377136. All content except as noted is copyright © 1993-2004 Catherine La Croix. The name "Catherine La Croix",the fanciful triquetra logo and "your obedience was never an option" are trademarks of Catherine La Croix. All site text,audio,video,images and other content of this website is protected by US and international copyright conventions. Use of any such material,in whole or in part,without express written permission from Catherine La Croix is prohibited. All national and international rights reserved. Please write catherine.la.croix@comcast.net for more detailed information about trademarks and/or copyrights owned by Catherine La Croix.