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DarknessВ Public Relations
Anton Vuima


The book Darkness Public Relations is addressed to business owners. The material will also be of interest to professional politicians. You will learn to recognize Darkness PR and give your response to any information impact. Anton Vuima and PR. HELP international project.





DarknessВ Public Relations



Anton Vuima



Acknowledgements:

Makarov Ivan



© Anton Vuima, 2020



ISBNВ 978-5-0051-8282-1

Created with Ridero smart publishing system




DarknessВ PUBLIC RELATIONS


Author: Anton Vuima

PR Agency Supreme PR www.PR.HELP





Introduction


First of all let’s look what exactly black PR is. In foreign literature, this term is very rare and it can be said that the term «black PR» is Russian invention. If you ask any Western Public Relations practitioner, if he is engaged in black PR, he will deffinetely be offended. But, overseas black PR is even more developed, perhaps even more strongly than in Russia. Spreading a negative information in politics and economic is a tool of competition. But there is no one who uses the term black PR. But they call it:

Fighting for fair competition;

Telling the truth about the candidates;

Fighting for human rights;

Fighting for social justice;

Fighting for democracy;

Fighting for aВ cleaner environment;

Fighting for the rights ofВ consumers;

Fighting for freedom and justice;

Protection ofВ human rights;

Etc.

That is always a fight for something socially useful and good. And, of course, no one will ever tell you that this fight is for the market. From the outside it looks very noble. However, the way it should be – it’s a real PR.

IВ would say that all the major companies ofВ the world are practicing black PR-technologies. InВ aВ modern capitalism unable toВ lead PR-world battle just toВ survive.

What do we mean byВ Black PR? Any information attacks which are destroying the business, image, corporate bonds,В etc.

Many people think that black PR is the prerogative ofВ the white PR for big business and politicians. However, even inВ small businesses black PR can take aВ place. And it does not need toВ have aВ lot ofВ money toВ make it. It is spread everywhere and at all levels. But even inВ Russia still not all are able toВ use it. But an information war can be at any level.

Black PR is often contributes toВ the protection ofВ consumer rights, protecting them from the low-quality goods. It promotes the efficiency ofВ the authorities and often protects people from tyranny and lawlessness ofВ various government agencies. Yes it is destructive, but more inclined toВ destroy the sick and rotten than the healthy and beautiful.

Note that the term «Black PR”is much more famous and popular in Russia than normal PR. For many, the concept of normal PR is still not clear and understandable. Some call this activity as «jeans’ or freebie, some public relations, one understands PR as a form of advertising. But the black PR more than understandable to all in Russia. When you say «PR», many react like this: «A PR… Black PR. Yes, that is clear. "So, we have a phenomenal popularity of the term.

But where did the term itself took from? The fact is that in the post-perestroika period, many people gave up doing PR. But the press was not in a hurry to take the news for free.That is when, the press has suddenly become totally corrupt and the PR practitioner did not need a creative approach to post news. Why? Because it is paid. And the press at that time did not care about take – dirty watering or neat advertising.

So very soon we formed two fields: the custom promotional articles (which do not dare to call the PR, and in fact it has more «advertisement» sense), and also custom abusive articles that could not be called advertisements, as the customer usually modest Fade. And all that was called PR. Since journalists tried" to «merge dirt» and please the customer, these activities couldn’t be called as an another way than black PR.

IВ must say that this kind ofВ black PR has no relation toВ the real professional black PR. InВ professional PR you create newsworthy, but it is so much fun for the press willingly publish the information free ofВ charge.

But inВ Russia, all the processes inВ this period developed inВ aВ bit extreme way. So, fair competition replaced byВ gang violence. And for the development ofВ production you only needed toВ privatize formerly state-owned enterprises very quickly. And aВ few days later aВ poor, but clever entrepreneur could become the owner ofВ several factories and ships.

Basically, in Western Countries PR was formed in the same way, but now it has come up to a stage, where the black PR campaign perceived as an exclusive benefit. In the West, Black PR was developing much longer, but it’s much more professional and much more dangerous. Incidentally, this is felt by those who tried to get their goods to their market. There black PR practitioner can quickly completely destroy someone’s business. That is why black PR is no less effective than an aggressive competition.

And, at the end, who does often benefit from this information warfare? Off course, consumers. For example, there is a place of false facts in the competitor’s advertisement. And if a company is prone to false information in advertising, therefore, it can not produce a quality product. Consumer begins to doubt and what is worse buys goods from fraudulent company. All this suggests that companies closely monitor product quality and integrity of their advertising.

Let’s take a look on advertising in Russia. For example, in advertising tape they constantly overestimated their technical characteristics. Instead of 200 watts. Power Player can play only 150 watts. etc. But in the advertising write inflated figures, because they know that in Russia, this won’t bring any problems.

Even inВ foreign factories, which are located inВ Russia, the quality control is not less stringent than inВ aВ similar plants inВ their homeland. Why? Because if this product may fall into the hands ofВ Western Public Relations specialist, any inaccurate information will lead toВ aВ magnificent black PR against aВ reputation ofВ that company.

Russian variety of black PR leads to very interesting results. Even people stopped going to the elections, because of the government members reputattion as «thieves.» And what is the reason to chose one «thief’ from the pack of «thieves»?

Black PR is quite aВ positive activity, as it stimulates an increase inВ the quality ofВ products and services.

Lets try to define the black PR. So Black PR – is a targeted dissemination of negative information concerning any animate or inanimate object.

The purpose ofВ this activity is either the destruction ofВ the business, or the undermining ofВ business relationships, or something else.

And IВ do not see aВ serious moral difference squeezing competitors out ofВ the market byВ price dumping byВ trial or byВ black PR. All this tough competition. Consequently, aВ weak leaves the market, and aВ strongВ win.

Black PR professional can not be related inВ any way toВ an unfair competition. Although at first glance it may seem that it can be so interpreted. Black PR can disclose evidence toВ support the poor quality ofВ products and service ofВ aВ competitor, as well as toВ point out the hidden mistake, and consumer fraud.

Naturally black PR – is a business tool. And depending on whose hands it falls, it can bring benefit or be a stronghold of evil. If it falls into the hands of an honest businessman, he can protect himself and his consumers from unfair competition and bureaucratic arbitrariness. Black PR in his hands destroys substandard products, weak business and achieves peak of something healthy and strong. In this case, the best wins and we will only win.

Black PR inВ the hands ofВ the villain turns into evil. He begins toВ destroy useful goods, destroy an honest business, etc. It becomes harmful toВ society activities. Moreover, successful companies can not protect themselves byВ not having aВ staff ofВ PR-powerful group. This book helps how toВ teach entrepreneurs toВ create aВ black PR campaign and toВ how toВ address it. Only byВ creating aВ perfect method ofВ attack and defense, you can be successful inВ this kind ofВ activity and toВ promote fair and honest business.

Often you may find that some company did not fulfill the conditions ofВ the contract, but got the money. You can work on it inВ court or inВ other ways, but you can apply aВ black PR as well. And the truth is on your side.

Black PR – is not a science, as an evil, it is the method of how to use negative publicity to seek justice, integrity and excellence in the market.

Where can IВ use black PR? This book outlines how political and commercial organizations use black PR. But, IВ want toВ notice, that it is still more emphasis on commercial use. Here theyВ are:

For competition. Black PR can be used toВ fight out competitors. You can reduce the sale ofВ goods ofВ aВ competitor. You can just destroy aВ business ofВ aВ competitor or just weaken his position.

ToВ influence the government. Russian officials are usually not good enough at their jobs. InВ this case, top management either did not know about it, or turn aВ blind eye on it. Drawing public attention toВ aВ data breach can change the situation dramatically. And this is one ofВ the most effective methods. Top management wants the officials toВ work well, or at least wants toВ make the society tends toВ think that they want it. Therefore, when the information falls into the mainstream media, it may lead toВ action ofВ the upper authorities. There is aВ global problem inВ different areas ofВ business, which for some reason is not being revealed, but, nevertheless, inВ the case ofВ publicity they could be resolved. The scheme is about the actions. Population demands aВ solution. Held shares. Information gets toВ the press. Top management proceed. Problem inВ one form or another is solved. Effectiveness ofВ the solution, byВ the way, is also dependent on the PR. However, inВ the case ofВ exposure toВ power it can not only be solved, but also contribute toВ the problem. It all depends on the correct way ofВ your strategy.

You can have an impact on partners and suppliers. Partners and suppliers can fulfill the agreement, but can not perform properly or not toВ perform at all. This situation can be influenced byВ the court, but you may use PR technologies as well. Especially when litigation does nothing.

ToВ neutralize the negative sentiment groups or organizations.

You can also use black PR for your own self advertising. You make aВ black pr campaign against yourself and your business, but you do it inВ aВ way, so that instead ofВ destroying, the popularity ofВ the company and the products increases.

All of these methods are widely used in practice in Russia and the world, but when you are facing a black PR, it is not always clear to understand that you’re dealing with it. Professional black PR campaign is usually well disguised even before random spontaneous event. That is why, they mimic some external factors, suddenly took up arms against you. Sort of bad luck begins to haunt the company. And while you struggle with fate or destiny, your opponents successfully implement their evil plans.

For example, imagine that a group of women who are indecent kind comes to your office suddenly.And they come the next day as well. And when you leave the office and come back, you are finding out that the crowd indecent women is changed by group of grandmothers, who are picketing your office, confirming that you have a brothel here or something like that. You are obviously hindering live. TV arrives and makes a report about a brothel, which you have organized, a decent view of the enterprise and of grandmothers who are outraged by this. You are trying to sort out by telling that this is misunderstanding. But then half-naked woman suddenly claims that you did not pay for her indecent services. Off course, you will be taken to the police. Then you discover that your office is sealed and there is some test is running. As a result of a chain of such actions, you can completely lose the image and all clients. Then all will be like some kind of phantasmagoria. A kind of game of fate. And as if by accident. A misunderstanding? But it is not…




ChapterВ 1



The use ofВ Black PR toВ attack aВ business ofВ aВ competitor.

According to statistics, the use of black PR to attack business rivals – is the most common phenomenon in the world. This activity does not contain anything ethical and illegal. Any best reputated firm has the right to engage in black PR. Do not think that you will stain black PR. Of course if the black PR is not professionally, you can smear a strong opponent, but you’re also going to do it at the highest level, right?

A quality black PR – it’s a healthy competition, it is unnecessary to avoid and fear. It does not only help to improve the situation on the market, but also provides an indispensable service to consumers.

Let us consider some of the basic principles of this activity. No need to criticize a competitor in his forehead.Frontal abuse, where you did not use it, whether it is a personal quarrel, talk on the phone or geopolitical PR – almost always is rejected, a kind way of rejection. People do not tend to believe abuse. They often do not like when one person says bad about the other. You just give the facts and to spread them to the targetted audience, and audience, in turn, transforms these facts, think out and come to some conclusions. But these findings will contain information as abusive.

InВ the black PR is aВ basic principle. No need toВ curse, but only need toВ make sure. No need toВ В«pour dirtВ» and use adjectives, and report only one fact, it makes the target audience toВ doubt. Moreover, can even be praised, not blamed.

From another side there is aВ need toВ attack the most important properties ofВ aВ competitor. Only attacking the main properties ofВ business ofВ aВ competitor can bring the results. For example, imagine that you have toВ attack any building campaign and the targetted audience for attacks are potential buyers ofВ apartments. What are the main features inВ this case? Quality ofВ apartments, quality ofВ homes, environmental cleanliness ofВ construction site and the materials used, adequate price ofВ flats, etc. Then black PR campaign must be based on this defects ofВ these properties. The target audience is not interested inВ is the construction company produced its initial capital or where the director ofВ the cosntruction company was on Sunday, etc, if all this does not affect the quality ofВ construction.

The third principle is the validity of the information. You can not report false information, you can always find quite truthful information regarding a competitor, or create one. Using the correct information you’ll get way better results than spreading false information. It is always easy to fight against on the wrong part of your data and it is very difficult to fight back if the entire campaign is built on truth.

What sequence should be usually presented inВ the actions ofВ the black PR campaign?

Determine what you are going to attack. You can attack the company and its customers, Or attack the company itself and its staff. Attack director, accountant and their relatives. Attack power structures that affect the business of a competitor. Attacking partners and suppliers. Attack is focused on various components of the business of a competitor. You need to analyze all of them and understand the specifics of the attacks. Understand what is the best way to attack the industry, where you can cost-effectively achieve the maximum results. Attack must be clearly focused on the object and specified so far as it is possible. If the object of attack is a product, then you need to understand what specific product you’re attacking. Not always possible to attack the whole product line of products, sometimes it is only one of the products is the subject to attack in the best way.

Next step is, you need toВ identify the target audience ofВ people for whom the information is intended. Usually it is the people who are inВ direct contact with the object ofВ attack. If you attack aВ product ofВ the company, the target audience may be as aВ group ofВ customers, and the employees who work with the product (for example, you can, spread the word about the harmfulness ofВ production),If this accounting, the target audience is likely toВ tax inspection, etc. It is important toВ focus on the attack. If the clients ofВ the firm consists ofВ 10В members, it is not necessary toВ influence them through television. These 10В people can get information from aВ group ofВ hired actors who under the guise ofВ bystanders will meet them on the street. You can also use the letters, faxes, etc. Aim for aВ minimum quantity ofВ information toВ attack people. That is the minimum that can help toВ solve the issue.

Find the necessary negative information for PR campaign. And here there are a lot of problems. It must be truthfull and sensational. It should cover the main features of the attacked object. That is why, you can either find a negative information, or to force the opponent to create it, or reframe white information. Reframation is a very interesting process. It allows us to prove that the black – it is white and white is black. However, because the enemy of retaliation may also use creative reframing, so either you have to make a reframing that can not be fight off, or find a more efficient information. What is quite interesting, the finding a real black information concerning many companies in Russia is a very easy process. Russian enterprises are not spoiled with a professional black PR and therefore they are not prepared for such attacks. In many enterprises in Russia there are clearly visible defects and flaws in the system of a business.And no matter where the service is, or any products, the Russian companies can often find a lot of flaws. Moreover, they do not even try to fix these deffects. A typical example of this area is the conversation I had with one of the leaders of the Yandex advertising. I complained about disadvantages of their advertising service. The fact is that even though they promise that the advertising message will only be seen by someone who bought the word, in fact it is not often seen by people you need. I pointed out to them how this defect can be corrected, and received this reply: «Well, because our service is just advertising, and advertising is always hanging anywhere and anyhow who watch it. Did other forms of advertising guarantee you hit the target audience?». Indeed often advertising in Russia does not guarantee getting into the audience due to the fact that the creators of the advertisement does not seek to do so. You can order advertising in the elite magazine, but it turns out that in addition to the homeless nobody reads it, because they are the first ones who take all the editions. And always, In innocence, I thought that getting into the target audience is the main objective of advertising.

Overseas production quality is watched much more. Here are aВ few cases ofВ subsidiaries ofВ large international companies inВ Russia.

One ofВ my student previously worked at Philip Morris. His function was toВ control machines operating with the foil used inВ the packaging ofВ cigarettes. The machine with which he has worked, scratched foil for cigarette and struck her logos. Once the machine, for some reason, stopped working properly. This person has corrected the defects, uploaded foil and started the process. Then he went for lunch. After having lunch and aВ rest for aВ about two hours, he returned and found that the entire conveyor was stopped. The fact is that the quality control department found aВ deffect inВ aВ final product. Logo on the foil was stamped on the back, instead ofВ being stamped on front. This is hardly noticeable and do not influence the quality ofВ the cigarettes, but still the whole lot was destroyed. And for two hours the machine had produced more than 50,000В packages. Thus, the error ofВ my student brought toВ the deffect for aВ total ofВ $ 15,000. No one did not take the money from him, but he was fired.

I’ll tell you another case illustrating the level of quality control in the western industry. My student was working in the logistics department at the Ford factory in Vsevolozhsk (city in Russia). They were trying to produce the Ford Focus for two years. They have done about 50 cars per month, sending the whole lot to the press. Sometimes the machines have been such a fate only because of negligible quality defects. For example, in one car after driving 50,000 kilometers there is a cranky few screws on the instrument panel.

However, even this Western system allows you toВ find negative information about the company. For example, take some quality expensive car. The quality is difficult toВ find fault in. However, you can, for example, toВ find statistics on car crash about this car. Simply collect and publish data on tens ofВ road accidents associated with it. For example, after the death ofВ Princess Diana, the Mercedes sales fell for aВ while. Indeed, the firm was proud ofВ airbags, and other means ofВ protection ofВ passengers, but none from it saved the princess.

Another way toВ find fault with the perfect car would be aВ simple car repair statistics. You can collect data: the owners, who most often come toВ repair their cars. Or just calculate from the statistics ofВ the same year ofВ production. Sometimes it gives the most unexpected results. Especially because most owners ofВ Lada repair their cars inВ the garage byВ themself.

After gathering the information it is necessary to carry out its reframing. That is why, need to choose a perspective view of the facts, to make them be in the most effective position. As a rule, the same problem can be seen from dozens of different points. Some of them modify the problem in a private internal corporate event. Other way is to make the issue of smart news that concerns the whole of society, but do not suggest to take any action to wok out an issue. But it is only one point of view which will work, that is, considering the facts from the point of view, when the problem becomes very relevant, important, comprehensive and demanding action. Such actions that will lead, ultimately to your desired result, for example, the destruction of the image of a competitor, bankruptcy, etc. And it is absolutely true that at the wrong reframing it can become a lie. Very often people believe in the truth less than in a lie. What’s more important, if truth is not given in a proper way, it is is perceived as false.

Develop aВ chain ofВ events which will be your PR campaign. Single action can be very effective, but as aВ rule, toВ achieve aВ significant effect you must implement aВ set ofВ several stocks. Therefore, it must be immediately toВ develop aВ system ofВ consecutive events. They may be consist ofВ one main and several side. May be also consist ofВ aВ series ofВ similar sides, but inВ any case, this complex ofВ events must be focused on one task.

For example, initially aВ competitor hurt your client and the client started aВ hunger strike inВ front ofВ the city administration. Then aВ group ofВ customers joining the same meeting, and then jumps into the water from the bridge toВ protest or burns competing products. One such event would attract little attention ofВ the press, and all together they will cause strong repercussions. And all this during the main event may actually be aВ lawsuit against the group ofВ consumers ofВ your competitor. OfВ course, the claim must be based on real facts and real shortcomings ofВ the product ofВ the enemy. Typically, these events are not made on behalf ofВ the customer, and on behalf ofВ aВ public organization or person from people. InВ rare cases, the black PR can be conducted on behalf ofВ the parent company.

–

Example. Enemy powder

–

InВ 1994, Procter & Gamble faced some problems due toВ the advent ofВ washing powder Persil Power from the company Unilever. The effectiveness ofВ this new powder was significantly higher than that ofВ the same powder ofВ P & G. Powder Power was much more economical. It allows aВ small portion ofВ washed off as much clothes as much aВ big portion ofВ the powder Ariel with the same value. P & G had toВ do something.

Ed Arttst head P & G has nicknamed the Prince ofВ Darkness, has taken swift action against the new trends inВ the market and aggressive competitive actions ofВ the company Unilever. Having studied inВ our laboratories new powder ofВ aВ competitor P & G, he found aВ Manganese catalyst inside ofВ it, which can harm the fabric too much. InВ March 31, 1994В P & G, Unilever issued an ultimatum and warned that they will have toВ take active steps if Unilever will not remove from the market aВ new powder.

After refusing the complain byВ Unilever, P & G began an active black PR campaign. InВ April 27, 1994В inВ the Danish press reports that the powder Power can destroy aВ fabric. This message came from the person from P & G company. InВ April 29В Unilever held aВ press conference denying all the complaints ofВ P & G and reported that they were going toВ sue P &В G.

InВ response, P & G hired aВ Rowland Company for massive PR campaign. The latter came into contact with all the European Association for the rights ofВ consumers, manufacturers ofВ washing machines, aВ variety ofВ retailers and other public organizations.

Many ofВ these organizations have been doing actively the briefings, press conferences and show the samples ofВ fabric damaged byВ Power powder. As aВ result, photos ofВ damaged fabric reached many major newspapers and magazines. Sales volumes ofВ new powder began toВ fall with aВ great speed.

Environmentalists accused inВ Sweden Power, that he had put the national dress inВ aВ danger.

After all these PR campaigns, which was stretching for several years, P & G were able toВ achieve the destruction ofВ the powder and the Power was withdrawn from the market.

It is not important whether the Power is actually harmful toВ the fabric or it is an invention ofВ chemists from P & G, but he remained an important fact, that finding the real incriminating facts can literally give away aВ competitor, causing consumers toВ question the validity ofВ the quality ofВ the products ofВ competitors.

–

Very often PR companies are used byВ dependent or independent civil society. They can be used toВ share and create information and PR-with these same organizations tend toВ create newsworthy information. Sometimes public organization established specifically for specific PR-campaign.

We can say that most of the public institutions, even in its title implies fighting for something or someone’s rights protection, and thus a tool of black PR. Let us remember their names: Society for Consumer Protection, Environmental Protection Society, a society «Soldiers’ Mothers», Society for the Protection of women’s rights, etc. Yes they are just created for black PR. Many, very many such associations are fighting for something and, as a rule, information methods. It is just that the statute does not write: «The implementation of black PR».

There is a funny coincidence. The most common translation of words into Russian PR – Public Relations. But can it exist without communication with the public social organizations? And in white and black, they are essential.




The target audience inВ the BlackВ PR.


An extremely important issue inВ black PR is choosing the target audience. Attacked object usually surrounded byВ the following audiences:

His clients.

Its competitors.

His companions.

State institutions with which objects interact.

Its staff.

Its suppliers.

Residents living near the company or somehow forced toВ interact withВ it.

Relatives ofВ employees ofВ the enterprise.

InВ fact, if the objective is the destruction ofВ business ofВ aВ competitor, you can attack any ofВ the following target groups or all together.

AВ common mistake is toВ launch an attack on any one ofВ the targets without analyzing all possible attacks. As aВ rule, before the attack, unless you have aВ particular interest (for example, reduce the number ofВ customers from aВ competitor). That is why, if the purpose ofВ your next attack does not dictate toВ you strictly aВ certain audience, you have toВ analyze all the available audience and how toВ attack them and how hey will attack inВ reply.

OfВ course, you can analyze the audience byВ inference and analysis ofВ your knowledge, but it is better still toВ conduct aВ thorough investigation ofВ the audience. How toВ do it? InВ fact, no need toВ immediately rush toВ do surveys or anything like that. Remember, all you need is toВ know more about the target audience surrounding the object ofВ your attack and it can be hundreds ofВ different ways, including those that are not described inВ any ofВ the existing books.

Still, IВ recommend you aВ few ways toВ study target audiences:

В· Open source and database. It is often about your competitor and his interactions with customers, competitors, and all other target groups. It can be found inВ the Internet. You just go there and consistently seek data on each ofВ the target audiences ofВ competitor, it is basically everything that they write about him. This data can be inВ the forums, inВ newspapers, magazines, etc. As the search engines, IВ recommend metabot.ru. Also, there are many databases and periodical directories. Typically, you can find aВ lot ofВ information inВ the public domain, and this information may be sufficient for effective PR-campaign.

· Part of classified information. If the analysis of the open source did not give significant results, and you feel that for effective black PR campaign there is clearly not enough data, you can proceed to a more detailed analysis of the audience and competitors. The easiest way to study part-public information activities in the «skin’ of a customer. Nothing prevents you from becoming a potential customer or a competitor and build information from the first hand. Very often operate under the client can find the most unexpected things. Apart from the role of «client» you can act under a journalist or writer. Find the one legend that will give you access to the maximum amount of information. There are many versions of these legends and most of them are illegal. Who can interact them from outside the company? Think about who can apply there without any formal authority? Naturally, being a representative of law enforcement or tax authorities can get access to all information, but it is illegal if you are not an employee of one of these organizations. However, nothing prevents you to be:

– Job seeker in the firm,

– courier to deliver pizzas by mistake (if you want it to do quite officially, create a firm delivered the pizza)

– chance to get acquainted with any of the companies on vacation

– sales agent for advertising space,

– the wholesale dealer

– Partner Director of bowling (ie, how would you do with it once played)

– representative of the company, which investigates public opinion

– representative of a company that wants to offer something

etc.

Next source is classified information. Typically, such information is not entirely legal. However, detective agencies, and various other offices can collect them and readily provide. You can also arrange your agent to the target audience in order to gather information. By the way, developing advertising campaigns by a company, often adopting the so-called cool hunter (cool hunters) in youth and other target audiences. These people are being introduced to the youth party and trying to figure out fashion, and what is in terms of the audience’s great, and what is not so. By the way, this is very good for business, because the error in this activity often leads to the tragic consequences. Distracted from the topic, said that several years ago, a French firm just had to stop running on the fact that she starred an advertising roller, which was like a stylishly dressed, but from the point of view of young people on it were not the «antlers» pants, so it was not so fashionable. As a result, advertising did not to succeed.

When you are conducting aВ research, do not place any particular purpose. For example, do not look for В«what would IВ find this toВ discredit aВ competitor.В» Look just for more information.




Method ofВ attack inВ the BlackВ PR.


The method ofВ compromising.

You run some information that raises doubt inВ the target audience ofВ the competence ofВ your opponent. Moreover, with this method it is necessary toВ cause doubt inВ the competence ofВ the enemy, and not doubt inВ the competence ofВ the charges.

ToВ use this method you should: create an event that will attract the attention ofВ the target audience and make it available through the media.

The main difficulty ofВ this method is toВ search for and edit the most compromising information. Disseminated information must meet the following criteria:

Be truthful. What is the truth? What they think is true.

Be irrefutable. The enemy must deny the opportunity toВ refuse the information. When it comes toВ material facts, they are usually difficult toВ be challenged. However, if you talk about virtual concepts such as love, confidence, duty, honor, understanding, solidarity, acceptance and rejection, hostility, etc.,their opponent could turn upside down and your truth becomes aВ lie. The same thing he can do is convince key people toВ your campaign inВ the opposite way. For example, someone says that he does not like your opponent, but under the influence ofВ financial grants someone can change his mind and your assertion that the target audience does not like your opponent will be aВ lie.

Be understandable. If your information is well founded, but it is based on some obscure concepts to the general public – it is better to give up the information or edit it. Confusing and difficult to transmit facts as bad as false information. They are very difficult to interest of the press, and it is difficult to convince the public for anything. If the information can not apply simple – better not to use it. However, when the target audience is made up of intellectually developed people, it is possible to use a complex information.

ToВ be relevant. Just your information must be relevant toВ the interests ofВ the target audience for which it is designed.

Be safe. Use ofВ compromising information may be aВ subject toВ lawsuits and other negative consequences. You should consider the risks. And use this information only if the risk is justified.

How to distribute compromising and talking to the press, I’ll discuss in the following sections of the book.




Method ofВ aВ Bad Praise


This method involves toВ publicly praise the opponent, but the result ofВ the public must be negative. How? This is achieved byВ overpraising. Praise byВ the excessive use ofВ epithets, unverified. And byВ mentioning the hidden praise ofВ negative information (or negative inВ terms ofВ the target audience).

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Example.

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Once aВ group ofВ deputies wanted toВ speak at aВ gala event organized byВ the head ofВ one ofВ the districts. But some assembled people wanted toВ act against this chief ofВ staff. Naturally they did not want toВ do it byВ themself, since the head could easily guess their intentions. So they turned toВ me, and IВ gave one man, who was entered inВ the rules ofВ the event. Officially, he was declared as one ofВ the local businesses.

The event started. Everyone was giving a speech. It was in the style of Soviet times. But… After the speech, and the orchestra one of my team came on stage. He said that the head of that district is so good that we have such a «remarkable chief of staff, who cares about the development of the area and building a new houses and a cafes.» Next he’s using laudatory adjectives listed to the houses, which will soon be built in the neighborhood and people soon began to realize that their neighborhood is gradually transforming in a new area. Many smiles just disappeared from the faces and celebratory mood was finished.

Also, the holiday spirit has disappeared from the face ofВ head ofВ the district, but the result has been achieved, the population was opposed toВ the district head and future developers have come toВ expect serious problems with the public.

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ByВ dual audience


This method involves the sequential exposure toВ multiple target audiences. And the first audience is used toВ share the second-oriented audience. For example, at first, it will be the excited publics, then the media, and then the government. Natural sequence ofВ actions inВ all cases are different. But the final audience ofВ all PR-campaigns is always powerful government. However, going through the sequence is more strongly effective, rather than if you go direct toВ the authorities.

Campaigns based on this method, line up ofВ several successive campaigns, usually united byВ one issue. This method is effective if you need aВ powerful PR. These campaigns can be implemented even on aВ very small budget.

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Example. Nationalism is worse than stealing.

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So, IВ had toВ attack one company that had almost aВ perfect reputation. IВ found very less information which IВ can use toВ attack. My agent, joining with them inВ interaction, byВ accident found on aВ group ofВ general managers-nationalists.

From the side, these innocent people does not look like the nationalists, but inВ private, they often spoke about one ofВ the nations inВ aВ very rude way. They actively criticized intelligence ofВ representatives ofВ this nation.

IВ found incontrovertible evidence ofВ their nationalism, as well as text and audio recording, which were confirming this fact.

We appealed toВ the regional national community, then inВ hundreds ofВ companies, where directors were just representatives ofВ this nationality. It turned out that the managers ofВ the nationalists actually constantly interact with companies, where management positions held byВ the representatives ofВ this nationality.

Many influential members ofВ the national community suddenly turned toВ the negative attitude towards them. As aВ result, the audience itself initiated aВ hostile action and black PR, focused on all the target audience ofВ the company. Their active black PR activity has led toВ the fact that the company, led byВ manager-nationalists, for the year came toВ aВ complete bankrupt, ensuring the success ofВ my client.

Nationalism is the weakness ofВ people who want toВ feel more important, who has problems with the confidence. However, this weakness is served, and will serve the cause ofВ black PR. Do not create it byВ your own hands. This weakness can kill you and your company.

Even if you do not have around influential people from any nationality or religion – do not scold them. Even your staff (if it is of that nationality) can ruin your business. Business in today’s society is too dependent on environment

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This method is also good if you find any audience, which suffers from improper actions byВ competitors and the audience putting an action against aВ competitor, but at the same time it is targeting aВ completely different audience. That is why, it is not necessary toВ have the facts, compromising the company, for example, inВ the face ofВ customers. It suffices toВ find an audience which will be an intermediate between customers and the company and toВ attack it, and the audience itself will be then attacked byВ customers.




The method ofВ virtual concept


This method is fully based on the theory ofВ virtual concepts.

The image ofВ any company is based on multiple virtual concepts. Often this concept: reputation, luxury, versatility, trendy, love toВ the buyer, the popularity among customers, value,В etc.

Easy toВ guess that all ofВ these concepts are enclosed only inВ our mind, but as aВ rule, have certain physical evidence, contributing toВ aВ better understanding ofВ these concepts. So prestige, for example, may be confirmed byВ the price ofВ goods, the use ofВ expensive materials, use ofВ the some subject known byВ many people. At the same time all this is aВ myth, because often the real cost ofВ lifestyle products is much lower. However, this product sellers want toВ lay the additional value that the buyer and could take this thing toВ demonstrate its superiority over other people. ByВ the way, the price ofВ the object actually has no great significance. Often toВ achieve aВ high price item it is complemented byВ unnecessary or almost unnecessary elements. Note that often excavator is more expensive than aВ sports car, but the prestige ofВ riding on it is questionable, unless someone makes VIP-excavator. But, even it is comfortable toВ ride such transport, because it safe, so that if you crashed into aВ house you can break its walls, but not the car. But it is not prestigious.That is why excavator can not be at aВ high price, but sports car can, because it has aВ sufficient value ofВ prestige inВ the eyes ofВ the consumer.

ToВ destroy the myth ofВ the value ofВ the goods you have toВ consistently attack all components ofВ the virtual concept ofВ В«prestigeВ», namely the material constituting the object, the behavior ofВ people associated with it, positive or negative evaluation ofВ the subject, especially the subject ofВ ownership.

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Example. Homeless people inВ the elite club.

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One ofВ my friends got an order toВ reduce the level ofВ prestige ofВ aВ Moscow restaurant-club, which has an excellent reputation among the metropolitan elite. Naturally at the entrance toВ the club there were face-control and some burly bouncers. And, even simple cars like Lada could not be allowed there.

My friend needed toВ neutralize the image and prestige ofВ the place.

What did my friend do? One Saturday, when the club met the main visitors, his men, dressed in the VIP-persons clothes, came on a luxury car to the club, then went inside. At the height of the evening they had gone to the bathroom and changed into a homeless people clothes, which means dirty and smelly clothes. The smell was generated specifically for this event. Smelling from head to toe, they went into the room and sat down on the seats. People have started to feel too uncomfortable besides them. Strangely enough, the security did not immediately realize what to do, because these people were already in and ordered dinner, and some have already eaten the dinner. It was too late to do something, because most of the elite has left the restaurant immediately. Their administrators fussed about these «homeless» and wondered how they could entrance the a club.Then they politely asked them to leave the club. A one of the guards tried to heat one of the «homeless’ poeple, but then suddenly two newspaper reporters appeared and had photographed the moment.

On the next day the newspapers had uploaded the pictures ofВ the homeless inВ the area ofВ the club, and was told that the public looks at expensive restaurants often unconventional. It was also an interview with one ofВ the В«homelessВ» who claimed toВ have received aВ great charity, and decided toВ relax inВ the restaurant.

The next days toВ maintain the image, aВ special person was bringing toВ the club aВ special flavour which was able toВ allocate an unpleasant odor for aВ long time. They were hiding it inВ aВ different places ofВ the club and constantly reminded visitors ofВ the homeless.

When the administration found out a system of tracking visitors with that smell, it was too late already – all the elite of the club moved to another restaurant.

This is certainly not the most beautiful example, but it shows the method inВ action.

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The method ofВ virtual concepts can be used toВ create new concepts that will destroy the old concepts and, as aВ result, your competitors.




Method catcalls


Since ancient times, in the theatres when people couldn’t accept the play, they were throwing tomatoes or eggs on a stage.In addition to the protest these actions hindered the actors to perform the play. Something like that can be used in today’s PR.

For example, you want toВ paralyze the work ofВ aВ large supermarket. You can run aВ large crowd ofВ people there that will create aВ queue at the box office. Let these people just come toВ the box office with an impressive amount ofВ goods, knock out huge checks, and then say that they forgot their wallet. Similarly, you can run the crowd, which has something toВ complain about, or stand inВ aВ line toВ the bathroom.

During demonstrations of similar actions your people can rustle their feet, clapping without any reason (eg: some exact rythm), the inclusion of a siren, etc. Such methods can easily disrupt any speeches. Often when security is trying to break up the protests by using force, it will again just prove, that upper power just doesn’t want this information to be published and they have soething to hide. So, it is necessary for them to prevent the dissemination of information. To do this, you can drown out the speeches siren, which is much cheaper than the speakers used in the rally. Posters can pour paint from a helicopter or light bright searchlight.




The method ofВ administrative resources


This method is probably is the least relevant toВ the PR, but lobbying ofВ administrative resources is much more often used for black PR. InВ this case, just the administrative structures are set against aВ company and with the help ofВ these structures, the company is destructed.

Having someone inВ the tax office and other authorities can be easily used toВ ruin your competitor. Many are trying toВ convince the authorities byВ using aВ corruption. This is one ofВ the most common methods ofВ black economic PR inВ Russia.

In my view this is the most messy PR, not worthy of self-respecting PR – method.




The method ofВ hooks andВ bait


This method is relatively simple. Information is created to make a trap for the future victim of black PR. Object needs to be lured there and the object creates a dirt by himself. A typical example of such a company had a history in U.S. President Bill Clinton and Monica Lewinsky. Initially, Clinton’s meeting with her and their romance was organized by the third party. Then another woman accused Clinton in a sexual harassment. This charge was baseless, but the court has asked: «Did you, Mr. President, have an intimate relationship with any women other than your wife?». He replied: «No». He got in a trap from which he could not escape. Then it was proved that he had a relationship with Monica and, it meant that he lied in court under oath, what is illegal.

Very often people create incriminating evidence against themselve in an interview.In the court, the lawyers of defendants recommend them to keep silence, but in contrast to PR you have to speak – and speak properly.

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Example. The construction company is killing it’s workers.

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Director ofВ aВ large construction company was faced with aВ whole set ofВ unexpected problems after the accidental death ofВ one ofВ the workers on the construction site.

So, it happenned that there was an accident as aВ result ofВ bark killed one worker. Typically, these accidents are not aВ reason toВ start aВ black PR campaign, but inВ this case, someone ordered aВ black PR against the leadership.

An experienced journalist caem toВ the director ofВ aВ company. The journalist could put inВ the mouth ofВ the interviewee any text. How did he do it? He has asked the questions that already contains the right answer. Trying toВ answer it, CEO began toВ repeat certain words and phrases from the questions. As aВ result ofВ the interview which was published, there were no questions ofВ aВ journalist left, but only the answers. From this interview, it was possible toВ conclude that the leaders ofВ the construction company do not care for the lives ofВ their workers, and the availability ofВ cheap labor and other cities do not allow them toВ grieve the death ofВ aВ single working stupid worker and do not care about safety measures at the construction sites.

As aВ result, aВ negative attitude ofВ customers who buy an apartments, authorities, and employees ofВ the construction company was developed. They attacked them with all sorts ofВ checks, and much ofВ the staff quit their jobs and demanded toВ compensate various penalties inВ the court.

They could not soon recover from this blow.

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The essence of the method of «bait and hook» is:

First, you need toВ develop aВ separate campaign goal, which will let aВ competitor toВ be inВ aВ situation where he has toВ create aВ dirt for himself. And he can make aВ real damning action, and independently distribute compromising information about themselves byВ saying the wrong things.

Then you will receive the necessary compromate and can start your black PR-campaign, based on this blackmail.




Method ofВ public outrage


Many businesses have a lot of things that can make the public angry.For example, it can be a CEO’s too expensive car, a luxury office, enhanced enterprise, environmental emissions, hazardous industry, harassment someone’s rights, salary of staff in the company, the political ambitions of the director, notably business enterprises, etc.

The goal ofВ this method is toВ find the one object that can can make the public angry. Then disclose facts that disturb the public. Finally, the public anger is out and you have toВ stretch it for as long as youВ can.




Methods ofВ virtual blackmail


This method is not based on a fact, but on the alleged desire or thought of anyone. It is always possible to prove the falsity or correctness of any material fact. But it is not almost possible to prove that a person was not thinking about anything. Thoughts within our minds are closed. And they are more closed when they have occurred in the past. So it is always possible to start a Black PR capmapign against any person’s or group’s plans and ideas, which they did not even think about. Or they migh think about, but did not make them public.

Many labor groups spread intrigues, and this is especially characteristic of women’s groups. And I have repeatedly watched literally nest of intrigue in regular education schools and institutions. In these organizations, people get paid a penny, but they have a lot of weaving plots against each other. And it is enough just to say something a little bit negative and it will be treated as if you are his worst enemy and think of his shift. And what it is more interesting, it is that in such groups they often use a completely made-up arguments. But you can say the same, and that is something people thought about or what he was not going to think about, and you just can take an advantage of this fact.

However, what happens between people in person is very different from what is happening in the PR, where the personal contact, usually excludes. In person one can say with a straight face that he’s telling the truth, and he believed, when he saw his expression and tone of voice, which are well known to all the participants of the event. In PR it can not be done in this way.

But PR practitioner can use a virtual dirt. You need to figure out what can the attacked group of people think about the target audience. And then you need to publish this virtual compromising and bring any available evidence of it’s fidelity. It is funny, but most often this works even without incriminating evidence. The target audience can get questioned: «But there is really something. But are they really going to do? «And this doubt already has the result. Then they will look for evidence to support or refuse their doubts and their brain will soon find hundreds of proofs of your words, because many facts can be interpreted in different ways. And if any of the people transforms to the image of the «bad person», later any of his actions will begin to be treated as the urge to evil.



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Certain practices ofВ black PR-campaign will be discussed inВ other sections ofВ the book. It is important toВ know that the technology oof PR should be used only with all existed methods on aВ very quality level. This chapter gives aВ general idea ofВ the black PR-campaign, aВ kind ofВ aВ shell, which must be supplemented byВ technology, as described below.




Findings


Most Black PR-companies need toВ be passed through the public non-profit organizations.Both existing and as specially created community and organizations can be involved.

Use ofВ non-governmental organizations can be left inВ the shadows ofВ the customer company. You do not need toВ fight this company from his face and somehow participate inВ this.

Black PR-campaign should pursue the good, useful for society purposes. It should support the idea ofВ goodness and justice.

Must be raised doubts in some vital property of a competitor, rather than trying to completely discredit the property. No need to expose directly – you need to generate consumer uncertainty in use of a competitor’s service or goods. It is better if there will be a negative opinion about the competitor in the minds of the target audience due to their own conclusions, and not because of your information.

It is important toВ choose aВ subject ofВ attack inВ aВ right way and attack the target audience.

In the absence of compromising competitor’s information you can use indirect evidence to the «correct» information accents.




ChapterВ 2





Protection against attacks BlackВ PR.


In fact, to defend against such attacks is more difficult than to attack itself. In world practice, there are many cases where brilliant politicians and companies only due to the inability to fight off an information attack, organized by their political opponents, just crashed their own reputation. Sometimes erroneous protection built in that way, so that instead of neutralizing the enemy’s attack, it is increasing it. These errors occur as a consequence of not understanding the nature of information attacks. PR-attack fundamentally different from the war, where even a small force is still damaging. A large army which goes straight to the enemy could easily defeat him. It is not like this. Walking straight and answering rebuttals can bring you to a position of a loser.

At the same time, you can successfully fight off an attack, if you act right, using complex workarounds. Moreover, byВ using aВ porper methods you can beat off the attacks, even when the consequences ofВ their impact are very significant.

Before you deal with the attacks ofВ your competitors, it is important toВ understand the essence ofВ the attacks, and toВ understand the types ofВ them.



There are 4В basic types ofВ information attacks:



.Professional information attack.

В· Nonprofessional attack.

В· Spontaneous attack.

В· Spontaneous attack, supported byВ stakeholders.



Professional attack is always used byВ professional PR-managers, or even the whole PR-agency. It is built according toВ the main and the most effective rules ofВ black PR and the effective use ofВ all available resources. ToВ fight back such an attack is very difficult and often nearly impossible. Very often the real person who made an attack is hidden and everything looks like an actions ofВ some other organizations.

Unprofessional attack usually begins with the fact that one ofВ your competitors has decided toВ use an information attack practices and started toВ do it byВ himself. Often, inВ this case, there are custom-made ordered articles or registered telecast. Content is usually is not much important and inВ you canproperly see that this is the custom paper (ordered). Typically, these attacks are not safe and can inflict heavy damage. You better ignore them and do not respond. Sometimes toВ fight them does not make any sense, and what is most common, toВ publish aВ rebuttal is aВ ig mistake, because denial can strengthen the attack and will make it proven.

Spontaneous attack is when your business is affected by someone’s interests. Construction company could face the interests of residents who stay in near lying areas. Oil company, faced with the interests of inhabitants of nearby towns. You can also hurt the interests of the diplomatic missions, national communities, etc. Touching someone’s interests should expect a response and you have to be to prepared for it.

Often spontaneous attack supported byВ interested inВ it publics. This can be soething, like public organizations interested inВ the contributions and popularity among the people. It can be political institutions and individual politicians, as well as just your competitors. It should also be noted that dissatisfied people are actively complaining toВ all authorities and somewhere there may be and even your personal enemies. ByВ getting support this event can be very dangerous and can grow up into aВ strong professional blackВ PR.

AВ classic example ofВ this type ofВ attack is the PR-sealing buildings inВ St. Petersburg (city inВ Russia)

Residents of different areas found out that parks and gardens under their windows are cut down and skyscrapers are build up instead of them. Basically, their outrage was limited by small letters to the court and, of course, it has never had any success. However, this case was noticed by the Legislative Assembly of St. Petersburg and members of municipal councils. They realized the big political gain and began to speculate on this, while helping (but not always) people to save their parks and gardens. That is in the harvest campaign 2003—2004, some deputies gained popularity only because of this. They held rallies, pickets and helped people with writing complaining letters, and delivered them to the urban governance. As a result, building companies have lost their fields. What is more interesting, many of these homes are fully consistent with all the rules, but the deputies, however, played with standards of illumination.That it was not constructed properly. And really, which citizen would agree that his house will be lighten by sun only in the evening and then only for three hours?

How did building companies of the city act in this situation? Most of them have tried to solve the problem with money. Thay tried to «buy’ district administration, municipal deputies, members of Legislative Assembly, the residents themselves, the chairpersons of housing cooperatives. So, basically, they tried to fight Black PR off with money. There have also been trying some several attempts to make an actions in support of «sealing buildings,» but basically everything was decided by money. It should be noted that at some points they were able to achieve some results through «buying’, but not everything. This situation reduced the popularity of Vladimir Yakovlev, who was the governor of St. Petersburg that time. Also, they invented a new authority in approving the project, using the «public hearing’. It is when, the builders were obliged to ask the opinion of the inhabitants ofor a future building site. And people can be against building on the very biased reasons. For example, some of the residents might just not like the fact that they are building a new home, where him and his children will not be able to buy an apartment. This form of public hearings in fact became a new form of getting money from builders. There also was invented a method with «red» people, who has been hired to act as a citizen and who needed to agree with a building a site.So the builders are spending more on it, and the apartments becoming more expensive.

At the same time, this problem can be avoided before it occurs, and even after the formation ofВ all the problems can be solved with much less money.




Professional information attacks


Let us examine each of these types of attacks consistently. At first lets look how to protect against professional attacks. Of course, the professional attack is very destructive, and people who are not having a special training can not fight back. Many people think: «I have everything under control. The authorities are my friends. The press, too. No one else will want to fight with me. However, this is an overconfidence. Even in a completely totalitarian state, with the thoroughly controlled press, you can successfully make black PR against the people of authority. And it is not always necessary to use the press, because there is an alternative information media as well. Sometimes it is enough to write something on the fence or drop a letter in a single inbox. As long as people do not sit in separate cells and interact with each other – always possible to come up with a new way to share information. There is an interesting case. The large number of political prisoners were put in, but in different cells. One of them had a red shirt, he was pulling out the threads from it, and then catching the flies and putting that threads to them. Very soon the flies were flying with red threads, and the whole prison sang song «International» (a Russian national songof communist parties). Even in cells it was possible for human to disseminate the information.

Even the most advanced systems ofВ organization ofВ human society have aВ lot ofВ holes that can be used for almost anything.

You have toВ identify the professional attack at an early stage.That is why, first ofВ all you need toВ determine whether it is aВ professional attack, or it is something else. ToВ identify the professional attack, use the following initial signs ofВ attack:



• If you see that the enemy is trying to spread any doubts about you, but does not using direct incriminating evidence, then there may be a professional attack.

В· If inВ what he is trying toВ doubt about, it is really one ofВ the key features ofВ your product, it may also indicate aВ professional approach.

· If you’ve found that the source of attack is a PR-agency or PR-specialists, it also indirectly confirms that it is the professional attack.

· Try to understand how long is the term of an attack. If you understand that this is the beginning of a large process, it’s likely that this is a professional attack.

• If the attack based on three basic components, which is a competitor, a professional PR-specialists and organizations, this attack can be professional.

Of course, there are no unique identifiers for such attacks. But with the above grounds you can understand which kind of attack you’re dealing with.

Now let’s look at how to counterattack the professional black PR. You must learn the techniques of attack and source of the attack and find out as much information about the attacker. To study the attacking side, you can refer to the detective agency. Usually it is much easier to win with having sufficient information about your enemy. With the analysis of information, you will be able to see what information about you will be used by the opponents.

Never begin toВ refute directly distributed information about you immediately. Very often, aВ direct refutation ofВ the attack, can simply increase the efficiency ofВ the actions ofВ black PR, which are directed against you. No matter how obvious is your denials, there might not be enough toВ eliminate the doubts arising from the target audience. Rising ofВ doubts is often the goal of PR-campaign.The information used for black PR is usually very hard toВ verify, and the more its verification is not available. Your arguments are not absolutely conclusive, if the audience itself will undertake toВ verify the information, and, as aВ rule, it wont be able toВ do so due the hidden inomation byВ professionals ofВ black PR. This is aВ fundamental difference between mass communication and private spheres. If in-person exposed face arguments can persuade people ofВ something, it is not always inВ the same way with aВ large group ofВ people reading the newspaper or watchingВ TV.




Method disorganization attacks


There are lots of methods of fighting off the information attacks. One of the methods is based on your participation in the attack of your enemy. We call this method – the method of false target. While the enemy looking for some compromate, you start attack rough. You throw off the information about youself in the source of your opponent. For example, information that youremployees are porn stash of drug dealers, and the CEO is a prostitute. It doesn’t look truthfull and In this mass of sensational accusations your enemy will look absurd. When you do so, the target group will develop immunity, and you kinda getting vaccinated against an attack.

AВ few years ago, the company LEGO got an information attack from the competitors. InВ response parents ofВ children using LEGO toys, went toВ the association ofВ parents ofВ one ofВ the European countries. And the parents said inВ court thet LEGO accusing them ofВ using the characters inВ advertising agitating children toВ become racing drivers and drug dealers. Shortly before, there was an advertisement, where aВ character inВ the style ofВ LEGO drives dashing among the toys at aВ very high speed. According toВ the parents, children are campaigning toВ race and be at risk.

Many try toВ buy aВ certain individuals toВ achieve positive results. However, we must realize that this is not always possible. InВ any case, it is impossible inВ professional black PR-campaign. Such an attempt ofВ bribing instantly turns againstВ you.

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Example. Good Idea trashes poor Ikea.

–

The IKEA inВ Moscow was inВ aВ such situation. The city administration did not like something about IKEA, and against IKEA aВ Black PR-campaign was done for few times. Once the guards beat IKEA customer who was trying toВ leave through the front door. The fact is that inВ IKEA the entrance is inВ one place, and the exit is inВ the other, and inВ order toВ reach the exit you hwill ave toВ go across the hall and get acquainted with all the goods. So, basically, no one can get out ofВ there without shopping. But this same method ofВ merchandising affects mood ofВ aВ buyer inВ some negative way as well, that is why that customer crossed the entrance and felt bad. He ran back toВ the entrance. However, he could not exit. Then he began toВ try strength, and as the result he was caught and beaten byВ the guards. The buyer inspected beatings and wrote down aВ report toВ the police. AВ well-known broadcaster noticed this case and devoted aВ few TV shows on the central TV. TV presenter mentioned that В«the Russian person was beaten inВ the Swedish storeВ» and inВ one ofВ the shows he called the Department ofВ Public Relations and IKEA began toВ talk about it. 40В minutes PR manager was trying toВ justify the situation inВ various ways, but inВ the end ofВ the conversation offered toВ meet up with management and try toВ negotiate. This, ofВ course, was immediately turned against IKEA.

The activity of Moscow IKEA itself is a whole collection of PR-errors. Perhaps it is due to a weak PR-staff, or possible unavailability of Swedish firm to the Russian mentality. If the Swede is clear that when the red light it is red, then to the Russian red light is not always red. Only when the decision was made on the construction of IKEA, the group organized a series of meetings of pensioners against the construction of Swedish store next to a memorial of the Great Patriotic War. Manual IKEA wrote about it, it’s just a black PR against IKEA. As a result of publication of this fact was five times greater, and retirees who hate IKEA, a hundred times more.

–

One ofВ the famous guards ofВ President Yeltsin was charged inВ connection with aВ prostitute inВ the sauna. The video was shown byВ several TV channels. And it seriously damaged his image. However, the method ofВ false targets can be used toВ neutralize the information. This man had toВ find aВ twin or someone uwho can look like him byВ using aВ make up. Then he needed toВ take aВ picture ofВ him naked and put this picture inВ Playboy or similar magazine with some famous porn star. Then say, В«Yes, IВ do have aВ twin. It is necessary for my safety, exactly when IВ am inВ public. Moreover, IВ have even aВ few twins, not one. "But it is difficult toВ keep track ofВ them, and so some ofВ them deal with this. Given the fact that twins ofВ the chief ofВ the secret person they can not even be shown.

Professional information attack directed, usually, toВ the key properties ofВ your product. However, if you can achieve what his main force it would avoid most ofВ the impacts ofВ blackВ PR.




Flash method


Another method ofВ neutralization the black PR is the method ofВ Flash. Creates an event that is directly related toВ your company, but completely overbrightness the information attack directed against you. How toВ implement this method is shown inВ the movie В«Wag the Dog.В» ToВ overshadow the negative information that the enemy wanted toВ spread against the U.S. president, the president created this PR war with Albania. They start aВ real war, but merely mimic warfare. AВ similar method is tried toВ apply byВ PR ofВ President Clinton. When the conflict began with Monica Lewicki, suddenly the conflkit with Yugoslavia was formed. Clinton also suddenly broke his leg and was going toВ an international meetings inВ aВ wheelchair.

The method allows you toВ translate the flash ofВ publicity inВ aВ completely different plane, and is equally well applicable toВ both ofВ big business and politics, and for aВ small shops as well. ToВ implement the method ofВ the flash it is necessary toВ consider two things:

• Create event should be much brighter than the bizarre and the one that created by your opponent. It must literally dazzle your audience.

• Create an event must lie in the other sphere of an information.

В· It must be non-negative.

It may seem that these techniques do not apply toВ small businesses, but they do. Imagine that inВ aВ small little village there is aВ cobbler Vasya and the whole village is mending his boots. But Fedor argued with Vasya, because ofВ women Nura and started spreading the news that the Vasya is not properly repairing the boots. He did not toВ say anything, but he was just walking around with aВ torn boot and when he was asked why is he going around inВ torn boots, he was replying, that Vasya repaired his boots, but something quickly fell off. If he did the right thing, the people would start doubt the cobbler Vasya and will mend shoes somewhere else. What significant events can Vasya make:

В· Create aВ large boot. So big that it was rumored he was placed inВ the Guinness Book ofВ Records Russia or Guinness.

В· Make elegant shoes allegedly commissioned byВ the famous artist. And inВ fact, it should be amazing shoes. If she comes toВ the village, the reputation ofВ Vasya will be guarantly fixed.

В· Marry Nura.

В· Find his brother who has been lost many yearsВ ago.



Very often, the firm’s lawyers are asking the leadership to speak in a court against the press on the immediate offenders. If the information has not been published – it is a really a good method. But when you act like this against a professional, well-trained black PR practitioner, it is practically useless and dangerous measure. Since almost always in black PR it is used only truthful information, or one that could be true fand or no possibility of verification, to prove something in court becomes almost impossible. Moreover, even proving the case in court, you can not get rid of the doubts by target audience. At one time, in the cans of Pepsi-Cola people startedto find the needles. Through the courts, they have proved something, but sales still fell in a few months. They certainly managed to stop the process of finding needles, but it was unable to neutralize the harmful effects of the company’s image.




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