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 I use black PR? This book outlines how political and commercial organizations use black PR. But, I want to notice, that it is still more emphasis on commercial use. Here they are:
For competition. Black PR can be used to fight out competitors. You can reduce the sale of goods of a competitor. You can just destroy a business of a competitor or just weaken his position.
To influence the government. Russian officials are usually not good enough at their jobs. In this case, top management either did not know about it, or turn a blind eye on it. Drawing public attention to a data breach can change the situation dramatically. And this is one of the most effective methods. Top management wants the officials to work well, or at least wants to make the society tends to think that they want it. Therefore, when the information falls into the mainstream media, it may lead to action of the upper authorities. There is a global problem in different areas of business, which for some reason is not being revealed, but, nevertheless, in the case of publicity they could be resolved. The scheme is about the actions. Population demands a solution. Held shares. Information gets to the press. Top management proceed. Problem in one form or another is solved. Effectiveness of the solution, by the way, is also dependent on the PR. However, in the case of exposure to power it can not only be solved, but also contribute to the problem. It all depends on the correct way of 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 to perform at all. This situation can be influenced by the court, but you may use PR technologies as well. Especially when litigation does nothing.
To neutralize the negative sentiment groups or organizations.
You can also use black PR for your own self advertising. You make a black pr campaign against yourself and your business, but you do it in a way, so that instead of destroying, the popularity of 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…
Chapter 1
The use of Black PR to attack a business of a 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.
In the black PR is a basic principle. No need to curse, but only need to make sure. No need to «pour dirt» and use adjectives, and report only one fact, it makes the target audience to doubt. Moreover, can even be praised, not blamed.
From another side there is a need to attack the most important properties of a competitor. Only attacking the main properties of business of a competitor can bring the results. For example, imagine that you have to attack any building campaign and the targetted audience for attacks are potential buyers of apartments. What are the main features in this case? Quality of apartments, quality of homes, environmental cleanliness of construction site and the materials used, adequate price of flats, etc. Then black PR campaign must be based on this defects of these properties. The target audience is not interested in is the construction company produced its initial capital or where the director of the cosntruction company was on Sunday, etc, if all this does not affect the quality of 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 in the actions of 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 to identify the target audience of people for whom the information is intended. Usually it is the people who are in direct contact with the object of attack. If you attack a product of the company, the target audience may be as a group of customers, and the employees who work with the product (for example, you can, spread the word about the harmfulness of production),If this accounting, the target audience is likely to tax inspection, etc. It is important to focus on the attack. If the clients of the firm consists of 10 members, it is not necessary to influence them through television. These 10 people can get information from a group of hired actors who under the guise of bystanders will meet them on the street. You can also use the letters, faxes, etc. Aim for a minimum quantity of information to attack people. That is the minimum that can help to solve the issue.
Find the necessary negative information for PR campaign. And here there are a lot of problems. It must be truthfull