Be safe. Use of compromising information may be a subject to 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 of a Bad Praise
This method involves to publicly praise the opponent, but the result of the public must be negative. How? This is achieved by overpraising. Praise by the excessive use of epithets, unverified. And by mentioning the hidden praise of negative information (or negative in terms of the target audience).
–
Example.
–
Once a group of deputies wanted to speak at a gala event organized by the head of one of the districts. But some assembled people wanted to act against this chief of staff. Naturally they did not want to do it by themself, since the head could easily guess their intentions. So they turned to me, and I gave one man, who was entered in the rules of the event. Officially, he was declared as one of 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 of head of the district, but the result has been achieved, the population was opposed to the district head and future developers have come to expect serious problems with the public.
–
By dual audience
This method involves the sequential exposure to multiple target audiences. And the first audience is used to share the second-oriented audience. For example, at first, it will be the excited publics, then the media, and then the government. Natural sequence of actions in all cases are different. But the final audience of all PR-campaigns is always powerful government. However, going through the sequence is more strongly effective, rather than if you go direct to the authorities.
Campaigns based on this method, line up of several successive campaigns, usually united by one issue. This method is effective if you need a powerful PR. These campaigns can be implemented even on a very small budget.
–
Example. Nationalism is worse than stealing.
–
So, I had to attack one company that had almost a perfect reputation. I found very less information which I can use to attack. My agent, joining with them in interaction, by accident found on a group of general managers-nationalists.
From the side, these innocent people does not look like the nationalists, but in private, they often spoke about one of the nations in a very rude way. They actively criticized intelligence of representatives of this nation.
I found incontrovertible evidence of their nationalism, as well as text and audio recording, which were confirming this fact.
We appealed to the regional national community, then in hundreds of companies, where directors were just representatives of this nationality. It turned out that the managers of the nationalists actually constantly interact with companies, where management positions held by the representatives of this nationality.
Many influential members of the national community suddenly turned to the negative attitude towards them. As a result, the audience itself initiated a hostile action and black PR, focused on all the target audience of the company. Their active black PR activity has led to the fact that the company, led by manager-nationalists, for the year came to a complete bankrupt, ensuring the success of my client.
Nationalism is the weakness of people who want to feel more important, who has problems with the confidence. However, this weakness is served, and will serve the cause of black PR. Do not create it by 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
–
This method is also good if you find any audience, which suffers from improper actions by competitors and the audience putting an action against a competitor, but at the same time it is targeting a completely different audience. That is why, it is not necessary to have the facts, compromising the company, for example, in the face of customers. It suffices to find an audience which will be an intermediate between customers and the company and to attack it, and the audience itself will be then attacked by customers.
The method of virtual concept
This method is fully based on the theory of virtual concepts.
The image of any company is based on multiple virtual concepts. Often this concept: reputation, luxury, versatility, trendy, love to the buyer, the popularity among customers, value, etc.
Easy to guess that all of these concepts are enclosed only in our mind, but as a rule, have certain physical evidence, contributing to a better understanding of these concepts. So prestige, for example, may be confirmed by the price of goods, the use of expensive materials, use of the some subject known by many people. At the same time all this is a myth, because often the real cost of lifestyle products is much lower. However, this product sellers want to lay the additional value that the buyer and could take this thing to demonstrate its superiority over other people. By the way, the price of the object actually has no great significance. Often to achieve a high price item it is complemented by unnecessary or almost unnecessary elements. Note that often excavator is more expensive than a sports car, but the prestige of riding on it is questionable, unless someone makes VIP-excavator. But, even it is comfortable to ride such transport, because it safe, so that if you crashed into a house you can break its walls, but not the car. But it is not prestigious.That is why excavator can not be at a high price, but sports car can, because it has a sufficient value of prestige in the eyes of the consumer.
To destroy the myth of the value of the goods you have to consistently attack all components of the virtual concept of «prestige», namely the material constituting the object, the behavior of people associated with it, positive or negative evaluation of the subject, especially the subject of ownership.
–
Example. Homeless people in the elite club.
–
One of my friends got an order to reduce the level of prestige of a Moscow restaurant-club, which has an excellent reputation among the metropolitan elite. Naturally at the entrance to the club there were face-control and some burly bouncers. And, even simple cars like Lada could not be allowed there.
My friend needed to neutralize the image and prestige of 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