Читать книгу Darkness Public Relations - Anton Vuima - Страница 14

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

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

Black PR-campaign should pursue the good, useful for society purposes. It should support the idea of 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 to choose a subject of attack in a 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.