Читать книгу Darkness Public Relations - Anton Vuima - Страница 16

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 of organization of human society have a lot of holes that can be used for almost anything.

You have to identify the professional attack at an early stage.That is why, first of all you need to determine whether it is a professional attack, or it is something else. To identify the professional attack, use the following initial signs of 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.

· If in what he is trying to doubt about, it is really one of the key features of your product, it may also indicate a 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 to refute directly distributed information about you immediately. Very often, a direct refutation of the attack, can simply increase the efficiency of the actions of black PR, which are directed against you. No matter how obvious is your denials, there might not be enough to eliminate the doubts arising from the target audience. Rising of doubts is often the goal of PR-campaign.The information used for black PR is usually very hard to verify, and the more its verification is not available. Your arguments are not absolutely conclusive, if the audience itself will undertake to verify the information, and, as a rule, it wont be able to do so due the hidden inomation by professionals of black PR. This is a fundamental difference between mass communication and private spheres. If in-person exposed face arguments can persuade people of something, it is not always in the same way with a large group of people reading the newspaper or watching TV.