Читать книгу Darkness Public Relations - Anton Vuima - Страница 17

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.

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

Many try to buy a certain individuals to achieve positive results. However, we must realize that this is not always possible. In any case, it is impossible in professional black PR-campaign. Such an attempt of bribing instantly turns against you.

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Example. Good Idea trashes poor Ikea.

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

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

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