Читать книгу Darkness Public Relations - Anton Vuima - Страница 18

Another method of neutralization the black PR is the method of Flash. Creates an event that is directly related to your company, but completely overbrightness the information attack directed against you. How to implement this method is shown in the movie «Wag the Dog.» To overshadow the negative information that the enemy wanted to spread against the U.S. president, the president created this PR war with Albania. They start a real war, but merely mimic warfare. A similar method is tried to apply by PR of President Clinton. When the conflict began with Monica Lewicki, suddenly the conflkit with Yugoslavia was formed. Clinton also suddenly broke his leg and was going to an international meetings in a wheelchair.

The method allows you to translate the flash of publicity in a completely different plane, and is equally well applicable to both of big business and politics, and for a small shops as well. To implement the method of the flash it is necessary to consider two things:

• Create event should be much brighter than the bizarre and the one that created by your opponent. It must literally dazzle your audience.

• Create an event must lie in the other sphere of an information.

· It must be non-negative.

It may seem that these techniques do not apply to small businesses, but they do. Imagine that in a small little village there is a cobbler Vasya and the whole village is mending his boots. But Fedor argued with Vasya, because of women Nura and started spreading the news that the Vasya is not properly repairing the boots. He did not to say anything, but he was just walking around with a torn boot and when he was asked why is he going around in torn boots, he was replying, that Vasya repaired his boots, but something quickly fell off. If he did the right thing, the people would start doubt the cobbler Vasya and will mend shoes somewhere else. What significant events can Vasya make:

· Create a large boot. So big that it was rumored he was placed in the Guinness Book of Records Russia or Guinness.

· Make elegant shoes allegedly commissioned by the famous artist. And in fact, it should be amazing shoes. If she comes to the village, the reputation of Vasya will be guarantly fixed.

· Marry Nura.

· Find his brother who has been lost many years ago.

Very often, the firm’s lawyers are asking the leadership to speak in a court against the press on the immediate offenders. If the information has not been published – it is a really a good method. But when you act like this against a professional, well-trained black PR practitioner, it is practically useless and dangerous measure. Since almost always in black PR it is used only truthful information, or one that could be true fand or no possibility of verification, to prove something in court becomes almost impossible. Moreover, even proving the case in court, you can not get rid of the doubts by target audience. At one time, in the cans of Pepsi-Cola people startedto find the needles. Through the courts, they have proved something, but sales still fell in a few months. They certainly managed to stop the process of finding needles, but it was unable to neutralize the harmful effects of the company’s image.