Job seeker in the firm,
courier to deliver pizzas by mistake (if you want it to do quite officially, create a firm delivered the pizza)
chance to get acquainted with any of the companies on vacation
sales agent for advertising space,
the wholesale dealer
Partner Director of bowling (ie, how would you do with it once played)
representative of the company, which investigates public opinion
representative of a company that wants to offer something
etc.
Next source is classified information. Typically, such information is not entirely legal. However, detective agencies, and various other offices can collect them and readily provide. You can also arrange your agent to the target audience in order to gather information. By the way, developing advertising campaigns by a company, often adopting the so-called cool hunter (cool hunters) in youth and other target audiences. These people are being introduced to the youth party and trying to figure out fashion, and what is in terms of the audiences great, and what is not so. By the way, this is very good for business, because the error in this activity often leads to the tragic consequences. Distracted from the topic, said that several years ago, a French firm just had to stop running on the fact that she starred an advertising roller, which was like a stylishly dressed, but from the point of view of young people on it were not the «antlers» pants, so it was not so fashionable. As a result, advertising did not to succeed.
When you are conducting a research, do not place any particular purpose. For example, do not look for «what would I find this to discredit a competitor.» Look just for more information.
Method of attack in the Black PR.
The method of compromising.
You run some information that raises doubt in the target audience of the competence of your opponent. Moreover, with this method it is necessary to cause doubt in the competence of the enemy, and not doubt in the competence of the charges.
To use this method you should: create an event that will attract the attention of the target audience and make it available through the media.
The main difficulty of this method is to search for and edit the most compromising information. Disseminated information must meet the following criteria:
Be truthful. What is the truth? What they think is true.
Be irrefutable. The enemy must deny the opportunity to refuse the information. When it comes to material facts, they are usually difficult to be challenged. However, if you talk about virtual concepts such as love, confidence, duty, honor, understanding, solidarity, acceptance and rejection, hostility, etc.,their opponent could turn upside down and your truth becomes a lie. The same thing he can do is convince key people to your campaign in the opposite way. For example, someone says that he does not like your opponent, but under the influence of financial grants someone can change his mind and your assertion that the target audience does not like your opponent will be a lie.
Be understandable. If your information is well founded, but it is based on some obscure concepts to the general public it is better to give up the information or edit it. Confusing and difficult to transmit facts as bad as false information. They are very difficult to interest of the press, and it is difficult to convince the public for anything. If the information can not apply simple better not to use it. However, when the target audience is made up of intellectually developed people, it is possible to use a complex information.
To be relevant. Just your information must be relevant to the interests of the target audience for which it is designed.
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, Ill 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 hes 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.