Nationalism is the weakness of people who want to feel more important, who has problems with the confidence. However, this weakness is served, and will serve the cause of black PR. Do not create it by your own hands. This weakness can kill you and your company.
Even if you do not have around influential people from any nationality or religion do not scold them. Even your staff (if it is of that nationality) can ruin your business. Business in todays society is too dependent on environment
This method is also good if you find any audience, which suffers from improper actions by competitors and the audience putting an action against a competitor, but at the same time it is targeting a completely different audience. That is why, it is not necessary to have the facts, compromising the company, for example, in the face of customers. It suffices to find an audience which will be an intermediate between customers and the company and to attack it, and the audience itself will be then attacked by customers.
The method of virtual concept
This method is fully based on the theory of virtual concepts.
The image of any company is based on multiple virtual concepts. Often this concept: reputation, luxury, versatility, trendy, love to the buyer, the popularity among customers, value, etc.
Easy to guess that all of these concepts are enclosed only in our mind, but as a rule, have certain physical evidence, contributing to a better understanding of these concepts. So prestige, for example, may be confirmed by the price of goods, the use of expensive materials, use of the some subject known by many people. At the same time all this is a myth, because often the real cost of lifestyle products is much lower. However, this product sellers want to lay the additional value that the buyer and could take this thing to demonstrate its superiority over other people. By the way, the price of the object actually has no great significance. Often to achieve a high price item it is complemented by unnecessary or almost unnecessary elements. Note that often excavator is more expensive than a sports car, but the prestige of riding on it is questionable, unless someone makes VIP-excavator. But, even it is comfortable to ride such transport, because it safe, so that if you crashed into a house you can break its walls, but not the car. But it is not prestigious.That is why excavator can not be at a high price, but sports car can, because it has a sufficient value of prestige in the eyes of the consumer.
To destroy the myth of the value of the goods you have to consistently attack all components of the virtual concept of «prestige», namely the material constituting the object, the behavior of people associated with it, positive or negative evaluation of the subject, especially the subject of ownership.
Example. Homeless people in the elite club.
One of my friends got an order to reduce the level of prestige of a Moscow restaurant-club, which has an excellent reputation among the metropolitan elite. Naturally at the entrance to the club there were face-control and some burly bouncers. And, even simple cars like Lada could not be allowed there.
My friend needed to neutralize the image and prestige of the place.
What did my friend do? One Saturday, when the club met the main visitors, his men, dressed in the VIP-persons clothes, came on a luxury car to the club, then went inside. At the height of the evening they had gone to the bathroom and changed into a homeless people clothes, which means dirty and smelly clothes. The smell was generated specifically for this event. Smelling from head to toe, they went into the room and sat down on the seats. People have started to feel too uncomfortable besides them. Strangely enough, the security did not immediately realize what to do, because these people were already in and ordered dinner, and some have already eaten the dinner. It was too late to do something, because most of the elite has left the restaurant immediately. Their administrators fussed about these «homeless» and wondered how they could entrance the a club.Then they politely asked them to leave the club. A one of the guards tried to heat one of the «homeless poeple, but then suddenly two newspaper reporters appeared and had photographed the moment.
On the next day the newspapers had uploaded the pictures of the homeless in the area of the club, and was told that the public looks at expensive restaurants often unconventional. It was also an interview with one of the «homeless» who claimed to have received a great charity, and decided to relax in the restaurant.
The next days to maintain the image, a special person was bringing to the club a special flavour which was able to allocate an unpleasant odor for a long time. They were hiding it in a different places of the club and constantly reminded visitors of the homeless.
When the administration found out a system of tracking visitors with that smell, it was too late already all the elite of the club moved to another restaurant.
This is certainly not the most beautiful example, but it shows the method in action.
The method of virtual concepts can be used to create new concepts that will destroy the old concepts and, as a result, your competitors.
Method catcalls
Since ancient times, in the theatres when people couldnt accept the play, they were throwing tomatoes or eggs on a stage.In addition to the protest these actions hindered the actors to perform the play. Something like that can be used in todays PR.
For example, you want to paralyze the work of a large supermarket. You can run a large crowd of people there that will create a queue at the box office. Let these people just come to the box office with an impressive amount of goods, knock out huge checks, and then say that they forgot their wallet. Similarly, you can run the crowd, which has something to complain about, or stand in a line to the bathroom.
During demonstrations of similar actions your people can rustle their feet, clapping without any reason (eg: some exact rythm), the inclusion of a siren, etc. Such methods can easily disrupt any speeches. Often when security is trying to break up the protests by using force, it will again just prove, that upper power just doesnt want this information to be published and they have soething to hide. So, it is necessary for them to prevent the dissemination of information. To do this, you can drown out the speeches siren, which is much cheaper than the speakers used in the rally. Posters can pour paint from a helicopter or light bright searchlight.
The method of administrative resources
This method is probably is the least relevant to the PR, but lobbying of administrative resources is much more often used for black PR. In this case, just the administrative structures are set against a company and with the help of these structures, the company is destructed.
Having someone in the tax office and other authorities can be easily used to ruin your competitor. Many are trying to convince the authorities by using a corruption. This is one of the most common methods of black economic PR in Russia.
In my view this is the most messy PR, not worthy of self-respecting PR method.
The method of hooks and bait
This method is relatively simple. Information is created to make a trap for the future victim of black PR. Object needs to be lured there and the object creates a dirt by himself. A typical example of such a company had a history in U.S. President Bill Clinton and Monica Lewinsky. Initially, Clintons meeting with her and their romance was organized by the third party. Then another woman accused Clinton in a sexual harassment. This charge was baseless, but the court has asked: «Did you, Mr. President, have an intimate relationship with any women other than your wife?». He replied: «No». He got in a trap from which he could not escape. Then it was proved that he had a relationship with Monica and, it meant that he lied in court under oath, what is illegal.