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.
Very often people create incriminating evidence against themselve in an interview.In the court, the lawyers of defendants recommend them to keep silence, but in contrast to PR you have to speak and speak properly.
Example. The construction company is killing its workers.
Director of a large construction company was faced with a whole set of unexpected problems after the accidental death of one of the workers on the construction site.
So, it happenned that there was an accident as a result of bark killed one worker. Typically, these accidents are not a reason to start a black PR campaign, but in this case, someone ordered a black PR against the leadership.
An experienced journalist caem to the director of a company. The journalist could put in the mouth of the interviewee any text. How did he do it? He has asked the questions that already contains the right answer. Trying to answer it, CEO began to repeat certain words and phrases from the questions. As a result of the interview which was published, there were no questions of a journalist left, but only the answers. From this interview, it was possible to conclude that the leaders of the construction company do not care for the lives of their workers, and the availability of cheap labor and other cities do not allow them to grieve the death of a single working stupid worker and do not care about safety measures at the construction sites.
As a result, a negative attitude of customers who buy an apartments, authorities, and employees of the construction company was developed. They attacked them with all sorts of checks, and much of the staff quit their jobs and demanded to compensate various penalties in the court.
They could not soon recover from this blow.
The essence of the method of «bait and hook» is:
First, you need to develop a separate campaign goal, which will let a competitor to be in a situation where he has to create a dirt for himself. And he can make a real damning action, and independently distribute compromising information about themselves by saying the wrong things.
Then you will receive the necessary compromate and can start your black PR-campaign, based on this blackmail.
Method of public outrage
Many businesses have a lot of things that can make the public angry.For example, it can be a CEOs too expensive car, a luxury office, enhanced enterprise, environmental emissions, hazardous industry, harassment someones rights, salary of staff in the company, the political ambitions of the director, notably business enterprises, etc.
The goal of this method is to find the one object that can can make the public angry. Then disclose facts that disturb the public. Finally, the public anger is out and you have to stretch it for as long as you can.
Methods of virtual blackmail
This method is not based on a fact, but on the alleged desire or thought of anyone. It is always possible to prove the falsity or correctness of any material fact. But it is not almost possible to prove that a person was not thinking about anything. Thoughts within our minds are closed. And they are more closed when they have occurred in the past. So it is always possible to start a Black PR capmapign against any persons or groups plans and ideas, which they did not even think about. Or they migh think about, but did not make them public.
Many labor groups spread intrigues, and this is especially characteristic of womens groups. And I have repeatedly watched literally nest of intrigue in regular education schools and institutions. In these organizations, people get paid a penny, but they have a lot of weaving plots against each other. And it is enough just to say something a little bit negative and it will be treated as if you are his worst enemy and think of his shift. And what it is more interesting, it is that in such groups they often use a completely made-up arguments. But you can say the same, and that is something people thought about or what he was not going to think about, and you just can take an advantage of this fact.
However, what happens between people in person is very different from what is happening in the PR, where the personal contact, usually excludes. In person one can say with a straight face that hes telling the truth, and he believed, when he saw his expression and tone of voice, which are well known to all the participants of the event. In PR it can not be done in this way.
But PR practitioner can use a virtual dirt. You need to figure out what can the attacked group of people think about the target audience. And then you need to publish this virtual compromising and bring any available evidence of its fidelity. It is funny, but most often this works even without incriminating evidence. The target audience can get questioned: «But there is really something. But are they really going to do? «And this doubt already has the result. Then they will look for evidence to support or refuse their doubts and their brain will soon find hundreds of proofs of your words, because many facts can be interpreted in different ways. And if any of the people transforms to the image of the «bad person», later any of his actions will begin to be treated as the urge to evil.
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Certain practices of black PR-campaign will be discussed in other sections of the book. It is important to know that the technology oof PR should be used only with all existed methods on a very quality level. This chapter gives a general idea of the black PR-campaign, a kind of a shell, which must be supplemented by technology, as described below.
Findings
Most Black PR-companies need to be passed through the public non-profit organizations.Both existing and as specially created community and organizations can be involved.
Use of non-governmental organizations can be left in the shadows of the customer company. You do not need to fight this company from his face and somehow participate in this.
Black PR-campaign should pursue the good, useful for society purposes. It should support the idea of goodness and justice.
Must be raised doubts in some vital property of a competitor, rather than trying to completely discredit the property. No need to expose directly you need to generate consumer uncertainty in use of a competitors service or goods. It is better if there will be a negative opinion about the competitor in the minds of the target audience due to their own conclusions, and not because of your information.
It is important to choose a subject of attack in a right way and attack the target audience.
In the absence of compromising competitors information you can use indirect evidence to the «correct» information accents.