Anton Vuima - Darkness Public Relations

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.

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.

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