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Negative PR (1).pptx

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author: Karina Kononova author: Karina Kononova

rival ['raɪv(ə)l] -соверник, конкурент industrial espionage - производственный шпионаж smear [smɪə] — грязное rival ['raɪv(ə)l] -соверник, конкурент industrial espionage - производственный шпионаж smear [smɪə] — грязное пятно smear campaign – грязная(дискредитирующая) кампания precise [prɪ'saɪs] — точный, определенный stakeholder ['steɪkˌhəuldə] — участник совместного дела, пайщик alongside - параллельно whilst [(h)waɪlst] — пока

portray [pɔː'treɪ] — изображать, представлять threat [θret] — опасность, угроза limitation [ˌlɪmɪ'teɪʃ(ə)n] — portray [pɔː'treɪ] — изображать, представлять threat [θret] — опасность, угроза limitation [ˌlɪmɪ'teɪʃ(ə)n] — ограничение footage ['futɪʤ] — отснятый материал FAQ (frequently asked questions) – часто задаваемые вопрос occur [ə'kɜː] — происходить, случаться competitive intelligence – конкурентная разведка

Negative public relations, also called dark public relations (DPR), is a process of destroying Negative public relations, also called dark public relations (DPR), is a process of destroying the target's reputation or corporate identity.

instead of concentrating efforts in the maintenance and the creation of a positive reputation instead of concentrating efforts in the maintenance and the creation of a positive reputation or image of your clients, the objective is to discredit someone else, usually a business rival.

The building of a dark PR campaign, also known as a dirty tricks or The building of a dark PR campaign, also known as a dirty tricks or a smear campaign is a long and a complex operation.

Traditionally it starts with an extensive information gathering and follows the other needs Traditionally it starts with an extensive information gathering and follows the other needs of a precise competitive research. The gathered information is being used after that as a part of a greater strategical planning, aiming to destroy the relationship between the company and its stakeholders.

you also need to react to any negative comments or negative feedback that you you also need to react to any negative comments or negative feedback that you might receive. ‘Why? ’ you might ask.

Without reacting you are leaving the situation whilst people talk negatively about your brand Without reacting you are leaving the situation whilst people talk negatively about your brand at the same time you will be losing potential customers.

If you suffer at the hands of negative PR you need to react quickly, If you suffer at the hands of negative PR you need to react quickly, in order to save the reputation of your company, or at least save part of it.

the focus needs to be on communication; understanding the problem; a pro-active response; an the focus needs to be on communication; understanding the problem; a pro-active response; an apology/offer to put matters right; a general focus on damage limitation.

THE EXAMPLE OF KFC. THE EXAMPLE OF KFC.

Some person made footage of a member of staff messing with the food in Some person made footage of a member of staff messing with the food in one of their outlets in Malaysia. The film was immediately sent to KFC’s headquarters, where HR dealt with the issue. The problem came when the video ended up on You. Tube, causing a PR disaster.

KFC responded by setting up a Facebook page separate from their main Facebook KFC responded by setting up a Facebook page separate from their main Facebook page so that negative comments were not spread across all social platforms and they could react using a dedicated page. Using video as the medium was a great way to respond (In the video we see an apology and also an explanation on the steps that have been taken to prevent such an event occurring again).

The main point of all of this is that in a media crisis because The main point of all of this is that in a media crisis because of negative PR you: can’t hide away react in the correct ways and engage with customers.

Failing to do so and staying quiet will cause more negative PR and negative Failing to do so and staying quiet will cause more negative PR and negative links directed towards your site. In the end, people could very well be put off from using your services.