Page 103 - DLIS102_LIBRARY_AND_ITS_USERS

Library and its Users

Notes Negative PR

Negative public relations, also called dark public relations (DPR), is a process of destroying the
target’s reputation and corporate identity. In other words, 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. Unlike the regular services in public relations,
those in BPR rely on the development of industries such as IT security, industrial espionage, social
engineering and competitive intelligence. A common technique is finding all of the dirty secrets of
their target and turning them against their very own holder.
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 of a precise competitive research. The gathered information is being used after
that as a part of a greater strategically planning, aiming to destroy the relationship
between the company and its stakeholders.

14.3 Need of Public Relations

Public relations involve the cultivation of favorable relations for organizations and products with
its key publics through the use of a variety of communications channels and tools. Traditionally,
this meant public relations professionals would work with members of the news media to build a
favorable image by publicizing the organization or product through stories in print and broadcast
media. But today the role of public relations is much broader and includes:
• building awareness and a favorable image for a company or client within stories and articles
found in relevant media outlets
• closely monitoring numerous media channels for public comment about a company and its
products
• managing crises that threaten company or product image
• building goodwill among an organization’s target market through community, philanthropic
and special programs and events.
In this tutorial most of our focus is on how public relations supports marketing by building product
and company image (sometimes referred to as publicity). Yet, it should be noted that there are other
stakeholders companies reached via the public relations function, such as employees and non-target
market groups. Favorable media coverage about a company or product often reaches these audiences
as well and may offer potential benefit to the marketer.
Finally, in most large companies, investor relations (IR) or financial public relations is a specialty in
itself guided by specific disclosure regulations. However, coverage of this type of PR will not be
provided here.

14.3.1 Advantages of Public Relations

Public relations offers several advantages not found with other promotional options. First, PR is
often considered a highly credible form of promotion. One of PR’s key points of power rests with
helping to establish credibility for a product, company or person (e.g., CEO) in the minds of targeted
customer groups by capitalizing on the influence of a third-party — the media. Audiences view

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