Reputation Management Versus The Tools Of

Internet-Marketing Propaganda, as defined by Garth S. Jowett and Victoria O’Donnell in their bookPropaganda and Persuasion is the deliberate, systematic attempt to shape perceptions, manipulate cognitions, and direct behavior to achieve a response that furthers the desired intent of the propagandist. When a .pany is targeted by a negative content campaign the guiding principles of the attack are very much the same as those of any propaganda campaign. To effectively counter one of these attacks it is essential to understand what those principles are and how they work together. Here are a few of the guiding principles of both propaganda and negative content campaigns: * Assertion – Assertion is .monly used in advertising, modern propaganda, and negative content campaigns. Assertion is a statement presented as fact which requires no explanation or factual basis. Statements like ABC .pany provides the worst customer service ever!, are meant to be believed without any further questions. Often lacking any kind of editorial sophistication, assertions can still incur damage during a campaign. * The Bandwagon – Identified as one of the seven main propaganda techniques by the Institute for Propaganda Analysis in 1938, Bandwagoning is used to build the perception that there are masses of likeminded people behind the campaign. .plaints and experiences may be similar to give the impression that the targeted .panys problems are widespread. * Selective Omission This is information presented that may contain a certain degree of truth with the omission of important facts that run counter to the agenda behind the story. ABC .pany never refunded my money has a quite a different connotation than ABC .pany never refunded my money because I never asked for a refund. * Plain Folks The plain folks principle is used to give the impression that the .pany under attack is somehow mistreating the downtrodden people of the world. They took the last money we had. would be an example of the plain folks principle at work. These are often totally fabricated during a negative content campaign, but if there is there is truth behind the story this principle can be .bined with selection omission to achieve its goals. * Pinpointing Often .bined with selective omission, pinpointing is used to simplify a .plex issue by taking a narrow view, focusing the negative aspects of a situation while excluding the bulk of the information surrounding the story. By focusing on one or two aspects of a situation the sponsor attempts to define a black and white judgment against the targeted .pany. * Transfer Transfer, as used in a negative content campaign, is the attempt to link the targeted .pany to a different tainted .pany that may or may not have an association with it. These guys are just like Enron. would be an example of the transfer principle in action. An experienced reputation management .pany will be very familiar with these principles and how to best .bat them. As with any falsehood or misrepresentation, often the best counter attack is simply to address the content with the truth, backed by facts. About the Author: 相关的主题文章: