Negative PR

Содержание

1. Negative PR
2. Vocabulary:rival ['raɪv(ə)l] -соверник, конкурентindustrial espionage - производственный
3. portray [pɔː'treɪ] — изображать, представлятьthreat [θret] —
4. Negative public relations, also called dark public
5. In other words… instead of concentrating
6. The building of a dark
7. Traditionally it starts with an extensive information
8. Alongside this… you also need to
9. No react=no clients
10. Important rule! If you suffer at the
11. In the event of a negative experience,
12. The example of KFC.
13. situation: Some person made footage of a
14. Solution: KFC responded by setting up
15. All in all: The main point
16. Remember: Failing to do so and
17. Thank you for your attention!
18. Скачать презентанцию

Vocabulary:rival ['raɪv(ə)l] -соверник, конкурентindustrial espionage - производственный шпионажsmear [smɪə] — грязное пятноsmear campaign – грязная(дискредитирующая) кампания precise [prɪ'saɪs] — точный, определенныйstakeholder ['steɪkˌhəuldə] — участник совместного дела, пайщикalongside - параллельноwhilst [(h)waɪlst] —

Слайды и текст этой презентации

Слайд 1Negative PR

author: Karina Kononova

Слайд 2Vocabulary:
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

Vocabulary:rival ['raɪv(ə)l] -соверник, конкурентindustrial espionage - производственный шпионажsmear [smɪə] — грязное пятноsmear campaign – грязная(дискредитирующая) кампания precise

Слайд 3portray [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

portray [pɔː'treɪ] — изображать, представлятьthreat [θret] — опасность, угрозаlimitation [ˌlɪmɪ'teɪʃ(ə)n] — ограничениеfootage ['futɪʤ] — отснятый материалFAQ (frequently

Слайд 4Negative public relations, also called dark public relations (DPR), is

a process of destroying the target's reputation or corporate identity.

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

Слайд 5In 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.

In other words… instead of concentrating efforts in the maintenance and the creation of a positive

Слайд 6 The building of a dark PR campaign, also

known as a dirty tricks or a smear campaign is

a long and a complex operation.

The building of a dark PR campaign, also known as a dirty tricks or a

Слайд 7Traditionally 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.

Traditionally it starts with an extensive information gathering and follows the other needs of a precise competitive

Слайд 8Alongside this…
you also need to react to any

negative comments or negative feedback that you might receive. ‘Why?’

you might ask.

Alongside this… you also need to react to any negative comments or negative feedback that you

Слайд 9 No react=no clients
Without reacting you

are leaving the situation whilst people talk negatively about your

brand and at the same time you will be losing potential customers.

No react=no clients Without reacting you are leaving the situation whilst people talk

Слайд 10Important rule!
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.

Important rule! If you suffer at the hands of negative PR you need to react quickly, in

Слайд 11In the event of a negative experience,
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.

In the event of a negative experience, the focus needs to be on communication; understanding

Слайд 12 The example of KFC.

Слайд 13situation:
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 YouTube, causing a PR disaster.

situation: Some person made footage of a member of staff messing with the food in one of

Слайд 14Solution:
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).