Direct Marketing Management Association

Propaganda, as defined by Garth S. Jowett and Victoria O'Donnell in his book "Propaganda and Persuasion" is an attempt … deliberate and systematic to shape perceptions, manipulate cognitions, and direct behavior to achieve a response that favors the desired intention of propaganda. "When a company is run by a campaign of negative content of the guiding principles of attack are equal to any propaganda campaign. To effectively combat such a attacks is essential to understand what these principles are and how they work together. Here are some of the guiding principles of propaganda and negative campaign content:

* Affirmation – Assertion is commonly used in advertising, modern advertising, content and negative campaigns. Affirmation is a statement presented as a fact that needs no explanation or factual basis. Statements like "ABC Company provides the worst customer service ever!" Supposed believed without any doubt. Often they do not have any sophisticated editing, claims can still be damaged during a campaign.

* The Bandwagon – Identified as one of the seven main propaganda techniques by the Institute for Propaganda Analysis in 1938, "opportunism" is used to generate perception that there are masses of likeminded people behind the campaign. Complaints and experiences may be similar to give the impression that the problems of the company pointed are generalized.

* Selective Omission – This is the information presented may contain a degree of truth with the omission of important facts that go against the agenda behind the story. "ABC company never returned my money" has a very different connotation to the "Never Company ABC back my money because I never asked for a refund. "

* Ordinary people – the principle of ordinary people used to give the impression the company under attack is something not to mistreat people oppressed of the world. "They took the money had gone." An example would be the beginning of ordinary people at work. These are often manufactured in a totally negative campaign content, but if there is no truth behind the story can be combined with this principle "default selection" to achieve their goals.

* Locate – often combined with "selective default" identification used to simplify a complex problem, a narrow view, focusing on the negative aspects of a situation of exclusion, while most part of the information surrounding the story. By focusing on one or two aspects of a situation that the sponsor attempt to define a sentence in black and white against the target company.

* Transfer – Transfer, as used in a campaign of negative content, is the attempt to aimed at linking the company polluted a different company that may or may not have an association with him. "These guys are just like Enron." Would be an example Transfer principle in action.

A company reputation management experience will be very familiar with these principles and best way to combat them. As with any fraud or misrepresentation, often the best attack is simply to deal with the truth content, supported by the facts.

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