DARK PR IN SHOWBIZ VIETNAM

“Public relations is a strategic communication process that builds

mutually beneficial relationships between organizations and their
publics.”

And including professional and successful PR efforts, "dirty techniques" are

also used to advertise brands and products in Vietnamese showbiz.

Definition of Dark PR

Dark PR, also called negative PR, refers to any practice that intentionally
aims to harm, discredit or destroy a competitor or competing company
through PR efforts. In most cases, politically charged campaigns are used
that specifically highlight the negative aspects of competitors instead of
emphasizing the positive aspects of one’s own brand. These organized
smear campaigns can have long-term consequences for affected
companies and, in the worst case, even destroy the entire corporate
reputation.

And including professional and successful PR efforts, "dirty techniques"

are also used to advertise brands and products in Vietnamese showbiz.

False or fake content

Let your imagination run free is the motto here. In this case, an attacker
invents, among other things, false or misleading blog or social media
articles or creates a website with false content. The goal: to present a
company or person in a negative light and thus damage or destroy its
reputation. This dark PR method is easy to implement and shows great
success. Because: with a little faith and sufficient evidence, people who
have even the slightest affinity to the widespread, false and manipulated
content will believe it. Especially when the news that is spread
corresponds with their own world view. This phenomenon is also called
confirmation error or distortion and is skillfully used by the dark PR
professionals.

Who is affected by Dark PR?

Me, You, He, It, We, – in principle, almost anyone can be a victim of dark
PR attacks and be targeted by criminal agencies. However, since large
organizations, institutions or companies basically have more to lose than
individuals, they are more likely to get caught in the wildfire. The
business with dark PR is lucrative: On the one hand, companies own a lot
of data, which can make profits in the dark web, and on the other hand,
market advantages can be enforced for e.g. competitors, if the ‘clean’ way
doesn’t work anymore.

How can companies protect themselves from dark PR campaigns?

Once companies have become the target of a smear campaign, it is

difficult to drive the cart out of the mud. We therefore recommend to act
preventive.

Create awareness

By closing not only the technical but also the human security gaps in your
company. This requires above all employee sensitization and
empowerment as well as preventive employee training. So you know
how to act in case of emergency. Because yes, your company can also
become the target of a lubrication campaign.Create the right
structuresWith the right tools, crises can be averted in time. Professional
crisis management is the be-all and end-all here. Risk analyses and
controlling measures, a crisis manual and the preparation of a digital
infrastructure provide the necessary overview. We are happy to help you
with the right tools: digitalize your crisis management with our CRISIS
MANAGEMENT APP.Practice the emergency in the crisis teamTry makes
smart! If a company has already gone through a crisis or at least
simulated it in advance, it is easier to deal with it in an emergency. In this
way, certain empirical values can be drawn on within the company and
crisis communication can be simplified. The ability of employees to
adequately deal with crisis situations is particularly important. Be
prudent and practice the emergency – for example, with a social media
crisis simulation.Make rulesBy defining how users, but also employees,
should behave on your digital channel. Internal and external
communication are the key here.Web monitoring as the key to success:
Set it upPotential dangers must be recognized and analyzed early on. A
fully automated web monitoring system that monitors public information
flows and thus extracts relevant information is ideal for this purpose.
Evaluating this data manually is not very helpful. In order to enhance
your crisis and reputation management, we would be happy to help you
with our BUZZMAPPER. So you are not alone in the event of a
crisis.Design counter measuresIgnoring lubrication campaigns will not
help you out of a jam. Therefore, carry out a risk analysis at an early
stage, identify potential danger scenarios and derive individual measures
for an emergency.