Worst Tactics (Unethical)
Enlisting some tactics that are aimed at knocking down the opponent and encouraging the use of fake information and misuse of power.
ASTROTURF ORGANIZATION
Organizations that often show that they are grassroots-based but are actually created and/or funded by corporations, industry trade associations, political interests or public relations firms. It masks the sponsors of the message and propagates information that is biased and particularly favors them (that is hidden corporate sponsors).
For example: On behalf of the Philip Morris tobacco company, Burson-Marsteller created the "National Smokers Alliance" to mobilize smokers onto a grassroots lobby for "smokers" rights.
SPYING
People/groups hired to work for an organization by secretly collecting information about its enemies or competitors. This pr tactic is usually carried out under-cover, without catching much eyeballs. The people involved in the process might betray their own firm and provide valuable information to the opponents for money or benefits.
For example: Ketchum used an informant involved with the Diet for a Poisoned planet's marketing campaign to tell them when and on which talk shows Steinman was booked, so that they could provide anti-Steinman material in advance.
PASSING DOUBT
Use of "doubt" as a weapon against scientific facts, to nullify their credibility. The source doesn't try to disapprove the stated fact - because that's impossible - but just by creating enough doubt to make a busy public dismiss it.
For example: The tobacco industry used "doubt" for resisting public policy on health by buying scientific expertise to create controversy about the established facts; thus, maintaining their high sales in the market.
MANAGING CRISIS
A process of recovery for a person/firm/business/corporation from unfavorable situations (usually negative) that disrepute them in front of the public. It is a mechanism that is developed as a response to a sudden emergency or crisis (a tactic mastered by the originator of public relations, Ivy Lee). Implemented to cover for a mistake, wrongdoing or a pessimistic act.
For example: When the miners went on strike, Lee suggested Rockefeller to listen to their complaints, improve the working conditions and spend some time with their families. This helped in projecting Rockefeller as a new found hero to the miners.
LOBBYING
An effort made from the side of grassroots, astroturfs or big corporations to directly influence a politician or public official on an issue that's related to their area of interest. They seek to persuade the legislators to form bills that favor their growth in the market.
For example: In 1958, Hill & Knowlton helped set up a separate PR and lobbying organization, the Tobacco Institute to fight against their opponents (mostly organizations working toward anti-tobacco campaign).
ANTI-PUBLICITY CAMPAIGN
A confidential attempt made to taint the media coverage of any print or electronic material being launched by the opponent that may harm the company. It is aimed at bringing the competitor down and invalidating their claims. Organizations often launch some anti-material in relation to what's being presented in the media by the opponent thus evoking controversy.
For example: The California Raisin Advisory Board’s (CALRAB's) campaign against David Steinman's book Diet for a Poisoned Planet (discussing pesticide residues in California raisins); The Dairy Industry’s attack on John Robbins’ book May All Be Fed (promoting a fully vegan diet); The chemical companies’ attempts to discredit Rachel Carson and her book, Silent Spring (condemning DDT’s effects on the environment).