Welcome to the world of negative public relations
Negative Public Relations defines how a reputation can be damaged by customers, partners, journalists, philanthropists, politicians, and the general public. All businesses need negative public relations management, regardless of their size or industry.
Why? Because, nowadays, customers want to trust the brands they do business with — and nothing destroy trust like negative public relations.
Negative Public relations (NPR) is the practice of leveraging media channels to promote negatively an organization and cultivate a negative public perception. Online NPR is also the process of managing your organization’s brand reputation and online communications — especially in times of crisis.
Negative PR is how brands manage the spread of their negative information, so it’s similar to negative branding. The main difference is that Negative PR is focused on negative communication and the damage of good standing reputations, whereas negative branding relies on visual elements like logos, websites, and negative marketing materials.
Brands must manage also their Negative PR communication and reputation management — through various media channels.
Corporate and Social Responsibility
Corporate and social responsibility is similar to community relations, but it places a greater emphasis on unethical business practices, environmental responsibility, regionally, and globally. This is a critical area of negative PR as it directly affects public perception of your brand.
Crisis Management of Negative Public Relations
Crisis management is the practice of acknowledging, managing and working to reverse negative communication and negative perception surrounding a business crisis. Anything that could jeopardize or ruin your brand’s reputation should be handled through Negative PR strategies.
Manage your online reputation, plan for, and communicate during your corporate crises with Webcide.com crisis management communication kit.
What about negative online PR campaigns against your competition?
Crisis management is an important function of Negative PR and should be handled quickly, consistently, and strategically. With certain Negative PR tools, crises of your competitors can be increased through monitoring online chatter and quality-checking any marketing or promotional material that may be misunderstood or misconstrued.
Negative Media Relations
Negative Media relations refer to building relationships with journalists, publications, and other news outlets. This process typically includes writing negative press releases, organizing press releases, and scheduling interviews. Not only does this gain negative exposure for businesses that are disturbing you or affecting your market’s share, but it also encourages the media to market negative news about a brand for free.
Social Media - how to use it in negative online PR campaigning?
Social media is considered both an earned and paid PR tactic. For most companies, social media can be a helpful negative PR (and marketing) tool —it’s an effective way to amass followers, convert customers, share your content, and create real reputation crises for your competition.
Whether you’re sharing a post with your audience or interacting with a single customer, your social media activity is open to the public. That’s why it’s critical to have a negative social media strategy that keeps negative communications consistent and accurate.
Negative PR managers are responsible for building, executing, and monitoring your negative PR strategies and tactics. They typically create crisis communications, write press releases and lead a team of other negative PR professionals who manage the negative brand’s public presence of your targeted business or individual.
Let’s discuss the skills and tasks your negative PR manager(s) will master.
Negative PR Manager Skills
Successful Negative PR managers have a particular set of skills — below, I will cover a few important ones.
Great in communication
One primary focus of negative public relations is damaging a business’s reputation. To do this, negative PR managers spend a lot of their time speaking about the targeted company at public functions, press conferences, and other events. For this reason, excellent communication is a key skill for negative PR managers.
Negative PR managers should also be able to communicate well in written form.
Since Negative PR managers are responsible for writing press releases and company-related news, strong writing skills will help convey the appropriate message to destroy a company’s reputation.
This is especially useful for online Negative PR where you’ll need to create blog posts, website content, and press releases to gain maximum negative coverage.
Similar to marketing, creativity goes a long way in the negative public relations world. Great negative PR managers are creative and know how to create a strategy that stands out from the crowd, which is important because a unique story or perspective will drive Negative PR coverage.
Strong research skills
Negative Public relations is a social industry, and people might be talking about your brand without directly mentioning it. Good research skills will help Negative PR managers find and leverage these opportunities.
Negative PR managers will also need to do lots of research when planning your PR strategy. Because they might need additional information, statistics, and data points to boost the power of their owned media, strong research skills are essential.
Negative PR Manager Tasks
The day-to-day tasks of a Negative PR manager can vary depending on your industry, active Negative PR campaigns, Negative PR team size, and other factors. However, here’s what they often include:
Writing press releases to announce companies related news
Creating fact sheets and media kits about the company to send to media teams for brand-building
Giving media training to both in-house and external teams
Attending and speaking at industry events and representing the brand at trade shows, recruiting events, etc.
Finding and analyzing media coverage and promoting that content through owned and paid media channels
Negative Public relations managers are also responsible for tracking and measuring their Negative PR efforts. The key performance indicators (KPIs) can help your public relations manager(s) analyze and improve your Negative PR strategies.
While traditional Negative PR is successful while improving a brand’s negative awareness, tracking exact performance metrics isn’t easy.
Rather than focusing on numbers, publicists working with Negative PR methods keep their eyes on brand positioning inside each media placement. They want to know how often the competitor’s brand has been mentioned in the placement, how well the negative message was communicated and how well the targeted company was portrayed.
While the strategies used with digital negative PR are similar to those used with traditional offline negative PR, the online arm has added to the impact of link building and search engine optimization across the Internet. These tactics bring about more tangible and measurable insight and results.
Another way that Online Negative PR differs is its ability to create partnerships with online influencers and bloggers. These online influencers often have just as great, or even greater, authority with their audiences as traditional sources do.
A Negative PR specialist builds strong relationships with influential bloggers and works with them on a regular basis in order to share content. This might be in the form of a negative news blog post that links to a client’s social media or website.
Both forms of Negative PR are important. Traditional offline negative PR helps create brand awareness and is an excellent complement to the more immediate and measurable results offered through negative online PR.
Top 10 Negative Public Relations Strategies and Tactics
Use the Power of Influencers
More and more people today are losing trust in traditional advertising. Instead, they listen to the third party recommendations of influencers. Find influencers with your target audience and partner with them to push a negative online PR campaign. Negative information generated by them will have a huge impact on a brand’s reputation.
Add the Human Element to the targeted Brand
It’s easy for an upset customer to take to social media and attack a company. Promote this by sharing the negative reviews and complaints that make up the backbone of a damaged brand name. This establishes a human feel that the targeted company is in serious trouble.
Use the Power of Testimonials
This is one of the most effective negative public relations strategies. It’s powerful when you allow unhappy customers to voice their excitement about a brand. Ask for video testimonials. Feature full-length customer case studies including
Negative Media Relations
This is the process of creating relationships with publications, journalists and other various news outlets. Doing this correctly helps get a brand negative exposure and encourages the media to report negative news about a company for free.
Rather than blasting your press releases to all the traditional media outlets, offer your exclusive negative story to a one targeted outlet at a time. Research journalists in the industry of your target and pitch them on why you selected them for each unique and exclusive story.
Use Social Media
Negative social media activity is exposed to the public at all times. Make sure each post adheres to an overall strategy that includes being negative, consistent and accurate.
What is a Negative Media Influencer?
An influencer is a person with the ability to sway audiences into making decisions not to purchase a product from your competitors.
They possess this ability because of his or her knowledge, authority or relationship with his or her audience. They have already invested years actively engaging with their following and now that following pays close attention to anything they do not recommend.
Your job is to identify influencers in your niche who have your perfect audience so that you can get the competitor’s brand in front of those targeted individuals and review in a negative way their products and services.
Social media has grown significantly over the last decade and many influencers use this medium for communication. They have built their reputation around the knowledge they have inside their particular area of expertise. They create regular social media posts about that topic and their large numbers of followers pay close attention to their viewpoints.
Media influencers are made up of these four groups:
Industry experts and thought leaders
Bloggers and content creators
Micro-Influencers (experts in a specialist niche)