OFTEN, PR EXERCISES are aimed at publics without being specifically directed at an “enemy.” In other words, if a firm is under attack, the tendency is to counter the attack in the minds of the public without directly confronting the other organization.
Obviously there is always a risk of retaliation in kind, and much depends on the nature of the exercise—but many organizations can and do use guerrilla tactics to take the fight to the enemy. Even if you don’t use this idea yourself, you need to be aware that someone might use it against you!
Friends of the Earth is a pressure group ...
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