KNOWING YOUR OPPONENT is one thing—defining them in the minds of your publics is another. Most PR exercises are about defining the organization in the minds of its publics, but this is only half the story, especially when one is confronted with a persistent opponent who cannot be placated.
The problem is made worse by the fact that people often identify with the underdog, which means that direct attacks on opponents are very likely to backfire. Subtlety is needed! The way forward for many organizations is to use wording that conveys a solidly positive image, forcing opponents to take up the negative ...
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