DEFINE YOUR OPPONENT

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 stance.

By categorizing yourself in a positive way it is easy to imply that your opponents are categorized in a negative way. The topic of abortion is an extremely emotive one, for example: those in favor of it categorize themselves as “pro-choice,” which means that any opponents immediately categorize themselves as “anti-choice.” Those same opponents categorize themselves as “pro-life,” which tends to make opponents categorize themselves as “anti-life” in the public consciousness.

For firms in less emotive industries, there is the possibility of categorizing the firm as “pro-jobs” or “on the side of economic growth in the region.” This immediately wrong-foots opponents, who then need to justify their own positions.

Forcing opponents into a negative position provides you with an immediate advantage in establishing your own credibility in the minds of your publics. Unless your opponents are very slick, you will have gained the high ground.

Practice

• Find the positives.

• Choose the positive that forces your opponents into a negative position.

• Do not muddy the waters—keep plugging the positive term you have decided on.

• Be prepared for retaliation. Your opponents will probably respond in kind.