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Date: 4 months ago   Category: Economy

Anti-killer of reputation: The PR manager mistakes on the example of one business


Ukraine enters the most interesting pre-election period. On information front line there are already firefights compromising evidences. Soon voters will be overflowed by a stream of scandals, sensations and investigations. It won't influence zealous adherents of this or that candidate. But can seriously confuse undecideds. To make a right choice, it is necessary to know several rules of carrying out PR campaigns and to spend half an hour for the simple analysis. You have ordered For an illustration we will take a fresh dispute because of the Corvalol trademark. I have created warm drops nearly 60 years ago and only the Pharmak company of family of Zhebrivsky releases in Ukraine. Her is once the closest competitor - Darnitsa Zagoriyev has tried to begin production of medicine with the similar name 15 years ago. Pharmakovtsa have seen in it violation of the intellectual rights. Their opponents adhere to logic of Russia which as the assignee of the USSR not willingly supports restrictions for use of old names.

At the previous presidents of the right for the Corvalol trademark in Ukraine kept for its owner. The current head of state isn't sprayed on a trifle. Therefore the co-owner of Darnitsa - to the People's Deputy from the presidential block with very good communications on Bank, it seems, managed to convince several judges of parliament to rise on his party. As they say, it isn't money. Matter in self-affirmation.

On a twist of fate the same situation at the presidential Roshen asserting the rights for the Soviet brands "Kiev Cake" and "Gold Key". It is interesting how will explain why courts don't protect a medicine trademark for 15 UAH, but preserve the name of cake for 300 UAH? But it to a word.

In November case of "Corvalol" will be considered by the Supreme Court therefore both parties try will get public support through mass media.

the Main method of work with media - preparation of theses. That is one main idea has to pass in all information messages. To understand that "work" with your candidate, it is necessary to analyse that write about him and speak. Having spent minutes ten, you will quickly find all publications on one subject, you will be able to make the list of the participating websites of information campaign and even to estimate the spent budget.

In our case search in names of the companies on the Internet allows to make several assumptions and to depict tactics of information policy of the parties.

Darnitsa tries to impair a little image of the opponent charges of trade with Russia, a horror story about rise in price of "Corvalol" and existence of communications in the power in the person of the auditor of NABU Pavel Zhebrivsky. Bloggers and even the People's Deputy participate in the activists project. Pharmak has chosen other tactics: looks for positive subjects, blocking a negative, and writes denials.

So when it became clear that you deal with public relations, is a high time to think over his contents. A monkey with a grenade In the analysis of information from "well-wishers" it is necessary to consider how the authority of the journalist and information resource, and supporting him

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