$ucce$$-Team

One of the questions that many public relations ( Publicity PR ) or CEOs of companies have been asked is, if it is really necessary to be in force in the media, particularly in regard to issues having to do with their company or products and marks.

For example: When a company goes unrecognized, the media is suddenly mired in a smear campaign where its officials are accused of many things beyond the false and negative headlines in the media, so what to do?

Will we forget about public opinion and chose to defend ourselves only in the court? Beware! Public perspective can reflect some impact even in the thinking of judges, not to mention the huge destroyment that the corporate fame could bear. It is possible that when the time is coming,it is better to often take control of the agenda in the media!

Is a matter of public ( PR agency ) debate in the media the ideal exercise for control? How? Strategies and tactics must ensure that our opponents come to us and not us to them. This is done when our opponent speaks the issues that we are proposing and not vice versa. When we make their communication from being reactive to proactive, it is to our benefit, and we are taking control of the agenda without a doubt.

When emotion prevails over the strategic vision, is when we start making mistakes, and without realizing it, we suddenly find ourselves making statements to the press on the issues of our opponents: From this moment we are setting the agenda and we have lost control of the themes of public debate by getting carried away by emotions. It has been repeated lots of tiimes in history,offensive managers or directors conducted a sequences of brave moves that gave them a response and obviously huge power and control over their adversaries. But this is temporary because the thoughtless act and strong emotion are enemies. Being permanently reactive, makes a company and its officials exhausted, until they can no longer continue irretrievably.

So we must ask the question: What is the point, if we never have to react frantically to control the situation? Why shall we ofthen must deal directly with incidents instead of being prepare for it in advance? The answer is not difficult:We have a misunderstanding of power.

In managing a crucial circumstance,where the corporation has to act promptly,thinking in a strategic way must conquer even reason and emotion ,to take power. The fundamental of power is the competence of maintain the initiative,to make others react to our actions,to make sure that enemies are often on the defensive. This will enable us to always drive the agenda, having the power and control issues of public ( Public Relations Melbourne ) debate.