In a public relations crisis, certain organizations or individuals may adopt unethical strategies to spread misinformation in an attempt to divert public attention or manipulate public opinion. Here are some common strategies： ### 1. **Create false information (Fake News)** -**Definition**: Deliberately create and disseminate false news or information to confuse or divert public attention. -**Example**: Publish sensational fake news that is not related to the crisis to attract public attention and thereby reduce attention to the crisis. ### 2. **Shift focus (Red Herring)** -**Definition**: Divert public attention from the crisis by introducing issues that are not related to the crisis but are compelling. -**Example**: During a crisis, a major event or policy unrelated to the crisis is suddenly announced to distract the public. ### 3. **Social Media Manipulation (Social Media Manipulation)** -**Definition**: Use social media platforms to spread specific information in large quantities through navy, robot accounts, or fake accounts to manipulate public opinion. -**Example**: Hire online navy forces to post a large number of statements in support of the organization on social media, or spread negative information about competitors to divert public attention from the crisis. ### 4. **Selective Disclosure of information (Selective Disclosure)** -**Definition**: Disclose only part of the information, conceal or dilute key facts, in order to mislead the public. -**Example**: In a crisis, only publish information that is beneficial to yourself, while concealing or ignoring unfavorable evidence to create a more positive image. ### 5. **Scapegoating (Scapegoating)** -**Definition**: Put the responsibility for the crisis on a third party or individual to divert public criticism of the organization itself. -**Example**: Attribute the responsibility for the crisis to an employee, supplier, or external factor to reduce the organization's own responsibility. ### 6. **Create false Expert Testimony (False Expert Testimony)** -**Definition**: Use false or unproven expert opinions to support one's position and mislead the public. -**Example**: So-called “experts” are hired to speak in support of the organization, but these experts actually lack authority in related fields. ### 7. **Create panic or crisis (Fear Mongering)** -**Definition**: Diverting public attention from the current crisis by exaggerating or creating panic. -**Example**: Publish exaggerated information about other potential threats during a crisis to divert public attention from the current crisis. ### 8. **Create false public opinion (Astroturfing)** -**Definition**: Influence public opinion by creating false public support or opposition. -**Example**: Organizations or employees pretend to be the general public to express support or opposition on social media or in public to create false public opinion. ### 9. **Use emotional Manipulation (Emotional Manipulation)** -**Definition**: Divert attention from the crisis by stimulating the public's strong emotions (such as anger, fear, sympathy, etc.). -**Example**: Publish emotional content in a crisis, such as touching stories or inflammatory remarks, in order to divert the public from rational discussion of the crisis. ### 10. ** Create a False Competitor Crisis (False Competitor Crisis)** -**Definition**: Divert public attention from one's own crisis by creating or exaggerating a competitor's crisis. -**Example**: Spreading negative information about competitors or false crises during the crisis to divert public criticism of oneself. ### Conclusion Although these strategies may divert public attention or manipulate public opinion in the short term, in the long run, they tend to damage the credibility and credibility of the organization. In the face of a public relations crisis, honest, transparent and responsible communication is the best way to maintain public trust.