Perception

Perception is reality.

1. Never underestimate your opponent. However crazy the message, if it is repeated enough it will gain some traction, even with an intelligent audience.
2. Don’t assume your opponent’s audience thinks in the same way as yours. People will choose what they listen to based on their own interests.
3. Don’t become victims of your opponent’s PR stunts, especially when the world is watching.
4. Don’t try to make political or PR capital out of a crisis. It could backfire.
5. Watch how your leaders behave. Don’t let their egos overshadow the story.
6. Manage stakeholders sensitively. They will be the first to point out the blatant use of spin or concealement.