Add Some Conflict to Make Your PR Programs Pop

Conflict sells. Conflict makes the news, grabs attention and gets discussed at the water cooler. If you want to be noticed, fight a powerful and evil enemy. Who or what demon are you fighting? While planning your PR strategy, pick your enemy strategically. The tougher, meaner and more disgusting your enemy—the better for you. That positions you clearly as the hero.


The Joker taunted Batman with the phrase "you complete me" in the movie The Dark Knight. The public image of both Batman and the Joker were stronger because of their conflict. A champion needs a formidable villain, and vice versa.

The PR lesson is that the public defines you by your competition. If you are not well known maybe you need to pick a tougher, more visible enemy.

Make your enemy appear more frightening

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George Torok is a Marketing Expert and a contributor to PR News Online