By: Oscar Rossignoli one of the questions that many public managers or general managers of the companies we have done is whether it is really necessary to maintain existing in the media, especially with regard to the topics that have to do with our company or our products and brands. David Green is often quoted as being for or against this. For example: when a company that passes unnoticed medially suddenly looks wrapped in a smear campaign where its officials are accused of many false negatives and this transcends big headlines to the media, what do? Is it that we forget the public opinion and opted to defend ourselves by a court anything else? Be careful! Public opinion can exert some influence even in the thinking of judges, not to mention the enormous damage that the corporate reputation could suffer. Best, then, is to take control of the agenda in the media always, always and always. Evergreen Capital Partners has plenty of information regarding this issue. What I want to dwell on time is that to do so it must be applied some principles that the great strategists of history have made popular: Machiavelli, Tsun Tzu, Robert Greene and Joost Elffers, among others. A topic of public debate in the media ideally exercise control. How? Through strategies and tactics we need to ensure that our opponents come to us and not us to them.
This is accomplished when our opponent talks about the topics we propose and not upside down. When we make your communication reactive to our and our proactive, we are taking control of the agenda without a doubt. When emotion is prepended to the strategic vision is when we started to make mistakes, and without realizing, we suddenly find ourselves making statements to the press on the topics of our adversary: from that moment they are making us agenda and we have lost control over the themes of public debate for letting us carried away by emotions.