Usually when we talk about Black PR (BPR) we refer to the ability to destroy our enemy’s identity and reputation. There are many approaches BPR practitioners can employ, but the basic aim in most cases remains one: to smash the basic relationship between the organization and its stakeholders. Of course the rules of the game change when we start thinking in terms of technology and more specifically the Web. Is there BRP on the Web? How does it differ from traditional black PR practices? And what about Web2.0?
When we start researching about the Web we indefinitely stumble across terms such as AJAX, Feeds and Social Networks, blogs, etc. These terms define a phenomenon known as Web2.0. The term Web2.0 was invented by O’Reilly media in 2003 as a marketing buzzword to define the new ways of developing and interacting with on-line applications. Web2.0 applications are better suited for information analysis. They are highly reusable and extremely useful when it comes down to get the job done. Fortunately or not, these very same technologies can also be used by black PR practitioners to reach the masses faster then ever before. Meet BPR2.0.
The means of BPR in the Web2.0 world are pretty much the same like the ones found in its older version. The only thing that has changed is the approach we have to undertake in order to handle the enormous volume of information. While in Web 1.0 the data was hard to be found, analysed and modified, today, this asset it is much more accessible and a lot more integrated. Simple fact: search engines query information more often then before and cached information sources never disappear. In the following article we are going to have a look at some Web2.0 technologies and see how they relate to the black public relation practices.
AJAX
AJAX stands for Asynchronous JavaScript and XML, and it is a new programming practice which pushes key-business logic from the Web server down to the Web client in order to provide better user interface and in general improved user experience. However, often developers push down too much causing information leaks to appear around the internal application logic. These leaks may often contain sensitive information which does not necessary are used for the purpose of the AJAX application but suits quite well hackers and BPR professionals. Once the information is obtained, and analyzed, it is then used for strategically placing black public relation campaign.
Feeds
Feeds, in a form of RSS (Rich Site Summary) or ATOM, the two most popular feed formats, are designed to automatically deliver content to the user. The approach here is rather different from the one seen in Web1.0 where the user needs to go to the specific website in order to get the information they are interested in. Due to their modularity and remixable nature, feeds are used to aggregate and re-distribute information.
Black PR professionals may take advantage of both RSS and ATOM by first locating key information and channels and then use them to redistribute the desired message. Once a carefully placed message is within circulation with important feed channels, it could potentially reach millions of users withing a couple of hours. This type of technology can be used to either spread forged messages in order to perform a BPR stunts or even quickly resolve a crisis situation.
Social Networks
Social Networks are all about Web2.0. In fact one of the key features of Web2.0 is the social element. Social Networks are probably one of the most powerful BPR tool since they can be used to spread messages resembling a viral effect.
Blogs and Splogs
Blogging, also know as citizen journalism is the 21st century media platform for delivering messages. However, be careful not to stumble across a splog. Splogs or spam blogs, are false, forged and artificially created blogs by software agents. Splogs are usually used to earn their owner some cache by abusing advertisement platforms such as Google Ad-Sense. However, once the abuse is identified the splog master account will be closed and purged from the network.
However, it is completely different story when it comes to BPR. Black public relation practitioners may employ the power of splogging to deliver a message across multiple platforms in a single go. The more splogs are employed the further the message will spread. The actual splog content will be dynamically generated out of completely legitimate blogs and the deadly BPR message will be embedded within the desired places.
Power tools
There are even power tools to enable even better and more successful and sophisticated BPR. Meet Maltego. Maltego is mega power tool which utilizes several social networks, search engines and information sources, such as the MIT PKI (Public Key Infrastructure) data to enable BPR professionals to extract and find links between entities in an easy to use and quite graphical way. Maltego can find links between e-mails, names, social profiles, locations, etc. Once the map is reveled the connection will be obvious. This tools is possible due to the high remixability and use of use Web2.0 provides.
Web2.0 is without any doubt the most innovative approach to technology. However, due to its flexibility, modularity and easy of use, it perfectly suits black public relation practices. The future is within the information, the single most valuable resource in the digital world. Black PR needs indefinite supply of it and Web2.0 is here to make this happen.
