WHAT IS THE BEST PR MOVE?

Do you know the structure in the video? It is an aqueduct. Aqueduct is a channel to transport water. It is a conduit that resembles a bridge but carries water.
Where is it? It is near the city of Caesarea, Israel.
When was it built? Two thousand years ago.
Who built it? The ancient Romans built it.
Now you see: each time we talk about this aqueduct, we remember the Romans.
Isn't this a great public relations move: to build a structure lasting for two thousand years? To erect an artifact existing for a long time?

HOW TO USE PITHY SAYING TO BELITTLE YOUR RIVAL?

Do you know the popular expression "a quiche-eater"? It means a person far removed from practice and concerned only with academic matters, unwilling to "get their hands dirty"; a man who is effeminate or who lacks some putative masculine virtue. The source of the term quiche-eater was a bestselling humorous book "Real Men Don't Eat Quiche", by Bruce Feirstein, published in 1982. And why? Because a quiche is considered to be a "womanly" dish like other Carbohydrate dishes (сasserole, pasta etc.).

More example for the use of catch-words.
Arthur J. Finkelstein (a United States Republican Party PR professional) is credited with helping to make "liberal" a dirty word in the late 1980s and 1990s by using messages like this, intended to damage Jack Reed's image:
"That's liberal. That's Jack Reed. That's wrong. Call liberal Jack Reed and tell him his record on welfare is just too liberal for you."

Using negative buzzwords is an effective PR move to humiliate your rival.

WHAT IS THE TRUE ROLE OF POLITICAL PR ADVISERS?

US PR professional Arthur J. Finkelstein is known in Israel for running Former Prime Minister Benjamin Netanyahu and Israeli politician Avigdor Lieberman.
Another American adviser Stan Greenberg served as pollster to Israeli Former Prime Minister Ehud Barak.
Now the question is: what is the role of political consulters (like Finkelstein and Greenberg)? Why are the journalists eager to contact them? What do the journalists get from them?
The answer is simple: the journalists get from them information. All kind of information. Scoops, stories, details, news. Otherwise, where could the media get all the stuff?
So, seeing this point makes it easier for PR professionals to play their role and to contact the media. Because now you know the eagerness of the media to eat up every piece of info.

HOW TO ESTABLISH YOUR IMAGE AS A HUMANE ONE?

Today Hillary Clinton began campaigning before dawn at a Manchester (New Hampshire) elementary school. Joined by her daughter, Chelsea, she poured coffee for voters at the school and pledged, "We're going to work all day to get the vote out."
So, Hillary, first, appears with her daughter, second, hands some material, perceptible, tangible item to the voters. This acts psychologically.

IS IT POSSIBLE TO PRESENT A DANGEROUS PHENOMENON AS A FRIENDLY ONE?

Do you know what 'Greenwash' means? It is a portmanteau (= a new word formed by joining two others) of green and whitewash. It means the actions of a company, which advertises positive environmental practices while acting in the opposite way.
For instance, when more money or time has been spent advertising being green, rather than spending resources on environmentally sound practices.
'Clean coal' is a good example of greenwash. Clean coal means coal chemically washed of minerals and impurities with the purpose of eradicating sulfur dioxide and other pollution. It designed to enhance the environmental acceptability of coal use.
Prominent environmentalists believe that the term clean coal is misleading: "There is no such thing as 'clean coal' and there never will be. It's an oxymoron".

Let us see it schematically. This is how the general model
'From Input to Output' looks like:









This is a more specific model when you have some Dangerous Phenomenon as an Input,
you fulfill your Action (PR move = Decoration),
and finally you receive your result (= you present the initial Dangerous Phenomenon as a Friendly Phenomenon instead):




Now you specify the initial general model even more. The Input (= Dangerous Phenomenon) turns to be "Coal", the Action (= Decoration) is Greenwash, and the Output (= Friendly Phenomenon) is "Clean Coal":





This is a simple PR tactics of giving something dangerous a more friendly name.