DO THE OPPOSITE THING TO THAT EXPECTED

In November 2006 the Philip Morris tobacco company announced a new advertising campaign: begging the movie industry not to use Marlboro cigarettes in movies. You thought there is more smoking in the movies now than ever before? You thought smoking in the movies increases adolescent smoking? You thought the tobacco industry has worked hard over the decades to get smoking into the movies? You thought they take advantage of the movies extensive, under-the-radar advertising value?
No and no. You are mistaken. They are "good guys". They do the opposite. They "beg" not to use cigarettes in movies.

So the PR move is: Wish to make the public think you are a good guy? Do the opposite to the expected.

BALANCE OF POWER

If one of the two sides in conflict thinks that he is going to win (and win undoubtedly), then he will never agree to any compromise. Only if he sees that his victory is in doubt, then he will enter into negotiations.
Look at the today's situation between Israel and the palestinians. They agree to negotiate because each side has got the conclusion that he cannot beat one another undoubtedly.

So we can learn the PR tip: Wish to make your opponent agree to your proposed compromise? First, make him think that you have many options to beat him. Second, make him think that he cannot win undoubtedly.

KEEP UP WITH THE TIMES

Who rules in America, demos (= people) or chronos (= time)? America is a chronocracy no less than a democracy. Clothes and household things still of good quality are thrown out for the simple reason that they are old. Scientific, economic, and cultural trends are replaced every certain period of time. Presidents, computers, car models, artistic trends, dress cuts, textbooks have to change periodically to maintain their authoritative status as "new."

So we can learn the PR tip: Make your image as if you keep up with the times. Wish to promote your production? Present it as NEW.

WHICH POLITICIAN IS CHARISMATIC, AND WHICH ONE IS NOT?

Charisma is about PR image.
Not arguing the definition of the charisma, let us just agree on the main point: charisma means personal attractiveness, interestingness, influence, charm, magnetism, appeal.
Look at the today's leaders, and tell: which politician is charismatic? Who is a real leader?
What impression do you get from looking at Palestinian Chairman Mahmoud Abbas (Abu Mazen) or Lebanon's Prime Minister Fuad Siniora? Can you call them charismatic leaders?
When you see them on TV, you think something is wrong with them. You see them hide themselves and their real feelings behind their glasses, or behind the expression of their look. Compare it with the open expression of other Arab leaders like Egyptian president Hosni Mubarak or Hamas PM Ismail Haniya.
One choosing to support not-charismatic politicians has some non-clear reason for that.

WHAT IS REAL MOTIVATION BEHIND BEHAVIOR? (2)

When they teach you that you can't take your money to your grave - what do they do it for? What do they really mean? They "forget" that you can hand it down to your children and grandchildren. Or your friends. Or lovers. To make their life easier.
Usually, the real motivation behind this propaganda is just simple: to make you deliver your savings to some political party, or church, or other institution.