“Dark PR” is a colloquial term for covert reputation tactics: anonymous negative briefings about competitors, fake review campaigns, astroturfing (fake grassroots campaigns), paid-for negative press coverage, and covert influence campaigns. Dark PR is illegal in many cases (UK DMCC Act 2024 for fake reviews) and ethically indefensible. It also backfires regularly — discovery is now routine and reputation damage is often catastrophic.
Common dark PR tactics (all should be avoided)
- Paid fake reviews on Google, Trustpilot, G2.
- Anonymous negative briefings to journalists about competitors.
- Astroturfing (fake grassroots campaigns presenting paid advocates as genuine supporters).
- Smear campaigns disguised as editorial.
- Paid social media amplification of misleading content.
- SEO negative attacks (building spam links to competitor sites).
Why dark PR backfires
- Discovery tools exist — journalists routinely unmask paid campaigns.
- UK DMCC Act 2024 imposes fines up to 10% of global turnover for fake reviews.
- Reputation damage when exposed typically costs 10-100x the original benefit.
- Ethics standards of clients and hires increasingly exclude firms using dark tactics.
Ethical alternatives
Earned PR for your own strengths. Transparent review request campaigns. Direct product improvements that earn organic positive sentiment. Always more effective long-term than shortcuts.