Lessons from PR for Napoleon. How to create an ideal image of a leader

Napoleon managed to masterfully manage public opinion, which ultimately led him to the throne. Many of the methods of the emperor can be used today
Napoleon Bonaparte is considered a genius of PR and propaganda. The emperor was well aware that power over minds works much better than brute force. Napoleon could charm anyone - a woman, an army or a nation. He masterfully controlled public opinion, and millions of Frenchmen worshiped him. He himself said: "Public opinion is a horse, sometimes capricious, which I try to curb."

Although Napoleon lived two centuries ago, his methods of creating an image are still used, sometimes unconsciously. We will analyze what was the secret of the success of the imperial PR and what you can take into your arms. In many respects these approaches are cynical, but they are no less effective.

For each his emperor
Napoleon was "his" for any audience. That speech sounded more convincing, before the soldiers, he always appeared only in military uniform and the famous cocked hat. At the coronation on it was a laurel wreath, royal apparel, which emphasized absolute power and the divine principle. So Napoleon was able to manage his image depending on the tasks assigned. If it was necessary to win the battle and get respect from ordinary soldiers - he put on his uniform. Among the nobility, on the contrary, it was required to strengthen their positions as the undisputed leader of the nation.

Therefore, if you are going to an event for "IT people", then do not wear a strict suit, leave it for business events. The same goes for the photos, if you decide to publish in the industry media, study the audience, other authors, industry leaders, see how they look. It may be that for your comment or article in the publication it is better to send a photo in a T-shirt with the Star Wars logo.

Speak only of good things
Napoleon quickly realized how useful newspapers and magazines are. Custom-made articles avoided important problems for the country, and insignificant successes exhibited. Thanks to well chosen themes and stories, Bonaparte could skillfully manage public opinion at critical moments.

Three methods of manipulating the consciousness of the masses from Napoleon:

Did not share information
Fake History
Keep silent about individual events

As he himself said: "Whenever an event is unpleasant for the government, it should not be published until it is well known." A simple situation: for example, you are an Internet provider, because of the contractors you have a server crashed, there was a denial of service or some other apocalypse. The result is one - the Internet for your clients is disabled. Respond only to incoming letters and calls from customers, do not publish in public sources information about the trouble that has happened, do not panic.

Do not start talking to the media until you solve the problem. Only at the moment when the work is established, you will indicate the exact cause, consequences and decisions taken. Until the information has got into the "open world" - in the media, large communities or on the pages of opinion leaders, you have every chance to eliminate the problem quietly and imperceptibly. Such troubles are not the best reason for PR. If you were preparing a loud information guide, it's time to send information to journalists. This will help to divert attention from the problem.

Do charity work
"Do good and throw it into the water!" - not exactly the principle of Napoleon. Modesty is the path to oblivion.

The painting "Napoleon in the hospital of the plague in Jaffa" was written by the order of the emperor. With the help of art Bonaparte wanted to appear before his contemporaries in the form of a kind and brave ruler who is not afraid to pick up the infection from his own soldiers and cares about each of them, giving rise to new legends and myths. Against the background of his retinue, which looks away from the sick, the emperor looks attentive and merciful to ordinary people and their deadly troubles.

If this canvas shows us a pretentious and implausible picture, then nothing prevents you from doing a good deed in reality. Non-profit funds and orphanages always need help. Participate in their projects, take photos or report on regular help to those in need. Social PR is one of the most popular forms of promotion in the media and social networks. Such activities help both parties: both the company and the needy. Yes, and you in heaven will be reckoned.

Social networks of Napoleon
A funny incident occurred with the emperor in 1815, when he became a prisoner of the English. Napoleon was imprisoned on a ship near the shores of Great Britain. Curious Englishmen wanted to personally see the great commander, but he left an intrigue. Instead of appearing to the public, Bonaparte asked the sailor to regularly display black plaques with statuses written in chalk. So idlers could always know when the emperor is sleeping, eating or walking on the deck. Occasionally Napoleon personally appeared before the crowd and waved his hand, at this moment the spectators crumbled in applause.
If a couple of centuries ago Napoleon had an account on Facebook or Instagram, then surely he would have laid out his statuses in them. Do not forget to share news from life on social networks. More advanced have already assembled there an army of fans and like-minded people. People are much more interested in knowing what kind of person you are in ordinary life, rather than reading official comments on portals. Your pages can become your own media, where there is only your position and your editorial policy.

Be closer to people
Once during the war in Egypt, the emperor defiantly abandoned the horse and walked in the desert on foot ahead of the whole army. So he decided to share all the hardships of the campaign with his soldiers, winning not only the country, but also the love of his army. Many soldiers remained loyal to him in the future, even after he abdicated.

When you attend mass events, try to participate in them on a par with others. If you came as a speaker to a charity marathon - run it along with the participants, do not stop with a couple of words about the importance of the event. If you are on a buffet table - do not hesitate to drink and pay attention to the guests. If this is an ordinary subbotnik, climb into the mud with the rest, and do not come to the end of the event and do not say what all the fellows are doing and how well they've worked.

If you aspire to be closer to people and put yourself at their level, rather than rise above them, you will have more trust and respect.

Heal the pain of the target audience
While still a regular general in Italy, Napoleon needed to inspire the exhausted troops for the upcoming battles. The future emperor realized that one should not speak about himself, the country or about the higher mission, but about the problems of his soldiers. His words he printed on leaflets and ordered to distribute: "Soldiers! You have no boots, no uniforms, no shirts. You almost do not have enough bread, and our warehouses are empty. Meanwhile, the enemy has everything in abundance. It only depends on you to get everything. You want and can do it! ".

With each group, Bonaparte spoke on similar topics. With the soldiers - about salaries and food, with the officers - about victories and glory, with enemy officials - about taxes and corruption. Then he created two "corporate" newspapers for his army, where he distributed important news and propaganda.

The same applied to the opponents of Napoleon and the civilian population in the conquered territories, he strove to turn everyone into his ally, or he urged at least to remain neutral.

Use this experience in any conversation with your audience, in social networks or in speeches. Talk about what's important to her, not to you.

Cult of personality
The name of Napoleon Bonaparte became so famous also because the emperor, from the very beginning of his military and political career, created around himself a cult of personality. With any victories in the first place, he was written about him as the greatest general, not about the French generals. This helped to control public opinion in France at all levels. The creation of the cult helped the media, and rumors walking in the salons, even souvenir products - miniatures depicting the famous battles.

The main thing that should be learned from Napoleon, - seek to first talk about the leader, already after about his company. People are trying to associate the company with its leader. Confirmation of this - Steve Jobs or Ilon Mask.

Through the use of all methods in the complex, Napoleon managed to masterfully manage public opinion, which eventually led the Corsican boy to the French throne and helped him to fall in love with the nation. In many ways he was cynical and cruel, used the imperial power to eliminate opposition opinions. Yet these methods of working with the public consciousness are still used. Thanks to these techniques, company leaders become new celebrities. And everyone has an army of fans and followers.