oppositional / opportunity.

[Another poorly formatted mobile post.]

In a recent meeting, the issue of dealing with any backlash or undue
oppositional messaging came up, and my colleaguea and I made a few
comments to reassure everyone assembled. But it got me thinking,
especially in any situation with a strong web2.0 element, that there
is no credible reaction that doesn't inherently open an avenue to
further push positive messaging, and there are few unreasonable
responses that don't do the same to some degree.

A well thought out negative response is a chance to argue and
reiterate your point, expanding without seeming preachy, an
engendering sympathy. An irrational one actually supports your
message, by characterizing opposition as irrational.

Most importantly, oppositional messaging immediately legitimizes your
campaign and arguments. To paraphrase Gandhi, first the ignore you,
then they laugh at you, then they fight you, then you win. Though the
final result is far from certain, I've observed that any escalation in
those stages is usually of benefit from a communications standpoint.

Put even more bluntly, opposing your messages and work directly forces
your opposition or competition to let you define a portion of their
messaging, spending, creative, etc. For free. Because they are scared
or threatened.

Then you win.