ABSTRACT
This chapter analyzes the communication strategies of Anonymous, a group of global hackers, to identify what public relations practitioners can learn from their tactics, the threats posed by international cyber criminals, and how to respond to them. Since 2008, Anonymous has maintained a high profile on traditional and social media worldwide through its attacks on prominent targets including governments, corporations, and terrorists. This chapter finds that Anonymous, which has a rule against attacking mainstream media organizations, has achieved its prominence in part through carefully aiding the press. Its creation of dramatic, humorous, hyperbolic, mysterious, unpredictable content tied to events already making headlines that is rich in visuals and contains clear calls to action has helped promote virality. Yet, because members of the network need to literally stay anonymous in order to maintain the group’s identity and avoid prosecution, Anonymous ultimately forfeits control over its brand identity. Without revealing member identities, it can do little to counter media depictions of its members as terrorists. The study also finds that many of the communication strategies used by Anonymous can be used to improve the efficacy of the cyber strategies of other organizations which advance more pro-social causes.
