“Stopping the Attackers”“Stopping the Attackers”

Public Relations Strategies Against anti-business activists

Public Relations Strategies Against anti-business activists

Meet The Attackers Meet The Attackers

Activist attackers Agenda-driven foundations Trial lawyers Reporters Radical politicians & regulators

Activist attackers Agenda-driven foundations Trial lawyers Reporters Radical politicians & regulators

The AttackersMotivations

The AttackersMotivations

Power

$$$ Recruitment Notoriety Hatred of business, people,

democracy

Power

$$$ Recruitment Notoriety Hatred of business, people,

democracy

The Attackers Targets

The Attackers Targets

Corporations Products Free enterprise Free trade

Corporations Products Free enterprise Free trade

Private property Science Government

authority

Private property Science Government

authority

The AttackersWeapons

The AttackersWeapons

Propaganda Protests Boycotts Phony science

Propaganda Protests Boycotts Phony science

Lawsuits Shareholder

actions Shakedowns Property

destruction

Lawsuits Shareholder

actions Shakedowns Property

destruction

Winning Media FormulaWinning Media Formula

Victim

VindicatorVillain

VictimsVictims

Children

Elderly

Vulnerable consumers

Children

Elderly

Vulnerable consumers

VillainsVillains

RWGs

Untrustworthy industries

Profit-driven CEOs

Government

RWGs

Untrustworthy industries

Profit-driven CEOs

Government

VindicatorsVindicators

Activist attackers Luddites & Nannies Anarchists & Marxists Agenda-driven foundations Trial lawyers & Activist juries Reporters Radical politicians & regulators

Activist attackers Luddites & Nannies Anarchists & Marxists Agenda-driven foundations Trial lawyers & Activist juries Reporters Radical politicians & regulators

Attack SuccessesAttack Successes

Animal Research

Mining

Alar Apples

Toxic Tampons

MTBE

Resource Development

Dental Fillings

Breast Implants

Polystyrene Packaging

Forest Products

MSG

PVC

ANWR

GMOs

Bisphenol-A

PhthalatesPhthalates

Why Are They Winning?Why Are They Winning?

No Risk!No Risk!

Why No Risk?Why No Risk?

Appeasing corporations Zero-risk lawyers Laws & Regs encourage attacks Biased & science-illiterate media Attackers are underestimated

Appeasing corporations Zero-risk lawyers Laws & Regs encourage attacks Biased & science-illiterate media Attackers are underestimated

Attacks Are NotP.R. Problems!Attacks Are NotP.R. Problems!

P.R. -vs- Crisis Management

What’s the solution?What’s the solution?

“You can get more with a smile, a kind word and a gun than with a smile and a kind word.”

— Al Capone

“You can get more with a smile, a kind word and a gun than with a smile and a kind word.”

— Al Capone

How To Fight?How To Fight?

Two-track attack . . . Drive up personally relevant benefits

and potential losses

Create risk for attackers, tear off their “mantle of virtue”

Two-track attack . . . Drive up personally relevant benefits

and potential losses

Create risk for attackers, tear off their “mantle of virtue”

How To Fight Back?How To Fight Back?

Gather intelligence who

real motivation

plans

Gather intelligence who

real motivation

plans

How to Fight Back?How to Fight Back?

Build allied coalitions

Fight like guerillas

Execute offensive strategies

Respond rapidly

Build allied coalitions

Fight like guerillas

Execute offensive strategies

Respond rapidly

How to Fight Back?How to Fight Back?

Launch surprise attacks– Third-party complaints

– Lawsuits

– Letters to funders

Launch surprise attacks– Third-party complaints

– Lawsuits

– Letters to funders

Do Not!Do Not!

• Pretend to be something you’re not

• Think you have a future with your attacker

• Do not think because you’re right you will win

• Pretend to be something you’re not

• Think you have a future with your attacker

• Do not think because you’re right you will win

Do!Do!

• Talk and attack

• Play hardball w/ the media

• Pay others to do your dirty work

• Talk and attack

• Play hardball w/ the media

• Pay others to do your dirty work

“If you live by the olive branch, you might still die by the

sword.”

“If you live by the olive branch, you might still die by the

sword.”

-- Eric Dezenhall-- Eric Dezenhall