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Checkmate Update
November 1, 2002
The online newsletter
dedicated to "Defending Good Science."
When All Else Fails, Try
Hysterical Nonsense…
We all know from
history that when totalitarian forces, driven by dysfunctional
fury, seek to uproot the political establishment, they will
use any means necessary. Their goal is to seek attention and
grab power, and that one goal is the highest good.
At what point do activist groups like Greenpeace,
the Sierra Club or Earthroots start to think the same way?
When do they start ignoring basic common sense, and rely on
hysterics to make a point? The answer -- it's already happening.
Greenpeace is notorious for this. In the
past week, they’ve received media coverage on two stories
which rely on emotional hysteria, rather than good science.
An October 27 Associated Press headline
reads “Greenpeace: Stop Global Warming or NY Submerges.”
Greenpeace is, of course, leading the fight to make sure countries
world-wide sign on to the Kyoto protocol. Claiming the city
of New York is going to slip beneath rising water levels is
not just emotionally charged rhetoric, but misleading.
Meanwhile, in Canada, Greenpeace staged
a downtown Toronto protest in front of a nationwide grocery-chain
franchise. They’re upset about the presence of genetically
modified ingredients in food. Greenpeace has repeatedly tried,
and failed, to prevent the utilization of the most overly
regulated product on our grocery store shelves – genetically
engineered foods.
Greenpeace knew they weren’t
getting anywhere with previous protests. People continue to
eat genetically modified food everyday. So how do you get
coverage if you’re Greenpeace? Transform it into a motherhood
issue – in this case, literally. Ignoring the rest of
the grocery cart, they decided to protest the lack of mandatory
labeling in baby food. Rather than an informed debate of substance,
Greenpeace relied on emotions to make a point. Unfortunately,
it worked – nationwide broadcast and print media ran
stories talking about the lack of mandatory labeling on baby-food.
What can you do to respond to such
tactics? Two basic points.
- A lie left unchecked becomes truth.
Industry cannot leave stories like this hanging out in the
public domain. You simply cannot afford to have your key
audiences believe the opposition. When you’re under
attack, basic physics says you must counter-attack; otherwise
you will be driven backwards.
- If you sling mud, you get dirty
hands. Don’t resort
to the same lies or tactics when it’s your product
or issue credibility on the line. I’ve seen companies
under attack try to point at similar or worse practices
with the competition. Corporate mud slinging is rather like
throwing hand-grenades uphill – sooner or later, one
will blow up in your face. React with empathy, not emotional
retaliation.
In short – a) Know who your response
team is… b) Ensure your response team knows who they
are… and c), make sure you respond… appropriately!
Greenpeace advertised their intentions well in advance, so
that the media would have a chance to attend. The biotechnology
industry could have easily provided an independent scientist
or food researcher, preferably a parent, at the protest to
handle media questions. As it stands, industry issued several
rebuttal news-releases (after the fact), but didn't receive
the amount of coverage Greenpeace did.
Checkmate Link of the Month
Promoting truth in environmental activism
– http://www.envirotruth.org.
Funded by the National Centre for Public Policy Research,
it’s a brief exploration of some of the top myths that
activists repeat everyday.
Free Consultation
Bad
things can happen to good companies.
When it happens, the smart companies call Checkmate Public
Affairs.
Checkmate Public Affairs specializes in
‘Defending Good Science.’ We stop activists. We
manage issues. And we deliver results.
Checkmate is an issues management firm dedicated
to assisting corporations with science-based risk & crisis
communications and issues management. We are a small firm
with a niche practice – which means we aren’t loaded
with the overhead and complicated structures of many big agencies.
Do you have any questions? Are you feeling
uncomfortable about a situation? Are you on the wrong end
of an attack? Why not call us? Checkmate is happy to offer
a free, 100% confidential, initial consultation. Let us take
you through some basic issues management. If you don’t
think we can provide value added service, there’s no
risk to you. If your challenge is in an area of our expertise,
we’re convinced we can provide an effective solution
at a competitive price.
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Jeff Chatterton, President
Checkmate Public Affairs
Phone (519) 342-0025
Tollfree (877) 284-7952
Fax (519) 342-1221
http://www.checkmatepublicaffairs.com
"Defending Good
Science "
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