17 December 2007

Rules for Corporate Warriors

How to Fight and Survive Attack Group Shakedowns

"Described as “one of [corporate] America’s leading crisis management experts,” Nick Nichols has spent 15 years waging trench warfare over environmental, food, drug and product safety issues on behalf of multinationals. Although most of what he discusses are public relations campaigns rather than actual corporate campaigns, this book helpfully explains the tactics corporations use to respond when targeted by a corporate campaign.

Nichols’ obvious intent is to pose as a kind of corporate Saul Alinsky (the title refers to Rules for Radicals, Alinksy’s own book), advising corporations under siege to avoid making the common mistake of becoming appeasers (“Nevilles”) who give in willingly to their attackers. The way to do that is to first convince his main audience — corporate executives — that if they have a problem, it’s not because the corporation has tread upon the public interest, but because they have become victimized by the “extremists” who have taken over the environmental and consumer movements. According to Nichols, activists are just as greedy as the next person, so appeasement only encourages them to demand further concessions.

He goes on to offer advice on how to put campaigners on the defensive by attacking their credibility, ridiculing them and making them believe they’ve been infiltrated. “Flash your brass knuckles,” he urges the desk-bound executive. Use the tactics of the movement against itself."

Multinational Monitor


No comments: