Dow's "Human Element" campaign designed to "deflect" Bhopal campaign

(Golin Harris is the company that designed Dow’s $30 million “Human Element” campaign)
GOLINHARRIS AIMS TO ‘LEVERAGE AND DEFLECT’ ACTIVISTS
Source: GolinHarris media release, September 12, 2006
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Global PR firm GolinHarris has unveiled a range of new “practices and products,” including one it has dubbed “Engage: Activist Issues Management.” The firm explains, “In response to the growing influence of NGOs, GolinHarris has formalized its approach to leverage and deflect the influence of activists on issues ranging from the environment to animal welfare.” In a report (pdf) accompanying the announcement, GolinHarris describes corporate social responsibility as allowing companies to “take the offensive” and that “social involvement will become the primary means for influencing public perception.” GolinHarris clients include Bristol-Myers Squibb, Dow and McDonald’s.

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