In NGOs We Trust

You've got an environmental disaster on your hands. Have you consulted with Greenpeace in developing your crisis response plan? Co-opting your would-be attackers may seem
counterintuitive, but it makes sense when you consider that NGOs (non-governmental organizations) are trusted by the public nearly two-to-one to "do what's right" compared with
government bodies, media organizations and corporations. Activist "brands" such as Amnesty International, Sierra Club, Greenpeace and World Wildlife Fund enjoy greater
credibility worldwide than Exxon, Ford, Microsoft, Monsanto and Nike, according to the latest research from Edelman's StrategyOne.