The recent federal sentencing of three animal rights radicals to long prison terms for their threat-and-harassment campaign against a medical research company may slow further
actions by such groups. Perhaps more importantly, though, it serves as a reminder that businesses must be prepared for such attacks.
In the New Jersey case, three leading members of an animal rights group were sentenced for their roles in trying to shut down Huntingdon Life Sciences, a British company
with a facility in New Jersey. The three groups threatened employees and families who did business with the company, and they vandalized property. The Stop Huntingdon Animal
Cruelty group also maintained a Web site that listed potential targets and welcomed members to share harassment techniques.
Life Sciences, which conducts tests for medical research, has been a favorite target of such groups. In August 2005, the company was on the verge of being listed on the New
York Stock Exchange, when the listing offer was abruptly rescinded.
Life Sciences is just one of a growing number of companies that in recent years has confronted the increased intensity and sophistication of angry, sometimes violent,
activists.
In these situations, it is especially true that the best defense is a good offense. Rather than respond to the inevitable barrage of criticism, smart companies highlight their
positives, and work to frame issues and coverage before something goes wrong. They understand that attempting to wait out the storm is usually not effective, as the storm may
occasionally let up but never disappears.
For companies under attack, it is critical to control the terms of the debate and focus on key messages. On animal research, for example, not enough work has been done
explaining to the public the necessity of such research to achieve medical advances. In addition, these companies should stress that the medical research industry has high
standards in place to assure the ethical treatment of research subjects. The industry must do a better job of connecting the latest medical breakthroughs to the tests and
discovery process.
Here are a few quick steps to keep ahead of activists:
- Plan ahead. Developing and implementing a strong communications plan can lessen the impact of a controversy when it does occur. A proactive stance that engages in
regular, positive communications activities can significantly change the tone of the debate. A little effort today can have a large impact tomorrow.
- Stay on message. When under fire, the natural response is to try to point out everything that is wrong with your opponent's argument. However, it's highly unlikely that
you'll convince your most vehement critics that they are wrong - and you shouldn't try. You should, instead, use the opportunity to repeat the messages about your company that
you want the rest of the world to hear. This will keep your opponents from setting the terms of the debate, and help highlight why what you do is necessary.
- Avoid being defensive. It is okay to agree with the sentiment of activist's complaints without agreeing to the substance. Medical research firms have established many safety
and ethical protocols to protect animals. A good response to animal rights activist often begins, "We, too, are concerned about the welfare of animals, which is why..." Steal
their thunder, then explain what you are doing to address the situation.
- Engage your allies. While activists often single out an individual company, you can expand the debate to bring in trusted, independent, third-party voices that significantly
increase your credibility. Everyone expects a company to defend itself. When someone else does it for you, people really notice. Identify your allies when times are good, and
don't hesitate to ask for support when times are bad.
In today's media environment, protest and controversy are not going away. More and more with the increasingly easy access to media, savvy companies work hard to frame the
debate as early as possible. Simply responding allows your opponents to control the debate, weakening your position. Implementing a proactive communications plan can help you
and your company get a fair hearing with the public.
CONTACT:
Jeffrey Sandman is the CEO of Hyde Park Communications. He can be reached at jsand [email protected].