Being attacked publicly by an activist or advocacy group is one of the thorniest problems a corporation can face. A company easily can be placed on the defensive by groups' charges, which often become front-page news nationally, or in a community. Many times, a company factually can respond to, or even refute, charges. But initial impressions, often amplified by emotional claims or media reports, can keep issues alive.
While the course these controversies take may appear dependent on chance or unpredictable factors, companies can take actions to respond effectively, says veteran communications counselor James Lukaszewski of The Lukaszewski Group Inc., White Plains, N.Y.
First, companies targeted by activists should realize that they will have to "fight and win" by themselves, says Lukaszewski, who has worked on dozens of corporate controversies involving activist groups. Industry partners, "happy that you are the target and they are not," often expect attacked companies to go it alone, or are simply too busy to become involved. Even if you can find industry or corporate allies, Lukaszewski contends that "industry solutions to activist attacks are rarely successful and often cause only more controversy.
Ironically, the best place to find allies may be the attacking activist group or another activist group. "It's the opposition who tends to be more welcoming and helpful," he says. For this reason, he advises corporations to begin dialogue with the opposition at the outset.
The media typically becomes a player in these controversies, but cannot be relied upon to carry your messages or even factual rebuttals to activist claims. The best approach is to communicate directly with groups--employees, customers, community members--which allegedly are being harmed, or are the real targets of activists' messages. "If the most directly affected individuals and organizations know what's going on directly from you, what's printed in the newspaper or in magazines, or said on radio and television will become simply irrelevant," Lukaszewski says.
Ultimately, companies must work through activist-inspired controversies on a day-by-day basis, but without letting the opposition set the agenda. If there is any substance to activist claims, each day make "incremental progress" fixing problems, advises Lukaszewski. Directly communicate this progress to potentially affected groups--again, not relying on the media to do this.
In communications with these groups, and any communications with the media, be sure that you double-check your facts. Organizations' credibility typically is shaky at the outset, and mistakes only make things worse.
Lastly, realize that during the course of controversies, any "victories" in communicating with groups or the media may be temporary. Often, says Lukaszewski, "there are no end points, no clear victories. For each victory you attempt to declare, another set of allegations will surface." (Lukaszewski, 914/681-0000)
Dealing With Activists
- Act credibly; build trust; wage peace.
- Drive the process by being outcome focused, (do not limit actions to responding to the past).
- Be satisfied with incremental progress.
- Avoid forecasts; stay focused; predict underwhelming results.
- Respect and appreciate each constituency's concerns and beliefs.