The Public Relations Institute of Australia is holding a Seminar to big Corporations and their PR Staff on how to undermine the effectiveness of community based activists. Here’s the details:
HOW TO BEAT ACTIVISTS AT THEIR OWN GAME
Canadian PR consultant Ross Irvine will conduct a half-day PRIA (Public Relations Institute of Australia) seminar on Tuesday 19 April on the best strategies to win against activists.
President of Vancouver-based firm, ePublic Relations Ltd, Ross advises clients on how to use activists’ own street-smart tactics in response to their campaigns. He believes activists are winning more and more mining, agriculture, social and consumer issues.
Activists believe they know what is best for us - they have assumed moral leadership on many issues globally and they pressure businesses, governments and society to embrace their ideology.
They often recruit high-profile supporters to their causes, such as academics, media personalities and stars from the entertainment world. For instance, well-known local author Tim Winton was enlisted to support the `Save Ningaloo Reef’ campaign last year in WA.
Activists are hugely successful communicators. Measures of PR success - story placements, number of interviews, shifts in public opinion, legislation supporting their agenda – show that activists not only get their messages heard, but also acted upon.
The Internet is central to their activities because it enables them to pass information around the world instantly to each other to use against their targets.
In Australia, activists have beaten all the efforts of public relations practitioners and consultants from well-funded biotechnology companies to prevent the introduction of GMO (genetically modified organisms) crops in most of the country. In the past 12 months the governments of WA, Victoria, NSW and South Australia have either banned GMO crops altogether or severely limited trials of GMO grains such as canola.
Activist groups are also known as special interest groups, lobby groups or NGOs (non-government organisations). It is estimated there are 50,000 NGOs in the world.
Ross will show how to understand the new activist mindset, how activists use their networks, and the tools they use to win their battles. He will explain how to outflank the attackers and ensure activist organisations meet community standards of accountability and transparency.
The seminar and a panel discussion will be held at the Hyatt Regency Hotel from 9.00am to 12noon on Tuesday 19 April. Contact the PRIA WA secretariat on priawa@bigpond.com for registrations and enquiries.
PRIAWA Website for contacts
Ross Irvine’s ePublic Relations Inc Website
I wonder what the significance is of holding it in WA? Maybe something to do with all the money that will be flooding into the mining industry in the next decade. Damn, I wish I could be a fly on that wall…