Ich begrüße nun Anne Landman aus den USA vom Center of Media and Democracy.
Sie wird ihnen gleich näher vorgestellt von Sven Jakob.
Ich möchte die Gelegenheit nutzen, Sven Jakob auch vorzustellen.
Frau Kobb ist Projektmitarbeiter in diesem Tagungsprojekt.
Sie ist Doktorandin am Institut für Journalistik und Kommunikation.
Und sie nimmt auch aktiv Teil in den Auslandsprogrammen des Instituts
zur Förderung demokratischen Journalismus im Ausland.
Und auch diese Programme werden möglich gemacht von der Augstein-Stiftung.
Bitte,
Frau Kobb
Good of to know, lighty say in Gentleman,
I would like to work commute to this after no session.
Unlandman is going to talk about PR-Strategies of the big corporates.
And I'm going, well,
it's going to be an interesting be buy, I'm sure.
But before we listen to representation, like me
briefly introduce and landman to you. She has come a
long way to be with us these soft to known,
she's the managing editor of the center for media and democracy,
and she is based in colorator USA.
So Shica, yes, today. And there she's here
dispect you
The center for media and democracy. ESA media and consumer
watch dog group that focuses on investigating and countring PR campaigns.
And sping by corporations, industries and government agencies.
The center operations the websites source watch.org, at database of people
and organizations who are trying to influence the public agenda.
And pR watch.org, which trucks public relations, strategies and taktics.
Before shippear game the menaging get iture and land man served
as the editor of a centers to bucco weeky project on
the websites source watch dog to walk
In 1998, I hope I'm correct here. Millions of
previously secret to back at documents, we're posted on the Internet.
And land man started examining these documents and has sinced work to get
them wide a media and public exposure. It is a great
opportunity to have on here and thank you very much for coming.
She's going to talk about the PR-Strategies of the big global players.
And about the relationship between media and public rations in the
United States. I'm very much looking for which of his
debate to this presentation and I'm sure there going to
be questions
You are free too us questions of the presentation and you cannost if they in German
or in English, if you ask in German being,
because I will have to translate to misslandman.
And now, and please come and give us your speech.
Thank you. Thank you, Svenja, thank you very
much. And thank you over hosting me here,
I'm really excited to be here, so long weight to come.
And very please to have the chance the talk to you.
This is, if I changed the And you can still
here me, if I apparated that he board here.
Okay. I right. Sven you said my background with steading to better industry documents,
there are are about 60 million pages of these documents on the web.
I spent about 10 years, steading these documents.
And I know this the PR-Strategies that were in
those documents careed through on an elbing used,
my many other major industries and corporations.
So I wanted to talk about my abservations and to
bring you ab to speed on some of the PR-Trends,
that were seeing with the
big corporations
So the propose and public relations when it first started,
was to manage companies relationships with the public.
So that they were mutually beneficial, and to help the
company and the public batter understand each other.
But to these PR has changed,
and now you know often crosses the ethical oline,
and missleeds the public,
by with holding information,
to starting information or some times
just simply line
We see, the trend is now is but public relations is only increase.
And journalism is declining. This is a chart showing,
the number of reporters and corespondents in the United States,
from around 2008, compared with the number of PR-Specials in the US.
And there annual cellories. You can see that there
are many times more. PR-Special is now.
And there are paid higher cellories, then journalists are.
What this means is the journalists to now out numbert by PR-Specials,
there are enterpaid, compared to them is well.
And journalism is
a schranking field
It seems a journalists go into public relations,
but not the other way around.
So we don't have people school and PR guy in the journalism.
Nord we have people who are school in journalism.
Rather we do have a fewer journalists, school and going into Fear.
Increasingly, we see news is coming for major PR-Forms,
as they put out press
releases media events, video news releases etc. So there are
fewer a practitioners who are exposed to journalism effects.
Before they go
into PR
And to pea our ethics is on the decline.
And there are fewer real news rooms and professional journalists commentary,
as this class car material the drift, for the end fourther from factual news.
What we have is a core of what we can accountability journalism.
This is the old school journalism. Where are rators seekly facts in the truth,
and do research, to get to that core of information,
this is a systemated to be about 15% of the news,
it's generally the long existing newspapers,
that have good reputations that carry this type of information.
That leads to people to form opinions and speculation and makes it's way into radio talkshows,
for example, people basis the information,
they bring to those Venues up,
at that type of thing on that core of truthful news,
that Iron core of journalism.
But what refinings is that as that Iron core of journalism shrinks,
the speculation and the appin in the PR drifts forther from the truth.
So we have a dilemma, without basic nowledge of pia
tactics and strategien and they ability to the stinguish between fact in distortion.
Journalist and citizens or at the Mercy of PR practitioners was
loyalty to their clients outways, the publics right to the true.
So who uses this problematic PR? You typically find it coming
from and better cooperations, who have a lot of money and resources.
These companies and Industries that in facing public up position,
new regulations by the government, higher taxes,
restrictions on air business
And or decreasing social acceptability of their products,
which points directly to to back our industry.
They with the first original big enbattle,
the industry and they are the lot of resources.
And that let them to be the first begindustry the
pioneer many public relations technics, that were seeing now.
So the playbook, the playbook for for corporate PR,
really came from the to back our industry.
They pioneered most of the com and PR-Strategies, that were seeing today,
we say that the to backle industry adject injected its PR DNA
into other industries
Sie haben develop highly effective strategies und tactics,
dass sie nicht in wide use by other many other embedded industries sind.
Für example, wir haben viele many decades to go that
secrets kill people, that smoking kill people. Und ja,
today secrets are still in free use, there and wide use,
the companies can still avertise in many places are on the world.
So and effect very little is changed. Sonst the time,
we just govern that secrets kill people and tell 40,
50, 60 years later. And that's been a result
up to back our industry public relations strategies and tactics.
So will's look take a look at some of them
There are two basic types of strategies that our news.
Reactive strategies, where there is an ongoing crisis or problem,
that they are addressing or productive strategies,
which is made to be lock
our position before its starts. What lock problems before they start.
Here is a reactive PR-Tactics that I are seen,
instuding to back our industry documents.
They will a turn to change the focus of the issue
to destructly audience from the core, issue that's at heart.
For example,
the strict at that was health
They can distracted into some mother type of issue,
issue of freedom of property rights of businesses, being able operate,
the way, they want too, then they would do that.
Bell broad any issue. And the example, I have
here is sick building syndrome. And a company card,
HBI, which then't were healthy buildings international,
face to the issue of secondhand smoke,
the to back of industry found,
a duct cleaning specialist,
clean,
clean vanilation,
duct and who did building inspections
Turned that specialists into a speaker for the industry who tour the world,
the sentially talking about the syndrome called, sick building syndrome.
That a tribided people working in buildings, who got sick.
Tribide the sickness to other things,
other problems with the building, pure vanilation systems,
of cassing of the materials in the wood carpets or the world.
And so around, I believe this was about late 1980s,
you had a lot about sick building syndrome going around and that
was all to the stract people from the polems of secondhand
smallk in buildings and in work places
The long so change the name of the company.
Das ist eine New way to help distract. When you have about rereputation,
where you have a lot of problems, or a last year,
to have a name of your company as been in the newslately,
and you need to get away from that,
you change the name of the company.
For example, philip mores companies, change there name to Altria.
And you poly heard of a private to security company called Blackwater.
That's got a lot of bad bad press. It's a US-Private-Security-Company
that is been operating in a rock and afgainst stand,
they dropped, the name Blackwater changed they're name to ex-e
very see
There try and persweight people with the bigger monster rederect.
There's sotting in worse, then what actually scargio, the bigger
monster rederec, for example. This is very twisted,
but the two bergo commanders, one of the things,
they considered to destruct people from the issue of employees,
facing secondhand smoke for example, restaurant, workers,
facing, secondhand smoke in the world place,
that was a big focus of the endy to beack
our camps
Sie haben versucht, die Generatoren zu sympathieren für Worker.
Who had a worker round, second hand, smoke?
So to fight that. And I've actually seen
this in it to back a industry document they.
They wanted to create that, I'd a different story.
The story of restaurant workers from 400 countries who bring and
dread the seasons like to burking loses.
And make that a bigger story. Than people working around
second and smoke, so that the generate fear of something else.
Soling else bigger, then the second hand smoke fear
Personal responsibility enchoice, you see that a lot,
it's not the first food, that is making people fett,
it's the choice to eat it.
It's one every individual, whether you decide to eat this
food or not for example. And then reframing the debate in
the United States where having a problem with community strying to
bad or cities chine to Bern, Plastic, Grosserybags.
And there is of a group that comes in,
and there are as well, if you's paper backs,
it kills more trees, it's where hardful to the environment,
the using plastic backs,
they reduced the debate to paper
vs. Plastic
Not a lowing for any discussion of reusable sharping backs.
That's not part of the picture. War at tactics.
Companies will modelized there are on implace,
one place of there's substity eries for letter righting care paints.
Fond car banks that tell set up it work for example,
they have a room with telefones where people can go and
call their carbongressmen for free to lobby for any shoe that the company wards,
they will supply paper and postage,
but the paper will
be without letterhead
That the people who we see the letters don't see that
there coming from all and place of the same company.
Corporations will manipulate introduce, black and weekend legislation.
That a term to divert funding away from the NGOs that are most effective.
And harmful from them. And they will try and turning
nGOs against deech other and get them fighting each other.
So that there is no unity behind a purpose.
And even more tactics was there a lots
of them
Wir sehen für example und die Plastik-Berge,
die sie in einem Ponito chillen,
für die Aktivitäten von Others, für example, chillen,
die Trios zu puten in Ordnung sind,
in den Plastik-Berge, in denen sie die Store zeigen.
Sie wollen, was das Suite als Mehrheit nicht tut,
bringen sie die City-Shows other Citys,
dass sie ihre subjektilen Suits wählen.
Und so wird Chills Activity bei other Citys, die eine konstituierte Similar-Band sind.
Die example ist eine quote directly other of a filled more
a stock. Sie will raise the flag of government intervention
Most the time, when you hear is too much begovernment or
too much government in Ovention, that is a line promoted by Industry.
Other, they will have an use other people third parties to bring that protests.
So you don't see the self-interest, that's involved in that.
And they will discredit and hurra ask they reponents.
This is a quote from a filom more as quote more
a quote of fairers document, that discribes,
the shift the focus strategy.
Code finally, we try to change the focus only issues,
cigarette to tax becomes and issue of fairness and effective
tax policy
Secret Marketing is an issue freedom and commercial speech. Environmental to
back our smoke, becomes and issue of a commodation.
Secret, related fires, become and issue a prune
fire safety programs and so on.
So they shift shift that hard back out of health and
on to a place where they can win.
A commodation, prudent fire safety, effective tax policy,
it's less health, it's more these other issues.
He's a not a quote from Philipp Morse. We try
to keep philip more as out of the media and issues
like taxation,
smoking bands
and marketing restrictions
Instand, we tried a provide the media with statements and support,
we're positions from third-party-sources,
which carry more credibility than our company and have no apparent invested interest.
Here is in productive tactics with the try to kid of apposition before it starts.
Bill use front groups and third-party experts to shape public opinion,
these sparter events like music and sports.
The create beneficial soft news for example,
about social trans
Ich habe exampleiert, dass Philipp Morse 1993 developt ist,
um eine Pleasure-Revenge-News zu machen. Im Part, dass sie
das nutzen in der Group, die Aquanemas Arise, A-R-I-S-S-S-E.
Es ist studiert. Also ist es für Research in den Sciences
ein Engoinment. Und das war eine Group von Akademiken,
die wir alle hören, dass Philipp Morse ein Pate-Biomedical-Scientist ist in Engineers.
Akademie, Akademie-Aliges und Taxi-Kolleges to till their line,
was this
is a group
Of Specials from the Surf-Sciences, this words are akademics in political science and prepolities,
psychology, historians, economics, for example.
And these specialists, we're members of this group, alrise.
And they would hold conferences mostly in Europe,
they're reactive mostly around Europe,
they did some in Asia and one in the United States and these conferences,
they would promote the idea, that simple things in life help,
that people can do like shopping,
drinking t,
eating charkled and smoking,
help really stress
Low your quarters all levels and that this helps increase you
are a level of relaxation and comfort and it's actually healthy
for people to engage in these kinds of pass times.
And so they rabel to say, through this group,
essentially that smoking is healthy for you. Because it was a way a relaxing.
And this group generated 100s and 100s of headlines to our
Europe and in the United States, in the nation, wherever
they would whole the conference. They would have media events
and they would make these prinelsments and they we give papers
at these conferences on these tapics.
And we get a lot of news
I mean, smoking was good for you, when eating shock
it was good fyou. Also, everybody wanted to here.
Let's see, they will create their own news outlets.
This includes, newspapers, I'm sorry, Magazins, Newsletters,
Philipp More, 7 considered buying, a big news, outlet like
night ridder or a society press for example.
So they could completely control the news.
They were commissioning and the seminary partsitive research poles and steadys.
I'm sure you fear a that strategy
Oder proactive tactics, corporate to land to appear. No,
I've seen filled more as say that they will give money
now only to a cherty,
but they will find out the cherties of the legends laters,
a parliament, parliamentarians, wifes or spells is.
And give to those cherties as well. In the US,
we saw BP around that golf oil oil to saster,
the blow out in the golf
or mexico, that we had last year.
BP hird its on blaggers to service reporters.
And the reporters with put flowery dedescriptions of the Queenup on
der Website
So, BP,
with keep the public up to date and how well,
the clean up, was going, without talking about,
the daddy and a more so showing pictures of oiled birds that tape of thing.
Companies also found the infrastructure. And this is particularly in lesser developed countries.
They will provide, street lights or lighting on bridges.
And exchanged for putting advertising on the street sign or
science and either end of a tunnel for example,
if they help, paper lading and a tunnel.
And that a taktic is partnering with more credible organizations,
such is big use groups
Sie haben ein marktes Marketing und all talk about that in
more depth for the down, corporate social respects ability,
is also a tool the companies or using to help to boost there are credibility, with a lommakers.
And they will introduce legislation is a hour assment tool.
This was, this was new to me, when I read about this. Philipp Moore,
so introduce a measure, in the legislatures,
at the state level, primarily for the purpose,
of expanding the resources of the NGOs,
who would fight it, it would dever them,
it would be measure just design to get,
the NGLs to Spinner-Wheels and use up their resources and take their time and evert on another tarpect.
And then that was new,
they would not want this missue to past,
they when really care about this measure it,
we just be for example,
with the two ecoinstry will be to backery lated measure that they went to do that they know
NGLs with Hate. And spend other time fighting.
So front groups, we poly heard about front groups,
but had you spot them and what are they?
What are form of the
third party technic
As you son a philip more is quote early or there
are way of having in a different group,
carry your bagagage and use there are credibility, when new have non.
So these groups are tipically cleaned to be grass roots or
are made up of individuals or small, business people.
They will usually high information about their thunders,
where there money is coming from.
Their actions will consistently benefit, a third party.
They will have missleading names, that diskuise their real legenda,
for example, we have in the US-Americas,
Wedland-Foundation,
which is funded by well companies
It's really not to defend whetlands,
but that sounds of good, like it is.
They will be so specialsly welfunded. There have a really nice office.
Maybe a classic proceurs or professionally printed science or posters.
They may have a big custom buzz or motor coach,
custom payted, with a big add on the side,
that two ors the country.
You have to ask way the money construm for these types
or videoms. And they may sure,
the same physical address as that of a big PR from
or a PR company employeed or other
front groups
He's an example liver friend group, that we saw in
the United States, when I measure came up to tags,
sodas and sugary beverages, three sense on a can.
The American beveraged association, organize the group called American's against to food taxes.
Now now this is an Americans, against so the thaxes,
this is American against food taxes and this is a broadning strategy.
So that looks like, there are taxing all of grosseries.
That of put the fear in the people
That's the whole idea. There just cribed on the website is a collision of concerns citizens,
responsible individuals, financially stripped, fammilies and small businesses,
but if you look at who there are members are,
there members are big restaurant chains,
food and softdrink manufactures, like coke and pepsing.
You're there a website. You know,
this this section, things smart, be smart,
ex smart, take a closer look at that.
It's as now more the never americans or becoming
increasingly concerned about the role of government.
Government is getting two big and two and vote in
our personalize
We don't want government, telling us what to eat or
drink or taxing or food and beverages.
We can decide what to buy without government help.
If we let government tax beverages, who knows where it will end.
The next time government, once to fun more programs.
There just taxes on more our grosseries. Devernment needs to
trimits budget. Fat and leave grossery about, but just one,
how many times, you see government in here,
to, this two much be a government,
as a typical corporate, strategy.
So, Americans against food taxes,
if you look at what they do.
They incurage energy government cenemen
They advicate placing we sponsibility for a nutritional chases on children.
They support nutritional education is schools as an alternative to the
sold attacks. They support legislation or mandating or forcing physical
activity for children in schools. And they point to the
beverage manufacture is van terry code of conduct.
Well, let's look at van terry codes of conduct.
These coduct typically developed without any input from the public
They are adapted and response to external threads. So there
are a productive strategy mentioned prevent legislation are company or in
Industry can say, we're regulating ourselves.
You don't have to regulators. We don't need anymore a
last look, we're solving the problem or so.
There's self-inforcing. The companies claim to police each other,
but they have no teased. If I went companies carted violating,
the corporate code, there's no way, the planished them,
they just tell them don't do it again.
There's no senctions, so it's no finds.
And they created alusion of corporate responsibility with out making any
real change
You is another example of the front group, patient advocacy groups.
You is one it was point in out of me,
but someone in Australien, who is asking about this group,
the national alliance and mental earness.
It just cribes it self-ass the nations, largers, grass,
rules, menual health organization and dedicated to improving a lives
of persons living with serious metal earness in their families.
And stick it closer look at them, here's there a website.
They pearly be completely independent, but they take millions of Dollars from
Farm as a sudical companies. In fact, they're leading
Jonah is You like lily maker of drunks like process and
side praxis. These are RTD pressive drugs. They typically
evicate for jogg really attreatment over other types of treatment.
They love be forelast. Forelast, forcing minute patients to take psychotropic
drugs. Now me, also aggressibly promote strugg use.
And they feel to inform that constituence of the dangers of specific drugs.
They feel to the schools to report that nami
was once run by Drugmaker, eLII little is marketing manager
And when confrontiert with that information, when a journalist show them,
the resümee of this men, listing that job,
that's the only time that they at midded.
Yes, the sky was a marketing manager for milly. No,
me, also, a posers, reparements to put health wornings and drugs.
And it one time they bust protesters to a legislate of hereing,
they took at Fullpage adds in newspapers, sent angry factors,
the state of ficials to protest exclusion of side praxis,
on the governments list to preferred medications,
all of this
was paid for a by liling
Now, really trually independent grass,
we do minal health and because he group with beam,
like lead to be control by Valenteers,
who actually take the mental health drugs and sells.
And they would have firewalls against downer influence. Bike policies
against excepting funding from drive companies. But now me does
not pass that taste. You'd a nother group. The
American Chemistry cancel, this represents the big plastics manufacturers.
I told you before that many communities are trying to band,
use of plastic growth repacks
Well, when cities, propose, banding, plastic roots, rebugs.
The American camestry can also fall to group, called progressive, back affiliate.
PBA, are peers in towns or the introduce,
majors the band plastic roots rebugs. Their emission is to
educate policy makers about the environmental benefits of Plastic Bergs.
They labby from a meandertory bag recycling in Supermarkets. And
it see cities that introduce lots banding plastic backs, well.
Berg recycling in Supermarkets is a feel good measure.
It's sounds great
Es ist sehr uneffektiv, ein präventing used of plastikbacks,
präventing from getting out into the environment. Es ist eine messure,
die really preserved the status quo. Es ist Sounds,
Good, und es gibt City Cancell, so ein Ding,
das sie machen können, die Menschen fehlen,
die sie adressieren, die Probleme, aber das Impact,
die Plastik-Manufactures, nicht all das.
Das ist eine Reise, die sie für das particulare Politiker haben.
Also, hier ist die PR-Strategie, und ich will nicht
nur die Leute, die sagen, sie können starten.
Plastikberg, Progress of Bergafilias, promote weeker measures,
in place of last banding plastic bads,
which would be really
Sie bringen Lars, die Cities, um die Skirche zu
tanzen und zu trinken, um die Band-Plastik-Backs zu töten.
Und sie surfen den Fokus der Diskussion, die sie chaosisieren,
um ihre Limite, die sie never talk about non-disposable bauen.
Es ist all about Paper versus Plastiksulare, trinken die Limite der Diskussion.
Es gibt eine koorporate Social Responsibility, die like you to
look at use programms. Hears of lyers for a use
program by the lore lar to back of company,
this is a corporately up on a website.
They started using these youth smoking prevention programs in a lake
1980s to early 19990s
So, nobody wants kids to small. So why are you smoking
provention programs band? I mean, we will be good
, when they? Well, was take a look,
that why they're bad, there are a lot of reasons.
Here some of the things that,
these programs do for to back our companies.
They love them to ship the blame for use supporting of
the to back our industry and put it on terpearents and retailers.
And for example, retailers are letting the kids get
the segrats. It's not the to back our companies that
are marketing to them. It's a pearents job,
the keep child from smoking
They little to back and come least keeps surveying kids.
Philippe more is a still doing service. So children,
well, it call up their horns. And they talk
to deparents and ask to speak to their kids.
They do have used smoking convention websites,
where they and white children on the side.
And then they do a survey the last good type of afiletic studios,
you like to where who's your favorite musical out a silicon keep,
gathering marketing data.
From Kids, but this is now don't all and our
the guys of the use smoking provention provention programs,
philip more says,
who we need to this information to make more effective,
use smoking
pervention programs
Still have access to kid. They can make it look
like somethings being done about the you smoking problem.
These programs give legisly discovered to keep doing the industries building,
because I can say, look,
they're trying and all they're really trying to be responsible here.
I think we should still do with they one.
So you smoking proventional programs give to back on companies on try,
as well, to partner with health ministers and schools.
And it is the places that would never ordnerly have
anything to do with the to back on company,
but when to the guides of the you smoking program,
they can come in it,
so it to talking to
these agencies
Sie haben alle Firmen, die mag,
und die Stribby-Chard-Firmen Materials, die Firmen namen,
für example RJ Reynolds made bookcovers, die sie justribidierten Schools.
Sie mag Posters und Temperaturen. Sie haben eine view-friendly Websites, die typisch thing.
Diese Programme sind also makes smoking more a traptive to kids,
because they every size that secrets of a dold songling,
a peeling to the forbidden fruit, type of a feeling,
you know, kids want something that they can't help,
and they're not supposed to have.
They discurage for their legislation to regulate,
or restrict use smoking
And this was interesting. Green to filled mores.
This is rather that they're documens these programs, help.
Bate public help that, because to make them look extreme it they protest.
The industry sparts or use smoking provention program.
So courting to filled mores in their own wards.
You smoking provention programs help. Quote. Put the antise
and these are publical agencies are NGOs, that vide smoking.
On the defensive. And for used them to expended their resources,
fighting are are are argenda, rather than personing their own.
And these programs were so helfled and so effective for filled
mores that bei
The company at implemented, 100 of these programs in over 90 countries.
So they been very effective it doing all of these things.
So when I think then other industry, start using on,
was take it look at how that's working.
In the US, the Co-Industry has a coloring book.
Scrabbers take out most of the horrible gasses. It's about call
no environment, call is clean to for a being burn.
It's another. That doing come out that was an
other page. Okay. So that was a sapple
the clony back
He was the American Patrollian Institutes, youth website,
the American Patrollian Institute, of course,
we episodes the big oil companies.
This ticket look at this. Should. Well,
you can see, but this is energy 101,
this is a curriculum, that they're promoting for use.
In the class room, that's see this will came out
. No, into orgueder. This is a dreaming
game that kids can click on. And they start using
a little video game, about jurilling for oil
So what I never seeing a trend of extractive industries like
call and oil that they are starting to find climate education.
There's a group cody a lions per climate and education.
And we were a learned to this group,
by someone to teach is climate education.
Who card as up ins a taker look at this group,
you know, this is
kind of suspicious. So we've supposed a wonder,
if this was funded by BP. For example here,
is there website, the alliance for climate education,
there website
It was founded, and this is the reasons why worse as business.
This group was founded with two points 65 Millionen Dollars,
from an undiscolor source. The founder, previously worked per
BPP. And two at the 3 founding board members.
Our former BP-Executives. One was the founder vice present of
policy and regular to affairs, for BP-Out-Turn of Energy.
And the vice, the policy and regular to your
fairs office is usually the lobbying show,
for a company,
the lobbying office
Well it in come out eater,
but this was a partner der Website, when they say
that they've reached over a thousand schools and over 600.000 students.
And this place is this group, the lines for a
climate education is only been around about two in a half years.
So this is a massive reach for a new startup organization,
there are externally well funded they give a high tech high
tech program and schools, a multimedia program.
And they denited any connection to
be peace
But there in the same building as BPA Turn of Energy,
just one floor down. A woman,
such a plate for a job, at this at east.
And she so a lot of BPA Kaffeemarks there.
And before, we at CMD criticize the group.
They engage kids in really week kind of one
of strange activision programs, like this was juhring the BPA
oil gashere in the gashere in the gashere Mexico.
They were urrigin kids to our oil gashere in the gashere mexico.
They were urrigin kids to have their heard that and save
the hear and sended into a office in the goal that
was making booms to Soca-Boyle at a human here
And this is true,
even the place that I have my here cut rhyme,
from in Grand Junction, Western Carlorado, the Solonor,
I had my here cut had science up that they were sweeping about all there here,
and standing it to the weasy and it to make here bones.
You know, people one at the help,
people feel really helpless, around the Solo-Spillen.
And they wanted to do something. And so he was
something that they can do that was really nothing,
because the government, in the Oil-Spillen, the Gucci-Blue-out in Aebro,
and and may the governments that will have a hell booms a useless.
So they don't work.
Don't send here
But we feel this up on asers website in June and Juli.
So they restill arging kids to do this. Also another
activity was they were having kids right letters to congress.
Asking them to fully fund Restauration of the Gold of Mexico.
After BPs, deep what a Horizon blow out. Well,
most people, they thought about that BP out of on that.
What's do it course marketing? I don't know,
have much you have this here in Europe.
But this is a arraptly growing,
image imagement tool
You links the purchases of a product to fundraising
or for a charity or for cause.
Okay, that was a locker of the susan she
comment for the cure foundation, for its press cancer.
And so I algo, this is working. This is
your play, your prettly, save leaders to save life.
Everything is, you know, to fight broth cancer, we have pink Ribbons.
But you have this here with they do pink Ribbons on things.
Okay. So we have a pink your good lead,
by a pink toaster that all man of things,
you can buy pink now,
pink beer point tables and all kinds
of stuff
You are go how companies. I earging people to pink their drink,
well, alkohol is been links with press cancer.
We have pink buckets for the QR from KEFC. Course,
KFCs, for this been link to all be city.
Oh, I pink, must thing, this was a
real amazing one. I pink here and gang.
Breast cancer awareness, smith in Western Pistol.
And it is mean as a little pink ribbin one.
You can see as got little ribbin one.
That's about where we are in the US
So pinkwashing, this is a cheremuse quilly of corporate campagnes
and practices and which the sponsoring companies,
position and self as leaders and a struggle to radicate press canancer.
All engaging in practices that may contribute to rising rights of the seas.
So course marketing helps, corporations by getting around consumers,
increase to buildy, the two now advertising.
They sweet feelings have a respector the sponsor, the generate
feelings of good well that Buffer are against public backlash.
And they are social it sponsors, products with powerful emotions,
like live death illness,
let once
I was marketing also transfers the good will generated
by accost to the product being sold.
They incurate minimalist activism or slack the vision.
Out of fine that. But essentially saying, now well,
you have to do the five for classes to shop.
Slack the vision word is that come from Slacker.
It's a lazy percent who are waits work and activism,
course, you know, we's also in the words slack the vision.
The active participeding and avisionally pointless activity as a convenient autternative
to actually expending every to fix a problem.
Yeah, some examples
of slack the vision
Breast Cancer Awareness, Bracelitts. Being salt for foreign alers eats,
these are extremely popular, among teenage boys,
the bubis a slang, of course, for women's breast.
And this company that make these bracials is generated 10 million
dollars is in Revenue. From selling them, but they
put only 1% of their procedes to it research.
We also see the magnets on cars.
But what I've seen is corporate sponsors slack to vision.
Like America's Wedland Foundation and I mentioned early or funded
by shell our own. They started are website called restore
the golf that come
They're real on television yets that featured slebrities,
asking congress to fun cleanup of the clople mexical.
After beepis horizon deep order horizon blue out.
And they includged ineffective or week activision, that benefits corporations,
that's what slack tivism does on a corporate level.
You're some other trans, health washing, what we can
health washing. We have a right eight farmercy,
which is team top of the American,
hard to sociation, in a program, to help,
raise, awareness of cardiac, hard to season, women.
Right eight, runs adds, saying, I choose right eight,
for hard health and they team up hour to sociations to promote health,
but right it self-sigrets.
All this that you see in back of the club,
those your all secret desplays.
So secrets are a leading cause of particies.
Health washing is when a corporation is activities harm political,
interestingtery relationship with health advicusity NGOs,
to distract the public from harm its activities, cause society.
We also see in virtual astrial turthing. It is interesting.
Health and sure is called Pink, Facebook, Gamers, Virtual
curse, see to a posery
form build
At this is worky for the Facebook,
you have Facebook here? Okay, Facebook users play,
virtual games, farm villain, marfy awars,
people get a dicked to playing these games,
and users by virtual goods to excellent their progress with in the game.
They pay for these goods using virtual currency,
I've tained by excepting office with third parties to try are product or a service.
So, you as help ensuranced companies,
gave Facebook users virtual currency, and exchanged for taking a survey.
After the users are completed this survey,
the system onimately sentent email to the users congress to
the user
Erst nimmt der Filter das Survey to a post,
the heldthree form build. They one it toget the
user to right, they're congressions, they had a form
mother armed out and all the person had to do was at your
name and address of the form and our click.
And then they go and they we get their virtual currency
to address within the game. You is the survey form
. So what can citizens in journalists do about this?
I has good to be skeptical and question. You hear
but at to bergo comedy that doesn't want people the smoke,
you hear but a nowhere company that wasn't to reduced dependence on for our owil,
beast capital,
as questions about that is a little too go to be
true and it probably
us on
Gute Familie mit PR-Strategies in Tactics. Find out where in
Organizations funding comes from. If an Organization his its founders
or has mostly corporate funders what chood.
Für Million is Familie is yourself with PR-Strategies,
to shift the focus, redirect the conversation or redirect oppositional energies,
like into a week activism.
Waste reforms of the third-Party-Technik. And question, question,
question. Question calls marketing campaigns,
like how much profit is really going into research versus going
into line the parkets or two projects are product
Question partnerships, between for profit companies and non-profit or NGOs.
Question who's behind expert groups that make headline grabbing prenauncements or
a conduct national or global mediators or have a custompainted lockery coach.
And visitor websites, source watch start-out or PR-Watch start-out.
Source watch is a wicky or a user contributed that are
a bass of information on labbing firms, PR-Firms group,
friend groups, names in the news and more.
And you cannot is KRME for email me
I'm story as which is editor and we happy to,
you also any questions that you have.
So thank you very much. You can the flow for Questions.
I'm sure you have some contributions to make and you free
to ask in English or German, I would translate.
Out any questions. Yes, please.
Yes, please
Apostel. You know, I can't pull of figure on it,
but they will, they are known to poor money.
I mean, I'd always the only thing,
they comes to mind. You know,
film more is had a big promotion, a big
PR-Promotion that they had at one time, they're going to build out a train.
A custom lockery morborrow train. And this never happen,
they planted they build it,
they painted it rated they when a long their root and
they grease the palms of the towns a long their root,
to get their favor,
they made,
you know
Year that they could sell all the stuff to promote,
this custom pain at legisly train that they're going to build.
They put liberally have a billion dollars into this project,
before they put the plugin it,
have a billion dollars, now was just a promotion,
I mean that's and the carbon halfing off.
So they have incredible amounts of money the burn,
and this kind of thing. I, you know,
they would spend 10s of millions of dollars to influence legislation,
without blanking and I. You know,
money is not an object
Computer Jens. I want to know if
you track down international activities of the US companies,
because like with others web plate firms, I think,
lot of it has a new global reach and not only American.
So do you, do you look have to that as well,
are do you only focus on, what is happening in US,
in Germans of consumer manipulations?
Well, lot of the companies are global, for example,
I mentioned people see and coke, those have global reach.
BP certainly has a global reach. So, yes,
we do, we follow global companies as well
as demestic companies
Er könnte mir jetzt, was du erinnerst, ich erkenne das bringen.
Heute, wenn ich jetzt ein Vertrauen habe,
mindestens on to see, das kriege ich nicht.
Viele sagen, oh one. Vater, ey,
das ist etwas, was du aus deiner Tür bist.
You know, I haven't study those specific companies apple
or Google for example. Now,
I can't tell you any specific incidents,
where we've seen the muse anything
You know, I have tried to white wash and issue for example.
So I'm sorry, I can answer that question, very well.
And that you all that does we started. That I don't know,
we are a really the only NGO in R country,
that is looking at PR and probably gender.
But there is, there's a several European groups,
there were looking at that us, a lobby control.
And spin-watch, I believes another one,
you was the cat spin-watch, that org,
you're here in Europe.
Lass dich hier. Ja, du merkst, du merkst,
du merkst, du merkst. Dann my guess young west,
how much influence, they really had, they really had,
last year in this Blogger-Kampagne, and in the children,
euer hot do you see that.
How much influence be people really house, they had with
this campagne, with this concrete count with this country?
Oh, yeah, right. VP in their emains,
well, there's image when down the toilet, very badly, in the US.
But they were working very hard to try and limit,
what we could see around the clean up for example,
they are got with the US-Coastgard,
which is a brands of the government,
to help keep journal is so way, from the clean uperious.
They limited with journalists could see.
And they had down bloggers coming in report on the clean
up and stead in the publishing information on their website
They had a bP as long engaged in Greenwashing,
but they took a real heard with the blowout.
And so part of strategy,
seems to be to kind of take a broad of view
of things and raise up a new generation,
a people who think more favorably about their industry.
That's part of the reason that BP and other extractive industries
or funding use programs to help poor tray them as
positive players to younger generation of people
But, you know, BP stop the commercials on TV
for a time. And, you know, they were,
they were working hard to try and convince people that,
the clean up was being very effective, they had,
they disliked thing, pictures of way they birds in the news.
And so, they would cover the success stories of they
posuccessibly got certain number birds clean up that they would put out stories on that.
I hope that they also was your question, but they're image is really
bad never the less right now. Lot people for a
really not buying it for the worst time,
which is really good.
People like universally
think BP is Terabonial
Ich fahre auch noch ein bisschen vom Medien. Oder in ways
you diskutiert sind von mir. Hallo, you reach journalists
with this. And how do you make these PR-Strategies?
I don't want to do. I come all the way here,
the speak to you about it and hope that it.
Increases your worn us about this. And what do look for when you know,
when you reading the news or when your interviewing someone,
we also we have a website and PR-Watch was a constant
like a stream of news about spin,
exposing spin and propaganda and a course sources watch,
which is a database of like an archive of information on
front groups
So working just do the web. And we've personally think
we are to do more or conferences, like there's so
we can actually talk to people in show me examples.
Of what's going on out there. You actually,
bye out. Hallo, side of fact, das.
Wir haben die selbe Sache gemacht. Will, you know,
from time the time, we do see some success,
we will get companies righting,
angryly to our website.
Which means we've
touched the nerv
You know, will have to defend, what we do,
but we do that in the public eye.
And we're happy to addressed with people,
but we do know that, when we get threats,
for all suits, we get angry letters from companies,
that we're probably doing something right, exposing something,
that they dreather
not have exposed, and we did a job.
Did one company every sue you, really a made in
attempt to sue you.
No, not you, lot a friends.
But know law,
so fortunately,
Ein motivierter Moment. How do we call coraborate with American
Journals? Lot of journalists user website to find information.
And we are from get calls from Journalists at big newspapers,
who are doing story,
they one and almore information about something or they one is do help,
give them leads, who the talk two next,
you're first specific information, we do,
we get a video to talk on talkshows for example.
And we add our source,
watch website will be quoted by major news papers
Yes. Yeah. You know we don't have any official partners,
but we're seeing more freelanced journalists, collate take this.
Not with the organized newspaper, but now private foundations,
for example, our hiring freelanced journalists to do stories.
And they will content take that.
So even embeddled NGOs here being at tacked,
well contactors,
how they will have on
Free last journalist contactors, for example,
see it to seefly have information on the group,
so individuals who are talking them.
And ask, who ask they may talk to who
might help provide information about that. Mhm. It was
too. I was always like to as a westchen.
You would high like thing the current trains of PR toast.
What is the future? How are you looking at a future?
We talking about the PR or with the Backup companies,
they've take in, you know, decades,
to develop the strategies.
So whatever going to expective the next 10 or
22 years in terms of BR
I think we're going to see more of what I had the end of my talk,
which is trying to divert people into week activism.
Trying to give them ways to persue change with out really making a difference to the company itself,
without changing the status quo. I think,
people are going to be as a our now,
there are there there they believe that if they buy over
bracelitt and we're that that's going to fight of social problem
or they can puttle to not sticker on a car,
a maggle is I'm saying,
very easy,
or that they can buy
our product
Und try and address a social problem, try and fund,
research into a decise, for example, or some of their class.
I think we're going to see more of that divisionary technic.
So that people are are directed to expend there,
energy somewhere were want really effect,
the corporation spot of wine or in den Industries by them wine.
And yet, they're feel like they're doing something,
because it's in corporations in den Industries interest to expellent that,
oppositional energy, in a way,
that want hurt them.
And I think that's the root that they're going to be
persuling more
Das ist sehr, sehr schön. Das Goldene war mein
ursprünglicher Tanzplanet, der kombinierte das war,
der so deckt, glaube ich, zur Industrie.
Entweder möglichst der NGO-Sensor, achte, habe heute bisher,
als der Welt und Scherz. Because he's doing that his
falsche job the mens, that's he didn't good.
About and jeals not having a chance, against that.
I'm that seem,
that's not that
Aussetzung. Ja. Also change the shift, into the shift. Ah,
you tong about a tax on Julian Assange,
is that you talking about that, you got,
you got, you got, you got, you got,
you got, you got, you got,
you got, you just don't have a chance,
against the big cooperations, and, I think,
that's, I think, that's really true,
with all the strategies and tactics of they have to do discipate the resources eventuellous,
and get them fighting measures, that, you know,
have, no consequence that, just other than just expending there,
there time and in their personal, you know,
they do have it all a law does,
they do have it down to a very fine strategy to defray the work of the NGOs.
And they certainly have the ressources where and you have to
strategy for every dollar, that they get. So,
it is a very difficult task,
but I think that the internet is helping,
one reason we developed source watch, was boss,
use to rate books, the about friend groups.
And industries, indust PR by Industries,
but he found that as he out of the front groups,
they would just band and other front groups would be created in their place.
But with the innernet, we can keep creating articles on
new front groups and mediately as we see them, as they show up.
And het we have an archive of the old ones as well.
And one thing, we try and do,
is they have in the dead of base so liste of
the board members of the front group or the funders.
And so when you look at the new,
when the has crowd up in his place,
you can see if the old people of the transfer dover and on now,
on the board and fulling the new front room.
So we can better keep track of the corporate strategies
and tactics using the innernet. And of course,
it's a wonderful true grass roots organizing to all.
So I don't think all hope is last.
And I don't want a liview with that impression.
But it is a tough battle, because we're so underresourced
compared to compared the corporations.
And I think financially that always have it over us,
but maybe not strategically intactically
So do you think that by using Facebook on the social
platforms you can make up their strategies,
like create more sensibility in a tension for what companies do
and what you try to open as a fact and give as information?
I think resourcers like that are really important. I mean,
look what Twitter achieved in to nicer or, you know,
the difference that it's made in e-job to know in organizing.
There was a tremendous, oh man, a power there.
And I think the social network tools are
probably the future and helping organizing,
against squared bad corporate PR
Bei meinem Working for Lobby Control and we have been in touchworth.
Different people at the organization. But I think, just,
it's maybe more a comment or it and I'm question,
but I think it would be interesting to really,
I think that was one question ourly on to develop more links on a transnational level,
because I think we see here that big corporations in Germany
were try to green wash day much here,
but then it in the US for example,
laywood from Klimaskeptics
Different in different legal and political environments. So I don't know,
I have, I mean, you mentioned nice than mentioned spin,
what's I'm a neue Fear of Morling, auch so in developing countries,
or what you would Jazz to kind of strengthen that,
so that the companies cannot play different games in different regions.
I think the best thing to do is to understand the overall strategies in tactics,
that are used,
that I had in my talk The wording the wording attention from the core issues,
trying the turned into a different issue, that type of thing,
you just, I think if you,
the bothing you can possibly do and my opinion,
is read to vaccle industry documents,
if you go to our website and you go to back our wicky and click on that,
there's a box, we list PRs,
Strategies and tactics of the tobaccle industry.
And they really set the pace very
body and it's much where compary hands of then what I
have here
But it changes little from company,
the company with the exception of the virtual last drop turfing,
which is about the new is thing,
that we seen of companies operating more in the innernet
and more of you social networking and leveraging that.
But I think that the birst thing to do is just get familiar.
I mean, we've been steeped and in sniffing out corporate
spin and propaganda, you were reversus specials and we can
kind of smile of my own way.
And once you start to learn are the homorgs of it,
then you get to regonized more whether is from country, the country
or state to state, you start to see, the same strategies intactics.
And then the everyone individual instance requires its on research,
define that what's going on. But, yeah,
I think that want to get family with the overall strategies
intactics in a newsual start to gets the specials and looking to in a recognize it more and more.
It's sakes project us, you really need to spend the well.
Other standing hell this works. But,
I think that the more you do see it,
the more you're get family year and it will be
the same from country decountry
But there are from one I've seen, there are some
different tactics being used. And the less developed countries,
because they have a less developed legal system,
and they can get away with more without fear of punishment.
And also feel a lots restricting corporate activity, for example,
in in in in enfracon, countries like malauway,
we see child labor, is a big issue.
And so the to backle companies, there for example,
have started pink for schools.
It's pink to set up schools. And the
dress the issue child labor,
but they are
addressingly issue
Children in education and that type of thing. It's kind of
a diversionally retactic. But it's corporate social responsibility and made
to make people feel better about the company and creepy favor with ledgers laters.
So was what the company does and the kind of things
that they find and just ask the hard questions and it
can consistently change and be updated,
but I think that's how marks or going to be the same.
You're going to see a company trying divert detention from its
activities by finding someother feel good area
Aber in dem August. Okay, we are just in time
. Thank you. Thank you. I'm not. And
she talked me she will be around for the Dinner,
this of to known or the sevening.
So you have a more time prototoctor and then opportunity to
network and to relate for there.
Thank you very much. Thank you very
much and