The Public Relations Institute of Western Australia recently held a Seminar to big Corporations and their PR Staff on how to undermine the effectiveness of community based activists.
HOW TO BEAT ACTIVISTS AT THEIR OWN GAMEYou can lobby with the various members of the PRIAWA Council directly
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
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 firstname.lastname@example.org for registrations and enquiries.
PRIAWA Website for contacts is at
Ross Irvine's ePublic Relations Inc Website is at
and let them know what you think of such a Seminar.