BOOK TITLE: CORPORATE REPUTATION (12 Steps to Safeguarding and Recovering Reputation)
AUTHOR: DR LESLIE GAINES-ROSS (Chief Reputation Strategist, Weber Shandwick)
Chapter: REPUTATION LOSS
EXTRACTS FROM Pages 19 & 20
Although not all deserve labels such as reputation bandits and Robin Hoods, these groups all have the potential to undermine reputations and plant doubt in customers’ and other audiences’ minds as to a company’s integrity, purpose and practices, and quality of products and services.
One such empowered activist is arch Shell critic Alfred Donovan. No one was more surprised than Royal Dutch Shell PLC to learn that this 88-year-old British army veteran had purchased the Internet domain name www.royaldutchshellplc.com . The gadfly Donovan was a well-known, though underestimated, critic of the company. By acquiring the domain name, Donovan obtained the perfect platform to voice his criticisms of the oil giant. Who would have thought a decade ago that such an unlikely individual could stand up to a corporate powerhouse, waging a war of words against one of the world’s largest companies?
Michael Moore, another example of an individual activist, exemplifies the new twenty-first-century microinfluencer. Moore rode to fame by taking on major organizations such as General Motors (Roger & Me), the gun lobby (Bowling for Columbine), and the health care industry (SiCKO).
Publisher: John Wiley & Sons
Date: January 2008
Page Count: 183