There were conflicts, inconsistencies and knowledge gaps that struck me during the presentations at the conference, but one thing that consistently stood out was the consensus that Shell had badly dealt with Greepeace’s Let’s Go! arctic campaign.
Disappointingly, while several presenters were happy to pile on Shell for their lack of issues management savvy, not one suggested a course of action that could have proved successful for Shell.
I have to admit that the answer does not come easily to me either, which is why I’m less prepared to damn Shell for their inadequacy.
Since then I’ve been pondering what I would have done, and have come to the conclusion that I would have advised Shell to take out full page ads with the text provided below, backed up by a good old fashioned media release that includes a Shell estimate of how much a slick website like that would have cost to establish and run.
I chose MSM rather than social media because corporate messages on Facebook and particularly Twitter can be too easily highjacked: there’s a greater chance that your message will remain undiluted if it’s distributed by the mainstream media via new media platforms than if you do it yourself.
Similarly, the call to action is through email and not Facebook or Twitter where the message can quickly be highjacked and distorted.
So, this is the text of the full page I think Shell should have placed. What do you think they should have done?