The fourth episode of the “Wild Side” details the anatomy of a corporate campaign, what they are, how they are organised, and how to identify a company's vulnerabilities. National corporate campaigns began in 1899. Today, global campaigns go viral with the help of social media. Tools of the trade are not strikes or workplace labour sanctions but actions that damage a company’s reputation in the eyes of customers, legislators, politicians, shareholders, and the public. Notable real-world examples are “Killer Coke”, “Rotten Apple”, “The Real Toy Story”, “Just Stop It”, and “Make Amazon Pay”.

 

Key Takeaways: 

 

• Two examples of global corporate campaigns targeting and linking company vulnerability. [1:22]

 

• Origins of a global campaign and common tactics intended to damage a company’s reputation. [5:54]

 

• Global corporate campaign design and risk profiles. [8:48]

 

• Unpacking Saul Alinsky’s Rules for Radicals. [10:38]

 

• How companies can protect themselves from global corporate campaigns. [12:25]

Resources: 

 

HR Policy Association

Alan Wild on Linkedin

[email protected] 

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What Kind of Company Are You Keeping?

Rules for Radicals by Saul Alinsky