The oil company Chevron has been found guilty of dumping toxic waste in the Ecuadorean Amazon, but refuses to pay to clean it up.
Some of the excuses the senior management have come up with are bordering on the farcical (prompting one Australian reporter to ask, “Do you really believe what you’re saying?”).
The company is PR-floundering, and activist groups are having a field day.
One very creative group has set up the website chevronthinkswerestupid.org and has come up with a fabulous little call to action that enables you the reader to ‘help’ out the senior management by creating their next PR ‘spin’ responses for them.
You click on the photo of a spokesperson, fill in two text boxes where you can put a headline and a subhead, then fill in your personal details and hit ‘send’. Your creative input is reportedly sent to Chevron.
It’s a brilliant piece of user-generated campaigning, and something that every organisation needs to be prepared to counter when it happens to them (subtle clue: don’t do dumb stuff in the first place).