A corporate campaign is an organized assault on the reputation of a
company that has offended some interest group. Although corporate
campaigns often involve political, economic, and legal tactics,
they are centered around the media, where protagonists attempt to
redefine the image--and undermine the reputation--of the target
company. It is a strategy most frequently employed by unions but is
also employed by special interests, such as environmental or human
rights groups. Sometimes it is even employed by one corporation
against another. It is a rapidly growing phenomenon that is still
unknown to the general public, to most academics and journalists,
and is rarely understood by the corporations that find themselves
on the firing line.
"The Death of a Thousand Cuts" argues and demonstrates that
corporate campaigns are a distinctive phenomenon whose
manifestations are today ubiquitous in both the marketplace and the
media. This volume examines, in considerable detail, the history,
strategy, tactics, effects, consequences, and likely future
directions of the corporate campaign and of its nonlabor-based
cousin, the anticorporate campaign. The book is based on ample
sources and methods, among them an extensive review and analysis of
media coverage, news releases, previous scholarship, union
publications, campaign materials, interviews and conversations with
individuals who have experienced corporate campaigns, public
presentations by labor leaders and others, correspondence, Internet
postings, case law summaries, documents, videotapes, and other
materials. Through original data and interpretation, this book adds
context and integration to these materials thus giving them new
meaning.
Key features of this outstanding new book include:
* A thorough and clear explanation of what a corporate campaign is
and how it differs from other more mundane "public relations"
campaigns.
* A detailed examination of strategies and tactics that includes
their historical development. Some of the more high profile target
companies in recent years include Coca-Cola, Microsoft,
Caterpillar, Campbell's Soup, Federal Express, General Dynamics,
Home Depot, International Paper, K-Mart, Nike, Texaco, Walmart,
Starbucks, and UPS.
* Hundreds of examples that help explain such contemporary events
as the anti-sweatshop movement on college campuses, the living wage
movement, and the protests against the World Trade Organization,
International Monetary Fund, and World Bank.
* A lengthy appendix contains abbreviated descriptions of nearly
200 corporate campaigns waged by labor unions and various advocacy
groups since the idea of the corporate campaign was first developed
in the 1960's.
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