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.
General
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