Business Strategies Against Activists

An error occurred trying to load this video.

Try refreshing the page, or contact customer support.

Coming up next: The Internet's Impact on Business Operations & Interactions

You're on a roll. Keep up the good work!

Take Quiz Watch Next Lesson
 Replay
Your next lesson will play in 10 seconds
  • 0:41 Gaining Public Sentiment
  • 1:15 Using Grand Non-Market…
  • 2:19 Grassroots Efforts
  • 3:08 Media Relations & Advertising
  • 3:58 Building Coalitions
  • 4:34 Litigation
Save Save Save

Want to watch this again later?

Log in or sign up to add this lesson to a Custom Course.

Log in or Sign up

Timeline
Autoplay
Autoplay
Speed Speed
Lesson Transcript
Instructor: Jennifer Lombardo
In this lesson, you will learn the strategies businesses use against activists including: grassroots efforts, gaining community public sentiment or being socially responsible, grand non-market strategies, news media relations and advocacy advertising, etc.

Activists

Businesses must decide on strategies to use to battle activists, who focus on specific social issues and work as advocates for special interest groups. The activists are the individuals who establish the ways in which the interest groups will accomplish their objectives. In achieving their goals, activists can be very disruptive to a company's operations.

In this lesson, you will learn the strategies that businesses use against activists, which include:

  • Gaining public sentiment
  • Using grand non-market strategies
  • Using grassroots efforts
  • Relying on news media relations and advocacy advertising
  • Building coalitions
  • Litigation

Gaining Public Sentiment

The first strategy corporations can use is to gain community public sentiment by proactively discovering any potential problems through issue management, which involves analyzing, researching, and monitoring public issues.

Fantastic Foods is an example of a company that practices social responsibility to its stakeholders. The company has multiple programs that provide environmental stewardship, employee support, and excellent customer feedback that results in a positive societal environment. The company tries to work with activists to ensure a socially responsible company.

Using Grand Non-Market Strategies

The activist process is to bring specific topics of concern to a company's attention. The way a company decides to react to the issues is through grand non-market strategies, such as donating, ignoring, opposing, or working with activists. Companies will not always choose the same grand non-market strategy when dealing with activists, as it depends on the situation. These are the key strategies and when they should be used:

  • Donating to activists is an excellent strategy for a company to select when they're trying to maintain a working relationship.
  • Ignore activists can be used as a strategy by businesses in hopes that by not offering any response the activists will disappear.
  • Oppose activists by having the company launch a defensive attack.
  • Negotiate with activists when they bring up legitimate claims and are powerful enough to cause significant issues for a company. This would allow companies to accommodate some of the activists' requests.

Grassroots Efforts

Businesses can utilize grassroots efforts that use stakeholders and peak or trade groups to garner support to protest against activists. This can be accomplished by having their supportive groups contact the government to protest against the regulations activists are requesting. Employees, suppliers, owners, and competitors are the types of stakeholders that can voice their opposition and appeal to legislators in order to weaken the activist's position.

In 2012, tobacco companies utilized grassroots support to fight against activists who wanted a law passed that would add a tax on cigarettes to pay for cancer research. The cigarette companies and their special interest groups spent $47 million to battle the activists' campaign, and the ballot did not pass.

New Media Relations and Advocacy Advertising

Businesses rely on the media to help provide a good corporate image and public relations. Unfortunately, activists can also tap into the media to birth negative campaigns against corporations. The result is that businesses have to hire public relation firms to provide media relations and advocacy advertising to help battle against any negativity.

Meat King is one of the biggest fast food restaurant chains in the country. One activist recently targeted the company with a report to show consumers how fast food companies were manipulating the public (namely children) into eating unhealthy food. Meat King quickly unleashed a publicity campaign to show that the company was supporting healthy eating habits with new menu items, such as salads.

To unlock this lesson you must be a Study.com Member.
Create your account

Register to view this lesson

Are you a student or a teacher?

Unlock Your Education

See for yourself why 30 million people use Study.com

Become a Study.com member and start learning now.
Become a Member  Back
What teachers are saying about Study.com
Try it risk-free for 30 days

Earning College Credit

Did you know… We have over 200 college courses that prepare you to earn credit by exam that is accepted by over 1,500 colleges and universities. You can test out of the first two years of college and save thousands off your degree. Anyone can earn credit-by-exam regardless of age or education level.

To learn more, visit our Earning Credit Page

Transferring credit to the school of your choice

Not sure what college you want to attend yet? Study.com has thousands of articles about every imaginable degree, area of study and career path that can help you find the school that's right for you.

Create an account to start this course today
Try it risk-free for 30 days!
Create an account
Support