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PR Flack Randal Simonetti Sells Conflict to Corporations

  • Posted on: 4 December 2014
  • By: Connor Gibson

Randal Simonetti. This isn't a joke - image via TalkZone.com

In the public relations world, there exists a subset known as crisis communications, or crisis management. This is the type of service a company like Takata may purchase to handle deaths and recalls from faulty air bags, how BP and Halliburton seek damage control after causing the worst accidental oil spill in history, or how TransCanada may hire (then fire) PR giants like Edelman to handle activist groups that are resisting development of tar sands pipelines.

Now, DeSmogBlog's Kevin Grandia (a former Greenpeace employee) reveals how one particularly un-savvy PR agent named Randal Simonetti is using Greenpeace campaigns to end deforestation in Indonesia as an excuse for companies to hire people like him to troll activists' Facebook pages and slander activists as a bunch of greedy hypocrites. Simonetti says that activists don't really care about the bad things corporations do, like "defoliating" forests. Instead, we're just a bunch of greedy treehuggers, laughing all the way to our eco-friendly banks credit unions:

As is often the case, funding is a primary driver of any activist organization’s behavior.  However, there are people within the activist organization that really do believe in the mission but dislike the strategy of attacking just to raise awareness to increase funding.

These folks are essentially whistle blowers.  Primarily, they only feel safe to express those opinions through social media therefore it is essential to search the social media networks for syntax clues provided by the whistle blowers. Then, expose that information through your own media channels.

This from the guy hired to protect the profit margins of large corporations during times of public scrutiny. Never considered is the fact that rainforest destruction in Indonesia is linked to slavery at palm oil plantations, local air pollution, global climate change, and habitat loss for critically endangered tigers and orangutans.

Randal Simonetti: don't solve the problem - attack the messenger!

DeSmog's Grandia sums up Mr. Simonetti's likely motivation nicely:

By assuming from the word go that the company is right and that activists are only in it for the money, Simonetti sets up a path that ends in ruin for both his client and for the environmental advocates who want to see positive change.

It creates a confrontation, instead of dialogue — a log jam before either party has even had the chance to consider the other's point of view.
 
It sets up a scenario where nobody wins.
 
Which, I guess if you are in the business of crisis communications, is a pretty lucrative situation to find yourself in.  

How Corporate Executives Imagine Protests

Most hilarious is the Tweet where Randal Simonetti's company, EFP Rotenberg, attempts to sell its bad advice with the most awkward of images. Apparently, this is what impeccably-groomed middle-aged white men think grassroots protests look like:

 

 

For those hungry for more laughs, the full Ignition Consulting / EFP Rotenberg blog can be viewed here. The Greenpeace International campaign it references was waged against chocolate giant Nestle to end its role in driving the destruction of Indonesia's Paradise Rainforest. That campaign ended in productive partnership, the way Greenpeace (and most companies) prefer to collaborate on solving important problems.

But if corporations would rather favor Ignition Consulting's conflict-mongering instead of listening to the case of activist groups seeking solutions, they have every right to waste their time and money doing so. We don't want that, nor do we recommend it.

Industry: