| Jörg Forthmann: Wie Greenpeace Unternehmen angreift – am Beispiel der UBS |
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| 11.01.2011 |
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Der Kommunikationsexperte Jörg Forthmann hat auf dem Portal "pr-professional.de" am Beispiel der Bank UBS ausführlich erläutert, wie Greenpeace Unternehmen angreift: "Kaum hat die Schweizer Bank UBS eine neue Marketing-Kampagne entwickelt, schlägt Greenpeace mit einem Gegenmarketing-Video zurück. Ursache ist der Vorwurf, dass UBS den indonesischen Papier- und Palmölproduzenten Sinar Mas mit Investment-Banking-Dienstleistungen unterstützt. Für PR-Profis lohnt die Analyse, mit welcher Strategie Greenpeace Unternehmen angreift. Der Vorwurf von Greenpeace: Sinar Mas zerstört den südostasiatischen Regenwald und Torfmoorgebiete in horrendem Tempo. Hauptopfer sei der Orang Utan und die UBS hilft bei der Finanzierung dieses Schicksals. Greenpeace bleibt der Devise seines Gründers treu und spitzt die Kampagne gegen die UBS auf eine einfache Botschaft zu: Die UBS tötet Orang Utans. Die Kampagne gegen die UBS ist sehr professionell umgesetzt. Da UBS nicht das letzte Unternehmen sein wird, das über Social-Media-Kanäle durch NGOs (Non Governmental Organisations) angegriffen wird, lohnt es für PR-Profis, die Strategie hinter diesem Angriff zu entschlüsseln: 1. Emotionalisieren. Die Greenpeace-Geschichte wird in einem emotionalen Youtube-Video eindrucksvoll inszeniert. Bewusst wird der Orang Utan vermenschlicht, so dass die Betroffenheit im Publikum nochmals steigt. Im gesamten Video gibt es keinen einzigen Beleg. Was geschieht, ist offensichtlich so dramatisch, dass man es nicht mehr in Zahlen fassen muss. Emotionale Angriffe sind allerdings in der Krisenkommunikation am schwersten zu parieren, gerade durch Banken, die die zahlenbasierte, sachliche Argumentation bevorzugen. Mit sachlichen Argumenten wird die UBS gegen die geschürten Emotionen verlieren. Das weiß Greenpeace und bietet der UBS erst gar keine Angriffsfläche für eine sachliche Erwiderung."
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Wenn ich Herrn Forthmann richtig verstanden habe, darf man sich bei der Rechtfertigung nicht als einzelnes Unternehmen zu weit aus dem Fenster lehnen, weil in diesem Bereich eine Solidarisierung quasi nicht stattfindet. Ich hoffe die gefährdeten Unternehmen, und es kann jedes treffen, wissen auf welches Glatteis sie sich begeben. Die Trittbrettfahrer sind doch schon angetreten und nutzen das Prinzip Greenpeace für ihre Zwecke.
Also sollte das Ziel sein Greenpeace mit den Mitteln der Öffentlichkeit zu entlarven, als das, was sie eigentlich sind - sprudelnde Geldeinnahmequelle, Erpresser, Demagogen, Pseudowissenschaftler und ideologische Handlanger politischer Kreise, die ja ebenso aktive Mitglieder dieser NGO sein können. Das größte Drama ist aber, das es Greenpeace gelungen ist, im Schulterschluß mit der herrschenden Klasse ein Teil der selben zu werden und dementsprechend selbstgerecht agiert. Für den Bürger spielt man aber fleißig das Kasperletheater David gegen Goliath.
Ich persönlich verstehen den regen, wohlwollenden Zuspruch für diese Aktivisten nicht. Sind sie doch weder Experten, noch haben sie recht.
Beste Grüße B.
Hallo,
ich glaube nicht, dass das bewusste Böswilligkeit ist. Es ist der tiefe Glaube, zu den Guten zu gehören und das Böse mit allen Mitteln bekämpfen zu müssen. Sachargumente zählen nicht. Das Muster gibt es in Religionen, bei Extremisten von unltralinks bis ultrarechts, ...
Einfache Botschaften sind für viele Menschen verführerisch.
Gruß, Maike
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