I like how the guys at PR Week summarize the recente Lego-Shell-Greenpeace controversy. Of course it’s a brief video, no in-depth analysis. There are mixed views about Lego’s initial response. Patrick Coffee covered some of it for PRNewser and left a very good description of why it didn’t work:
It’s essentially a long-winded/tweeted version of “We are not responsible for the actions of our business partners.”
That’s the point. We live in a world where it is no longer acceptable for a big company to not claim full responsibility for all aspects of its impact on the world. And companies just have to live with it or face the very real risk of disappearing into irrelevance.
That’s where the PR Week video makes a point that I find interesting: that having a good ‘corporate story’ helps find the right decision in the midst of a crisis – even if it is after a first failed ‘standard PR move’.
Storytelling is important, believing in your own story and following your core values is everything.