Defending The "Big" Bad Guys

So most of us have seen "Thank You For Smoking"...this movie really got me thinking about communication and Corporate Communications specifically. We all could have a job someday that focuses us to sell our soul and sell the ideas of these Big companies in Corporate America, that morally we know is wrong. The main character in the "Thank You For Smoking" film has a tough job to not allow Big Tobacco to look like the villain all the time and to spin the press coverage to show the good things that the company is doing or to downplay the negativity.

Communicating successfully for the "bad guys" is something that takes true rhetorical talent.

It's easy to sell something that is wonderful for all Americans or is common sense, but to be on the other side, that takes some work. Some examples are if we were the head of communications for Wal-Mart or Disney...These people go into their jobs each day knowing that they can be hated. They are on the defense when reporters need to talk to them about their shady practices.

Here is an example of what reporters or organizations could say about them and it's the PR men and women's job to craft a defense for the Always-smiley-Wal-Mart or the- Happiest-Place-on-Earth-Disney-Corp. How would you frame these issues or what would be the perfect line of defense for these restless organizations and reporter's army?

Disney cares about children.

Well, let's clarify Disney cares about American children.

Walt Disney Co. (DIS) cares about our children's health. Disney has embarked on a new campaign and way of business to help decrease childhood obesity in this country. Disney stated this week that any food company that uses its brand name or characters has to comply with new Disney guidelines that set limits on fat, calories, and sugar that are in the products that their characters Market to children. This change was in part coming from ideas in Bill Clinton's Alliance for a Healthier Generation; Disney has been promoting their children friendly snack ideas tirelessly this week.

While promoting children's health here in the states, Disney is enabling children's health in third world countries to be extremely poor. Disney is one of the leading companies that use sweat shops in this world, which have been research to have children working in absolutely horrible conditions, especially for their health. So the question arises, if Disney cares about children and wants the recognition for it, Disney should care about ALL children and really take pride in making a difference for children around the world.

The characters of Disney stories and the thought of the happiest place on earth are supposed to bring a smile to many children's faces. For several kids around the world, it reminds them of a financial prison that has never treated them well. How can Disney be so in tune to the health needs of our American children and at the same time exploit the children around the world just for their own bottom line?

~Rhonda~