NGOs Need to Be Genuine Too

By Ann Barlow, GreenPepper

We started this blog because we have believed for years that business and planetary interests can and must coexist. In fact, I've always thought public/private partnerships can be incredibly effective in solving our most intractable problems.

For that reason, it's very exciting to see how NGOs and business are coming together now. Each will challenge the other not to revert to type -- e.g., business being less than honest in its motives and NGOs being self-righteous.

But yesterday, when I was handed a magazine at the BART station (SF Bay Area's transit system)  entitled, "Vegetarian Starter Kit" I couldn't help but feel that an NGO had done what they've often criticized business for -- being less than transparent.  You see, the starter kit was actually a cleverly disguised shock piece by PETA.

Yes, there were a few recipes at the back, but they were preceded by the usual horrific photos of abused animals.

Preserving our planet (so we can preserve ourselves) means taking care of those we share the planet with.  We won't succeed any other way. But luring people to see our point of view through misleading tactics is hardly the way to do so. I imagine this is something NGOs would guard against where business is concerned, as would we, their PR counselors.

I would call on NGOs to require their brethren to adhere to the same standard. You might be tempted into thinking that another's misbehavior can mean more funding and mindshare for you. But when one misbehaves, everyone's reputation suffers. And the stakes are simply too high right now for that to happen.

Comments

[Beth]

Interesting post, Ann, because it illustrates not only the dishonest tactics often employed by organizations like PETA, but also the negative effect such unbalanced communication can have on audience. I bet, if you had the same magazine, with the same limited number of recipes, but instead of shock photos, there were compelling articles about why being a vegetarian makes sense (enviro issues, health issues, global starvation issues, and, yes, cruelty issues), you would not have been nearly so turned off. You're still not getting too many recipes, but you are getting an understanding of why the issue is important, and aren't being forced to look at something you don't want to see. Turning your audience away by using disgusting images only ensures your message won't get heard.