Epic Shell PR fail? No, the real villains here are Greenpeace

Since when were Greenpeace the bad guys?

For several weeks now I’ve watched endless retweets of "epic Shell PR fails" cascading down my timeline, seeming less like bullshit than the thousands of identical, perfectly-formed little packets of poo you might find behind an incontinent deer. In June came a video supposedly filmed at a private launch party for Shell’s "Let’s Go! Arctic" campaign, which showed “an obvious malfunction of the model rig that was supposed to pour drinks for guests,” a major gaffe with hilarious results:

The video was reported widely in the media, gaining half a million views within a day of its release. Then it was revealed as a hoax, a publicity stunt organised by Greenpeace in collaboration with The Yes Men and Occupy Seattle.

Then matters escalated further, with a series of intimidating legal threats sent to bloggers. Warning that “lawyers operating on behalf of Royal Dutch Shell plc. (Shell) are considering formal action,” over the counterfeit campaign launch, an email from Shell’s PR department told bloggers and journalists that: “Shell is monitoring the spread of potentially defamatory material on the internet and reporters are advised to avoid publishing such material.” A jolly good Streisanding seemed imminent, until the threats turned out to be just another layer of the hoax.

Soon after, links began appearing to arcticready.com, supposedly the “social media hub” for the "Let’s Go! Arctic" campaign. “We at Shell are committed to not only recognize the challenges that climate change brings,” the introduction declares, “but to take advantage of its tremendous opportunities. And what's the biggest opportunity we've got today? The melting Arctic.” The site allows members of the public to suggest their own captions for Shell advertisement, displaying the unfortunate results in a gallery of user submissions. Another hilarity-inducing epic Shell PR fail? Nope, another cynical Greenpeace hoax.

I’ve nothing against parodies – I’ve written a few myself, and they can be an incredibly useful and effective way of skewering an argument. These hoaxes are something much more cynical and dangerous. Ryan Holiday at Forbes rightly described it as media manipulation, a very deliberate attempt to deceive and mislead their audience: “It may have been done for noble reasons, but that doesn’t change the salient fact that they are manipulating the media by creating a fake scandal and lying about it to get more coverage.”

Of course manipulating the media turned out to be frighteningly easy in this case. Journalists aren’t infallible – god knows I’ve fallen for hoaxes in the past – but the speed and carelessness with which the main news sites copy and repackage each other’s content means that these errors are compounded and multiplied at a furious rate. Throw in the awesome power of social media, and one blogger’s late night fuck-up can become a truth spoken by millions before breakfast. Evolution has not yet gifted us social apes with sceptical powers to match our fascination with ‘like’ buttons.

The real villain here is Greenpeace. This is an NGO that thinks it is acceptable to lie to the public, to lie to bloggers and journalists, and to then intimidate writers with threatening emails warning of legal action. This absolutely is not okay. I don’t care if you’re saving the Arctic, rescuing kittens from YouTube’s vicious pet-celebrity training camps, or training pandas to pull famine-ridden children out of earthquake debris; to behave in this deceitful way demonstrates an astonishing amount of contempt for the public - not least for environmentalist supporters who spread their message in good faith only to find themselves forced into embarrassing retractions.

And for what? It’s not like there’s any shortage of real scandals to draw attention to. As I write this, Reuters have just reported that Shell could face a US$5 billion fine for a major oil spill off the Nigerian coast that affected 950 square kilometres of water and caused serious harm to local communities. An analysis published last year by the United Nation’s Environment Programme estimated that it could take thirty years to clean up damage to the Ogonil and region in the Niger Delta, pollution caused in part by Shell’s activities in the area. With real scandals like this to cover, inventing fake ones isn’t just unnecessary but actually quite crass.

Shell’s lawyers have sensibly steered clear of this latest fuss, resisting the urge to take any action against Greenpeace. Why bother, when Greenpeace’s message is so extraordinarily self-defeating? The message to the public is crystal clear, as Holiday observes: “Even if you think Shell is evil and will lie to achieve their goals, now you know Greenpeace is the exact same way.” Spending tens of thousands of dollars to deliberately mislead and manipulate the public used to be something the bad guys did, but here we all are watching pigs in suits drive another important debate into the quagmire.

Update 18/07/2012 15:51 Greenpeace have posted an explanation of the campaign here.

 

A Greenpeace activist covers the logo of the Shell oil company in protest. Photograph: Getty Images

Martin Robbins is a Berkshire-based researcher and science writer. He writes about science, pseudoscience and evidence-based politics. Follow him on Twitter as @mjrobbins.

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Theresa May’s Brexit speech is Angela Merkel’s victory – here’s why

The Germans coined the word “merkeln to describe their Chancellor’s approach to negotiations. 

It is a measure of Britain’s weak position that Theresa May accepts Angela Merkel’s ultimatum even before the Brexit negotiations have formally started

The British Prime Minister blinked first when she presented her plan for Brexit Tuesday morning. After months of repeating the tautological mantra that “Brexit means Brexit”, she finally specified her position when she essentially proposed that Britain should leave the internal market for goods, services and people, which had been so championed by Margaret Thatcher in the 1980s. 

By accepting that the “UK will be outside” and that there can be “no half-way house”, Theresa May has essentially caved in before the negotiations have begun.

At her meeting with May in July last year, the German Chancellor stated her ultimatum that there could be no “Rosinenpickerei” – the German equivalent of cherry picking. Merkel stated that Britain was not free to choose. That is still her position.

Back then, May was still battling for access to the internal market. It is a measure of how much her position has weakened that the Prime Minister has been forced to accept that Britain will have to leave the single market.

For those who have followed Merkel in her eleven years as German Kanzlerin there is sense of déjà vu about all this.  In negotiations over the Greek debt in 2011 and in 2015, as well as in her negotiations with German banks, in the wake of the global clash in 2008, Merkel played a waiting game; she let others reveal their hands first. The Germans even coined the word "merkeln", to describe the Chancellor’s favoured approach to negotiations.

Unlike other politicians, Frau Merkel is known for her careful analysis, behind-the-scene diplomacy and her determination to pursue German interests. All these are evident in the Brexit negotiations even before they have started.

Much has been made of US President-Elect Donald Trump’s offer to do a trade deal with Britain “very quickly” (as well as bad-mouthing Merkel). In the greater scheme of things, such a deal – should it come – will amount to very little. The UK’s exports to the EU were valued at £223.3bn in 2015 – roughly five times as much as our exports to the United States. 

But more importantly, Britain’s main export is services. It constitutes 79 per cent of the economy, according to the Office of National Statistics. Without access to the single market for services, and without free movement of skilled workers, the financial sector will have a strong incentive to move to the European mainland.

This is Germany’s gain. There is a general consensus that many banks are ready to move if Britain quits the single market, and Frankfurt is an obvious destination.

In an election year, this is welcome news for Merkel. That the British Prime Minister voluntarily gives up the access to the internal market is a boon for the German Chancellor and solves several of her problems. 

May’s acceptance that Britain will not be in the single market shows that no country is able to secure a better deal outside the EU. This will deter other countries from following the UK’s example. 

Moreover, securing a deal that will make Frankfurt the financial centre in Europe will give Merkel a political boost, and will take focus away from other issues such as immigration.

Despite the rise of the far-right Alternative für Deutschland party, the largely proportional electoral system in Germany will all but guarantee that the current coalition government continues after the elections to the Bundestag in September.

Before the referendum in June last year, Brexiteers published a poster with the mildly xenophobic message "Halt ze German advance". By essentially caving in to Merkel’s demands before these have been expressly stated, Mrs May will strengthen Germany at Britain’s expense. 

Perhaps, the German word schadenfreude comes to mind?

Matthew Qvortrup is author of the book Angela Merkel: Europe’s Most Influential Leader published by Duckworth, and professor of applied political science at Coventry University.