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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Don't bet on James Brokenshire saving devolution in Northern Ireland

The Northern Ireland secretary's decision to extend talks makes a settlement less, not more, likely. 

The deadline for the parties at Stormont to form a new executive has passed without an agreement. Northern Ireland secretary James Brokenshire has – as was inevitable – taken the least difficult option and opened a “short window of opportunity to resolve outstanding issues”.

Talks have been extended for a “short few weeks” – Brokenshire’s interpretation of the “reasonable period” allowed after the initial three weeks after the election elapsed. Despite his earlier warnings, there will be no snap election (for which he conceded there was “no appetite”).

Unhelpful though the tortured semantics of “a short few weeks” are, we can assume that new negotiations may well as last as long as the impending Commons recess, which begins on Thursday and ends on April 11th – after which, Brokenshire said, he will bring forward legislation to set regional rates in the absence of an executive. This, though not quite direct rule, would be the first step in that direction.  

So what changes now? Politically speaking and in the immediate term, not a great deal. For all the excited and frankly wishful chatter about the two parties approaching the final talks afresh after Martin McGuinness’ funeral last week, Sinn Fein and the DUP remain poles apart.  

The former declared talks to have failed a full day before the deadline, and Sinn Fein president Gerry Adams has since said there has been “no substantive progress” on the key issues at hand – particularly the DUP’s “minimalist” approach on the Irish language and marriage equality. Seemingly unassailable differences remain on a new Bill of Rights and measures to deal with the legacy of the Troubles. As such, both Adams and Sinn Fein's new leader Michelle O’Neill continue to stress their election lines: equality, respect, integrity, and, perhaps most tellingly, “no return to the status quo”.

Brokenshire clearly recognises that there will be no new executive without some movement on these issues: yesterday he referred to the talks to come as an “opportunity to resolve outstanding issues”. He is right to do so: Sinn Fein’s demands are, for the most part, as yet unimplemented provisions from the Stormont House and Fresh Start Agreements of 2014 and 2015. 

But will the DUP budge? It appears unlikely at first glance. Sinn Fein’s approach to negotiations has only heightened tensions between the would-be coalition partners, whose relationship has regressed to the openly adversarial (DUP leader Arlene Foster yesterday expressly blamed Sinn Fein for the collapse in talks).

There looks to be little appetite for compromise on Sinn Fein’s headline demands. The DUP’s opposition to historical prosecutions of Troubles veterans is well-publicised, and appears to be aligned with UK government thinking.

Nor does there appear to have been any real shift in the party’s position on legal recognition for the Irish language. Speaking on the BBC’s World at One yesterday afternoon, Ian Paisley Jr stressed in pretty woolly terms to the DUP’s commitment to “promoting minority languages”, which, however true, is not the commitment to an Irish language act that Sinn Fein are asking for. That the spirit of Paisley’s remarks was essentially the same as his leader’s contrarian take on the issue – she said, provocatively, that there was much a need for a Polish language act as an Irish language act – is not a promising sign.

The continuing fallout from the Renewable Heat Incentive scandal that triggered last month’s election also complicates matters. Though the London press have already relegated this public spending scandal to the footnotes, the full ramifications are yet to be seen. A full list of claimants was last week published by the Belfast News Letter, and the longer the process of negotiation and renegotiation drags on, the clearer the answer to the question of who exactly benefited from the scheme’s mismanagement becomes. Though, Foster's penance in the wake of the DUP’s calamitous election performance has gone some way to rehabilitating her public image, the taint of corruption could retoxify the brand. It isn’t difficult to see why veteran Stormont horse-traders like Reg Empey, the former leader of the UUP, believe an executive may well be unachievable until the inquiry into "cash for ash" delivers its ruling – a process which could take a year.

The political impasse, then, looks as insoluble as ever. Leaders of smaller parties such as the non-sectarian Alliance have blamed Brokenshire for the startling fact that there were no roundtable talks at any point during the past three weeks. The Northern Ireland secretary’s decision to extend talks for another fortnight could bury power-sharing as we know it for good. From Wednesday, the civil service will take control of the province’s budget, as per Section 59 of the Northern Ireland Act. The permanent secretary of the Department for Finance will immediately have access to just 75 per cent of available funds, and, if the situation persists, 95 per cent.

In the worst case scenario, this means cuts could well come hard and fast. All the better for Sinn Fein - as I wrote earlier this month, the imposition of austerity and Brexit from London offers an opportunity to parlay short-term pain into long-term political gain. Meanwhile, Brexit secretary David Davis has admitted that Northern Ireland would automatically rejoin the EU in the event of a border poll. The path to a united Ireland via direct rule looks clearer than ever before.

Unionists are not blind to this existential risk – and here Brokenshire’s bizarre insistence that he was ready to call Northern Ireland’s third election in twelve months exposes his political naivety. He maintains there is “little public appetite” for a new poll. He might be right here, but that doesn’t mean a revanchist DUP would refuse the opportunity, if it arose, to go back to a unionist electorate it believes have taken frit at Sinn Fein’s post-election manoeuvring. Some in the party are keen to do so, if only to put to bed what they deem to be premature and melodramatic talk of imminent Irish unity.

Another election would suit Sinn Fein’s long game. The more dysfunctional and unworkable devolved politics in the North, the stronger the logic for a quick transition to a united Ireland in the EU. Much of the Northern Irish political establishment deem Brokenshire a lightweight - as do many in his own party. That he seems not to have realised that threatening a new election wasn’t much of a threat at all – or foreseen this avoidable mess - does nothing to dispel that notion. 

Patrick Maguire writes about politics and is the 2016 winner of the Anthony Howard Award.