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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Donald Tusk is merely calling out Tory hypocrisy on Brexit

And the President of the European Council has the upper hand. 

The pair of numbers that have driven the discussion about our future relationship with the EU since the referendum have been 48 to 52. 

"The majority have spoken", cry the Leavers. "It’s time to tell the EU what we want and get out." However, even as they push for triggering the process early next year, the President of the European Council Donald Tusk’s reply to a letter from Tory MPs, where he blamed British voters for the uncertain futures of expats, is a long overdue reminder that another pair of numbers will, from now on, dominate proceedings.

27 to 1.

For all the media speculation around Brexit in the past few months, over what kind of deal the government will decide to be seek from any future relationship, it is incredible just how little time and thought has been given to the fact that once Article 50 is triggered, we will effectively be negotiating with 27 other partners, not just one.

Of course some countries hold more sway than others, due to their relative economic strength and population, but one of the great equalising achievements of the EU is that all of its member states have a voice. We need look no further than the last minute objections from just one federal entity within Belgium last month over CETA, the huge EU-Canada trade deal, to be reminded how difficult and important it is to build consensus.

Yet the Tories are failing spectacularly to understand this.

During his short trip to Strasbourg last week, David Davis at best ignored, and at worse angered, many of the people he will have to get on-side to secure a deal. Although he did meet Michel Barnier, the senior negotiator for the European Commission, and Guy Verhofstadt, the European Parliament’s representative at the future talks, he did not meet any representatives from the key Socialist Group in the European Parliament, nor the Parliament’s President, nor the Chair of its Constitutional Committee which will advise the Parliament on whether to ratify any future Brexit deal.

In parallel, Boris Johnson, to nobody’s surprise any more, continues to blunder from one debacle to the next, the most recent of which was to insult the Italians with glib remarks about prosecco sales.

On his side, Liam Fox caused astonishment by claiming that the EU would have to pay compensation to third countries across the world with which it has trade deals, to compensate them for Britain no longer being part of the EU with which they had signed their agreements!

And now, Theresa May has been embarrassingly rebuffed in her clumsy attempt to strike an early deal directly with Angela Merkel over the future residential status of EU citizens living and working in Britain and UK citizens in Europe. 

When May was campaigning to be Conservative party leader and thus PM, to appeal to the anti-european Tories, she argued that the future status of EU citizens would have to be part of the ongoing negotiations with the EU. Why then, four months later, are Tory MPs so quick to complain and call foul when Merkel and Tusk take the same position as May held in July? 

Because Theresa May has reversed her position. Our EU partners’ position remains the same - no negotiations before Article 50 is triggered and Britain sets out its stall. Merkel has said she can’t and won’t strike a pre-emptive deal.  In any case, she cannot make agreements on behalf of France,Netherlands and Austria, all of who have their own imminent elections to consider, let alone any other EU member. 

The hypocrisy of Tory MPs calling on the European Commission and national governments to end "the anxiety and uncertainty for UK and EU citizens living in one another's territories", while at the same time having caused and fuelled that same anxiety and uncertainty, has been called out by Tusk. 

With such an astounding level of Tory hypocrisy, incompetence and inconsistency, is it any wonder that our future negotiating partners are rapidly losing any residual goodwill towards the UK?

It is beholden on Theresa May’s government to start showing some awareness of the scale of the enormous task ahead, if the UK is to have any hope of striking a Brexit deal that is anything less than disastrous for Britain. The way they are handling this relatively simple issue does not augur well for the far more complex issues, involving difficult choices for Britain, that are looming on the horizon.

Richard Corbett is the Labour MEP for Yorkshire & Humber.