January 2016

Greenpeace facing a media trap

This case study is an extract from the second edition of the ‘Manuel d’intelligence économique’, published on August 2015, under the direction of Christian Harbulot.

Through the causes it supports (exclusively environmental claims), its means of actions (from lobbying to publicity stunt, always non-violent), its centralized organization and expertise, as well as its financial and political independence, Greenpeace is definitely a non-governmental organization (NGO) apart from the others.

But Greenpeace is facing a media constraint. As a matter of fact, the organization has the worry “to always preserve a historically decisive means: the image it conveys to its members, the general audience, and its political and economic representatives” . Yet, this quest to reputation leads to a pernicious media process. The need to constantly strengthen its image of an upright and responsible organization can cause some drifts, not really used by its opponents.