Just before Christmas, I had the opportunity to talk to a group of senior corporate communications managers about crisis and issues management. Much of the conversation focused on responding to things like accidents and product recalls, and there have been some great examples of how to do it well in the last couple of years, like Maple Leaf Foods and the Princess cruise ship accident in Mexico.

For my presentation, I focused on what companies should do when they are targeted or attacked by activists and activist non-governmental organizations.

It was a lively discussion, but what surprised me what that, while the people in the room were worried about what they should do if they found themselves in a crisis, most of them were or had already been targeted by some kind of activist criticism. I probably should have expected it, because today there are NGOs – and sometimes several – active on nearly every kind of commercial activity.

Often, this pressure has positive results; pushing companies to do more and do it faster on their environmental and social issues… but not always. Sometimes companies and industries are targeted more for what they represent than for what they actually do, and that puts them in a difficult situation.

There aren’t any best practices books for responding to these kinds of attacks, so most companies react according to the business and legal frameworks they are most comfortable with.

Which is exactly what their activist critics want them to do.

Over the next few weeks, I’m going to take a look at how most companies respond to activist criticism or attacks; how their responses have a direct impact on whether or not they are damaged by those attacks; and how a small change of focus can make a world of difference in outcome.

Along the way, I’ll share some case studies and a few war stories. And if you have questions, take issue with what I say, or have your own examples to share, let me know. I’d like this to turn into a two way discussion. Stay tuned.