Sometimes a book comes along that’s bang on the zeitgeist, and The Company and the Activist: Going Beyond PR is one such book.

Activism is making headlines worldwide right now for both good and bad reasons, whether it’s political and social pressure on diversity, equity, and inclusion (DEI) programmes in the US or environmental lobby groups taking the UK government to court over North Sea oilfield licenses.

At the intersection of politics, business, communications, and culture, author Dr Stuart Thomson’s latest book explores the changing nature and implications of activism for the corporate world.

Thomson is one of the UK’s foremost public affairs leaders. His career has included academic and senior corporate and leadership roles in the CIPR and PRCA. His back catalogue includes several books on public affairs and reputation management.

In The Company and the Activist, Thomson aims to demonstrate how activism is growing and changing, why businesses must confront it, and what to do when faced with it.

Thomson states from the outset that these are complex and challenging issues, but the advice can help communications and management professionals navigate them. The author aims to “include practical steps that can be taken to build relationships and understanding.”

The book, which comprises five chapters, starts by exploring the nature of activism, its interrelationship with society, and its different forms, notably through communities, organised groups, shareholders, and national campaigns.

The chapter on communities is important reading for anyone involved in community engagement or consultation at a local level.

Another notable chapter looks at the increasing use of the legal route – or “lawfare” – by private or independent groups to pressurise those entities who might otherwise prove impervious to campaigns, such as governments and big corporations.

Thomson explores the business response to activism, changing expectations, where businesses are falling short, and how to improve.

By its nature, activism involves firmly held opinions. Through in-depth first-person interviews and case studies, Thomson’s book explores the commitment and clear positions one would expect from activism on individual topics. He also examines where grey areas, miscommunication, and conflicts can arise and holistically analyses changes and trends shaping the field of activism.

It is exceptionally well-researched, citing various sources. Contributors include Scott Goldsten, director of Barack Obama’s 2008 presidential campaign; McKenzie Ursch, of the climate activism group, Follow This; and Helen Fry, of the Good Law Project. The variety of perspectives gathered makes for a lively reading experience.

This book may claim to go beyond public relations practice, but it intensely concerns public relations throughout. Almost all contributors discuss the importance of engaging with the media and the public through campaigns. Change is still negotiated and hammered out in these public spaces, and whoever knows how to play in them best wields real influence.

Thomson concludes with the lesson, however, that businesses cannot “PR their way out of a problem”. A more fundamental business strategy is needed.

The Company and the Activist: Going Beyond PR is a recommended read for detailing activism’s enormous power as an agent of change while going some way to take the fear out of how businesses can anticipate and handle the consequences through better planning, decision-making and communications.

The Company and the Activist: Going Beyond PR
Stuart Thomson
Routledge
November 2024, £

About Claire Munro

Claire Munro Chart.PR, CMktr is an award-winning communications professional and manager with almost 20 years’ experience in PR, in the public, private and third sectors, currently working in telecoms.  

Claire has served on the Committee of CIPR Scotland and holds a CIPR Diploma in Internal Communications and the AMEC International Certificate in Measurement and Evaluation. Claire is both a Chartered PR and a Chartered Marketer.