GolinHarris Aims To 'Leverage and Deflect' Activists

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Global PR firm GolinHarris has unveiled a range of new "practices and products," including one it has dubbed "Engage: Activist Issues Management." The firm explains, "In response to the growing influence of NGOs, GolinHarris has formalized its approach to leverage and deflect the influence of activists on issues ranging from the environment to animal welfare." In a report (pdf) accompanying the announcement, GolinHarris describes corporate social responsibility as allowing companies to "take the offensive" and that "social involvement will become the primary means for influencing public perception." GolinHarris clients include Bristol-Myers Squibb, Dow and McDonald's.