This week's perspective from Bob Reid: Any time your tactics trump your message, it’s a communications Fumble – and that’s my call on Greenpeace for its stunt this week at a hearing by Ontario Power Generation into plans for new nuclear power generation in Ontario. Greenpeace says it’s a bad idea given the situation still playing out in Japan – but that message was lost when four activists chained themselves to a table and ended up shutting down the hearings altogether. The story was about the protest and the stunt, and not about any substantive positioning Greenpeace might have on the issue. It got loads of media play, but it was all about the tactic, not the message. Fumble.
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