Review: The Company and the Activist

The Company and the Activist: Going Beyond PR
Stuart Thomson
2025, Routledge, 159 pages

‘We moved beyond PR some time ago, but not everyone appreciates that yet’

Books on public relations and activism have been on some journey. At the start of this century, activists were ‘othered’ by Denise Deegan and defensive strategies were recommended. Then, a decade ago, public relations was reconceptualised by Kristin Demetrious as a form of activism and a potential force for public good.

Stuart Thomson, an experienced public affairs practitioner and author, recognises both perspectives. While observing that ‘a new breed of activists… offer a real threat not just to reputations but to an ever-wider range of business operations as well’, he notes that ‘‘activist’ companies are on the rise.’ And yet ‘there is surprisingly little written about the interplay between activists and business.’ Hence this new book and its fresh focus – on the activist CEO and also on shareholder activism.

A public relations perspective is useful: the book analyses the reputational impact of activism on organisations, and considers the relationships organisations can and should have with activists. Thomson draws on his public affairs expertise when observing that ‘factors that influence the public are slightly different to those that influence policymakers.’

The book first looks at activists and activism, then at communities before turning to business and to legal issues. The final chapter discusses how businesses can build immunity from attack. Thomson notes that just as any political scandal since Watergate risks acquiring the suffix ‘gate’, any over-obvious attempt to distract from reputation attacks risks being termed ‘washing’.

An example of an activist campaign that secured public attention and also achieved its policy goal was the FareShare free school meals campaign involving Premier League footballer Marcus Rashford. ‘Rashford made the government look so out of step with public opinion that they caved in.’

Rashford has credibility on this topic but he also represents a feature of activism, that those involved in campaigning usually have resources: skills, money and education. ‘The people who are actually campaigning are not necessarily people who are suffering from the problem.’

From a campaigning and public relations perspective, activists can be seen as highly creative.

We’re still at a point where activists and companies view themselves in opposition to each other. Yet Thomson quotes author Jon Alexander arguing ‘I think about citizens rather than activists, as I think the concept of activism is too adversarial…. Businesses need to create and hold space for citizens to help them figure out how to fulfil their purpose in the future.’

The case study of the successful and long-running community campaign opposing Stansted airport expansion plans is an example of what government even more than businesses will have to manage if planning restrictions are to be eased in favour of the housebuilding and infrastructure required if the economy is to return to growth.

Looking at business, Thomson recommends focusing on stakeholders over brand or reputation, and notes that ‘demands made of an organisation by those they employ can be the most powerful voice of all… Employees are the best champions, but they are also the worst enemies to make.’

The author moves from a discussion of trades unions to employee activism and from there to B-Corps and activist businesses. I was surprised to see Brewdog listed among these for its drive to go beyond carbon neutrality with no mention of the backlash in the open letter published by ‘Punks with Purpose’ representing the views of many former employees and highly critical of Brewdog’s management. But perhaps this simply makes the point that in trying to change the world, a business should not focus exclusively on external factors to the exclusion of the internal dimension and should be concerned about any ‘say-do’ gap.

Nor was the author able to reflect extensively on the rolling back of diversity, equity and inclusion (DEI) initiatives and the reduced focus on environmental, social and governance (ESG) issues since the reelection of Donald Trump though he did cite the previous clash between a Republican governor Ron De Santis and Disney in Florida over gay rights. In a warning shot to corporations taking a stance on social issues De Santis wrote: ‘Disney and other woke corporations won’t get away with peddling their unchecked pressure campaigns any longer.’

Thomson wryly observes that ‘politicians can be activists as well. They are happy to use the same techniques as activist groups.’

The chapter on activism and the law that also looks at shareholder activism is a distinctive feature of this book. As Thomson writes: ‘activism and the law are increasingly intertwined, with the law providing a framework for activism, and activism using the legal system to help secure change.’

He even discusses activist courts in the US, with a politically-appointed Supreme Court willing to overturn reproductive rights, leaving the decision to individual states.

Thomson turns to shareholder activism, ‘a powerful tool for promoting corporate accountability and governance’ and discusses the divestment movement, including the Clean Creatives campaign for advertising and public relations agencies to commit not to work with fossil fuel companies.

‘No organisation has an inherent right to immunity. But activist campaigns should be viewed as both a risk and an opportunity. This is not all about protecting an organisation from reputational and other forms of damage. Instead, a spotlight can lead to a potentially valuable change in approach.’

Thomson discusses sportswashing, purposewashing, greenwashing, greenhushing and other variants of the green theme (eg ‘greenrinsing refers to a company regularly changing its ESG targets before they are achieved’).

His approach is not academic but practical; the author draws extensively on case studies and practitioner interviews. Yet it’s a sophisticated read that spans several boundaries that will fit best on my bookshelf alongside books on sustainability and purpose such as Higher Ground. As Thomson notes, ‘we moved beyond PR some time ago, but not everyone appreciates that yet.’

‘Many have too simplistic a view of activists,’ Thomson writes in his conclusion. ‘They see them as detrimental to the operation of an organisation. The reality is more complex and nuanced.’