Two-Way Communication: A Win-Win Model for Facing Activist Pressure

A Case Study on McDonalds and Unilever's Responses to Greenpeace

By Adrienne Cooper

This paper will examine two cases in which Greenpeace targeted the environmental practices of Cargil. These case studies will demonstrate how two-way symmetrical communication can be used to avoid conflict, foster mutually beneficial relationships between companies and activist publics and converge seemingly conflicting ideologies.

2 Comments

  1. Susan Quinn-Mullins — February 13th, 2011 at 1:32 pm

    Thank you for htis case study. I teach PR Planning & Management at McMaster and this is a great example of two way communications around an issue that I can share with my students.

  2. shazia — January 22nd, 2012 at 12:14 am

    thanks for giving such a suitable example

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