From the Protest Symposium at Victoria University of Wellington in April 2012. Steven Price speaks on "Should Protesters Learn from Marketers?"
Protest groups have energy, passion and expertise in their particular issue, but they are not necessarily best placed to know how to use these things. Their tactics are crucial to their chances of producing change. Should they, therefore be seeking marketing expertise to get their messages across? I argue yes, but think that this raises a range of issues to be discussed including the danger of over-simplification, manipulation and to what extent protesters should focus on mobilizing the public instead of targeting key decision makers.
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