The power of the people

Posted by Ruth Atherley of AHA Creative Strategies on February 23rd, 2016

dreamstime_xs_35210587 (1)This week, it was announced that convicted serial killer Robert Pickton had apparently self-published a book about the crimes and it was listed for sale on Amazon. There was, of course, a public outcry about this. I think everyone who heard about this book thought about how this news would affect the families of Pickton’s victims and wanted something done about it.

Hearing about this book was upsetting to many – including the AHA team. We worked with the Missing Women Commission of Inquiry. I took on the role of Director of Communications for the Commission and our team edited the 1,400-page report. The pain and loss that the families suffered is beyond comprehension and to see this book being sold – and Pickton potentially profiting from it – was abhorrent to all of us.

It generated widespread media coverage and social media outrage. People called, e-mailed and connected with Amazon and the book’s publisher, Outskirts Press (based in Colorado). And – quite quickly – both Amazon and the publisher responded. Amazon pulled the book and the publisher ceased printing and sent out an apology, explaining that they did not realize that Pickton had written it.

Public outrage has a more immediate effect with the power of the online world. Prior to social media, phone calls would have been made, protests organized and traditional media may have played a role, but today, when people are upset, they have a much louder – and more convenient – way to make noise. And it can happen quickly. The news of the Pickton book broke late Friday, I believe. By Monday morning, Amazon had pulled the book and the publisher had issued an apology.

In this instance, the power of the people worked well and the outcome was positive.

Now, the question I want you to ask yourself is: How would you respond if a large group of people were frustrated or angry with your organization or brand?

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