{"id":312894,"date":"2019-06-19T16:05:00","date_gmt":"2019-06-19T20:05:00","guid":{"rendered":"https:\/\/admin.rushlimbaugh.com\/?p=312894"},"modified":"2019-06-20T16:07:32","modified_gmt":"2019-06-20T20:07:32","slug":"a-cmo-on-the-impact-of-external-and-internal-protest-pressure","status":"publish","type":"post","link":"https:\/\/admin.rushlimbaugh.com\/daily\/2019\/06\/19\/a-cmo-on-the-impact-of-external-and-internal-protest-pressure\/","title":{"rendered":"A CMO on the Impact of External and Internal Protest Pressure"},"content":{"rendered":"

RUSH: This is Michael somewhere in Florida. Great to have you, sir. It\u2019s great to have you with us today. Hi.<\/p>\n

CALLER: Hi, Rush. Pleasure to talk to you.<\/p>\n

RUSH: Thank you, sir.<\/p>\n

CALLER: I wanted to expound on a point you made yesterday. I\u2019m a CMO of a very large brand here in the U.S. and I can definitely concur that we\u2019re feeling the pressure from these concerted efforts to try to force us out of advertising in certain channels or specifically on certain conservative TV shows.<\/p>\n

RUSH: Hm-hm.<\/p>\n

\"\"CALLER: What\u2019s interesting that you didn\u2019t mention yesterday is — and, by the way, those campaigns are very easy to spot. They typically got three very telltale signs that they\u2019re an orchestrated campaign. But what\u2019s interesting is it\u2019s now started a groundswell from the employee base who are pressuring now me and my colleagues to actually succumb to this pressure externally, not necessarily always for political reasons, although I do sometimes question if that\u2019s the core motivating factor, but just from the standpoint of perception and not wanting the bad publicity, especially on social media. So it\u2019s definitely a growing phenomenon not only externally, but now interestingly — I was kind of caught off guard by the internal groundswell now.<\/p>\n

RUSH: Actually, I\u2019m glad you mentioned this, because it is part of the organized effort \u2013 just to make sure people understood what you said. He\u2019s a major CMO of a major corporation here in Florida and he\u2019s subject to all the external attempts, the boycott threats and the threatening letters, \u201cWe\u2019re never gonna pay for knives, gonna blow your business, whatever we\u2019re gonna do.\u201d<\/p>\n

But what\u2019s new now is that his employees, some of them, are siding with these protesters and refusing to work or demanding that the boycott be responded to or what have you, and to your experience, that\u2019s new, you haven\u2019t had that kind of internal pressure matched with the external pressure before. Right?<\/p>\n

CALLER: That\u2019s right.<\/p>\n

RUSH: And that\u2019s causing you to do what, now?<\/p>\n

CALLER: I haven\u2019t done anything. I\u2019ve stood my ground. But what I am having to do is we have to have these conversations internally now, and we have to talk about how this is really not about politics. I give them examples of companies who have struggled because they\u2019ve actually decided to succumb and take a stand, and there\u2019s a reverse backlash from the other side. And, you know, remind them that we\u2019re trying to sell a product here. This is about commerce, this isn\u2019t about politics, and we\u2019re not gonna allow the tail to wag the dog.<\/p>\n

And like I said, you know, it\u2019s a small — I call it a small mob of people, and again, it\u2019s very orchestrated and you can tell that it is. And, you know, if we do succumb, then the risk is the other side would begin to rally as well, and eventually the target audience that we would have to go after would be severely shrunk, and we\u2019d struggle to do business because we are allowing outside influences to direct our advertising efforts.<\/p>\n

RUSH: It\u2019s exactly right. And it is trending that way. Let me ask about your employees that have joined, that you\u2019ve perceived have joined — is it a sizable percentage of your employee base that is applying internal pressure? Is it just a few? How do you know how many it is?<\/p>\n

\"\"CALLER: That\u2019s a great question. Right now it\u2019s a small number, but it\u2019s limited due to the fact that there\u2019s not a enlargement contingent of employees that are even aware of the campaigns. Most of these campaigns come in through either email or our website, and so there is a limited number of employees who are even aware of the campaigns.<\/p>\n

RUSH: Right. So how are these employees — see, I would submit to you that that they are recruited activists, that it\u2019s not just spontaneously happening.<\/p>\n

CALLER: I couldn\u2019t answer that. I never thought of that, to be honest with you.<\/p>\n

RUSH: Never underestimate the organizational skills, purposes and intentions of the left. They leave nothing to chance, and at the same time they want it to appear as though all of it is organic and spontaneous, when in truth none of it is, Michael. Very little of this protest activity you\u2019re getting is genuine. It\u2019s because these professional protesters have been told that you are a problem, that you may be supporting media people they disagree with.<\/p>\n

So you have been targeted. Not by your customers, but by an activist group that wants you to think they are your customers. And then in any company you\u2019re gonna have a percentage of the people inside that are gonna be prone to being solicited as activists to join the cause or whatever. I mean, I could tell you things that we\u2019ve gone through here, but I don\u2019t want to give other people ideas to rekindle it.<\/p>\n

But I\u2019ve faced everything that you\u2019ve faced here and we\u2019ve beat it back and we\u2019ve identified the people behind it and we found out, in our case it was 10 people, who were able to make themselves look like over a hundred thousand. Can you hang on through the break? I\u2019d like to continue this with you because I can sense you have other things you want to add to it but I\u2019m just out of time right now, so if you can hang on, do.<\/p>\n

BREAK TRANSCRIPT<\/p>\n

RUSH: I want to go back to Michael somewhere in Florida. I now know why he\u2019s saying somewhere. He is a CMO at a major Florida corporation now being subjected to an external boycott threat which has now become joined by an internal threat because some of his employees have joined with the external agitators who are trying to pressure him and his business into eliminating any support for the political enemies of these protesters.<\/p>\n

Where we left off — I don\u2019t know your situation exactly, and I\u2019m not asking you to spell it out exactly. I realize your desire for keeping a lot of this private. But my experience has been, Michael, that the vast majority of this is not really your customers, and it\u2019s not really organic, and it\u2019s not really made up of average, ordinary Americans mad at you because of what you support or where you advertise.<\/p>\n

These are campaigns. These are movements that are bought and paid for by Democrat and leftist donors and fundraisers organized by the same people, made to look like what you think it is. And it\u2019s hard to ignore it because they\u2019re threatening to damage your business.<\/p>\n

\"\"<\/a>And the reason this is relevant is I was talking about this aspect of behavior by the American left. Angelo Codevilla who wrote the original piece on the ruling class versus the country class<\/a>, the swamp of Washington versus the rest of us, is out recently with the observation that they are alone getting away with this<\/a>. That we do not join these protests, we do not fight back on the same level, the same field that they are playing, and so we always end up on defense and losing to these —<\/p>\n

He wasn\u2019t talking about you, Michael. He\u2019s talking about conservatives and Republicans who are the real targets of protests against companies like yours. And he was almost urging that a similar type behavior take place because we have buying power too. Conservatives are probably a greater percentage and wealthier percent of the population than the American left and the Democrats are. And if a similar kind of pressure is applied, then it could have a cancellation effect on people like you; maybe you\u2019ll ignore all of it.<\/p>\n

So you call in the midst of this discussion. And now what he\u2019s told us is that the new component for him, which is adding pressure, is that his employees — some of them, he doesn\u2019t know how many — are joining the external protest and it\u2019s just added pressure. And you don\u2019t want any part of it. This is not your business.<\/p>\n

You\u2019re here to do whatever your business does. You\u2019re not in politics. But you advertise where your customers are. You want to reach as many people as you can, and there are people trying to prevent you from doing that, and I understand how frustrating this is. Do you have a battle plan or a strategy for dealing with it or is it still too soon for you to know what you\u2019re gonna do?<\/p>\n

CALLER: Are you speaking externally or internally?<\/p>\n

RUSH: Well, both. But externally first, because that\u2019s where the pressure first came and that\u2019s where probably the greatest numbers are.<\/p>\n

CALLER: Externally, the plan now is to deal with this in social media and for us to take a stand that we\u2019re trying to reach an audience and that this isn\u2019t a political discussion, but it\u2019s a commerce discussion. And really try to stick to those talking points and try to stay out of the political fray as it relates to that external pressure.<\/p>\n

And I agree with you. It\u2019s clearly orchestrated. It\u2019s clearly a small group of people who are not our customers. It\u2019s very obvious. Internally, it\u2019s just education. It\u2019s just a matter of giving examples where we can show proof that this is an orchestrated effort by a very small, very small group of people who are trying to pressure us. And then remind the employees about why we choose to buy on those programs, and it\u2019s about demographics. It\u2019s about where people are that buy our products, that shout for our products and us trying to reach them regardless of political affiliation. So it\u2019s really an education campaign.<\/p>\n

RUSH: Has that begun?<\/p>\n

CALLER: Externally, yes.<\/p>\n

RUSH: No, internally, with your employees. Has that effort to bring them in and to kind of share with them the purpose of the company, has that begun yet?<\/p>\n

CALLER: Not in that context, no. I\u2019ve done it one on one with some leaders that have come to me on behalf of other employees, and I\u2019ve had those discussions, so we\u2019ve not done something larger scale yet. That\u2019s something we\u2019re working on.<\/p>\n

\"\"RUSH: Let me tell you what\u2019s coming your way. I hope it doesn\u2019t. But there used to be a guy, Brandon something. He ran Mozilla, which makes the Firefox web browser and a bunch of other things, California. He donated money to a ballot initiative in California that as a theme, it was a pro-life ballot initiative, which meant in political terms that it was anti-abortion.<\/p>\n

This guy was management. The employees went nuts and pressured executives below him and threatened to walk out and leave the company unless this guy was fired. He resigned to save the company any stress. In this case, the employees dictated what the company did.<\/p>\n

It was a great company, he was a great manager, they were in no trouble whatsoever. Simply because it was discovered that he had donated money to a ballot initiative, he was gone. He had to leave. He chose not to fight it. The employees won the day.<\/p>\n

I could give you other examples of this, many in Silicon Valley, many at Disney where the employees have raised hell about Disney choosing somebody to star in a TV show that the employees didn\u2019t like, threatened to walk out, Disney fires the star. It\u2019s been going on for a long time. It\u2019s always political. It\u2019s always organized.<\/p>\n

Now, having said that, they have done such a good job of making people mad. The left has done a great job of putting people on edge anyway, people on their side of the aisle, that in some cases the employee aspect of this may not even need to be organized.<\/p>\n

They may already be so amped up with anger anyway that when they find out what their company is doing, they don\u2019t need any external pressure to raise hell, they just do it because they\u2019ve been conditioned to do so. And so your effort to shut this down is admirable, and your educational way, I think, is great too. The employees don\u2019t have the responsibility you do.<\/p>\n

CALLER: Exactly.<\/p>\n

RUSH: And for them to assert it when it isn\u2019t theirs and to have politics become the primary reason you run your business, you can\u2019t run the business that way. They have to know that.<\/p>\n

CALLER: It\u2019s a bit of a microcosm of what we\u2019re seeing in social media, right? It\u2019s beginning to happen within companies. People feel like they have a greater voice beyond what they truly understand —<\/p>\n

RUSH: Well, they do because so many executives have caved over the years rather than deal with the pressure and rather than deal with the educational effort that you seem willing to do, they just cave to it. So precedent has been set.<\/p>\n

\"\"CALLER: And that would be my message in this conversation would be to fellow marketers out there and, you know, peer CMOs that we can\u2019t show weakness, because the minute we show weakness then it just emboldens the other side and they will amp up efforts and continue. And the only way this goes away is not by buckling, but by standing firm. And then for fellow conservatives, you know, to do business with those companies that they see are standing strong and not buckling to the pressure and continuing to advertise in those venues that supports conservatism, that\u2019s the only way to —<\/p>\n

RUSH: You know, that\u2019s a key point. What I have found about the people that listen to this audience — and when I meet with our advertising clients, I make sure they know this — that this audience is very knowledgeable and sophisticated about what it takes to keep this program on the air. They very much patronize the sponsors. They do it knowing, A, they trust what they\u2019re hearing that the products or services are good and worthwhile. They also know that it\u2019s what keeps this going, and therefore they pay.<\/p>\n

So they instinctively understand, very loyal and they fight, and they\u2019re very loyal to every advertiser on this program. They will never cave, they\u2019ll never buckle, they\u2019ll never behave like any of these outside agitators. And we\u2019re just very fortunate with that. We have found over the years that if you don\u2019t buckle like you just said, that they\u2019ll eventually go away and find other people who will buckle. They\u2019re not gonna waste their time trying to get somebody who\u2019s not gonna buckle to them to buckle. They\u2019ll go find people who are weaker in will.<\/p>\n

But it\u2019s tough at the moment because they\u2019re gonna be caustic, they\u2019re gonna be mean-spirited, the emails are gonna be very threatening. But not a one of them, or very few of them, are gonna come from legitimate customers. But most businesses will say, “I can\u2019t take the chance they\u2019re fake. I don\u2019t want to be in business dealing with complaint letters all day.” Which is also what they play off of. It\u2019s a tough thing to stand up to this kind of stuff.<\/p>\n

You\u2019re not trained to tell people who are made to look like customers to leave you alone and go to hell. You\u2019re trained to be responsive to them. You\u2019re trained to try to understand their needs and wants and comply so that you can maintain a business relationship with \u2019em. They play off of that too. The outside agitators, I mean. They utilize all of these things.<\/p>\n

And the key is trying to make people like you think that they\u2019re not activists, that they\u2019re not political, that they\u2019re genuinely outraged that you\u2019re advertising on such-and-such a program, that it\u2019s anti-American, that it\u2019s against our values or whatever the pet phrases they put in the emails are to make it look like it\u2019s organic and natural. But it isn\u2019t. These are all campaigns. They\u2019re run out of one or two places.<\/p>\n

So I\u2019m glad you\u2019re holding up to it. And I\u2019m really glad you called to talk about this, \u2019cause it\u2019s been an ongoing battlefield that can, it\u2019s been shown, battlefield on which we can win by not buckling to the pressure of it. I despise this kind of stuff, Michael. I despise it when it happens to me, when it happens to other people. I literally despise it. And I really get angry when I find that people are caving to it. Because it\u2019s the path of least resistance.<\/p>\n

CALLER:\u00a0 Rush, would it be okay if I made a personal comment here at the end?<\/p>\n

RUSH: Sure, make a personal comment. Absolutely.\u00a0 We\u2019ll pretend it\u2019s Friday.<\/p>\n

\"\"CALLER:\u00a0 I\u2019m a marketer at heart so I can\u2019t help but plug a product, and I\u2019ll plug your product real quickly.\u00a0 I\u2019m a 24\/7 sub.\u00a0 But what\u2019s interesting about that is very early in my career, I created my own 24\/7.\u00a0 It\u2019s about 25 years ago. I was retail sales rep for a large organization, and couldn\u2019t listen to your show \u2019cause I was busy with customers on the floor during your broadcast hours.\u00a0 So what I did was I bought a boom box (this would have been back in the early nineties) and got a 90-minute tape. I\u2019d record half of your show on one side, and I had a timer set, and I would go and record the other half of your show on the other side of the tape.<\/p>\n

And then I had an hour-and-15-minute drive to and from work when I would listen to your show. I\u2019d listen to the first half of your show that day driving home, and I\u2019d listen to the end of the show driving to work the next day, and then do the whole thing over again. So I can\u2019t tell you how much I enjoy 24\/7, having the ability when I\u2019m busy and can\u2019t listen to your show during day, obviously because of work. But I can catch it when it\u2019s convenient for me.\u00a0 So I love the product and really, really appreciate it, Rush.<\/p>\n

RUSH:\u00a0 Well, thank you.\u00a0 I appreciate that very much.\u00a0 This is… You\u2019ve been with us this long, and you have found ways to maximize the flexibility in order not to miss the program. That\u2019s worth something.\u00a0 Well, I don\u2019t know how long your subscription goes, but if you hang on — don\u2019t hang up after we hang up here — Mr. Snerdley will pick the phone back up and I want to put together a little goody package for you and then comp your membership for the rest of your life, because you have… It\u2019s obvious you\u2019ve spent a lot of time here with us, and I can\u2019t tell you how much that\u2019s appreciated.<\/p>\n

So don\u2019t hang up — and don\u2019t worry. Whatever you give us will remain private. The external, internal provocateurs will not be told anything — and I can\u2019t thank you enough.\u00a0 I remember hearing from people back in those days, that they would find ways to record on cassette.\u00a0 There was even a guy that manufactured a cassette recorder that he wanted us to advertise on the program that did this.\u00a0 I mean, this is before CDs and DVDs. Well, it wasn\u2019t before CDs, but recordable CDs were not popular yet.\u00a0 They had not yet made their way into the home consumer market. So people were still recording on cassettes, and it was requiring a lot of effort for people to do it.\u00a0 It dazzled us and blew us away.<\/p>\n

So, Michael, thanks again.<\/p>\n","protected":false},"excerpt":{"rendered":"

RUSH: They're not gonna waste their time trying to get somebody who's not gonna buckle to them to buckle. They'll go find people who are weaker in will.<\/p>\n","protected":false},"author":49,"featured_media":311870,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","ngg_post_thumbnail":0},"categories":[12,1],"tags":[],"yoast_head":"\nA CMO on the Impact of External and Internal Protest Pressure - The Rush Limbaugh Show<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.rushlimbaugh.com\/daily\/2019\/06\/19\/a-cmo-on-the-impact-of-external-and-internal-protest-pressure\/\" \/>\n<meta name=\"twitter:card\" content=\"summary\" \/>\n<meta name=\"twitter:title\" content=\"A CMO on the Impact of External and Internal Protest Pressure - The Rush Limbaugh Show\" \/>\n<meta name=\"twitter:description\" content=\"RUSH: They're not gonna waste their time trying to get somebody who's not gonna buckle to them to buckle. 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