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Diversity and inclusion initiatives are normally centred on legally protected traits such as race and gender. As the legal framework expands to ensure that underrepresented workers are protected, there exists a subset of the workforce who have diversity characteristics that are legally unprotected. For example, individuals who have visible tattoos can face employment discrimination when they are looking for work or looking to progress their careers. To add to the challenge, the perception of stigma is fluid and expectations related to the appearance of employees are determined by managers' perceptions of consumers' preferences. Drawing theoretically from self-categorisation theory and information processing theory, we discuss how the creation of a marketing and brand proposition framework can help to build an organisational identity that can benefit consumers and the organisation simultaneously. We also discuss the practical implications and strategies that organisations can consider to reduce such workplace discrimination.

This chapter examines patterns of neighbouring in the small Essex town of ‘Eastside’, located in London’s eastern suburban periphery. Drawing on qualitative interviews, two groups of resident interviewees are discussed: established, long-term, white British residents who have lived in Eastside for many years, and ethnically diverse newcomers who have recently moved to the area. This chapter focuses on patterns of neighbouring – both positive in the form of ‘neighbourliness’ and negative in terms of ‘unneighbourliness’ – and considers whether neighbouring provided the basis for residents to develop a sense of community. Basic neighbouring activities, such as saying ‘hello’ and the mutual provision of support, were commonplace, although proactive intervention and socialising with neighbours were more limited. Only a minority of both long-term and incoming interviewees identified a sense of community based upon neighbouring. The dominant aspect of the former’s sense of community was a ‘narrative of decline’ in which they lamented the loss of the more intense neighbourliness that they recalled from the past. Unneighbourliness was also evident, for example, in relation to noise, and various reasons for this are analysed including deficiencies within the physical environment, tenure prejudice, and established/newcomer resident tensions.

The focus of the chapter is on disputes around corporate social responsibility (CSR) in the fossil fuel industry and how media and social networking technologies are deployed in a virtual war between oil corporations and dissident, activist and protest groups.

Communications by BP, Shell, and their opponents in this virtual war are compared, especially in relation to the creative use of the internet, digital technologies, and social media. Through a case study approach, the chapter shows how communications often center on contested notions of CSR and claims by the oil giants about their environmental impact, which opponents dismiss as “greenwashing.” The various techniques deployed by both sides in this wide-ranging “PR war” are explored and contrasted in detail.

The findings for each case study reveal the diverse, complex, and changing nature of the relationship between the oil industry and its critics. The chapter concludes by arguing that if CSR is seen as “greenwashing” by the public, it is only likely to fuel widespread skepticism of the oil and gas sector and of corporate claims about the environment more generally.

The research offers a snapshot of online and social media campaigns and PR strategies and tactics within the oil and gas industry rather than empirically grounded set of findings that can be easily applied to other fields.

Practical implications include attention to inflated or understated claims and the use of citizen testimony and humor to puncture CSR “rhetoric.” There is consideration of use of digital technologies by activists and attention to the way public debates and consultations are conducted. The need for a more respectful engagement with local communities by all parties engaging in public relations is underlined.

The chapter applies the concept of “asymmetrical warfare” from conflict studies within the media and communications tradition to provide a fresh revaluation of the term “PR war,” It offers a rare focus on online efforts by activist to subvert CSR-related branding, marketing, and communications. Discussion of the use of parody alongside factual and emotional arguments to challenge corporate hegemony also provides revealing insights.