Who wins battle in PR whaling war?

When a fleet of Japanese whaling vessels set sail late last year, everyone wondered what would happen and what the news headlines would be this time around.

Even those who are not concerned about the Japanese whaling industry feel their blood boil a little when images of slaughtered whale carcasses being towed onto the back of a frigate invades their personal space in the form of social media and television; especially when the events occur so close to our homeland.

But who is the winner in the PR war now that three Australians crossed the open ocean to slip through razor-wire and board a foreign and hostile vessel in the dark of night?

When Geoffrey Tuxworth, Simon Peterffy and Glen Pendlebury boarded the Shonan Maru 2, they were hailed in some quarters as heroes but in others, they became pirates.

That is what is making news.

While many Australians are appalled by Japanese whaling practices, the actions of the three men may have caused long-term damage to the cause – there has been overwhelming negative response on social media and talkback radio in Sydney and Melbourne condemning their actions.

There are really no winners in the whaling PR war, firmly back in focus yet again.

The Australian Government has taken far too long to act and year after year after year, the electorate has heard the same rhetoric – but no action. Ordinary Australians may not be impressed by the actions of the trio who boarded the Shonan Maru 2 but they are equally fed up with the Government not taking a strong position.

Japan is not a winner, either. Brand Japan is certainly being damaged by the annual negative publicity as they experience global condemnation – there must be economic, diplomatic and social costs each whaling season that has long-term collateral damage.

Last year’s natural disasters impacted on Japan’s tourism industry, which is yet to fully recover and negative publicity will make the revival even more difficult.

The environmentalists who risk their lives trying to prevent the Japanese boats from going about their business seem to have the support of many Australians except when they exceed the boundaries of what most people think is reasonable.

Unfortunately, the environmental groups lose the PR war as more conservative supporters take umbrage at tactics like illegally boarding a hostile vessel.

There are no winners in the PR war – there is just more of the same; desperate environmentalists who will try whatever they deem is necessary to stop the atrocity; a Federal Government loathe to act with strength and conviction; and a Japanese industry hell-bent on ignoring global opinion.

Sadly, it will probably be exactly the same story in 2013.