Purpose: Social countermarketing (SCM) aims at influencing existing socio-cultural norms, public policies or political decision-making. Existing empirical accounts of SCM give limited insights into their success. The authors analyze SCM strategies and their public resonance by studying the...

Purpose Visibility in the media is considered important for organizations, as it is alleged to affect their reputation, public legitimacy, and stakeholder relations. Strategies for media relations often discern corporations, public organizations, and non-governmental organizations (NGOs). The...