“Think global, act local!” “Be the change you want to see in the world!” “Every little bit counts!” We can all get on board with such sentiments, right? That, of course, is exactly what corporate spin-masters across the world are banking on. By weaponizing such seemingly innocuous yet powerful narratives, change becomes a matter of personal choice, something each of us must slave away at day by day: switching off lightbulbs to save the environment or exercising to shed the weight we’ve gained from consuming junk food. All the while, the corporate welfare tap continues to flow, with over $6 trillion worth of annual subsidies dished out to industries that directly contribute to the deaths of over 5.5 million people each year through diabetes, road deaths, global warming, and other crises. But such framing is just the tip of the iceberg when it comes to the corporate disinformation playbook. This playbook is the dark matter of activist work: the unseeable element shaping harmful spin across all issues. It has never been reverse engineered – until now. In Dark PR, Grant Ennis – drawing on his decades of experience working in the environmental, philanthropy, and public health sectors – reveals exactly how multinationals go about hoodwinking and manipulating us. In doing so, he lifts the lid on the nine devious frames contained within the cross-industry corporate disinformation playbook: through denialism, normalization, victim-blaming, multifactorialism, and a variety of other tried-and-tested tactics, corporations divert citizens’ attention away from the real causes of global problems, leading them into counter-productive blind-alley “solutions” like ethical consumerism and divestment. Sadly, though, buying Fair Trade chocolate has not and never will save the world. Only by collectively organizing to lobby our governments can we break this destructive cycle of lies and deadly incentives and reclaim control of our lives. The struggle for health is a struggle against powerful vested interests - the corporations that produce harmful commodities, that damage our environment, and that trample over human rights. Yet, in so much of what we do they remain invisible, even though they have often succeeded in framing the narrative that defines and constrains our responses. Grant Ennis has shone a light on these shadowy forces and challenged us to take them on by organising and demanding change. - Dr. Martin McKee CBE, Past President, European Public Health Association This book is a masterpiece of demystification. Ennis examines every given wisdom in public health and related fields as he reveals how capitalist corporations frame the problems that we perceive and the solutions that we advocate. Any efforts to change these conditions must recognize the importance of corporate framing. Now that this book illuminates our situation so clearly, the next steps focus on the revolutionary transformation of capitalism itself, and moving beyond the capitalist state that protects the corporative framing of what is and what must be done. - Dr. Howard Waitzkin, Distinguished Professor Emeritus University of New Mexico People who care about health and sustainability already know that consumerism defeats both. But the corporations that sell us consumerism also sell us all the most conspicuous "solutions" to it - responses that just keep the consumerist treadmill turning. As Grant Ennis reveals, they win both ways. Through diverse examples, Ennis shows us how the treadmill turns and how the usual responses are part of its mechanism. Ennis shows us how to spot ineffective responses so that effective, independent opposition can escape the treadmill, organize and act. Conscientious consumption, the search for corporate enemies, and atomized advocacy cannot avail, but Ennis also shows us what actually has worked. The stakes could not be higher. Dark PR is a refreshing and revealing departure from appeals to conscience, demonization of villains, misplaced optimism, and expressions of hopelessness. It is therefore a necessary and important book. - Dr. Peter Norton, Associate Professor, University of Virginia Ever wondered how big oil has subverted efforts to cut global warming? Or how the tobacco industry thwarted attempts to ban smoking? Grant Ennis reveals how Dark PR enables big business to rig the political debate. A thought- provoking book. - Mick Hamer Author of Wheels Within Wheels: A Study of the Road Lobby An eye-opening read. A disturbing revelation. An urgent call for action. - Dr. James Muecke Public Health Advocate and 2020 Australian of the Year Dark PR is a compelling and engaging book in which Ennis presents nine dubious frames that sway political debate and help to widen the scope of corporate welfare. A keen insight for challenging corporate power is the need to move away from telling personal stories. These spotlight heroes and victims while obscuring damaging political structures and undermining political will. Ennis outlin