What did you make of comedian Joe Lycett ‘shredding £10,000’ after David Beckham failed to back out of this World Cup deal with Qatar?

The campaign generated huge media coverage.

And split opinion between those who believe it has damaged brand Beckham and others uncomfortable with money seemingly being destroyed when so many are struggling.

But it also raised questions about how organisations should manage reputation threats raised by activists.

In this blog that has been converted to audio, we look at the coverage generated by the campaign and explore why David Beckham’s response might work. 

We also look at what other organisations can learn from the story. 

Media First are media and communications training specialists with more than 35 years of experience. We have a team of trainers, each with decades of experience working as journalists, presenters, communications coaches and media trainers.