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Genetic Engineering

Genetic Engineering. How do multinational biotechnology companies try to influence the public opinion towards genetic engineering?. Public Relations – 18 th November 2009. Julia Keßler. Table of Contents. Major biotechnology companies Why influence public opinion? Target groups

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Genetic Engineering

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  1. Genetic Engineering How do multinational biotechnology companies try to influence the public opinion towards genetic engineering? Public Relations – 18th November 2009 Julia Keßler

  2. Table of Contents • Major biotechnology companies • Why influence public opinion? • Target groups • Methods to influence public opinion • Education • Information via media • Trade fairs • Sponsoring • „Do good and speak about it“ • Lobbying • Successfulness • Counterproductive PR • References • Discussion

  3. Major Biotechnology Companies

  4. Why influence public opinion? • Target groups: Investors Potential parners Public Biotech Companies Media Employees Legislators

  5. Education • Laboratories for school pupils • Xplore by BASF • BayLab by Bayer • Plant Science Garden in Üplingen • educate society about biotechnology, while arousing their interest in this science and taking away the fear of genetically modified plants

  6. Information via media • Newspapers • Press releases • Interviews • Advertisements • Posters • Internet • Corporate homepage • Newsletter • engage the publics sympathy, cultivate their corporate image and to throw light on chances of genetic crop

  7. Corporate video

  8. Trade fairs • Increase brand awareness • Create corporate profil • Position products in the market • Lauch new products • Sell / win new customers • Cultivate customer contacts

  9. Sponsoring • Monsanto: attractions at Disneyland and Walt Disney World • DuPont: NASCAR driver Jeff Gordon • Bayer: Bayer 04 Leverkusen • gain popularity and enhance the companies public acceptance

  10. „Do good and speak about it“ • Protection of children‘s rights in India [Bayer] • Creative learning Centers • Prevention of child labour • Surveillance • Incentives • Support of scientific innovation in Africa [Syngenta] • Improvement of sanitation, health and food supply • improve the company’s reputation and image

  11. Lobbying • Financial contributions to political parties • $72,000 to federal candidates for the 2010 election cycle • Corporate governance • former Monsanto employees holding positions in US government agencies (FDA, EPA, Supreme Court) • Convince legislators and regulators to create regulatory framework

  12. Successfulnes • according to Eurobarometer 2005: majoritarian rejection of genetic engineering in agriculture

  13. Counterproductive PR • self-induced scandals • pollution • child labour • „Terminator“ seeds • opponents and organisations (Greepeace) • protests and occupations • protest emails and letters • leaflets and posters environmental activists conquer GM field Do not stop - fight now against GM maize in Europe GM maize – no thank you

  14. References • http://www.ingentaconnect.com/content/klu/ticu/2002/00000070/00000001/00405948 [02.11.09, 19:34h] • http://www.nature.com/bioent/2003/030101/full/nbt0601supp_BE34.html [02.11.09, 17:59h] • http://www.bayercropscience.com/bcsweb/cropprotection.nsf/id/EN_Topic_Protecting_childrens_rights [04.11.09, 17:26h] • http://www.opensecrets.org/lobby/clientsum.php?lname=Monsanto+Co&year=2008 [04.11.09, 17:30] • http://www.spiegel.de/wirtschaft/0,1518,482238,00.html [04.11.09, 17:36h] • http://www.commondreams.org/headlines/090300-03.htm [05.11.09, 10:09h] • http://www.basf.com/group/corporate/de/products-and-industries/biotechnology/index [05.11.09, 17:07h] • http://www.monsanto.com/responsibility/default.asp [05.11.09, 9:43h] • http://www.dowagro.com/homepage/index.htm?DCSext.das=dowagro.com [02.11.09, 22:08h] • http://www.pioneer.com/web/site/portal/ [05.11.09, 10:15h] • http://www.syngenta.de/ [05.11.09, 17:13h]

  15. Thank you for your attention

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