Fwd: biotech strategy leaked
Sun, 25 Jan 1998 17:06:01 -0800
>Date: Sun, 25 Jan 1998 23:55:02 -0500
>From: Richard Wolfson <email@example.com>
>Subject: biotech strategy leaked
>X-MIME-Autoconverted: from quoted-printable to 8bit by
coyote.rain.org id JAA20325
>The following article from the German magazine 'Raum und Zeit' 91=A0
>(Ehlers Verlag).. was translated and posted by Franz Beck:
><firstname.lastname@example.org> on the newsgroup:=A0
>Propaganda Strategy of Biotech-Multinationals leaked out -
>by Ursel Fuchs, Dusseldorf
>The Gen-Multis (i.e. the biggest pharma groups) prepare for the
>brain-washing worth several billion US dollars using the media. It
>probably the defusing and elimination of the instinctive=A0 fear of
>Europeans of gene-altered food imported mainly from the USA.
>This enormous drive to manipulate the public opinion in Europe in=A0
>of the gentech industry is the best proof of how false all claims=A0 of
>harmlessness of gene-manipulated food have been - otherwise=20
>propaganda battle would not be necessary.
>To counteract magazine 'Raum und Zeit' publishes in this issue
>Jan/Feb 98) this strategy paper including an overview schema which
>the main directions of the propaganda. And we publish=20
>information about the international public relations group
>Burson-Marsteller (B&M), which has a frightening influence on
>in the world.
>Please copy the strategy paper, overview scheme and background=A0
>on B&M and distribute to food stores and retailers, because=A0 they
>main target of the strategy. Ursel Fuchs gives the overview=A0 of the
>on the public opinion.
>The image of the gentech industry is not at all blameless. The=A0
>of their products, specially the food sector, is=A0 questionable.
>industry in trouble uses the old art of talking the=A0 products
>because if arguments don't work, rhetoric must work. This=A0 is the
>Public Relations (PR), in this case experts like=A0 Burson-Marsteller,
>Vermont based PR specialist. They manipulate the=A0 public opinion
>information placement in media and campaigns. B&M
> is part of the Young & Rubicam PR conglomerate, third in the
>Their expertise: crisis communication for politics and industry.
>example to pacify the frightened consumers in the case of BSE (mad
>disease), burst silicon breast implants, chemical accidents like
>Carbide in Bhopal, India. After heavy criticism of chemical
>Monsanto's soya beans, Monsanto founded the information bureau
>Burson-Marsteller 'soya beans / biotechnology' to pacify the storm
>A defensive and many times offensive reception by the consumer is
>thing the global conglomerates need to raise and establish
>gene-technology. This is why the consumer attitude has to be changed:
>skeptic, critical attitude, well founded worry and open refusal
>genetically manipulated food and the unrestricted use of
>manipulated plants - we call it brain washing.
>A public relations (PR) strategy paper of Burson-Marsteller found its
>into the offices of Greenpeace e.V., Hamburg. Ursel Fuchs reports:
>will be the main focus to change the public opinion about the
>industry - from simple acceptance to absolute enthusiasm!" (Lutz
>ller-Kuhrt, Analyticon AG, Berlin in "Meeting the needs of the
>science industry", Ernest & Young, business
>But the enthusiasm is mediocre in Germany, specially for genefood:
>80% of Germans find that gene technology should not be used; Austria=A0
>in a referendum in spring 1997 against the free use of=A0 transgenic
>and no gentech food. In Bavaria a referendum has=A0 been started to
>gene-tech free food as such. It is clear that the=A0 gentech industry
>some image problem.
>Its not that they talk of crusades to establish gene technology,
>rather of not to leave the consumer an option to choose. The big ones
>the gentech industry feel encouraged from getting the=20
>regulations so perfectly dished up by the politicians of the
>Parliament, which gives them unrestricted chances to market
>manipulated living beings.
>The 600 companies of the biotechnology and gene technology, amongst
>all chemical and pharma enterprises of rank and name plus eleven=A0
>research groups, founded EuropaBio, the European association of=A0
>companies. The mission of this conglomerate which has a balance=A0
>total of over 500 billion US $ is, according to their internet=A0 home
>"to create a favourable climate for bio - and gene=A0
>"First, EuropaBio works with regional and national politicians
>makers to create an environment of regulations and laws in which=A0 the
>industry of Europe can grow and expand" explain the biotech=A0
>They present very self confident EuropaBio as the source of
>its offices sends continuously PR reports to all member companies
>decision makers. At the same time they regard themselves as pipeline
>channel information into the media to "strengthen the public
>the advantages, the success and the potential of the biotech=A0
>Such a mission is in the gray area between paid advertisement=A0 and
>publications, which the public takes quickly for the bare=A0 truth. New
>here the concentration of power and the financial muscle=A0 of the
>EuropaBio has all companies of rank and name in the global monopoly
>gene technology behind it - here only a few: Hoffmann-La Roche,
>(created from a merger of Ciba Geigy and Sandoz), Bayer,
>Monsanto, Novo Nordisk, Smith Kline Beecham, Royal Gist B
>Hoechst, Nestle, Zeneca, Genzyme Europe .. and many more.
>The B&M strategy paper which found its way to Greenpeace shows
>resistance strategies make the gene technology vulnerable:
>information about the danger to health and the environment and
>motivation. The experts warn the industry to avoid these
>and to circumvent them. They suggest to have the politicians=A0
>industry interest very innocently.
>The paper shows in detail how the acceptance of gene products by
>public shall be constructed. The reader, spectator or listener must
>with "advantage for the consumer", combined with symbols
>hope, satisfaction, care and self esteem. This is in line with=A0
>guideline (of B&M): "perceptions are realities"
>Information for the press are to be styled carefully, specially
>others also for private stations, so that the media functions like a
>marketing instrument. This shall prevent the media being a forum
>serious discussion to shed light on the use of gene technology and
>impact on the future of the society.
>"To achieve the desired change in the public perception the
>should refrain to present itself as its own attorney - this may work
>politics, but out of experience not in the case of public perception
>the industry." warn the PR experts. "In the past the
industry behaved=A0 like
>a 'murder with an axe who has to hide something'. This campaign=A0
>change that image." says Peter Linton, the speaker of=A0
>Brussels in an interview with "The Guardian" on 6.=A0 August
>"They believed they would bring good news, but to their surprise
>realized that their products were considered contaminated." he
>"Because deep rooted suspicion of possible risks are deadly for
>product, it's important to assure first the politicians that the
>are save" suggest the advertiser. This includes the knowledge
>public is typical European, which means that the public is
>more suspicious towards official statements than the public in the
>"Tell good stories instead of dishing up facts", because
>arguments have not the desired news value. On the other hand a good=A0
>goes around the world in minutes.
>"Use symbols instead of logic!" is a further tip, which
shows how they
>rate the grown-up consumer. B&M advises strongly to speak about
>products and its advantages instead of technologies, using product=A0
>with the people profiting in the foreground instead of the=A0
>advantage must be shown in persons profiting.
>"Recent studies show that Europeans are generally more open to=A0
>that new, genetically altered plants need less chemicals ...=A0 so it
>essential and perfectly realizable that these new breeds are=A0
>the European public as environment friendly and therefore=A0 more
>the conventional field products."
>With such strategies shall EuropaBio according to the plans of their=A0
>writers become the most reliable, best and most competent source=A0
>information for the journalists. "who can source practical,
>the editor stories, timely and fitting for the readership, and
>propaganda for the industry."
>For the first EuropaBio conference end of June 97 in Amsterdam the
>presence had to be avoided: this would give the gentech opponents
>opportunity to be screened on TV and would mean that "We would
>meal and Greenpeace would eat it..."
>Greenpeace is apparently a feared opponent of the gentech industry
>its shopping basket campaign (Einkaufskorb-Kampagne:
>National campaigns to advance the gentech acceptance plan ambitious=A0
>information campaigns. "Greenpeace people must be called to=A0
>Harry Walter (68), advertising manager from Krefeld, who=A0 planned
>decades the political campaigns of the SPD (Socialist Party=A0 of
>This campaign should be started with the assistance of=A0 seven
>from Germany, Switzerland and Austria; amongst them=A0 Hans-Gnnter
>(Biotechnologiezentrum Darmstadt), Klaus-Dieter Jany
>(Bundesforschungsanstalt fnr Ern_hrung, Karlsruhe) Volker Pudel
>ttingen) and many more. The campaign shall be financed by the
>province and industry.
>And where are the worst opposing Europeans? The priory list of
>Burson-Marsteller ranks first France, then Germany, Italy, Spain,=A0
>The Netherlands, Ireland and Denmark. They have to be convinced=A0
>the advantages of genetically altered plants and food,=A0 according to
>calculations of the strategy paper.
>What will be implemented the European public will know in the
>months. Nobody should be surprised if not all is about stories in=A0
>media, radio and TV, because "in the American PR business is=A0
>writes the Znricher Wochenzeitung, "that the public action=A0
groups who are
>pro-industry oriented, achieve things which the industry=A0 itself
>never have achieved. But top priority: It must not leak out=A0 that the
>Use' groups are sponsored by the industry.."
>The Propaganda Strategy Paper:
>Richard Wolfson,=A0 PhD
>Consumer Right to Know Campaign,
>for Mandatory Labelling and Long-term
>Testing of all Genetically Engineered Foods,
>500 Wilbrod Street
>Ottawa, ON=A0 Canada=A0 K1N 6N2
>contains more information on genetic engineering.
>To receive regular news on genetic engineering and this
>campaign, please send an email message with 'subscribe GE'
>to email@example.com for details. To unsubscribe, send
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