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Genetic Engineering

This document explores how major multinational biotechnology companies shape public opinion about genetic engineering. It outlines their objectives, target audiences, and various methods of influence, including education initiatives, media campaigns, trade fairs, and lobbying efforts. The report highlights the significance of financial contributions to political entities and corporate social responsibility projects aimed at improving public image. Additionally, it discusses the risks of counterproductive public relations and the importance of effective communication strategies in fostering acceptance of biotechnology.

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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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