INTERNATIONAL NEWS: Euro RSCG to tackle BSE fears in France

PARIS: The French government has hired Euro RSCG for a PR campaign to help restore consumer confidence in French beef as fears about BSE - known as Mad Cow Disease - spread throughout Europe.

PARIS: The French government has hired Euro RSCG for a PR campaign to help restore consumer confidence in French beef as fears about BSE - known as Mad Cow Disease - spread throughout Europe.

PARIS: The French government has hired Euro RSCG for a PR campaign to help restore consumer confidence in French beef as fears about BSE - known as Mad Cow Disease - spread throughout Europe.

Euro RSCG, France's leading PR and marketing services agency, has been appointed to handle all crisis communications and advertising to keep consumers informed on all the action the government is taking as the BSE crisis deepens.

A crisis team of seven PROs has been assigned to the campaign, with three staff seconded to handle press enquiries in the office of government minister Jean Glavany.

The team is headed by Euro RSCG corporate chairman Stephane Fouks, and senior consultant Gerard Dijoud.

'The idea is not to increase the sales of beef, but to explain to the public what the government is doing to protect consumers,' said Dijoud.

Euro's PR brief includes developing a communications strategy, providing high level counsel, national, international and regional media relations and speech writing.

The government has set aside over FF15.9 million (dollars 2.1 million) to spend on the campaign which, apart from PR, includes a free customer enquiry telephone line, full-page ads in the French national press, radio advertising, distribution of information leaflets and a campaign aimed at schoolchildren.

The budget is part of an overall FF3.1 billion (dollars 421 million) fund allocated by the French government to tackle the recent BSE scare.

Sales of French beef have fallen dramatically since the problem came to light.



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