Meat & Livestock Commission in cancer study row

The Meat & Livestock Commission has complained about the media tactics employed by the organisation behind yesterday's headline-grabbing cancer study.

The landmark review by the World Cancer Research Fund led to a wave of coverage warning about the dangers of bacon and ham.

Meat & Livestock Commission consumer marketing manager Chris Lamb claimed his organisation was prevented from influencing the coverage.

He told PRWeek: ‘There was no way anyone could get hold of the report until the morning of Wednesday, when the headlines were already out. We then had a press conference on the same day, so we could only react.’

The commission is now working with retained agency Good Relations to will develop its response to the coverage. A media strategy will be implemented next week.

 

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