Despite claims of victory by the pressure groups, Monsanto’s
announcement of its decision to halt the development of its ’terminator’
gene technology did not represent a major U-turn.
A number of reports dismissed the move as a PR stunt: sticking close to
the text of Robert Shapiro’s broadcast to the Greenpeace Business
Conference in London and an open letter to the Rockefeller Foundation,
most newspapers stated the development had halted, but added that this
did not preclude future plans.
Monsanto admitted to perceived bullying tactics in its past enthusiasm
to win the argument, but added that it is now committed to achieving a
more conciliatory approach of dialogue.
Whether bowing to mounting pressure or merely taking the only available
corporate decision in the current GM mood, Monsanto came through with a
textbook PR ’how to’, admitting to past mistakes, pledging to listen and
consider other measures, and providing clear strategy statements.
Analysis and commentary by Echo Research. Cuttings supplied by Broadcast
Monitoring Company. More information can be found at
www.echoResearch.com.
