$100,000 vs $50-million � Competing
biotech PR campaigns:
The little guy has the upper hand
� ePublic Relations� Ltd 2000
Posted April 2000
Contact: [EMAIL PROTECTED]
On the surface it appears to be a battle of the big guys versus the
little guys in the war for public opinion of biotechnology and
genetically modified food. When you look a little deeper, however,
it becomes apparent that the little guys, the non-governmental
organizations (NGOs), are the superior force and will defeat
multi-national biotech corporations in what may be one of the most
significant discussions of the 21st century.
This month, April 2000, biotech biggies Aventis CropScience, BASF,
Dow Chemical, Dupont, Monsanto, Novartis, and Zeneca Ag Products, in
conjunction with their trade association, launched at $50-million,
multi-year, North American PR campaign to improve public
understanding and acceptance of biotechnology, particularly
genetically modified foods. Coincidentally, over the past several
months a number of social activist non-governmental organizations
have been discussing a proposal which requires $100,000 to support a
new group called the Genetic Engineering Action Network, USA (GEAN,
USA). GEAN is describe as �an important catalyst in the fight
against genetic engineering.� If GEAN, USA gets its funding, it will
be a formidable power despite its apparent cash weakness. It will be
effective because it will be structured to reflect the new reality
of the information age, while the industry campaign reflects
pre-information age strategies and tactics.
Controller vs catalyst
The industry campaign relies heavily on centralized communications
vehicles such as TV advertising, brochures, a toll-free consumer
phone line, and a website. These tactics are typical of traditional
PR practitioners who say in effect: �We�re under attack. We must
take control of the situation by setting up a centralized command
post from which we�ll control information which goes out. Everything
in our campaign must be controlled by us. To lose control is to lose
the war.�
GEAN, USA is vastly different. GEAN, USA is described as a
�catalyst.� Its organizers say in effect: �We won�t do the work
ourselves but we�ll make it possible for others to do it. How? We�ll
use the internet and other communications vehicles to distribute
information in support of our cause and empower our network
associates to use it as they see fit. We know we can�t control our
associates but we trust them to do right.� That illustrates some of
the essential difference between the two campaigns. Industry is
following a centralized structured, hierarchical model while GEAN,
USA is following a distributed, network model. The differences in
these organizational structures have a direct impact on their
effectiveness in the information age.
A report on conflict prepared by RAND, the U.S. military think tank,
notes:
�� organization is as crucial as technology in understanding the
information revolution; this revolution is giving rise to
network forms of organization; and the rise of networks will
continue to accrue power to nonstate actors, more than to
states, until states adapt to remold their hierarchies in
hybrids that incorporate network design elements.�
With a slight rewriting this passage has an important message for
corporate PR folks:
�� the rise of networks will continue to accrue power to social
activists, more than to businesses, until businesses adapt to
remold their hierarchies in hybrids that incorporate network
design elements.�
The message to corporate PR advisors: reorganize like a network.
(This is the idea behind ePublic Relations�.)
Businesses have failed to learn
According futurists Alvin and Heidi Toffler, businesses need to
restructure to be effective in the information age which has seen
power dispersed to any one who has access to information. They also
note that centralized, command-and-control structures loose their
usefulness in an information rich society.
They write:
�Most businesses have not yet learned that to get the most out
of the information technology requires substantial
reconceptualization and reorganization of the work to be done �
that Third Wave tools applied to Second Wave organizations
deliver only a fraction of their potential � the new media of
the Third Wave include powerful new technologies that
�de-massify� audiences and permit one-to-one customized
communications. They also put cheap diffusion power in the hands
of anyone with access to the internet � The further a country
advances toward Third Wave economic and social systems, the less
likely central censorship or control will work.�
GEAN, USA incorporates the features of an information age network.
The project proposal outlining GEAN, USA states: �The member groups
of GEAN, USA will drive forward the individual campaigns designed to
achieve each of the demands laid out a Bolinas. (Added note: More
than 30 activist groups met in Bolinas, California, in July 1999,
and agreed to four demands which are to form the essence of their
anti-biotech efforts.) The central GEAN coalition staff, as distinct
from the member groups, will serve its constituency as a
clearinghouse and secretariat, providing organizational backup and
support for these groups executing the campaigns � All of this work
developing the network of organizations and individuals will done in
the context of promoting and supporting existing programmatic work
of GEAN member groups.�
A few key network concepts illustrated here are:
1.There is no centralized command. The individual member groups
are responsible for the campaigns, not GEAN.
2.Member groups continue their own activities. They are not
controlled by GEAN.
3.There will be a several campaigns. As a result, it will appear
that biotechnology is under attack on several fronts.
4.Distribution of information is an important part of the
structure.
To do the job, the GEAN, USA project proposal suggests one person be
hired for $50,000. The largest single operating cost identified in
the GEAN budget is $10,000 for web communications. This internet
activity will be the heart of GEAN, USA.
A broad, deep and diffuse network
The GEAN, USA steering committee brings together a number of well
organized organizations which will give GEAN a presence and
influence in virtually every community. Here�s a list of the
steering committee members and what they bring to GEAN, USA from a
network perspective:
National Family Farm Coalition: 33 farm, resource conservation and
rural advocacy groups from 33 states,
Council for Responsible Genetics: The council is a member of the
Institute for Global Communications (IGC) whose mission is �to
advance the work of progressive organizations and individuals for
peace, justice, economic opportunity, human rights, democracy and
environmental sustainability through strategic use of online
technologies.� (The Environmental Grantmakers Association, which has
been described as the �most important money and power center in the
entire environmental� and the �cartel of eco-money,� is also a
member of the IGC. EGA has approximately 150 corporate and
foundation members. This connection is point out to highlight the
far-reaching networks into which groups such as GEAN can tap.)
State Public Interest Research Groups: 24 state and 17 Canadian
PIRGs have a long history of social activism.
Organic Consumers Association: OCA and a group called Biodemocracy
operate a major website dealing with organic agricultural and
sustainability.
Friends of the Earth: With affiliates in 63 countries, FoE has
global access to expertise and information. It has extensive
experience with grassroots networking.
Environment Media Services: EMS is the media/public relations arm
for much of the North American environmental movement. It was
offices in Seattle, San Francisco, and Washington, DC.
Center for Food Safety: Among its stated goals is to educate �the
public on the hazards of industrial agriculture.� Its website boasts
of �landmark legal actions� it has taken to support its goals.
Consumers Union: Publishes the respected Consumer Reports. Bills
itself as ��a comprehensive source of unbiased advice about products
and services��
Mothers for Natural Law: Program of the Natural Law Party which ran
142 candidates in 24 states and captured 1.2 million votes in the
1996 American election. The party states: �Genetic engineering is
the largest food experiment in the history of the world. We are all
the guinea pigs.�
As a group of distinct, autonomous organizations, these activists
bring a vast array of experiences, knowledge and resources to GEAN,
USA. Through this network, GEAN, with a mere $100,000, will be
active in virtual in any community at any time. It will have
tremendously flexibility and responsiveness that cannot be matched
by the centrally controlled, $50-million biotech industry PR
campaign. What GEAN lacks in financial resources will more than
recover through networks.
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