"Last week's release of the much-anticipated new federal dietary guidelines," developed with assistance from the Porter Novelli [3] firm, "is just the beginning of some major PR work from both the government and the food industry," reports PR Week. McDonald's [4], which is increasing its 2005 PR budget [5] by 20 to 25 percent, will promote the guidelines on its tray liners. McDonald's is continuing its Go Active! [6] campaign, with celebrity trainer Bob Greene; Dean Ornish [7] will promote a "balanced-lifestyle message" for the fast-food giant. The Sugar Association is working with Marriner Marketing Communications to downplay the new guidelines' recommendation to limit added sugars, and with Qorvis Communications [8] to challenge ads [9] for Splenda that say the sweetener is "made from sugar." [10]