Independent journalists in Australia studied 2,203 news stories in ten different hard-copy Australian newspapers over a five day work week and found that nearly 55 percent of the stories analyzed were driven by some form of public relations. The most extreme paper was the Daily Telegraph, in which 70% of stories were triggered by some form of PR. The Sydney Morning Herald was the best at "only" 42 percent PR-driven stories.
As state and local governments consider taxing soda and sugary drinks to raise money and address the national obesity epidemic, manufacturers of sugary drinks -- like countless other industries -- are taking PR cues from the tobacco industry to defeat the initiatives. The PR tactics they are using are starting to be old hat. By now, everyone should be able to spot them, but just in case you're not up to speed on your corporate PR literacy, here's what to look for:
Step One: Position your product as the solution, not the problem
Coca Cola, Pepsico and Dr. Pepper Snapple Group are running print and TV ads promoting their joint initiative to remove full-calorie, artificially-sweetened drinks from schools. At the same time, Americans Against Food Taxes, the front group for the sugary drink manufacturers, is sending out emails boasting that soda companies have replaced full-calorie soft drinks with "smaller-portion" and "portion-controlled" beverages, real juice and bottled water in schools. Voila'! Their products are no longer the problem, they are part of the solution. Even better, now they'll get kids to buy more bottled water -- which costs them next to nothing to make -- at a dollar a bottle. Score!
Nutrition experts are battling sugar industry trade groups over over public information about the health hazards of sugar, high-fructose corn syrup (HFCS) and other caloric sweeteners. Nutrition experts say that the sweeteners added to soft drinks and countless other foods and beverages increase the risk of cardiovascular disease, and promote weight gain by adding empty calories to the average diet.
Even before a recent U.S. Supreme Court decision blew the lid off corporate campaign spending, it was clear that the big banks would be key players in the 2010 election cycle. Unemployment will remain high, and so will resentment against the banks -- a volatile combination that will encourage savvy members of Congress to continue to fight for meaningful reform of the financial sector.
In 2006, the California legislature passed AB 32, the "Global Warming Solutions Act," which requires the state to bring its greenhouse gas emissions down to 1990 levels by the year 2020.
A group of pinstriped traders, upset with the bank-bashing rhetoric emanating from Washington, launched a Wall Street defense campaign the same morning that Treasury Secretary Tim Geithner was being grilled by Congress.
The debate over banks and banking came front and center this week. In his toughest language yet, President Barack Obama vowed to veto financial reform legislation that is not tough enough on Wall Street. "The lobbyists are already trying to kill it," Obama told Congress in his State of the Union address. "Well, we cannot let them win this fight.