This article examines the public relations management of communication about genetic engineering in New Zealand. The theme is explored through an analysis of work developed by the consultancy Communication Trumps for, on the one hand, a private company involved in genetic research on fish, and, on the other hand, a government-supported public information campaign about genetic engineering. In relation to the issues management strategies employed by Communication Trumps, the article exemplifies how, by deploying tactics more commonly associated with propaganda and the engineering of consent, public relations can purposively attempt to undermine democratic processes. The article argues that through the attempted sabotage and silencing of the genetic engineering debate in New Zealand, the government, corporations, and the public relations industry combined in an effort to develop genetic engineering technologies while stifling public understanding of the implication of these technologies.
Beder, S. (1997) Global Spin: The Corporate Assault on Environmentalism. Melbourne: Scribe Publications.
2.
Braunias, S. (1999) ‘She Speeds’, New Zealand Listener May 1-7: 18-21.
3.
Bruno, K. (1998) ‘Monsanto’s Failing PR Strategy’, The Ecologist28(5) September/October: 287-293.
4.
Cheney, G. and S. Vibbert (1987) ‘Corporate Discourse: Public Relations and Issue Management’, in F.M. Jablin, L.L. Putnam, K.H. Roberts and L.W. Porter (eds) Handbook of Organizational Communication: An Interdisciplinary Approach. Newbury Park, CA: Sage.
5.
Communication Trumps (1999) New Zealand King Salmon. Document leaked to the New Zealand Green Party, and released to the media 6 April.
6.
Consumer (2000) ‘GM Foods: Do You Know What You Are Eating? And Who Can You Trust in the Genetically Modified Food Debate Anyway?’, 391: 8-11.
7.
Cutlip, S., A.H. Center and G.M. Broom (2000) Effective Public Relations. Upper Saddle River, NJ: Prentice Hall.
8.
Davis, A. (2000) ‘Public Relations, News Production and Changing Patterns of Source Access in the British National Media’, Media, Culture & Society22(1): 39-59.
9.
Deetz, S. (1992) Democracy in an Age of Corporate Colonization: Developments in Communication and the Politics of Everyday Life. Albany, NY: State University of New York Press.
10.
Evening Post (1999) ‘Approval for Salmon Project under Review’, 29 April, edition 3: 15.
11.
Ewen, S. (1996) PR!: A Social History of Spin. New York: Basic Books.
12.
Fairclough, N. (1992) Discourse and Social Change. Cambridge: Polity Press.
13.
Fairclough, N. (1995) Critical Discourse Analysis: The Critical Study of Language. London: Longman.
14.
Grunig, J. E. and T. Hunt (1984) Managing Public Relations. New York: Holt, Reinhart & Winston.
15.
Hager, N. and B. Burton (1999) Secrets and Lies: The Anatomy of an Anti-Environmental PR Campaign. Nelson, NZ: Craig Potton.
16.
Halvarg, D. (1994) The War against the Greens. San Francisco, CA: Sierra Club Books.
17.
Hawken, P. (1993) The Ecology of Commerce: A Declaration of Sustainability. New York: Harper Collins.
18.
Heath, R. L. (1997) Strategic Issues Management: Organizations and Public Policy Challenges. Newbury Park, CA: Sage.
19.
Jesson, B. (1987) Behind the Mirror Glass: The Growth of Wealth and Power in New Zealand in the Eighties. Auckland: Penguin.
20.
Jesson, B. (1999) Only Their Purpose is Mad: The Money Men Take Over NZ. Palmerston North: Dunmore Press.
21.
Kelsey, J. (1997) The New Zealand Experiment: A World Model for Structural Adjustment, 2nd edn.Auckland: Auckland University Press.
22.
Legat, N. (1999) ‘GM Food: Should We Worry?’, North and SouthAugust: 38-50.
23.
L’Etang, J. (1996) ‘Corporate Responsibility and Public Relations Ethics’, in J. L’Etang and M. Pieczka (eds) Critical Perspectives in Public Relations. London: International Thomson Business Press.
24.
L’Etang, J. (1998) ‘State Propaganda and Bureaucratic Intelligence: The Creation of Public Relations in Twentieth Century Britain’, Public Relations Review24(4): 413-441.
25.
L’Etang, J. and M. Pieczka (eds) (1996) Critical Perspectives in Public Relations. London: International Thomson Business Press.
26.
Mitchie, D. (1998) The Invisible Persuaders: How Britain’s Spin Doctors Manipulate the Media. London: Bantam Press, Hodder & Stoughton.
27.
Motion, J. (1997) ‘Technologies of the Self: A Public Identity Framework’, unpublished PhD thesis, University of Waikato.
28.
Motion, J. and S. Leitch (1996) ‘A Discursive Perspective from New Zealand: Another Worldview’, Public Relations Review22(3): 297-309.
29.
Mulgan, R. (1997) ‘State and Democracy in New Zealand’, in C. Rudd and B. Roper (eds) The Political Economy of New Zealand. Auckland, Oxford, Melbourne and New York: Oxford University Press.
30.
National Business Review (1994) ‘Bureaucracy Alert’, 11 November: 13.
31.
Nelson Mail (1999) ‘Salmon Hatchery Picketed’, edition 2, 7 April: 2.
32.
Olasky, M. N. (1989) ‘The Aborted Debate within Public Relations: An Approach through Kuhn’s Paradigm’, in J.E. Grunig and L.A. Grunig (eds) Public Relations Research Annual 1. Hillsdale, NJ: Lawrence Erlbaum Associates.
33.
Samson, A. (1999) ‘Experts Discuss Action over Deformed Fish’, The Dominion, second edition, 23 April: 6.
34.
Seitel, F. P. (1998) The Practice of Public Relations. Upper Saddle River, NJ: Prentice Hall.
35.
Sethi, S. P. (1977) Advocacy Advertising and Large Corporations: Social Conflict, Big Business Image, the News Media, and Public Policy. Lexington, MA: D.C. Heath.
36.
Seib, P. and K. Fitzpatrick (1995) Public Relations Ethics. Fort Worth, TX: Harcourt Brace College.
37.
Simpson, A. F. (1994) ‘Public Choice Theory and Securities Regulation in New Zealand’, in G. Walker and B. Fisse (eds) Securities Regulation in Australia and New Zealand. Auckland, Melbourne, New York and Oxford: Oxford University Press.
38.
Stauber, J. and S. Rampton (1995) Toxic Sludge is Good for You! Lies, Damn Lies and the Public Relations Industry. Monroe, ME: Common Courage Press.
39.
Steel, T. (1999) ‘Inquiry into the Gene Technology Information Trust’, Report of the Education and Science Committee, New Zealand House of Representatives, 7 October.
40.
Steel, T. (2000) Interview with first author, Five Cross Roads Hamilton East National Party Electorate Office, 17 April.
41.
Trotter, C. (1999) ‘Public Fight over Genetic Food Spins out of Control’, The Independent Business Weekly 14 April: 11.
42.
Trujillo, N. and E.L. Toth (1987) ‘Organizational Perspectives for Public Relations Research and Practice’, Management Communication Quarterly1(2): 9-281.
43.
Waikato Times (1999) ‘Genetic Milk Said to be Vital’, August 26: 2.
