Abstract

Public Relations has been described as ‘making the crap credible’. Many would argue that promoting biotechnology and genetic engineering research in today’s political environment definitely falls into this category. Indeed there may be a very thin line between promoting or defending such research. While such work may be labelled as ‘public relations’ by the traditionals, or ‘spin doctoring’ by the more cynical, a more valid and correct label for it would be ‘reputational risk management’.

F, Fernandez

Proceedings of the New Zealand Society of Animal Production, Volume 61, Christchurch, 82-83, 2001