ABSTRACT
It is a rainy Sunday in November. It is one month since the AGM and the chairman and the senior management team are gathering at a hotel in Buckinghamshire for their management retreat. After some consultation following their post-AGM conversation, the Chairman and CEO agreed that the focus of the meeting should be the implications of rising concerns about obesity and nutrition. As they are preparing to take their seats, the CEO is quite clear that, in his view, it is a straightforward PR issue:
CEO: All we need to do is get the PR department to develop a good campaign . . . you know the sort of thing — responsible consumers, responsible eating, all that kind of thing. We just have to get the message out . . .
