Day 308 - 28 Nov 96 - Page 24


     
     1        is talking about their PR strategy for their issuing the
     2        leaflets and press releases on the eve of the trial attack
     3        on me and Helen.  Their strategy has as its goal, "for
     4        McDonald's to be perceived as a truthful and ethical
     5        company, whose policies and actions are in the best
     6        interests of the public and the environment".  So the goal
     7        was not to get the truth over, the goal was to put over a
     8        partisan message which would be perceived, as a result, by
     9        the public, i.e. not only they are putting over a partisan
    10        message but in such a way that that is what they want the
    11        public to believe.  So, effectively, the goal of the
    12        documents subject to counterclaim is a propaganda one.
    13
    14        Then he says at line 17: "I assume the media must be a
    15        vehicle, but I would certainly want my company to be
    16        perceived by the public as truthful and honest and doing
    17        the right things.  I think any businessman who said
    18        anything else would be very foolish".  So here we have the
    19        complete ingredients, we have a propaganda drive, use of
    20        the media as a vehicle, i.e. a vehicle for McDonald's ends.
    21
    22   MR. JUSTICE BELL:  You reject it, but it is implicit in all that
    23        that he thinks his company is truthful and upright.  You
    24        say it is not in fact, but it is implicit in what he is
    25        saying, and that is therefore how he would like it to be
    26        seen is it not?
    27
    28   MR. MORRIS:  The point I am making is, this is manipulation of
    29        the media as a vehicle for putting over McDonald's biased
    30        propaganda, dressed up as somehow addressing -- well, I
    31        mean, the fact that corporations undoubtedly do this and
    32        use the media and use advertising to this end does not mean
    33        to say that it is not something that is open to be
    34        criticised.
    35
    36   MR. JUSTICE BELL:  I accept that, but...
    37
    38   MR. MORRIS:  Just because it is.
    39
    40   MR. JUSTICE BELL:  Keep on the ball with Mr. Preston.
    41
    42   MR. MORRIS:  I think whether he generally believes their company
    43        is truthful and honest, I do not believe that Paul Preston
    44        is capable of distinguishing between McDonald's lying and
    45        reality.  I really do not, and that is what I am saying.
    46
    47   MR. JUSTICE BELL:  You suggest that is what I should find.
    48
    49   MR. MORRIS:  Yes, and that is borne out from his testimony where
    50        we put to him repeatedly different matters and he just 
    51        would not accept reality. 
    52 
    53   MR. JUSTICE BELL:  Yes.
    54
    55   MR. MORRIS:  So, as far as he is concerned...  Well, anyway...
    56
    57   MR. JUSTICE BELL:  You have made that point.
    58
    59   MR. MORRIS:  I have made the point, and on page 17, day 246,
    60        "Does it not concern you that you have not immediately

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