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
