Summary: Monsanto develops agricultural products for bioengineering of genetically grown foods. Monsanto faced strong opposition from various groups protesting genetically altered foods. The Internet provided an ?opportunity to create a dynamic network of multiple information sources, interested audiences and third party allies that can be leveraged to influence real world decisions and activities at the local level.? (Jay Byrne director of Monsanto Internet Outreach Programs). In addition to their main corporate site, Monsanto launched several other sites targeting various audiences and included an appropriate level of interaction for that audience including chat rooms, discussion boards, opt-in email communication and Internet syndication of content. In 2000 discussion boards received over 27,000 posts and the ?Contact Us? email generated 40,000 responses from visitors.

This program was recognized with a Netty Award (sponsored by Interactive Marketing and PR News) for best public affairs web site. Best Corporate Web site awarded by Creativity in Public Relations Awards (presented by Inside PR Magazine and Reputation Management Magazine)

www.monsanto.com

http://www.biotechknowledge.monsanto.com/

http://www.biotechgoodtogrow.com/

https://www.farmsource.com

http://www.renessen.com/about.html *(partnered site)

http://www.monsantofund.org/asp/welcome.asp

Source: ?Public Relations on the Net?, by Shel Holtz, published 2002