In the face of the threat to chlorine the Chlorine Chemistry Council hired PR firm Mongoven, Biscoe & Duchin (MBD) who analysed the EPA reassessment report and its public relations implications. MBD specialises in gathering intelligence on environmental activists and in this case it keeps the Chemistry Council up to date on "anti-chlorine activists" and their strategies and advises on ways to counter them.

MBD warned the Chemistry Council in a memo that environmental activists would use "children and their need for protection to compel stricter regulation of toxic substances" and that "this would reduce all exposure standards to the lowest possible levels..." He also warned that the use of the 'precautionary principle' would be pushed by activists and therefore the industry should fight against the precautionary principle and "assist the public in understanding the damage it [the principle] inflicts on the role of science in modern development and production..."

According to Peter Montague (1996):

Mongoven's long-term strategy is to characterize the 'phase out chlorine' position as 'a rejection of accepted scientific method,' as a violation of the chlorine industry's Constitutional right to 'have the liberty to do what they choose,' and in that sense as a threat to fundamental American values.

MBD recommended in their memo a series of steps the Chlorine Chemistry Council should take including;

• taking "advantage of the schisms" within the US government administration such as within the EPA and between the EPA and other government agencies;
• hiring Ketchum Public Relations to "reach out to editorial boards to highlight flaws in the risk assessment portion of the dioxin reassessment";
• enlisting "legitimate scientists... willing to ask pointed questions" at forthcoming conferences;
• building alliances on the PVC issue, "beginning with those with an obvious economic stake, e.g. home builders, realtors, product manufacturers, hospitals and others..."
• taking steps "to discredit the precautionary principle within the more moderate environmental groups as well as within the scientific and medical communities...."
• directing a programme to "pediatric groups throughout the country and to counter activist claims of chlorine-related health problems in children..."
• getting medical associations on side by getting a panel of eminent physicians to emphasise the role of chlorine "as a key chemical in pharmaceuticals and medical devises" and by stimulating peer-reviewed articles in medical journals on "the role of chlorine chemistry in treating disease..."
• making alliances with environmental groups such as INFORM: "The organization has a solid history of working with corporations, citizen groups, major environmental organizations and governments at all levels."

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References:

MBD, 1996, 'MBD Update and Analysis', PR Watch, Vol. 3, No. 2, pp. 5-7.

Montague, Peter, 1996, Chemical Industry Strategies, Part 1, Rachel's Hazardous Waste News, No. 495.

Stauber, John and Sheldon Rampton, 1996, Behind Enemy Lines, PR Watch 3(2).

Stauber, John and Sheldon Rampton, 1996, MBD: Mission Despicable, PR Watch 3(2).

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