title: Corporate image and public health: an analysis of the Philip Morris, Kraft, and Nestlé websites.
abstract: Companies need to maintain a good reputation to do business; however, companies in the infant formula, tobacco, and processed food industries have been identified as promoting disease. Such companies use their websites as a means of promulgating a positive public image, thereby potentially reducing the effectiveness of public health campaigns against the problems they perpetuate. The author examined documents from the websites of Philip Morris, Kraft, and Nestlé for issue framing and analyzed them using Benoit's typology of corporate image repair strategies. All three companies defined the problems they were addressing strategically, minimizing their own responsibility and the consequences of their actions. They proposed solutions that were actions to be taken by others. They also associated themselves with public health organizations. Health advocates should recognize industry attempts to use relationships with health organizations as strategic image repair and reject industry efforts to position themselves as stakeholders in public health problems. Denormalizing industries that are disease vectors, not just their products, may be critical in realizing positive change.
authors.affiliation: Department of Social and Behavioral Sciences, University of California, San Francisco, San Francisco, California 94118, USA. libby.smith@ucsf.edu
authors.forename: Elizabeth
authors.initials: E
authors.lastname: Smith
mesh_terms: D019649:Food Industry / Q000941:ethics*; D006293:Health Promotion / Q000941:ethics*; D006801:Humans; D007223:Infant; D041943:Infant Formula; D020407:Internet / Q000706:statistics & numerical data*; D011641:Public Relations; D012941:Social Responsibility; D019460:Tobacco Industry / Q000941:ethics*