How would you describe the relationship between PETA and KFC from April 2001, to August, 2003? How did the two organizations communicate with one another? What specific messages were exchanged?
The relationship between the two groups deteriorated significantly between April 2001 and August 2003. At first, KFC was cooperation (or stating that they would cooperate) with PETA and noting that the concerns of PETA would be addressed timely or at least considered. Once KFC was give a the list of concerns they closed the communication channels and PETA, being left in the dark regarding progress, went about their usual shock tactics for garnering KFC’s and the public’s attention. The communications were handled via e-mail and phone, eventually developing into a promise for face-to face communications. Unfortunately, this may have been a ploy by KFC to “buy time” or at least let the heat die down from the backlash of a negative media report. The communication was cordial and polite, however, the responses began to take longer and longer to be received by PETA and they grew concerned that action would not be taken by KFC. The communications began to deteriorate and PETA began to use harsher methods of indirect communication with KFC to get their attention. By leaking details to the press and handing out shock items, they were hoping to back KFC into a wall where they would have to respond immediately. The messages that were sent by KFC were messages intended to keep PETA believing that they were actually working on the concerns that were brought to their attention. They were delay tactics made to make the recipient feel good. Meanwhile, PETA was quite aware of the tactics used and were prepared to deal with them. While KFC was the giant in this case, PETA was surely well versed in responding to their non-action and delay tactics with actual responses that were tried