Given the situation described below, if you were a strategic communication profe

Given the situation described below, if you were a strategic communication professional, what would you do?
Situation: Monsanto risks appearing inflexible or unresponsive to the concerns of employees and the community by positioning itself toward the advocacy end of the contingency continuum. Small and medium-sized family farmers may gain considerable traction in the court of public opinion by positioning themselves as victims of a corporate Goliath. In this case, Monsanto is probably best served by a move toward accommodating smaller farmers at some level, perhaps through special donations or reduced costs on its seed in certain communities. The company should also highlight any charitable works and community programs in which it is involved. At the same time, Monsanto’s public relations department must focus on clearly explaining the high costs of product development and the value of patented seed to the public, following the phases of strategic conflict management.

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