It lets them introduce the story, get their facts up front, and set the tone. A full-page PR ad is kinda old-school, but very Big Ag PR. It's not about a stunt

It lets them introduce the story, get their facts up front, and set the tone. A full-page PR ad is kinda old-school, but very Big Ag PR. It's not about a stunt or pressure because they already have the kind of influence you make a play like that for. People have a frightful loyalty to the first version of a story they hear. They know that and they're buying it. It's actually a fairly responsible move because the media could go anywhere with the first take on a story like this.