1. What are the risks and potential rewards of working with PETA? can PETA ever be fully satisfied by Iams and Procter & Gmable without sacrificing product quality and/or business goals?
2. Should any external agencies be consulted for external and internal communication? How much will Iams current and potential consumers be aware of and affected by the PETA campaign?
3. Is this only an external communication problem? How strong of a response should Procter & Gamble have for internal communication?