cognizes the problem and organizes something to do about it. According to J.E. Grunig and Hunt (1984) the idea is to communicate with an aware public before it actively opposes an organization, thus becoming an activist public.London Greenpeace is an activist group with 3.3 million members in over 22 countries that use highly visible actions to draw media attention to environmental problems. The London Greenpeace group, a division of Greenpeace, is an independent group of activists that has no involvement in any political party. This group meets weekly to "share concern for the oppression in our lives and the destruction of our environment. Anderson (1992) cited that weaknesses in most case studies of activism is that similar case studies should be conducted that examine activism from the perspective of both the organizations and of the activists groups, which is applicable to this study of the McLibel case. In my research, I came across must more literature and disseminated information from the small activist group of London Greenpeace versus the large multi-national corporation of McDonald's. This study also points to the need of more studies that examine the special problems of international communication. The actions of a McDonald's triggered activist conflict not only in London, but in other different countries as well. "If public relations practitioners are to assess issues successfully and identify publics that are likely to become active on those issues, they must look beyond the confines of their own culture and beyond the borders of their own country," Anderson (1992).Greenpeace, being an extreme organization, has to "manage or maintain its public image as a group that will not compromise on environmental issues, Murphy and Dee (1992). The organization fits Grunig's (1989) description of a high involvement, information seeking public which believe in collective intervention in organizational decision making. This public seeks ...
