The following case study analyzes the rhetorical functions of the issue response employed by the Corn Refiners Association (CRA). The paper argues that the CRA is experiencing an issue, possibly a crisis, and that this exigency is demanding a response. This rhetorical analysis of the “Sweet Surprise” campaign deconstructs how the rhetors are providing an argument in an effort to change the conversation about high fructose corn syrup. It is especially important to understand what responses are available in situations of issue management (proactive or reactive), and how these companies are able to establish frames when these crises break. Elucidating the rhetorical strategies in corporate issue management can extend to future companies and possibly political leaders in the future.
