Crisis Communications in Agriculture Lecture Objective Provide examples

Crisis Communications in Agriculture

Lecture Objective Provide examples and explain the role of crisis communication in agriculture

More Crises Than You Think What crises in agriculture or natural resources can you recall?

More recently…

2 Types of Crises 1. Intentional (consumer-caused) Examples Terrorism Sabotage Workplace violence Poor employee relationships Hostile takeovers Unethical leadership

2 Types of Crises 2. Unintentional Natural Examples Natural disasters Disease outbreaks Unforeseeable technical interactions Product failure Downturns in economy

Definition Crisis Communication Transfer information to significant persons (publics) to either help avoid or prevent a crisis, recover from a crisis, and maintain or enhance reputation.

Characteristics of Crisis Communication Characteristics Specific incident Based on what is known Community perspective Messages of blame & consequences delivered through press conferences, press releases or speeches Short term Spontaneous & reactive Implies lack of control

Characteristics of Crisis Communication Nearly always negative Doubt credibility of organization Improper or distorted perceptions Telling only one part of story or negative impressions from public Disruptive to organization Work is on hold Surprise to organization Response or reaction mode

Preparing for Crisis During brainstorming session with others create crisis management plan: Identify potential risk factors or weaknesses that could lead to crisis Select crisis management & crisis communication teams & train them on their duties Identify audiences Develop strong partnerships with key audiences, especially media Potential audiences could include employees, consumers, competitors, government agencies, community or media Designate a spokesperson to communicate with media Develop template of messages & facts Anticipate tough questions

Communicating during Crisis Respond to crisis using crisis management plan Must think about these factors Classify information into categories – facts or rumors Get the facts Deal with rumors swiftly Have single spokesperson deliver messages Respond to media quickly & fairly Don’t get mad Stay “on the record” Avoid “no comment” Keep track of media calls & requests Write everything down

Evaluating Crisis Review why crisis occurred Record incidents Collect stakeholder feedback through questionnaires, interviews or focus groups Collect Internet comments Collect media coverage Evaluate how crisis was handled Evaluate crisis team members Examine similar scenarios Refine crisis management plan

Case Study The Demonstration—A Girl, Her Steer, & An Animal Rights Organization” Read case study Work in small groups to answer the discussion questions Share responses with class

Case Study Questions How would you respond to the demonstration if you were the youth? If you were the reporter? A fair official? Another exhibitor? How can the fair official effectively control the demonstration? What actions should be taken before continuing the auction? Also present at the fair are members of the public, uninvolved with the demonstration or the auction. What actions, if any, should be made by the fair officials to ensure their enjoyment of the fair? What should be done by exhibitors to counteract the perception of exhibiting cattle put forth by the demonstrators?

Case Study Questions Should children involved agriculture programs that place them in the public eye be prepared to work with the media? The public? How can this be accomplished? Some fairs have developed an area outside the livestock arena for demonstrators. What are your thoughts about using this solution for the incident described in this case study?