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Like
many Main Street businesses and Fortune 500 companies, some dairy
operations are developing and implementing public relations plans.
Before this exercise is initiated, however, dairies must act
like good neighbors.
“Be
sure your own organization is behaving properly,” stated Angie
Molkentin, a communications consultant, at the Professional Dairy
Producers of Wisconsin annual business conference.
“You cannot cover up poor performance with ‘good PR’.”
Writing
A Public Relations Plan
Molkentin
encouraged dairy producers to prepare a written public relations plan
for their dairy operation. In that plan, start by listing potential stakeholders, such as
nonfarm neighbors. Then ask,
“What do I want this stakeholder to know, think or do
differently?” For example,
neighbors should know that you care about the environment, your
animals and that you operate your dairy according to environmental
codes.
Conveying
key messages will help your nonfarm neighbors better understand your
business and why you manage it the way you do.
An example is, “Our family and employees treat animals
exceptionally well. These well
cared for cows give high quality milk.
Producing milk is our livelihood, so it’s in our best
interest to make cow comfort a priority.”
List
potential partners in your public relations plan.
These individuals and groups may include employees, family
members, milk marketing company, extension agents and conservation
groups.
What
are some ways to communicate with nonfarm neighbors?
Molkentin offered some ideas:
Communication tools:
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Send annual
holiday cards and letters with a cheese box
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Host an annual
summer picnic with farm tours
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Offer designated
land for hunting
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Invite your town
board to neighborhood gathering
-
Distribute a
letter informing neighbors of waste disposal plans
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Announce your
accomplishments, such as winning a quality milk award
Molkentin
noted that dairies should budget time and money for these activities
and projects. She said that
simple “good neighbor” acts can be extremely helpful in portraying
a positive image for agriculture.
As
with most plans, evaluation is important.
The communications consultant offered some ideas for evaluating
public relations effectiveness. Did town officials receive any complaints about your dairy?
Are neighbors will to defend your farming practices?
A
public relations plan should also list future issues that may concern
the stakeholder. For example,
if the dairy is looking at an expansion, keep neighbors informed.
Proactive communications do not fuel the rumor mill.
On
the Midwest DairyBusiness web site at dairybusiness.com/midwest,
Molkentin’s Public Relation Plan outline is posted. Feel free to use this to help develop your dairy’s public
relations plan.
Working
With Media
Just
like you should communicate with your neighbors, accept opportunities
to communicate with the media. Even
though you know you business and industry very well, prepare for media
interviews. Keep in mind that
all media are not the same. Their
knowledge of dairying will vary -- depending on their background,
training and experiences. Trade
publication representatives will understand your business and
terminology at a higher level than you local newspaper.
And the time available to report your message will vary.
Newspaper and magazines stories generally go into more detail
than radio and television interviews.
Prepare for
media interviews:
Keep
coming back to your sound bites (simple, short, easy-to-understand
messages) during media interviews. Most likely those sound bites will appear if they are repeated
often.
“Answer
questions, but weave the sound bite into each response,” said
Molkentin. Sound bites allow
you to become quotable. “Simplify
your messages to one to three short sentences that only last 8-20
seconds.”
Molkentin
shared an example of one dairy producer who used, “We will be a good
neighbor,” as a sound bite. This
message came through in the newspaper article and it was used as the
story’s subhead, even though the story focused on the dairy’s
potentially large scope.
“Support
you messages with facts, statistics, experts, analogies and personal
experiences,” Molkentin recommended.
“Always tell the truth and use positive language.”
Instead of saying, “I am not a crook,” say, “I am fine,
upstanding citizen.” Also, you want to take control of the interview, rather than
responding in a reactive manner.
When a
reporter calls, ask:
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What is
you deadline?
-
What do
you want to talk about?
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How
much time do you want to spend?
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Who else
are you interviewing?
Furthermore,
Molkentin said to avoid using jargon and acronyms.
“SCC doesn’t mean much to most people,” she commented.
Speak in terms that people understand, such as high quality
milk. “Be sure your messages
are pleasing and make sense to your audience.”
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