(suspenseful music)
[DON MARTIN] These stories have not appeared,
and there's a reason.
In these volatile times, it's risky to rely on good luck,
when the future of an entire industry is at stake.
The beef industry faces tough issues in the 90s.
(suspensful music)
Animal Rights, the Environment, Food Safety. Issues which can't
be handled haphazardly.
A well-thought-out strategy is essential.
(suspenseful music)
Hi, I'm Don Martin.
I've been a radio news reporter for 30 years.
I've seen the damage caused
by negative news stories that mislead the public.
In recent years, the food industry has been shaken
by consumer fears and extremist attacks.
The Alar Scare cost apple growers $150 million,
and the poultry and tuna industries have learned
just how fickle consumers can be when they're bombarded
by negative news stories.
And the beef industry isn't exempt either.
[AMY BARR] Food is something you don't
mess with the consumer because
there's nothing more inherently important to the consumer than
their food supply.
We've become pretty complacent here in the U.S., I think,
and that's what our consumers have been telling us,
is they expect their food to be safe.
[DON MARTIN] Food safety isn't the only issue facing
the beef industry in the 90s.
Animal rights activists are promoting their agenda
with demonstrations across the country,
and there is no question that the environment
has become a major concern.
Effective management of these issues requires
a carefully planned, proven strategy.
[KRISTY OLAVESON] Because the vast majority
of Americans have confidence in the product,
and have confidence in your industry, the issues
of environmental activism, animal rights activism,
and food safety issues are not changing their behavior and
their attitudes.
What's very important is that
you continue to reinforce the positive beliefs
about the industry,
and stay away from the controversies.
[DON MARTIN] Public opinion is molded
by a relatively small group of individuals and organizations:
the funnel.
Targeting these opinion influencers and providing them
with credible information is the primary objective
of the Chekhov-funded industry information program.
Several key projects,
coordinated by the National Cattlemen's Association,
help accomplish this objective.
In many ways, the Beef Issues Management Program is
like a football team's defense, the objective is to keep
your opponent from scoring any points.
The real test of issues management is not
how many times your industry
was covered positively by the media,
but rather how many times misleading stories were kept out
of the media.
[DARRELL WILKES] A case in point, and I think a good example,
is when the European Economic Community banned
the importation of U.S. beef because of our use
of safe hormone implants.
We saw that issue coming, we planned for it well in advance,
and instead of it being a food safety issue,
as you might expect any hormone issue to be,
we turned it into a trade barrier issue.
And that's how the public saw it,
and that's how the press reported it.
So, that's what issues management can do for us.
[DON MARTIN] Successfully managing potentially damaging
issues protects and enhances consumer demand for beef.
But it's important to spot issues quickly.
NCA's early warning system tracks the media,
monitors issues, and identifies trends.
And when a media response is necessary,
industry experts have analyzed the issue,
and are ready with the facts.
A winning team also needs a good offense,
and the Industry Image Improvement Project is
taking the lead with opinion influencers
by staying one step ahead of our opponents and critics.
[STEVE COOK] Usually, direct confrontations with activists
or extremist groups are counterproductive.
In fact, often you end up playing into their hands.
It's a much better idea to seek out and develop
credible third-party sources, and by that I mean experts
in government, in academia, in the media.
The kinds of people who you see quoted in the news stories.
And of course, cattlemen themselves
have a very good story to tell, and they have to
be prepared to tell it.
So, we really need to work at both levels:
with third-party sources carrying our message,
as well as the cattle producers,
[DON MARTIN] NCA is aggressively developing response material,
and recruiting third-party experts
to help tell those stories.
And NCA works extensively with the media,
responding quickly, and authoritatively,
to reduce the potential for damaging stories.
The Industry Image Improvement Project also helps
beef producers respond to key issues by providing media and
the spokesperson training.
The Beef Industries Leaders Handbook was developed to
was developed to provide tips
on working with the media and handling public events.
Over 10,000 copies have been distributed,
and are updated continually.
(uplifting music)
Currently, most consumers believe that cattlemen treat
their animals humanely.
But animal rights extremists are now
resorting to radical means to try to reach the public
with their vegetarian agenda, often distorting the facts.
During the animal rights march on Washington, D.C.,
media coverage was extensive, but the coverage did not include
negative stories about the beef industry. Instead,
the media focused on the treatment of laboratory animals.
The beef industry's strategy of avoiding confrontation
while providing opinion-makers with accurate information,
again paid off.
(uplifting music)
Most consumers believe that cattlemen take good care
of the land and water.
But a renewed national interest
in the environment means the beef industry will
be scrutinized even more closely in the coming years.
Through a new NCA-produced video, opinion makers and
consumers throughout the country
are learning that cattlemen care about the environment.
[SPEAKER FIVE] Cattlemen are environmentalists,
the original stewards of land and water.
They work through the earth and her bounty every day.
(uplifting music)
[DON MARTIN] Most shoppers rate food safety as a very important
factor in their buying decisions.
And concerns about the alleged hazards in food,
often translate into concerns about the safety of beef.
In fact, 17%
of consumers recently surveyed voiced some concern
about beef safety, most often citing the use of hormones,
and antibiotics.
That's why NCA's Beef Quality Assurance Project
is a top priority for the '90s.
[MIKE BOWLES] We want the American consumer
to know that cattlemen
are committed to safe and wholesome beef products.
We have an industry-wide program known
as a Beef Quality Assurance Program.
It includes the education
in the area of feed manufacturing, safe practices
of pharmaceutical products, extensive record-keeping,
residue avoidance, and safe cattle handling.
[DON MARTIN] The Beef Industry Information Program is handling
all of this of this and more, part of a long-range plan
to meet the needs of the beef industry today,
and in the future.
As a reporter, I've learned to expect the unexpected.
You never know what may be lurking just ahead.
You must be prepared for any eventuality.
By managing or preventing damaging stories,
the Industry Information Program creates
a more receptive consumer climate
for other elements of the beef check-off.
[SPEAKER SEVEN] Yes, sir, this is ideal.
And this is quick.
(jazz music)
And this is carefree.
No matter what the town, folks know beef's not only delicious,
it's fast: 12-minute hamburgers, 8-minute steaks,
and that great invention, the 5-minute stir-fry.
Now, isn't that cool?
It certainly is.