WEBVTT

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(suspenseful music)

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[DON MARTIN] These stories have
not appeared,

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and there's a reason.

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In these volatile times, it's
risky to rely on good luck,

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when the future of an entire
industry is at stake.

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The beef industry faces tough
issues in the 90s.

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(suspensful music)

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Animal Rights, the Environment,
Food Safety. Issues which can't

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be handled haphazardly.

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A well-thought-out strategy is
essential.

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(suspenseful music)

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Hi, I'm Don Martin.

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I've been a radio news reporter
for 30 years.

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I've seen the damage caused

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by negative news stories
that mislead the public.

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In recent years, the food
industry has been shaken

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by consumer fears
and extremist attacks.

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The Alar Scare cost
apple growers $150 million,

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and the poultry and
tuna industries have learned

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just how fickle consumers can
be when they're bombarded

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by negative news stories.

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And the beef industry isn't
exempt either.

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[AMY BARR] Food is something
you don't

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mess with the consumer because

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there's nothing more inherently
important to the consumer than

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their food supply.

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We've become pretty complacent
here in the U.S., I think,

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and that's what our consumers
have been telling us,

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is they expect
their food to be safe.

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[DON MARTIN] Food safety isn't
the only issue facing

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the beef industry in the 90s.

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Animal rights activists are
promoting their agenda

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with demonstrations across the
country,

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and there is no question that
the environment

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has become a major concern.

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Effective management of these
issues requires

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a carefully planned,
proven strategy.

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[KRISTY OLAVESON] Because the
vast majority

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of Americans have confidence in
the product,

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and have confidence in
your industry, the issues

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of environmental activism,
animal rights activism,

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and food safety issues are not
changing their behavior and

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their attitudes.

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What's very important is that

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you continue to
reinforce the positive beliefs

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about the industry,

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and stay away from the
controversies.

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[DON MARTIN] Public opinion is
molded

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by a relatively small group of
individuals and organizations:

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the funnel.

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Targeting these opinion
influencers and providing them

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with credible information is the
primary objective

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of the Chekhov-funded industry
information program.

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Several key projects,

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coordinated by the National 
Cattlemen's Association,

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help accomplish this objective.

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In many ways, the Beef Issues
Management Program is

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like a football team's defense,
the objective is to keep

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your opponent from scoring any
points.

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The real test of issues
management is not

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how many times your industry

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was covered positively by the
media,

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but rather how many times
misleading stories were kept out

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of the media.

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[DARRELL WILKES] A case in point,
 and I think a good example,

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is when the European 
Economic Community banned

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the importation of U.S. beef
because of our use

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of safe hormone implants.

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We saw that issue coming, we
planned for it well in advance,

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and instead of it being a food
safety issue,

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as you might expect any hormone
issue to be,

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we turned it into a trade
barrier issue.

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And that's how the public saw
it,

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and that's how the press
reported it.

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So, that's what issues
management can do for us.

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[DON MARTIN] Successfully
managing potentially damaging

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issues protects and enhances
consumer demand for beef.

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But it's important to spot
issues quickly.

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NCA's early warning system
tracks the media,

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monitors issues,
and identifies trends.

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And when a media response is
necessary,

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industry experts have analyzed
the issue,

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and are ready with the facts.

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A winning team also needs a
good offense,

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and the Industry Image
Improvement Project is

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taking the lead with opinion
influencers

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by staying one step ahead of our
 opponents and critics.

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[STEVE COOK] Usually, direct
confrontations with activists

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or extremist groups 
are counterproductive.

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In fact, often you end up
playing into their hands.

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It's a much better idea
to seek out and develop

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credible third-party sources,
and by that I mean experts

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in government, in academia,
in the media.

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The kinds of people who you see
quoted in the news stories.

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And of course, cattlemen
themselves

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have a very good story to tell,
and they have to

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be prepared to tell it.

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So, we really need to work at
both levels:

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with third-party sources
carrying our message,

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as well as the cattle producers,

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[DON MARTIN] NCA is aggressively
developing response material,

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and recruiting third-party
experts

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to help tell those stories.

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And NCA works extensively with
the media,

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responding quickly, and
authoritatively,

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to reduce the potential for
damaging stories.

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The Industry Image Improvement
Project also helps

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beef producers respond to key
issues by providing media and

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the spokesperson training.

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The Beef Industries Leaders
Handbook was developed to

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was developed to provide tips

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on working with the media
and handling public events.

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Over 10,000 copies have been
distributed,

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and are updated continually.

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(uplifting music)

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Currently, most consumers
believe that cattlemen treat

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their animals humanely.

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But animal rights extremists
are now

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resorting to radical means to
try to reach the public

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with their vegetarian agenda,
often distorting the facts.

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During the animal rights march
on Washington, D.C.,

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media coverage was extensive,
but the coverage did not include

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negative stories about the beef
industry. Instead,

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the media focused on the
treatment of laboratory animals.

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The beef industry's strategy of
avoiding confrontation

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while providing opinion-makers
with accurate information,

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again paid off.

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(uplifting music)

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Most consumers believe that
cattlemen take good care

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of the land and water.

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But a renewed
national interest

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in the environment means the
beef industry will

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be scrutinized even more
closely in the coming years.

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Through a new NCA-produced
video, opinion makers and

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consumers throughout the
country

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are learning that cattlemen
care about the environment.

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[SPEAKER FIVE] Cattlemen are
environmentalists,

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the original stewards
of land and water.

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They work through the earth and
her bounty every day.

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(uplifting music)

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[DON MARTIN] Most shoppers rate
food safety as a very important

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factor in their buying
decisions.

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And concerns about the alleged
hazards in food,

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often translate into concerns
about the safety of beef.

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In fact, 17%

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of consumers recently surveyed
voiced some concern

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about beef safety, most often
citing the use of hormones,

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and antibiotics.

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That's why NCA's Beef Quality
Assurance Project

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is a top priority for the '90s.

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[MIKE BOWLES] We want the
American consumer

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to know that cattlemen

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are committed to safe and
wholesome beef products.

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We have an industry-wide
program known

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as a Beef Quality Assurance
Program.

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It includes the education

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in the area of feed
manufacturing, safe practices

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of pharmaceutical products,
extensive record-keeping,

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residue avoidance, and safe
cattle handling.

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[DON MARTIN] The Beef Industry
Information Program is handling

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all of this of this and more,
part of a long-range plan

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to meet the needs of the beef
industry today,

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and in the future.

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As a reporter, I've learned to
expect the unexpected.

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You never know what may be
lurking just ahead.

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You must be prepared for any
eventuality.

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By managing or preventing
damaging stories,

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the Industry Information Program
creates

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a more receptive
consumer climate

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for other elements of the beef
check-off.

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[SPEAKER SEVEN] Yes, sir, this
is ideal.

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And this is quick.

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(jazz music)

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And this is carefree.

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No matter what the town, folks
know beef's not only delicious,

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it's fast: 12-minute
hamburgers, 8-minute steaks,

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and that great invention, the
5-minute stir-fry.

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Now, isn't that cool?

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It certainly is.