Dealing with Media Mania

Handling media inquiries can be one of the biggest challenges during a crisis. It's why selecting and equipping the right spokesperson is critical. In general, the media are there to get a story and are open to the facts. Broadcast reporters are usually looking for brief sound bites, while print reporters are interested in more details. In either case, try to be as open as possible within the confines of the predetermined talking points. Show confidence and answer questions honestly.

Recognize that in activist situations, some media may be looking for intensity and sensation, Cunningham cautions. Staying calm, professional and on message is especially critical. Don't be baited into a confrontation with media or activists.

Few potential spokespersons are gifted enough to do this naturally. Most will benefit from pre-crisis media training. If a professional trainer isn't available or affordable, there are books on dealing with the media that can help. Spend some internal time role-playing. Participation in the Pork Checkoff-funded Operation Main Street program can also provide useful training and experience in delivering a positive public message.

Know Your Rights

Your emergency action plan should include a clear picture of your rights and limitations when it comes to controlling on-farm traffic and interference. Cunningham warns that trespass laws vary from state to state, so don't assume you automatically have a right to keep reporters, camera crews or activists off your farm or even out of your buildings. Find out what your rights and responsibilities are now, so you can take necessary steps to control the situation.

“Again, the safety of your family and employees, and the welfare of your animals are the first two priorities,” the NPB communications specialist notes. “Your ability to limit access to the property is an important safeguard. Also, be sure all employees know the property boundaries and what your policies regarding those limitations are.”

Assess Vulnerabilities

Take an honest look at your operation, Cunningham advises. Identify those areas that may trigger outside scrutiny. PQA Plus and TQA can help.

Keri Retallick of Des Moines-based Validus Services is experienced in conducting on-farm assessments in support of the PQA Plus program. She notes that while many producers are initially apprehensive about the assessment, most soon realize the value of an outside set of eyes.

“It's easy to overlook some things when you're in a unit every day,” Retallick points out. “While self-assessments using the PQA Plus checklist are good, someone from the outside can see things an owner or manager may miss.”

If there are vulnerabilities, correct those you can, but recognize that activists, given the opportunity, could still attempt to sensationalize accepted practices. Since outside access usually comes through employees, they can represent a window of opportunity for activists. Screen potential hires carefully, treat all employees with respect and watch for signs of discontent, Cunningham advises.

However, don't expect that you can completely eliminate the possibility of clandestine videotaping. She notes that in a quick search on the Internet, she easily found a virtually undetectable “buttonhole” video camera the size of a pencil eraser that sells for under $500. And in any event, putting your employees under constant suspicion is hardly a positive personnel management move.

Your Reputation on the Line

Your preparation for, and response to, a crisis can determine whether your reputation is tarnished or polished. It goes beyond pride, Cunningham points out. Mishandled, a single event can do permanent, even fatal, damage.

“If an incident causes lenders, packers, feed suppliers or other critical partners to refuse to deal with you, could you survive?” she asks.

Reinforce key relationships ahead of time with business partners, neighbors, media, community leaders and local law enforcement. Host open houses, become involved in community events and explain your use of industry and on-farm programs such as We Care.

If a crisis does occur, work your plan. As painful as the experience might be, your response can actually portray you in a positive light, as a business owner willing to step forward and address the issue openly.

Planning Help on the Way

Developing an emergency action plan for your operation will soon become easier. Cunningham reports that the National Pork Board is finalizing a computer program that will be able to generate a customized plan based on a pork operation's answers to a series of questions. Watch for its release soon.