Our Barn Door is Open - How Transparency and Communication Can Rebuild Trust
•Download as PPTX, PDF•
1 like•200 views
This document discusses how transparency and communication can help rebuild trust in the pork industry. It notes that trust in major institutions like government and media is low. While the pork industry says its practices are safe and beneficial, the public often hears something different. The document advocates for transparency, storytelling over just facts, and experiences over explanations to help close the credibility gap. It outlines efforts like showcasing award-winning pig farmers, taking food bloggers on farm tours, and the #RealPigFarming social media campaign to share real stories from pig farmers. The campaign saw growth in engagement but also some negative responses, and lessons were learned about effective content.
Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (9)
Similar to Our Barn Door is Open - How Transparency and Communication Can Rebuild Trust
Similar to Our Barn Door is Open - How Transparency and Communication Can Rebuild Trust (20)
More from National Pork Board
More from National Pork Board (20)
Recently uploaded
Recently uploaded (20)
Our Barn Door is Open - How Transparency and Communication Can Rebuild Trust
- 1. Our Barn Door Is Open How Transparency and Communication Can Rebuild Trust Claire Masker National Pork Board
- 3. The Erosion Of Trust And The Rise of Questions
- 4. The Erosion Of Trust • What do you think caused it?
- 5. Trust Overshadowed by Skepticism • Only 38% trust the government to do what’s right • Only 33% say the media gets its facts straight • 49% say conventional agriculture is on the wrong track
- 6. The Trouble With Science • If people trust you, the science doesn’t matter. If they don’t trust you, the science doesn’t matter.
- 7. The Credibility Gap You say … They hear …Our methods are proven safe. We keep food affordable. We care about our land and animals. We NEED to produce more to FEED the world. We need a secure domestic food supply. Most farms are family-run. Your methods tamper with nature. At what expense to quality? But beholden to big processors and the bottom line. You will take profitable short cuts when and if you can. You WANT to produce more to SELL to the world. You want subsidies and lax regulations. Pesticides, antibiotics and hormones might not be safe in the long-run. We have the safest food supply in the world thanks to the ag industry.
- 8. Transparency
- 9. What Is Transparency? How Do We Show It?
- 10. The Trouble With Transparency
- 11. Communication
- 12. Communication That Works + How people think about food and food production is as much about their emotions, context, and perceptions as it is about the objective truth
- 13. Communicating Today 13 FROM TO Present Future Messaging Storytelling Facts and Data Narratives Telling Showing Explaining Experiencing
- 14. Content Consideration General public does not have the same baseline understanding of animal or farm life as farmers. The general public does not have the same baseline understanding of animal or farm life as farmers.
- 15. Black And Gus
- 16. Opening The Barn Door
- 17. What is America’s Pig Farmer of the Year? • Contest to find the country’s “best” pork producer… – Excels at raising pigs by demonstrating the We Care® ethical principles – Wants to share how they do it with the public • Builds on many successful elements of the Environmental Stewards program • Seeks to create goodwill and transparency among engaged consumers who can influence others
- 18. 2015 Winner – Keith Schoettmer • “An army built based solely on defense will surely be defeated.”
- 19. And The 2016 Winner Is…
- 21. Why A Foodie Blogger Tour? • Food bloggers are highly influential • They are increasingly getting questions about how food is being raised • Giving them an “exclusive” experience can do wonders for your brand
- 22. The PR Challenge: #RealPigFarming • Old social media approach to grow Facebook likes and Twitter followers failed to engage. • Activist groups leverage social media well and Pork Checkoff needed to compete.
- 23. The PR Approach: #RealPigFarming • Opportunity: Create a social movement –Among pig farmers, friends, college animal science students. –Motivate real farmers to share real stories of modern pork production. –Feature a diversity of farms and farmers (all sizes). –Address consumer questions in real-time. –Prepare for a backlash from activists.
- 24. Student Social Forces • 12 students selected • Meeting at National Pork Board • Content calendar creation • $500 scholarship for meeting milestones 24
- 26. The Negative…
- 27. What We’ve Learned… • Photos and stories that share pig farmer personality get most interaction. • Blog posts get much more interaction. • Timing of posts is important. • Promoted posts are important to remain relevant on Facebook. • User generated content (i.e. photo contests) are popular. • It’s important to tell stories with We Care principles. • We can share hot topic content, when appropriate.
- 28. Meet The Real Pig Farmers of America
- 29. How will they meet them? • Dynamic video content – Videos released to-date have almost 500,000 total views • Producer takeovers • Blog posts that shares farming stories • Photos, photos and more photos
- 30. Pig Farmer Takeovers • Thomas Titus – Periscope event • Lauren Schwab – Facebook Live Event • Phil Borgic – Three new videos produced – Part of Chicago Tribune response 30
- 31. The Women of #RealPigFarming
- 32. Pork Industry Text Alerts
Editor's Notes
- Here’s a video of some research USFRA conducted with consumers on transparency.
- I mentioned a few slides ago that we should avoid positing images that could be confusing to non-producers. Something to consider for all your pork production content is: The general public does not have the same baseline understanding of animal or farm life as farmers.