Speak up for Dairy eNewsletter
Wisconsin Dairy Industry Spokesperson Network Connection
December 2016

Problem? Issue? Or, Crisis?

Stuff happens. With machinery, animals and people moving on the farm, it’s likely that a problem, issue or crisis may halt operations. WMMB recently held a crisis drill with farmers and allied industry representatives to be able to respond quickly and efficiently, and most importantly, help minimize damage to the reputation of Wisconsin dairy products.  

It’s important to understand the difference between a problem, an issue and a crisis. A crisis is a major occurrence with a potentially negative outcome affecting your farm or your good name. A crisis can threaten the existence of your farm. Let’s look at examples. An equipment breakdown might be a problem. An older equipment shed collapsing from heavy snow (with no injuries) might be an issue. A fire where animals are killed is a crisis. Only you can define when a problem or issue escalates to a crisis. The key is to be prepared.
Communicating During a Crisis

A spokesperson for your business must be well spoken, available throughout the crisis, able to clearly think on their feet, and be pleasant to the eye of the camera. Remember that public trusts “someone like them.” For example, if milk quality is called into question consider a female or “mom” who would relate to all of the parents listening or watching. Here are a few other tips.

  • Your spokesperson must be empathetic. He or she must sincerely express empathy for the affected parties.

  • Get the facts first. Don’t speculate or share heresay.

  • Be prepared to answer tough questions. Experts at WMMB can assist in preparing you for an interview.

  • Be transparent. Build trust with the viewer by finding common ground. “I love my cows” or “I’m a parent …”

Social Media 101: Managing a Crisis Using Social Media
Social media is a necessary tool in any communication strategy, and especially for crisis communications. Because social media takes place in real time, consumers often turn to social media first during a crisis to get information and to discuss the event or issue. Your farm should have an active social media presence before a crisis to “make deposits” in your credibility bank. Here are some tips on how to respond in a crisis.
  • Stay on message. Determine what you are going to say and how to say it. Keep a positive tone. Consider posting a statement from your farm or family.

  • Post regular updates. Include steps being taken to address issues

  • Personalize your answer. Share how devastating this is to you and your family. Be careful of being over reactive when replying to comments.

  • Mention credible, third-party sources. Stating that you are “cooperating with authorities” or “working with experts” to recover shows the reader the how much you care. 
Dairy Link of the Month: Cookies for Santa

Please share this on your social media channels.

With more than 75 different cookie recipes, Santa won’t be disappointed at your house this year. America’s Dairyland has an impressive cookie selection, ranging from classic Cut-Out Cookies to Butterball Santas to the holiday favorite Holiday Swirl Sugar Cookies. Take the time to enjoy the holiday season and bake some Christmas cookies to share with friends and neighbors. Don’t forget the glass of milk!

 

Happy Holidays from all of us to you!

Thank you for everything you do to promote our state’s rich dairy heritage.
If you have questions about this newsletter, would like more information, or have topic ideas, please contact Brenda Murphy, bmurphy@wmmb.org ,  608-836-8820.