{"id":542,"date":"2011-06-02T15:06:04","date_gmt":"2011-06-02T19:06:04","guid":{"rendered":"http:\/\/blog.uvm.edu\/jmsmith\/?p=542"},"modified":"2011-06-02T15:06:04","modified_gmt":"2011-06-02T19:06:04","slug":"important-lessons-from-2011-dairy-industry-crisis-drills","status":"publish","type":"post","link":"https:\/\/blog.uvm.edu\/jmsmith\/2011\/06\/02\/important-lessons-from-2011-dairy-industry-crisis-drills\/","title":{"rendered":"Important Lessons from 2011 Dairy Industry Crisis Drills"},"content":{"rendered":"

In May I attended the first of three 2011 Dairy Industry Crisis Drills in which the featured scenario involves foot-and-mouth disease.\u00a0 These drills were coordinated by Dairy Management Inc. (DMI<\/a>), which manages the dairy check off program.\u00a0 You may be familiar with the \u201cGot Milk?\u201d and \u201cFuel Up to Play 60\u201d milk promotion campaigns sponsored by dairy check off funds.\u00a0 In addition to these direct promotion efforts, DMI and related organizations invest in communications research and response strategies to address issues that may impact consumer confidence in, and consequently consumption of, dairy products.\u00a0 The Dairy Response Center<\/a> is an example of how DMI provides dairy producers with key information on issues of concern to consumers.<\/p>\n

Back to the drill.\u00a0 Rumors started circulating at the opening reception.\u00a0 Over the next 24 hours, 90 people associated with the dairy industry from farm to processing plant participated in a facilitated discussion-based exercise.\u00a0 Participants were seated in groups designated \u201cUnified Command\u201d, \u201cNational Operations Center\u201d, \u201cJoint Information Center\u201d, \u201cDairy Promotion\u201d, \u201cDairy Producers\u201d, \u201cDairy Cooperatives\u201d, and \u201cUS Dairy Exports\u201d.\u00a0 A variety of activities as groups and in break out sessions helped identify issues and concerns and the associated communications challenges.<\/p>\n

Here are a few things I learned:<\/p>\n

Don\u2019t speculate when being interviewed by the press.<\/span> Boy is this a tough one for me since my research and outreach activities revolve around hypothetical scenarios like the one played out during the drill.<\/p>\n

Don\u2019t get caught up by the negativity of social media. <\/span> Have a plan to place positive messages and links to correct information in the streams of tweets, blog posts, and comments.\u00a0 I will be trying out my wings with Twitter in the near future.<\/p>\n

There is a term for those folks ready to attack anyone and anything \u2013 \u201ccitizens against virtually everything\u201d or CAVE.<\/span> A few well-prepared experts and spokespersons need to be on call and be proactive.<\/p>\n

Stay on message.<\/span><\/span> Hard as it may be to say the same thing for one hour, that is the only way to make sure only key messages are amplified by the media.<\/p>\n","protected":false},"excerpt":{"rendered":"

In May I attended the first of three 2011 Dairy Industry Crisis Drills in which the featured scenario involves foot-and-mouth disease.\u00a0 These drills were coordinated by Dairy Management Inc. (DMI), which manages the dairy check off program.\u00a0 You may be … Continue reading →<\/span><\/a><\/p>\n","protected":false},"author":439,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[15823,15824,15825,15826],"tags":[15927,15926,15929,15928],"class_list":["post-542","post","type-post","status-publish","format-standard","hentry","category-fmd-news","category-just-my-thoughts","category-news-worthy-mentionables","category-one-health","tag-dairy-industry-crisis-drills","tag-dmi","tag-fuel-up-to-play-60","tag-got-milk"],"_links":{"self":[{"href":"https:\/\/blog.uvm.edu\/jmsmith\/wp-json\/wp\/v2\/posts\/542","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blog.uvm.edu\/jmsmith\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.uvm.edu\/jmsmith\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.uvm.edu\/jmsmith\/wp-json\/wp\/v2\/users\/439"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.uvm.edu\/jmsmith\/wp-json\/wp\/v2\/comments?post=542"}],"version-history":[{"count":2,"href":"https:\/\/blog.uvm.edu\/jmsmith\/wp-json\/wp\/v2\/posts\/542\/revisions"}],"predecessor-version":[{"id":544,"href":"https:\/\/blog.uvm.edu\/jmsmith\/wp-json\/wp\/v2\/posts\/542\/revisions\/544"}],"wp:attachment":[{"href":"https:\/\/blog.uvm.edu\/jmsmith\/wp-json\/wp\/v2\/media?parent=542"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.uvm.edu\/jmsmith\/wp-json\/wp\/v2\/categories?post=542"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.uvm.edu\/jmsmith\/wp-json\/wp\/v2\/tags?post=542"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}