Joint Issues Management Subcommittee

2012 Cattle Industry Summer Conference – Joint Issues Management Subcommittee Meeting Report:

Kent Pruismann, Chairman,  Joint Information Committee
Sally Angell, Vice Chairman, Joint Information Committee
Joe Guthrie, Chairman, Joint Issues Management Subcommittee
Richard Gebhart, Vice Chairman, Joint Issues Management Subcommittee
Joyce Bupp, Chairman, Joint Public Relations Subcommittee
Jim Freeman, Vice Chairman, Joint Public Relations Committee

The Joint Public Relations Subcommittee and Joint Issues Management Subcommittee met together as a Joint Information Committee, with a combined 31 members and 14 guests in attendance.  The meeting began with a report about the external evaluation of the checkoff-funded issues-management program. 

The Committee then heard presentation about each of the following Authorization Requests, proposed for checkoff funding in FY2013:

• National issues and reputation management and crisis reserve (NCBA)
• Telling the Beef Story(ANCW)
• America’s Heartland television series (NLPA)
• Food and nutrition public pelations (NCBA)
• National Beef Cook-Off (ANCW)
• Northeast & Northern Virginia Public Relations (MICA) 

After discussion, the committee recommended all ARs for consideration by the Beef Promotion and Operating Committee in September.

2012 Cattle Industry Summer Conference – Joint Issues Management Subcommittee Meeting Materials:

• Joint Public Opinion & Issues Management Group Meeting AGENDA – July 27, 2012
• Program Update – Issues Management – NCBA
• Issues Management Subcommittee Feb. 3, 2012 MINUTES
• America’s Heartland FY13 Authorization Request – NLPA
• Issues & Reputation Management FY13 Authorization Request – NCBA
• Issues Management Crisis Reserve FY13 Authorization Request – NCBA

2012 Cattle Industry Convention – Joint Issues Management Subcommittee Meeting Report:

Feb 3, 2012
Mike Stahly, Chairman
Richard Gebhart, Vice-Chairman 

The Joint Issues Management Subcommittee convened at 2:01 p.m. to hear FY2012 program updates for checkoff-funded issues-management programs and to provide direction for planning FY2013 programs. There were 17 committee members and 22 guests in attendance. The subcommittee approved the 2011 summer meeting minutes, then heard presentations from staff about the FY2012 programs that are under way, as well as final results from FY2011 programs. 

Finally, the subommittee discussed the Beef Industry Long-Range Plan and whether any shifts in focus were needed in issues-management programs for FY2013, recommending focus on the following checkoff initiatives in FY2013:

• Social media communication
• Outreach to Millennials
• Continued leveraging of the Cattlemen’s Stewardship Review and new research. 

The meeting was adjourned at 4:24 p.m. in order to join the Joint Beef Safety Committee for a joint meeting, during which the committees participated in a safety scenario discussion with staff and learned how safety research and information crosses over to other programs. 

The Joint Issues Management Subcommittee and the Joint Beef Safety Committee adjourned at 5:45 p.m. 

2012 Cattle Industry Convention – Joint Issues Management Subcommittee Meeting Materials:

• Feb. 3, 2012 Meeting AGENDA
• Issues Management Program Update – January 2012
• MBA and Cattlemen’s Stewardship Review Program Updates – January 2012
• Issues Management Approved Authorization Request for 2012

2011 Cattle Industry Summer Conference – Joint Issues Management Subcommittee Aug. 3, 2011 Meeting Report:

Joint Issues Management Subcommittee:
Jim Freeman, Vice Chair
Richard Gebhart, Vice Chair

The Joint Public Relations Subcommittee and Joint Issues Management Subcommittee met as a Joint Information Committee to hear FY2012 Authorization Requests (AR) for Public Relations and Issues Management programs.

There were 32 committee members present, along with 30 guests.

The Joint Information Committee approved the 2011 Winter Meeting minutes. The Joint Public Relations and Joint Issues Management Subcommittees also approved their respective meeting minutes from Winter meeting.

The Joint Information Committee heard a presentation about the National Beef Ambassador Program Audit Report.

The Joint Information Committee also heard presentations about and unanimously approved the following FY2012 Authorization Requests:

• NCBA – Consumer Public Relations AR
• MICA – Northeast and Northern Virginia Public Relations AR
• ANCW – Telling the Beef Story AR
• ANCW – National Beef Cook-Off AR
• NCBA – Beef Issues and Reputation Management AR
• NCBA – Issues Management Crisis Reserve

Finally, the Joint Information Committee heard about some opportunities to enhance 2012 programs should additional funds be available for FY2012:

• “Grilliance” for $330,000, presented by NCBA for Public Relations
• “Team Beef” for $10,000, presented by MICA for Northeast and Northern Virginia Public Relations
• “Crisis Readiness” for $75,000, presented by NCBA for Issues Management

The Joint Information Committee discussed these FY 2012 AR enhancements and suggested that all three be forwarded on to the Beef Board Operating Committee for consideration at its September meeting, should incremental funds be available.

The meeting was adjourned at 5:59 PM.

2011 Cattle Industry Summer Conference – Joint Issues Management Subcommittee Aug. 3, 2011 meeting agenda.

2011 Cattle Industry Convention – Joint Issues Management Subcommittee Feb. 4, 2011 meeting minutes

2011 Cattle Industry Convention- Joint Issues Management Subcommittee Meeting Report:
Feb. 4, 2011

Mike Stahly, Chair
Richard Gebhart, Vice Chair 

The Joint Issues Management Subcommittee started off by hearing an update on the following program activities:

• The Beef Social Responsibility Review, which is a report characterizing the industry’s impact on society. The subcommittee specifically reviewed a Statement of Principles for the beef industry that members unanimously voted to approve.
• The “Farmers Fighting Hunger” campaign, which reminds folks that not everyone has enough food to eat and we need modern farming and ranching to feed our growing population. The team showed a short animated video available online at ExploreBeef.org.
• Student filmmaker, Michael DeTerra visited the subcommittee. He was one of three students to receive a grant through an issues management program designed to generate authentic, short videos about beef production.
• The final update was on the beef lifecycle assessment – a project to quantify the environmental inputs per pound of beef.

Next, the subcommittee identified the following Core Strategies to focus on within the new Beef Industry Long Range Plan:

• Improve domestic consumer preference for beef
• Strengthen image of beef and the beef industry
• Protect and enhance our freedom to operate

2011 Cattle Industry Convention – Joint Issues Management Subcommittee Meeting Agenda

2010 Cattle Industry Summer Conference – Joint Issues Management Subcommittee Meeting Minutes

2010 Cattle Industry Summer Conference – Joint Issues Management Subcommittee Meeting Presentation (pdf)

2010 Cattle Industry Summer Conference – Joint Issues Management Subcommittee Meeting Report:

Mike Stahly, Chair
Lloyd DeRuyter, Vice Chair

The Joint Issues Management Subcommittee convened at 8 a.m. July 31 at the Cattle Industry Summer Conference with 17 subcommittee members and 19 guests present.

The subcommittee started by hearing about fiscal-year-to-date issues management efforts, including:

• Telling the beef production story through the website ExploreBeef.org and the associated YouTube channel.
  • Partnering with CBB staff to create a pocket message guide for producers to reference when talking to consumers about issues like the environment, animal care, safety and nutrition.
  • Utilizing issues experts on the Beef Experts Board to respond to issues and educate consumers.
  • Facilitating grassroots advocacy around key issues with industry bloggers and Masters of Beef Advocacy graduates. 
  • Proactively addressing issues through by working with student filmmakers to produce documentaries about the beef production process and creating a beef industry Corporate Social Responsibility Report.

The subcommittee reviewed the planning process and then heard four Authorization Request (AR) presentations: 1) Beef Issues and Reputation Management; 2) Issues Management Crisis Reserve; 3) Lifecycle Assessment of U.S. Beef Production; and 4) Market Research: Consumer Issues Research.

Following thoughtful discussion, the Beef Issues and Reputation Management AR and Issues Management Crisis Reserve AR were recommended for approval as presented.

The Lifecycle Assessment of U.S. Beef Production AR also was recommended for approval; however, the subcommittee expressed concern about the amount of budget being sufficient to cover the project and the performance measures presented. The subcommittee directed the issues management staff to reevaluate the time, budget and performance measures prior to presenting the AR to the Beef Promotion Operating Committee.

The committee also heard details about the consumer issues research portion of the Market Research AR.

The meeting was adjourned at 11:00 a.m.

2010 Cattle Industry Summer Conference – Public Opinion and Issues Management Group Presentation

2010 Cattle Industry Summer Conference – Joint Issues Management Subcommittee Meeting Agenda

2010 Cattle Industry Convention – Joint Issues Management Subcommittee Meeting Minutes

2010 Cattle Industry Convention – Joint Issues Management Subcommittee meeting report

2010 Cattle Industry Convention – Joint Issues Management Subcommittee Agenda

2009 Cattle Industry Summer Conference – Joint Issues Management Subcommittee Minutes

2009 Cattle Industry Summer Conference – Joint Issues Management Subcommittee Program Update Presentation (ppt) (pdf)

2009 Cattle Industry Summer Conference – Joint Issues Management Subcommittee Meeting Report:

July 17, 2009

Jim Steinbeisser, Chair
Sharon Spenrath, Vice Chair (absent)

The Joint Issues Management Subcommittee had a very productive meeting July 17, 2009, with 13 committee members present and 17 guests.

The Subcommittee began the meeting with group introductions and a trivia game testing members’ beef industry knowledge. Then the subcommittee heard an update on beef issues management program activities in FY2009.

The Subcommittee reviewed the environmental factors of concern that were prioritized during the Cattle Industry’s Annual Convention and Trade Show in Phoenix. Following this review, the Subcommittee heard three Authorization Request (AR) presentations: 1) Beef Issues Management; 2) Issues Management Market Research; and 3) Issues Management Crisis Reserve. Following thoughtful discussion, our subcommittee voted to recommend funding of the three Issues Management ARs as presented.

Then, a guest speaker discussed the benefits of engaging with non-governmental organizations (NGOs). He described how these types of partnerships can improve the credibility and reach of beef industry messages to consumers. Subcommittee members approved the “Principles for Engaging with NGOs” document, and determined the subcommittees’ next step: establishing a beef industry advisory council for assisting staff with evaluating engagement opportunities with NGOs.

Hearing no other business, the Subcommittee adjourned at 5 p.m. MDT.  

2009 Cattle Industry Summer Conference – Joint Issues Management Subcommittee Meeting Agenda

2009 Cattle Industry Convention – Joint Issues Management Subcommittee Meeting Minutes

2009 Cattle Industry Convention – Joint Issues Management Subcommittee Meeting Presentation (ppt) (pdf) (For quicker download, use pdf version to view presentation)

2009 Cattle Industry Convention – Joint Issues Management Subcommittee Report:

Jim Steinbeisser, Montana, Chair and Sharon Spenrath, Texas, Vice-Chair

There were 20 committee members and 9 guests present at the Joint Issues Management Subcommittee meeting.

The Subcommittee heard issues management program updates. Key activities discussed included: consumer research; tracking and responding to beef misinformation; producing the stakeholder publication Issues Update; crisis preparedness and management work; and proactively telling the story about beef’s environmental sustainability.

The subcommittee discussed and voted on its FY 2010 planning factor priorities of focus for staff to plan against.

Then, a dairy industry guest speaker talked about their efforts to assess and improve environmental sustainability.

The Subcommittee unanimously approved a staff directive addressing issues raised during the meeting

2009 Cattle Industry Convention – Jan. 30, 2009 Joint Issues Management Subcommittee Agenda

2008 Cattle Industry Summer Conference – Joint Issues Management Subcommittee Meeting Report:
July 18, 2008

Jim Steinbeisser, Chair
Sharon Spenrath, Vice Chair

Hi, I’m Jim Steinbeisser and I serve as chair of the Issues Management Subcommittee. Sharon Spenrath is our vice chair. I want to thank everyone who sits on this subcommittee. We had 22 people present at our 2008 Summer Conference meeting and everyone was engaged in great conversation about current and future beef issues management programs.

The subcommittee started by hearing an update on the 2008 fiscal year programs we put into motion this time last year. Some of the key activities for beef issues management so far this year include consumer issues research; monitoring of, and response to, beef misinformation; creating and updating fact sheets about important beef issues; an online Earth Day campaign; and launch of the redesigned BSEInfo.org Web site and updated BSE Scientific Resource.

Vice Chair Sharon Spenrath then highlighted the planning factors prioritized by our subcommittee when we met in Reno. These planning factors are addressed by the Issues Management Big Idea and the FY09 Issues Management Authorization Requests presented to the subcommittee.

 We heard three Authorization Request presentations: 1) Beef Issues Management; 2) Issues Management Market Research; and Issues Management Crisis Reserve. Following thoughtful discussion, our subcommittee voted to recommend funding of the three Issues Management ARs as presented.

The subcommittee participated in its traditional issues roundtable discussion of critical industry issues, and then, hearing no other business, adjourned at 2:10 p.m. MT. 

2008 Cattle Industry Summer Conference, July 2008 – Committee Agenda  

2008 Cattle Industry Annual Convention, Feb. 2008 – Committee Minutes

2008 Cattle Industry Annual Convention – Committee Agenda

2007 Cattle Industry Summer Conference – Joint Issues Management Subcommittee Meeting Report:

Austin Brown III, chairman
Jim Steinbeisser, vice chairman

Hi. I’m Austin Brown, and I serve as chair of the Joint Issues Management Subcommittee. Jim Steinbeisser is our vice chair. I want to thank everyone who sits on this subcommittee. We had a very productive discussion today, with 18 committee members present, and nine guests.

The subcommittee started by hearing an update on the program activities for beef and veal issues management. Some of the key activities for beef issues management so far this year include progress on telling hte beef production story through:

• Drafting letters responding to inaccurate beef information in the media
• FMD crisis preparedness work conducted in partnership with the public relations team
• Ongoing counsel to our state partner organizations on beef issues response

Veal issues management successes so far this year have included:

• Plans to post streaming video to the VealFarm.com Web site to provide industry-generated images of veal production
• A scheduled media training that will arm veal industry spokespeople to communicate their story
• Continued success for the ”Veal Facts” video that addresses myths about veal production.

Given these insights, the subcommittee heard an Authorization Request presentation for checkoff-funded beef and veal issues management work, with a budget of $841,000. Following a thoughtful discussion of this AR, the subcommittee voted to recommend approval of the proposal by the Beef Promotion Operating Committee. The subcommittee also recommended approval of a second Authorization Request for checkoff funding of issues management market research projects totaling $307,000. Finally, the subcommittee heard an Authorization Request for the “issues management crisis reserve,” which is not money held in a specific budget but instead would authorize use of up to $2 million in the event of a crisis.

This subcommittee also considered the opportunity to bring forward an “Attachment A” recommendation, which outlines what this subcommittee would want to see funded above and beyond the budget amount, in the case that the Operating Committee wants to see it accomplished and moves funds from another checkoff program area to do so. Specifically, we discussed the value of increasing our online nutrition information efforts, given that we anticipate significant challenges to the health benefits of beef this fall. The proposed “Attachment A” would cost $30,000.

2007 Cattle Industry Summer Conference, July 2007 – Committee Agenda 

2007 Cattle Industry Annual Convention, Feb 2007 – Committee Minutes 

2007 Cattle Industry Annual Convention – Joint Issues Management Subcommittee Report:

Charles Miller, Chair
Austin Brown III, Vice-Chair

Hi, I’m Charles Miller and I serve as Chair of the Issues Management Subcommittee. Austin Brown is our Vice-Chair. I want to thank everyone who sits on this subcommittee. We had a lively discussion today with 20 committee members present and 12 guests.

The Subcommittee heard an update on the program activities for Beef and veal Issues Management. Some of the key activities for beef issues management so far this year include:
• Progress on telling the beef production story through:
o Release of the Beef – From Pasture to Plate resource containing visuals, fact sheets, statistics, pictures and key messages.
o Launching the Beef – From Pasture to Plate Web site featuring producer selected recipes, producer profiles, cattle industry history and an “ask a producer” section.
• Drafting letters responding to misinformation about beef in the media, particularly regarding cattle production and E. coli.
• FMD crisis preparedness work, which has included coordinating with other industry organizations, conducting public opinion research, developing an FMDInfo.org redesign plan that will position the site as the primary source of information on the disease, and creating an FMD crisis preparedness workbook for state partner organizations.
• And on-going counsel for our state partner organizations on beef issues response.
Veal issues management successes so far this year have included:
• An increasing number of people visiting the VealFarm.com Web site and a top ranking for the site in the popular Google search engine.
• Coalition work that is helping to combat activism against the veal industry.
• And continuing success for the Veal Facts video for food service industry members that addresses myths about veal production.

Next, the Subcommittee reviewed the Long Range Plan priorities we identified last year. The Issues Management Subcommittee makes the greatest contribution to the Long Range Plan Priorities of Creating Sustainability through a Favorable U.S. Business Climate (especially in Telling the Beef Production Story and Crisis Preparedness) and Creating Growth through Consumer Markets (specifically in Public Opinion, Demand Growth and Consumer Trends).

Given this insight, the Subcommittee considered the environmental factors affecting FY08 Issues Management programs, and ultimately, our efforts to achieve the 2010 goals set forth in the Long Range Plan. Our Subcommittee discussed the many challenges and opportunities for Issues Management in the four strategic areas supported by the Subcommittee: Industry Resource, Safety, Nutrition and Business Climate. You can see the notes from our discussion posted around the room.

Our Subcommittee then identified the PRIMARY environmental factors – both challenges and opportunities – to be addressed with FY08 Issues Management programs, including:
• The cancer study findings, which will require beef issues management efforts,
• Continuing to tell beef production story is important (natural, organic, grass-fed as well as antibiotic and growth promotant use),
• The urgency of Foot-and-Mouth disease (FMD) demands on-going crisis preparedness efforts,
• The “greening of the population” affects scrutiny of cattle production as it relates to the environment, and
• Obesity issue needs issues management attention to combat misinformation and potential restrictions for industry.

Subcommittee member Clifford Dance motioned for approval of these environmental factors as the most important for FY08 Issues Management programs and working toward the Long Range Plan goals. Subcommittee member Carlyle Courier seconded and the motion was approved by voice vote.

Then the Subcommittee participated in an Issues Roundtable discussion of critical industry issues. Some of the areas we talked about included the need for coordination among all agriculture industry groups in order to communicate with a consistent message, the importance of FMD preparedness on the local level and the need to limit government involvement in issues like nutrition.

Hearing no other business, the meeting was adjourned at 4:45 p.m. CT.

2007 Cattle Industry Annual Convention – Committee Agenda

2007 Cattle Industry Summer Conference – Joint Issues Management Subcommittee Meeting Report:
July 12, 2006

Laurie Lickley, Chair
Charles Miller, Vice Chair

Hi, I’m Charles Miller and I serve as Vice Chair for the Issues Management Subcommittee. Laurie Lickley is our Chair. I want to thank everyone who sits on this subcommittee. We had a lively discussion today, with 15 committee members present and four guests.

The Subcommittee heard an update on the program activities for beef and veal issues managements. Some of the key activities for beef issues management so far this year include:

– Progress on telling the beef production story through:

• Developing producer profiles.
• Creating a series of fact sheets to help consumers and the media better understand the industry.
• Putting together a Web page to provide a source for accurate beef industry information online.

- Drafting letters responding to inaccurate beef information in the media.
- FMD crisis preparedness work, which has included meetings, public opinion research and material development.
- Ongoing counsel to our state partner organizations on beef issues response.

Veal issues management successes so far this year have included:

• An increasing number of people visiting the VealFarm.com Web site and a top ranking for the site in the popular Google search engine.
• Coalition work that is helping to combat activism against the veal industry.
• A new Veal Facts video for food service industry members that addresses myths about veal production.

Next, the Subcommittee reviewed the Long Range Plan priorities we set during the winter meeting in February 2006. Today, the Issues Management Subcommittee confirmed that it will make the greatest contribution to the Long Range Plan Priorities of Creating Sustainability through a Favorable U.S. Business Climate (especially in Telling the Beef Production Story and Crisis Preparedness) and Creating Growth through Consumer Markets (specifically in Public Opinion, Demand Growth and Consumer Trends).

Given these insights, the Subcommittee heard Authorization Request Presentations for:

• Beef and Veal Issues Management work, with a budget of $855,000;
• Issues Management Market Research projects totaling $333,000;
• Issues Management Crisis Reserve AR, which is not money that is held for a specific budget but an approval to use up to $2 million in the event of a crisis.

Following a good discussion of the ARs presented, the Subcommittee recommended approval of all three program proposals. The Subcommittee also asked for development of an additional “Attachment A,” or request for funding of efforts at telling the beef production story, if additional funding is available. That project would include conducting qualitative consumer research, developing issue material and conducting online response training for producers with a budget o $65,000.

2006 Cattle Industry Summer Conference – Committee Meeting Agenda

2006 Cattle Industry Annual Convention – Committee Meeting Minutes

2006 Cattle Industry Annual Convention – Joint Issues Management Subcommittee Report:

Hi, I’m Laurie Lickley, and I’m a producer who chairs the Joint Issues Management Committee, and Charles Miller, a cattleman from Kentucky, serves as vice chairman. I want to thank everyone who sits on this subcommittee. We had a lively discussion today, with 17 committee members and four guests present.

The Subcommittee today heard an update on the program activities for beef and veal issues management. Some of the key accomplishments highlighted in beef issues management so far this year include:
• FMD preparedness work
o Meeting with industry and government representatives
o Conducting consumer research, which was shared earlier today
o Developing a state needs assessment survey that will help the issues management and PR teams prioritize preparedness efforts going forward
• Drafting letters responding to inaccurate beef information in the media
• Council to state partner organizations on beef issues response

Veal issues management successes to date have included
• An increasing number of people visiting the VealFarm.com Web site
• Coalition work that is helping to combat activism against the veal industry
• A new Veal Facts video for foodservice industry members that addresses myths about veal production.

Next, we reviewed the proposed Long Range Plan and identified that the Joint Issues Management Subcommittee can contribute to the plan in the following areas:

1. Creating Value through Beef Production
a. Givens: Age-process verification – Educate consumers in beef safety; respond to negative information
b. New Frontiers – Keep information accessible; support PR in critical links

2. Creating growth through Consumer Markets
a. Givens: Public opinion; demand growth; support point of contact
b. New Frontiers: Consumer trends – retail connection with consumers

3. Creating Sustainability through a Favorable Business Climate
a. Givens: Crisis preparedness, agro-terrorism response; safety and nutrition in regard to different production types

4. Creating Opportunity through Global Competitiveness
a. Givens: Herd health; making research available

2005 Cattle Industry Summer Conference – Committee Meeting Minutes