Joint Public Relations Subcommittee

2012 Cattle Industry Convention – Joint Public Relations Subcommittee Meeting Materials:

• Feb. 3, 2012 Meeting AGENDA
• Northeast Beef Promotion Initiative Program Update – January 2012
• Food & Nutrition Public Relations Program Update – January 2012
• National Beef Cook-Off Program Update – January 2012
• Telling the Beef Story Program Update – January 2012
• Northeast Beef Promotion Initiative Approved Authorization Request for 2012
• National Beef Cook-Off Approved Authorization Request for 2012
• Telling the Beef Story Approved Authorization Request for 2012

2011 Cattle Industry Summer Conference – Joint Public Relations Subcommittee Aug. 3, 2011 Meeting Report:

Joint Public Relations Subcommittee:
Joyce Bupp,Chair
Mike Stahly, 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 Public Relations Subcommittee Aug. 3, 2011 meeting agenda.

2011 Cattle Industry Convention – Joint Public Relations Subcommittee Feb. 4, 2011 meeting minutes.

2011 Cattle Industry Convention – Joint Public Relations Subcommittee Meeting Presentation

2011 Cattle Industry Convention – Joint Public Relations Subcommittee Meeting Report:

The Public Relations Subcommittee started off by meeting with the Joint Nutrition and Health Committee to hear about a program these two committees worked together on to develop six beef breakfast recipes. These recipes came about after nutrition media and influencer attendees at the checkoff-funded Live Well beef immersion event expressed an interest in beef recipes to start off the day. These recipes were launched to nutrition media and influencers last fall and are available on BeefItsWhatsForDinner.com.

The subcommittee then discussed FY2010 public relations checkoff program evaluations.

The subcommittee identified the following Core Strategies in the new Beef Industry Long Range Plan to focus on:

• Improve domestic consumer preference for beef
• Strengthen the image of beef and the beef industry
• Protect and enhance our freedom to operate
• Improve industry trust, openness and relationships
• Position the U.S. cow herd for growth

The subcommittee wrapped up with the following program updates:

• Public Relations
• Media Relations
• Spokesperson Development
• Masters of Beef Advocacy
• National Beef Ambassador Program
• National Beef Cook-Off
• Telling the Beef Story
• Northeast Beef Promotion Initiative

2011 Cattle Industry Convention – Joint Public Relations Subcommittee Meeting Agenda

2010 Cattle Industry Summer Conference – Joint Public Relations Subcommittee Minutes

2010 Cattle Industry Summer Conference – Joint Public Relations Subcommittee Meeting Presentations:

• ANCW “Beef Story” AR Presentation – (ppt) (pdf)
• ANCW National Beef Ambassadors AR Presentation – (ppt) (pdf)
• ANCW National Beef Cook-Off AR Presentation – (ppt) (pdf)
• NCBA Consumer Public Relations AR Presentation – (pdf) (large file; be patient for download)
• Northeast Beef Promotion Initiative Public Relations AR Presentation (ppt) (pdf)

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

2010 Cattle Industry Summer Conference – Joint Public Relations Subcommittee Meeting Report:

David Fugate, Chair
Joyce Bupp, Vice Chair

We had a lively discussion with 11 committee members present and 38 guests.

We heard a summary of the audit report which reviewed the National Beef Cook-Off program.

We were joined by the Joint Nutrition and Health Committee to hear a presentation about several of the audiences that are critical to beef demand that these two committees reach through our efforts.

The subcommittee then heard the following Authorization Requests:

• ANCW presented an AR for the National Beef Cook-Off that included a recommendation to change the format to a national home cook recipe contest and an event marketing sponsorship.
• ANCW presented an AR for the National Beef Ambassador Program to work with 20 youth in states across the country to reinforce the positive image of beef production to consumers.
• ANCW presented a new AR this year on Telling the “BEEF Story” to enable CattleWomen to become proactive in communicating a positive and factual message about the animal welfare and environmental practices used in beef production.
• MICA presented an AR on Northeast and Northern Virginia Public Relations to fund grassroots health and fitness events and forge partnerships with the region’s health influencer groups.
• NCBA presented an AR on Consumer Public Relations to provide consumers with motivating and relevant information about beef through TV and print coverage, online communications, and third-party and industry spokespeople.

Our subcommittee contributes to each of the priority areas of the Long Range Plan. However, we take a leadership position in Creating Growth through Consumer Markets Priority.

The subcommittee recommends the following Authorization Requests:

• National Beef Cook-Off, ANCW ($490,000)
• National Beef Ambassador Program, ANCW ($100,000)
• Telling the “Beef Story,” ANCW ($60,000)
• Northeast and Northern Virginia Public Relations, MICA ($160,000)
• Consumer Public Relations, NCBA ($1,750,000)

This subcommittee also heard an Attachment A from NCBA for a Virtual Grill application in the amount of $195,000.

We recommend this Attachment A be forwarded to the Operating Committee for consideration.

We also heard an update from our Policy Communications department.

 This concludes the public relations subcommittee report.

2010 Cattle Industry Summer Conference – Joint Public Relations Subcommittee – National Beef Ambassador Update, July 2010

2010 Cattle Industry Summer Conference – Joint Public Relations Subcommittee Final Outside Evaluation of 2009 National Beef Cook-Off AR

2010 Cattle Industry Summer Conference – Joint Public Relations Subcommittee Meeting Agenda

2010 Cattle Industry Convention – Joint Public Relations Subcommittee Meeting Minutes

2010 Cattle Industry Conventioin – Joint Public Relations Subcommittee Presentations (for quicker downloads, use the pdf version to view):

• Northeast Beef Promotion Initiative – PR (ppt) (pdf)

2010 Cattle Industry Convention – Joint Public Relations Subcommittee meeting report

2010 Cattle Industry Convention – Joint Public Relations Subcommittee Agenda

2009 Cattle Industry Summer Conference – Joint Public Relations Subcommittee Minutes

2009 Cattle Industry Summer Conference – Joint Public Relations Subcommittee Presentations (for quicker downloads, use the pdf versions to view):

• National Beef Ambassador Proposal for FY2010 (ppt) (pdf)
• National Beef Cook-Off Update and Proposal for FY2010 (ppt) (pdf)
• NCBA Public Relations Proposal for FY2010 (ppt) (pdf)
• Northeast Beef Promotion Initiative Proposal for FY2010 (ppt) (pdf)
• Northeast Beef Promotion Initiative Program Audit Report (ppt) (pdf)

2009 Cattle Industry Summer Conference – Joint Public Relations Subcommittee Meeting Report:

July 17, 2009

Ann Bruntz, Chair
Dave Fugate, Vice Chair

The Joint Public Relations Subcommittee met on Friday, July 17, 2009 with 12 committee members and 16 guests present. To supplement the program updates presented during the morning’s Joint Public Opinion and Issues Management Group meeting, a roundtable discussion focused on the Northeast Beef Promotion Initiative, as well as the safety reputation management, nutrition, food communications, industry resource public relations and public affairs programs. There was good discussion around development of the interactive meat case on BeefItsWhatsForDinner.com, the work under way on the Dietary Guidelines, the success of the checkoff’s Masters of Beef Advocacy (MBA) program, and the activities of the Northeast Beef Promotion Initiative. We also heard from the auditor who reviewed the Northeast Beef Promotion Initiative program.

The subcommittee heard the following Authorization Requests (ARs): National Beef Ambassador, presented by Carol Abrahamzon and current National Beef Ambassadors Brad Copenhaver and Allison Grainger, who provided an overview of the AR tactics. The total request was $100,000.

The National Beef Cook-Off moved from the New Products and Culinary Initiatives subcommittee to the PR subcommittee. Sherry Hill reported that the upcoming year is an “off” year for the Cook-Off. As a result, the request is lower than FY09 with a total of $276,250.

Northeast Beef Promotion Initiative was presented by Carrie Bomgardner, who reflected on the FY2009 initiatives and plans to leverage the audit recommendations, including contracting with a public relations firm to extend grassroots events in northeast metropolitan markets by incorporating a media plan. The total request was $160,000.

The Consumer Public Relations Authorization Request was presented by the National Cattlemen’s Beef Association team. Michele Peterson Murray reported that two billion media impressions achieved to date reflect the recent success and influence of the consumer public relations programs. In summary, the following program requests were recommended in the NCBA proposal: Nutrition – $727,977; Food Communications – $850,251; Media Relations/Communications Training – $195,000; and Master of Beef Advocacy – $80,000, for a total request of $1.85 million in checkoff funding for Fiscal Year 2010.

The Joint Public Relations Subcommittee contributes to each of the priority areas of the Long Range Plan. However, it takes a leadership position in Creating Growth through Consumer Markets Priority.

The Subcommittee approved all four Authorization Requests as presented: Northeast Beef Initiative, Consumer Public Relations, National Beef Ambassador and National Beef Cook-Off.

2009 Cattle Industry Summer Conference – Joint Public Relations Subcommittee Meeting Agenda

2009 Cattle Industry Convention – Joint Public Relations Subcommittee Minutes

2009 Cattle Industry Convention – Joint Public Relations Subcommittee Presentations

• Public Relations Program Update (ppt) (pdf) (for quicker download, use the pdf version to view)
• Northeast Beef Promotion Initiative Update (ppt) (pdf) (for quicker download, use the pdf version to view)

2009 Cattle Industry Convention – Joint Public Relations Subcommittee Meeting Report:

Phoenix, Arizona, Friday, Jan. 30, 2009
Ann Bruntz, Chair
Daryl Owen, Vice Chair

Hi, I’m Ann Bruntz and I am Chair of the Public Relations Subcommittee. I want to thank everyone who sits on this subcommittee. We had a lively discussion today with 15 committee members present and 12 guests.

Our subcommittee contributes to each of the priority areas of the Long Range Plan. However, we take a leadership position in Creating Growth through Consumer Markets Priority.

We were provided updates on the program activities for ANCW’s Beef Ambassador Program, Northeast and Northern Virginia public relations program, and the safety reputation management, nutrition public relations, media relations, public affairs and food communications programs conducted by NCBA.
Some of the defining points to date include the Beef Ambassador Program’s work. Highlights for their program included their outreach activities at state fairs, consumer events and students across the country, as well as their efforts to communicate the beef messages online. The Northeast Beef Promotion Initiative provided an update on their recent event activities, including their presence at major events targeting health and fitness conscious consumers in the Northeastern U.S. and Washington DC areas. They also discussed a partnership with retailers to provide beef recipes and information throughout the New England area.

Rich Otley with the Cattlemen’s Beef Board also visited the subcommittee briefly to present his findings from his year-end evaluations of checkoff PR programs.

The subcommittee heard several updates from the NCBA public relations team. The Safety Reputation Management team presented results from the Safe and Savory at 160 consumer outreach program, as well as how the team responded to beef safety-related issues in the media throughout the year. The Nutrition Public Relations area updated the subcommittee on their efforts to tell the story of beef’s protein benefits, their ongoing activities with nutrition spokespeople and the Nutrient Rich Foods Coalition. The Media Relations team discussed the challenges of the 2008 media environment and outlined their proactive media relations strategy for 2009. The Public Affairs group updated the subcommittee on the legislative and regulatory environment in Washington, DC, and discussed their expectations for the year ahead. Finally, the Food Communications team shared highlights from the year’s activities, including the relaunch of the Beef It’s What’s for Dinner website, the Beef Short Course held this summer in New York City, as well as outreach and placements in food-related publications and social media outlets.

The discussions in our meeting focused on current public relations programming, the current budget environment, and identifying how checkoff PR programs can address planning factor priorities for 2010. The group then voted to identify their top five planning factor priorities.

2009 Cattle Industry Convention – Jan. 30, 2009 Joint Public Relations Subcommittee Agenda

2008 Cattle Industry Summer Conference- Joint Public Relations Subcommittee Meeting Report: 

Denver, Colorado, July 18, 2008
Ann Bruntz, Chair
Daryl Owen, Vice Chair

Hi, I’m Ann Bruntz and I am the Chair of the Public Relations Subcommittee. I want to thank everyone who sits on this subcommittee. We had a lively discussion today with 14 committee members present and 26 guests. 

Our subcommittee contributes to each of the priority areas of the Long Range Plan. However, we take a leadership position in Creating Growth through Consumer Markets Priority.

We were provided updates on the program activities for the National Beef Ambassador Program, the Northeast Beef Promotion Initiative, as well as the checkoff-funded safety, nutrition, food communications and public-relations programs. 

Some of the defining points to date include the National Beef Ambassador Program’s work across the country and online.  This year, the ambassadors made stops at the Boston Marathon and the Pennsylvania State University campus blood drive, and established a beef education blog, Raising the Steaks.  The Northeast Beef Promotion Initiative public relations program provided an update on their recent event activities, including the Boston Marathon, New York Boilermaker Race, Southern Living BBQ on Tour and State Dietetic Associations.

The subcommittee heard several updates from the Consumer Public Relations team. Safe and Savory @ 160 was launched to educate consumers on the safe cooking temperature for ground beef and the team continued to extend the beef production story and environmental sustainability on Earth Day.  To date, the Nutrition News Bureau has generated more than 329 million impressions.
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The food communications team continues to introduce key influencers to the new brand – most recently at A Beef Short Course, a hands-on media event held in New York City, and culinary events in Boston and New Orleans earlier this year. Also, the team continues efforts to strengthen the presence of beef recipes and cookery information online.

The Consumer Public Relations team continues to conduct Communication Training Workshops for state beef council executives and staff. 

The bulk of the meeting focused on the current public relations programming and how the planning factors prioritized by our subcommittee will play a role in creating challenges or opportunities as we work toward 2010.  In order, the top planning factors where this subcommittee plays a leadership role include:
• Youth
• Convenience
• Protein Benefits
• Safety/Consumer Confidence
• Greening
• Quality

These planning factors are addressed in the FY09 Authorization Requests presented today.  The subcommittee approved the National Beef Ambassador program. The subcommittee approved the Northeast Beef Promotion Initiative program.  The Consumer Public Relations program was also approved by the subcommittee.

Cattle Industry Summer Conference, July 2008 – Committee Agenda 

2008 Cattle Industry Convention – Joint Public Relations Subcommittee - Committee Minutes 

2008 Cattle Industry Convention – Joint Public Relations Subcommittee Meeting Report:

Reno, Nevada, Feb. 2008
Ann Bruntz, Chair
Daryl Owen, Vice Chair

Hi, I’m Ann Bruntz and I am Chair of the Public Relations Subcommittee. I want to thank everyone who sits on this subcommittee. We had a lively discussion today with 19 committee members present and 17 guests. Our subcommittee contributes to each of the priority areas of the Long Range Plan. However, we take a leadership position in the Creating Growth through Consumer Markets Priority.

We were provided updates on the program activities for ANCW’s Beef Ambassador Program, Northeast and Northern Virginia public relations program, and the safety, nutrition, product, industry resource and public affairs programs conducted by NCBA.

Some of the defining points to date include the Beef Ambassador Program’s work at the grassroots level promoting beef to consumers. Beef Ambassadors participated in a number of events, including the Wisconsin and New York State Fairs and the National Beef Cookoff. The beef ambassadors also continue to have an important presence in the online blogging community. The Northeast and Northern Virginia public relations program provided an update on their recent event activities, including their presence at the NBC 4 Health & Fitness Expo in Washington, DC on January 12-13, 2008, which was attended by over 80,000 people. They also participated in the Connecticut Women’s Expo in September, where they demonstrated three recipes from the Healthy Beef Cookbook for attendees. They’re also continuing their promotional activities during the next Boston Marathon.

The subcommittee heard several updates from the NCBA public relations team. Jay Truitt, the NCBA chief lobbyist, presented our subcommittee with an update on legislative and regulatory activities in Washington, DC, including the impacts of ongoing Farm Bill negotiations and new trade agreements. Crisis preparedness continues to play a major part of the safety public relations program. The team conducted the response efforts to manage recent E. coli recalls and the recent Hallmark/Westland Meat Packing Co incident. The team just launched a state resource this week for Foot and Mouth Disease planning together with the Issues Management team. The team has also been conducting outreach to help others learn about how beef is produced in the United States. The Nutrition Public Relations area focused their efforts on reminding consumers how beef fits into a healthy diet by promoting recent checkoff funded research on the role of protein in muscle development and responding to issues like World Cancer Research Fund report. Food Communications conducted a Food Media Seminar this fall in conjunction with the Beef Cookoff which drew more than 40 food reporters from across the country. The NCBA public relations team also conducted media training for state beef council executives and staff during the State Beef Council Kickoff meeting and frequently conducts impromptu trainings as issues arise.

The bulk of the meeting focused on the current public relations programming and how planning factors will play a role in creating challenges or opportunities as we work toward 2010.

2008 Cattle Industry Convention – Joint Public Relations Subcommittee Meeting Agenda

2007 Cattle Industry Summer Conference – Joint Public Relations Subcommittee Report:

Andrew Murphy, Chair
Ann Bruntz, Vice Chair

Hi, I’m Andrew Murphy and I am the Chair of the Public Relations Subcommittee. I want to thank everyone who sits on this subcommittee. We had a lively (and long) discussion today with 14 committee members present and 25 guests.

Our subcommittee contributes to each of the priority areas of the Long Range Plan. However, we take a leadership position in Creating Growth through Consumer Markets Priority.

We were provided updates on the program activities for ANCW’s Beef Ambassador Program, Northeast and Northern Virginia public relations program, and the safety, nutrition, food communications, industry resource and public affairs programs conducted by NCBA.

Some of the defining points to date include the partnership between the Northeast and Northern Virginia public relations program and Beef Ambassador Program at the Dover International Speedway and Boston Marathon which allowed consumers to sample tasty beef recipes and learn more about the beef they love.

The subcommittee heard several updates from the NCBA public relations team:

• The Safety Public Relations program update included the media relations success of third party expert networks like the Animal Health Network and Food Safety Education Network. Coverage in the last six months included New York Times, Health, CNN, Prevention and the Pittsburgh Post-Gazette.

• The Nutrition Public Relations program update included the industry’s outreach positioning lean beef as a nutrient-rich food; the industry’s co-sponsorship of a Protein Summit that brought researchers from around the world to help build the case for protein – outcomes from this meeting will be shared with media over the next year; and the successful outreach to nutrition media and American Dietetic Association spokespeople with lean beef nutrition messages.

• The Food Communications Public Relations program update included a recap of the strong relationships built with the consumer food media, culinary influencers and consumers. Total print impressions are on track to reach the goal of 4 billion and the culmination of the year will be the Food Media Seminar in September.

• The Media Relations program update included a look behind the scenes at how the NCBA team strategically prepares spokespeople for high profile interviews, including The Today Show, New York Times and dozens of other popular news outlets.

• The Public Affairs program update included an overview on current policy issues like the Farm Bill, ethanol and country of origin labeling and the communications tactics employed by the NCBA Washington, D.C. team.The remainder of the meeting focused on the proposed public relations authorization requests. The public relations subcommittee approved and then prioritized the authorization requests in the following order:

1. Consumer Public Relations (NCBA) for $2,989,000
2. Northeast and Northern Virginia Public Relations (MICA) for $143,000
3. National Beef Ambassador Program (ANCW) for $118,000
4. Nutrition and Issues Training for Industry Influencers (ANCW) for $33,500

And, the Public Relations Subcommittee approved and then prioritized proposed Attachment As in the following order:

1. NCBA Nutrition Cooking Light Sponsorship for $202,000
2. Northeast and Northern Virginia Public Relations for $15,000
3. NCBA Beef Production Story Online Video Contest for $100,000

This concludes the public relations subcommittee report. Thank you and if there are any questions, I would be happy to take them at this time.

2007 Cattle Industry Summer Conference, July 2007 – Committee Agenda

2007 Cattle Industry Annual Conference, Feb 2007 – Committee Minutes

Andrew Murphy, Chair
Ann Bruntz, Vice Chair

Hi, I’m Ann Bruntz and I am the vice chair of the Public Relations Subcommittee. I want to thank everyone who sits on this subcommittee. We had a lively discussion today, with 15 committee members present, and 22 guests.

Our subcomimttee contributes to each of the priority areas of the Long Range Plan. However, we take a leadership position in “Creating Growth through Consumer Markets” priority.

We were provided updates on the program activities for ANCW’s Beef Ambassador Program, Northeast and Northern Virginia public relations program, and the safety, nutrition, consumer-friendly beef, industry resource and public affairs programs conducted by NCBA.

Some of the defining points to date include the Beef Ambassador Program’s work across the country, including stops this year in New York, Pennsylvania, Minnesota and the National FFA convention. Northeast and Northern Virginia public relations program provided an update on their recent events activities, including the Boston Marathon, Connecticut Women’s Show, and State Dietetic Associations.

The subcommittee heard several updates from the NCBA public relations team. Crisis preparedness continues to play a major part of the safety public relations program. The team conducted the Foot and Mouth Disease Summit earlier this fall to gather perspectives and develop a better understanding of the current preparedness plans among state, federal government agencies and the commodities most likely to be affected by an FMD outbreak. We also heard about the current efforts to help tell the beef production story including development and dissemination of the Beef – From Pasture to Plate resource. The team continues to use numerous third party relationships to help communicate the efforts related to beef safety.

The team continues to leverage the Healthy Beef Cookbook to initiate media interest. In 2005, the program gained more than 350 million media impressions including the Today Show.

The food communications team has been busy preparing for the newly created Food Editor’s Seminar to take place in conjunction with the Beef Cookoff. Also, the team worked with the Food Network’s show “Unwrapped” to showcase ground beef and burgers.

The checkoff’s public relations team also conducted media training for state beef council executives and staff during the Kickoff meeting and frequently conducts impromptu trainings as issues arise.

The bulk of the meeting focused on the current public relations programming and how environmental factors will play a role in creating challenges or opportunities as we work toward 2010. The group identified the following environmental factors to have the most significant impact:

• Where food comes from
• Importance of youth influencers
• Beef as part of a wholesome lifestyle
• Combat activist groups with information and science from a credible source
• Impact public opinion at all channel points
• Strategy for dealing with evolving news sources
• Instill producer passion to tell the beef production story

2007 Cattle Industry Annual Convention, Feb 2007 – Committee Agenda

2006 Cattle Industry Summer Conference – Joint Public Relations Subcommitte Meeting Report:

Andrew Murphy, Chair
Ann Bruntz, Vice Chair

Hi, I’m Andrew Murphy, and I serve as chair for the Public Relations Subcommittee. Ann Bruntz is our vice chair. I want to thank everyone who sits on this subcommittee. We had a great meeting today, with 13 committee members present, and 11 guests.

The Subcommittee heard an update on the program activities for checkoff-funded consumer public relations. First we heard from Allison Wenther, who was here representing the Northeast and Northern Virginia Public Relations program, providing an update on the nutrition activities in the Northeast region. Highlights include:

• Serving more than 1,000 pounds of beef stew and 8,000 samples at the Boston Marathon.
• Sponsored a beef producer who ran the marathon with beef messages on his apparel.

Then we heard from Carol Abrahamzon from ANCW, who provided a report on the National Beef Ambassadors program. Highlights include:

• The Ambassadors participated in media interviews resulting in 250,000 earned media impressions.
• Ambassadors have participated in the “Chew on This” blog.

The Subcommittee also received a update from NCBA staff who work on checkoff-funded programs in this area. Highlights include:

SAFETY

• The Safety PR Team is leading an FMD Summit to take place in early October, which will join government and industry on this critical issue.
• The Food Safety Media Tour reached 6 million consumers with food safety tips.

NUTRITION

• The Nutrition PR teams has secured 210 million impressions from The Healthy Beef Cookbook media efforts.
• Nearly 40 high-profile health influencers and credentialed food/nutrition media attended the CWNS’s sponsored event: “Live Well 2006: A Toast to the Senses and Science.” The event included research updates, interactive culinary experiences and beef nutrition media and message counsel.
• Chef Richard Chamberlain appeared on The Today Show yesterday, a result of the checkoff’s public relation’s efforts to encourage beef consumption toward addressing the oversupply issues this summer.

FOOD COMMUNICATION

• The Food Communications area has secured more than 1.3 million impressions in the current fiscal year.
• Deskside briefings took place the week of June 19 in New York City, with 17 national magazines, food writers and The Food Network

INDUSTRY RESOURCES

• 13 state beef council executives were given an intense media training session in May, focusing on the beef production story, “Chew on This” and “Fast Food Nation.”
• In addition to media trainings, the team is continuing to develop messages on hot topics about beef in the news.

The Subcommittee next reviewed the priorities that we set during the winter meeting in Denver. The Public Relations Subcommittee confirmed that it can make the greatest contribution to the new Beef Industry Long Range Plan priority that addresses “Creating Growth through Consumer Markets.”

Given these insights, the Subcommittee heard four “Authorization Requests,” or proposals for checkoff funding, for Fiscal 2007, including:

1. Northeast and Northern Virginia Public Relations, with a proposed budget of $106,000
2. National Beef Ambassador Program, with a proposed budget of $93,000
3. Consumer Outreach Using Beefmobiles, with a proposed budget of $15,000
4. Consumer Public Relations, with a proposed budget of $3,090,000

Following a good discussion of each AR presented, all were recommended for approval by the full committee.

In other business, Subcommittee member Dave Fugate commented that he had never been more impressed than with the presentations here today and that the staffs should be commended for their work.

The Subcommittee also recommended and prioritized four “Attachment As,” which are additional programs that the Subcommittee believes are worthy of checkoff funding if there is additional support available in this area. These include (in order):

• Cancer/Nutrition (combat two releases regarding cancer) – $300,000
• Hispanic Outreach Initiatives (direct-to-consumer, online, broadcast) – $200,000
• Safety Media Tour (beef production story/FSEN extension) – $35,000
• Culinary Media Training (bootcamp for state beef councils) – $30,000

2006 Cattle Industry Annual Convention – Joint Public Relations Subcommittee Meeting Report:

2006 Cattle Industry Summer Conference, July 2006 – Joint Public Relations Subcommittee Meeting Agenda

 

Hi, I’m Andrew Murphy and I chair the Public Relations Subcommittee and Ann Bruntz serves as Vice Chair of this committee. I want to thank everyone who sits on this subcommittee. We had a lively discussion today with 16 committee members present and 11 guests.

We were given an update on the program activities for ANCW’s Beef Ambassador Program, MICA, and NCBA’s safety, nutrition, consumer-friendly beef, industry resource and public affairs programs. Some of the defining points to date include the Beef Ambassador Program’s workshop, “Beef Fed, Beef Fit, Beef Fantastic,” which was presented numerous times at national youth conventions and received extremely positive results. MICA discussed four major events they will be involved in, including Sister to Sister in Baltimore, the Boston Marathon, the National BBQ battle and the Connecticut Woman’s Expo.

The checkoff’s safety team met with the editorial boards of the New York Times and the Boston Glove to combat negative coverage on BSE and give accurate information for reporting on this complex topic. The Healthy Beef Cooking was launched this fall with great success, and has already garnered more than 80 million media impressions. Editors continue to remain interested in value-added products with 100 placements in magazines and newspapers. The public relations team also conducted media training for state beef council executives and staff during the kickoff meeting on the important topics of beef production and nutrition. Finally, the public affairs team continued to work with the media on hot issues such as animal ID and getting the U.S. Beef market open to Japan.

Next the subcommittee reviewed the Long Range Plan. Our subcommittee is somewhat unique in that it supports much (if not all) of the industry’s Long Range Plan priorities. We identified that public relations contributes each of the priority areas and all new frontiers and givens with the exception of Age/Process/Source Verification within the Creating Value through Beef Production Priority.

The PR subcommittee identified the following as growth opportunities: Creating Opportunity through Global Competiveness, Creating Growth through Consumer Markets and Accessible Information.

The committee then determined that public relations should take leadership in Creating Growth through Consumer Markets Priority.

This was motioned by Daryl Owen and seconded by JB Douglas. This concludes the public relations subcommittee report.

2006 Cattle Industry Summer Conference – Joint Public Relations Subcommittee - Committee Meeting Minutes