Remaking agriculture’s image: Time for a ‘parallel response’
ROD SMITH
The Land
To get their message out today, food producers need to have an entirely new sense of urgency and need to use an entirely new set of alliances and tools, according to one specialist in issues management.
This requires first a desire to actually respond, then alliances with interests that are not traditional to agriculture, then capabilities to communicate plus outreach that transmit messages consistently, continuously and rapidly, explained George Clark, director of the issues and crisis group at Burson-Marsteller in Washington, D.C.
