Articles published on October, 2008

1. Shining a light on the sunset

   Published on Friday, October 24th, 2008

   Last weekend I attended the jubilee conference for the Guild of Agricultural Journalists and Communicators.  Although a lapsed member of the Guild, it was refreshing to be among such a dedicated and passionate group of people.

   The Guild was formed 50 years ago to help give voice to the research and business of agriculture in New Zealand in a largely secular world.  Then, as now, this special fraternity encourages and recognises the work of those often marginalised in the mainstream media despite the fundamental economic importance of the sector of their expertise.

   The conference was a way to celebrate agriculture and those journalists who know the most about it.

   As much as past governments may have wanted otherwise – with dreams of New Zealand as a regional finance hub, or a centre of IT excellence – agriculture continues to underpin the economy.   Why has it not lived up to the tags of a sunset industry?  Simply because agriculture and food are New Zealand’s natural competitive advantage.

   In this context it was with some relish that the Knowledge Wave was recalled for its paucity of agribusiness representation.  Around that time agriculture was popularly portrayed as the sunset industry.

   Maintaining New Zealand’s edge in agriculture - and preserving our economic wellbeing – will depend on a debate we are still to have: the acceptance or not of GM technologies. Such technologies are fundamental to mitigating some the cost increases facing the sector. 

   We are now past the time when the country should be bullied out of resolving our position on such an important issue by a noisy minority which, until now, has successfully drowned out the principal finding of the Royal Commission on Genetic Modification (2001), which was “proceed with caution.”

   It is time for a grown-up debate on the role of GM in New Zealand Agriculture.  Our future prosperity depends on it.

   Posted in From Our Blogs

2. Tell it like it is

   Published on Tuesday, October 21st, 2008

   At a time when we’re being bombarded with grim financial news from every quarter it’s important to consider the impact on internal communication in the workplace.

    

   In a recent survey of 514 American workers released by Weber Shandwick and published in PR Week more than half said their employers had not addressed their concerns about the impact of the current economic turmoil.

    

   The workers were clearly worried - 70% expected the current economic situation to have a negative impact on the companies they work for, while 62% of those said their companies would have trouble meeting its goals.  The deafening silence from the top is no doubt contributing to their concerns.  And just because the boss isn’t talking about it doesn’t mean the staff aren’t.  Nearly three quarters of those surveyed said their colleagues are discussing the possibilities.

   The important message for employers is to communicate openly with staff, and to do it early.  Don’t let rumour and speculation rule.  Rumours are generally worse than the truth and can lead to a downward spiral in motivation, enthusiasm and commitment.

   Tough times are an opportunity for senior managers to communicate.  Gather the facts and make sure you communicate openly and honestly with your staff – and do it now.  Don’t let water cooler talk fill the vacuum left by a lack of real information.

   The survey was conducted by KRC Research between October 3 and October 6 with a margin of error of +/- 4.4% at the 95% confidence level.

   Posted in From Our Blogs

3. Hanging by a thread

   Published on Tuesday, October 14th, 2008

   In issues management there is always a new experience to be had, and based on a recent episode online media will bring challenges aplenty for those of us involved in issues and reputation management.

   This new media is like talkback on steroids where those with a point of view or complaint can rage to their heart’s content, largely under the cover of anonymity. 

   Trade Me’s community message board is usually a forum where members, mainly active traders and, from what I have seen, women share advice and experiences.  On the message board there are segments of interest, such as computing, environment, parenting and farming.  Within this structure members are free to start up discussion topics, or threads. 

   A current example of a new thread in the “opinion” segment of the message board is: Does John Key have a wife and children….???  Yesterday this thread attracted 52 comments ranging from criticism of using his daughter in campaign material to comments about his wife. Another thread on the “parenting” segment is titled: Bleeding from the bladder.  Within three hours last evening there were 43 postings, many from the same people.

    All slightly odd – but probably harmless, you might think.  

   My experience was with a product issue – product satisfaction not safety – and a few individuals went beyond mere commentary to actual threats.  

   Unlike talkback, Trade Me’s message board has no anchor point or moderator, such as the radio host, through whom a balancing point of view might be represented.

   So how to you manage such issues?

   From my recent experience, the ABC of managing these situations goes like this:

   • Maintain a ‘clean’ membership of Trade Me – one that has never traded before – and hold it dormant.
   • Seek advice from the Trade Me’s administrators, and discipline yourself to follow it.
   • Respond only to the macro scene, not individual jibes and baiting.
   • Prepare from the outset for the issue to potentially graduate from the dark world of “online’ to traditional media.

   Some general observations:

   • The Trade Me community has its own leaders and followers, and there are members who also communicate and plan with each other offline.
   • If you have a real issue act sooner rather than later – decisively and clearly.
   • The medium is prone to the ill-informed leading the uninformed.
   • The moderate voices in the “community’ are often bullied into submission.
   • The more extreme postings/commentary seem to be made late at night.

    How do you view online media, and is this a medium that you currently monitor?

   Posted in From Our Blogs

4. There’ll be another melamine

   Published on Monday, October 13th, 2008

   I read a chilling prediction in the Washington Post last week, one fraught with all kinds of contradictions.  It was from Yoko Tomiyama, head of the Consumers Union of Japan, reflecting on the impact of China’s melamine contamination issue.

   He said that “as long as this globalized consumer system prevails, there will always be the next melamine”.

   As someone old enough to remember the post-WWII importation of toys, and then cars, from Japan I couldn’t help reflect on the irony of initial quality issues that frustrated consumers who called them “Jap Crap”.  And then the trauma created in Western economies, as Japan’s motor industry displaced our British and European standards with higher quality and lower prices?

   That was globalisation in practice.

   The melamine issue was not created by globalisation, although its breadth and scope may well have been. The melamine issue was created by greed. It was a fraud committed by individuals for their own personal gain. It wasn’t just San Lu. Correspondents in China report that a total 21 Chinese dairy companies were pulling the same stunt, albeit not to the level of contamination perpetrated by San Lu’s suppliers.

   While the world has recoiled in horror at the melamine scandal, it appears more accepting of the global financial crisis.  Perhaps it is easier to understand greed when it wears a collar and tie, and not overalls; or when its Western greed versus Eastern; or when there is no direct link at this time when the death of children.

   The irony of the melamine scandal and the financial meltdown is that they were created by the same people – those demanding higher and higher returns for lower and lower investment cost.

   China was taking advantage of this, and in some areas its food production has now been found wanting. Like Japan though, China will get the quality equation right, and as that happens there will be a new frontier of production efficiency, and as Yoko predicts there will be another melamine.

   So what can we do?  Be prepared.

   Fonterra’s response to the San Lu issue has been dissected by almost every PR and media commentator – experienced and the inexperienced.  For me, the wild card was the Chinese system.  This made it different to any other crisis.  However pious and righteous we might be in our views of how the issue should have been handled, Fonterra was alone in its experience of having to deal with the complexities of that country’s system of government on the eve of its biggest show on earth, the Olympic Games.

   How can we be ready for the next melamine that might affect our business?  Make sure we have a crisis plan; and practice, practice, practice. 

   Posted in From Our Blogs

5. Fert Research – Code of Practice

   Published on Thursday, October 9th, 2008

   Keeping the fertiliser industry current

   The Brief
   
   First developed in 1998 and updated in 2002, the fertiliser industry’s Code of Practice for Fertiliser Use had become part of numerous regional council plans and quality assurance programmes and was well-regarded by the agricultural sector. However, a number of new issues coupled with a shift in the concept of ‘fertiliser’ to ‘nutrients’ led to the need for a new Code to address the emerging challenges.  Our brief was to achieve a new Code that would be widely accepted and meet the needs of a number of diverse audiences, while maintaining the credibility and goodwill established with the first Code.

    (more…)

   Posted in Agriculture/Primary Sector, Case Studies