Dairy farm familiesof the Southeast

Dairy Promotion News

April 2015

The Animal Activist IssueYour Guide on How to Handle Animal Activists and Undercover Videos

Last summer here in the Southeast we experienced our

first dairy animal “abuse” video. Turns out a disgruntled employee called People for the Ethical Treatment of Animals and staged the video. This case was different from other animal abuse videos released across the country, where videos were shot by an undercover animal activist posing as a farm employee. In both cases a media circus ensued.

Are you ready in case this happens to you?

If you already have a crisis plan in place, you’re ahead of the curve. If not, we can help.

We have a number of suggestions in this special issue of Dairy Promotion News. First and foremost, plan ahead. Have an emergency contact list handy. If something happens, even if it’s just a contact by an animal activist group or a suspicious call, contact us at SUDIA at 1-800-343-4693. We can work with you to talk to the media. We can craft a media statement. We can help manage the media. We can even get a dairy farmer who went through this on the phone to talk to you about his experience. We can help.

While we are constantly on the offense and have a number of programs designed to promote trust in dairy farmers and the wonderful product you produce, sometimes we have to play defense. We want to be sure we start with the strongest defensive line – and that’s a result of preparation and following the playbook.

Add SUDIA to YOUR crisis team!

In Case of Crisis... We’re Here to Helpfrom Cheryl Hayn, General Manager

What To Do When Your Farm is Targeted

It is not likely, but there is always a chance that an undercover animal activist will gain access

to your farm, either as a new worker, a friend of a worker, or as a trespasser. If an undercover video is filmed or staged, seeing your farm and the way it is portrayed can be highly emotional. While difficult, it it is important to keep a clear mind and focus on your goal, which is defending your reputation, telling your longtime animal care story and maintaining trust with consumers. During times of crisis, use the following steps as a guide of what to do and whom to contact.• In a case where your animals were actually abused,

your first step should be to treat and care for the animals. Call your veterinarian to ensure your animals receive proper medical treatment.

• Call SUDIA as soon as possible and tell us what has happened. Dairy promotion staff members are trained and ready to help you handle the negative publicity, defend your dairy and deal with animal activists.

• Contact your field representative and other key stakeholders.

• Within the first few hours, call an all-staff meeting to discuss what has happened and to review your crisis plan. Be very clear about what you want your employees to do and what not to do during the crisis. For instance, if Continued on Page 3

An ounce of prevention is worth a pound of cure. - Benjamin Franklin“ ”

DAIRY Promotion News7 Quick Tips to Help Protect Your Farm’s Reputation During A Crisis

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Communicate publicly your commitment to animal care - have your farm’s value statement ready

Learn about industry resources on animal care and crisis communication

Assign a designated staff person to handle animal care questions

Consider forming an internal advisory group of veterinarians on best management practices

A statement ready for distribution helps protect your farm’s reputation and answer inquiries about standard animal care procedures on your farm.

When developing your values statement and standard procedures for animal care, make sure to consult with multiple local veterinarians about the best and safest practices.

For more information on crisis communication preparedness and resources made available to you by SUDIA, see our contact information on page 4.

Designating one staff member to answer inquiries or concerns about animal care decreases incidents of miscommunication to stakeholders or the media.

Get legal counsel on your rights, responsibilities and vulnerabilities related to cases of animal mistreatment

During times of crisis or false allegations, it is important to know what your rights are as a businessperson and landowner.

Communicate to your stakeholders your standards of animal care

Supply a copy of your values statement or animal care standards to all stakeholders, including suppliers, customers, employees and other partners who can answer questions and speak for your commitment to your animals.

Develop a crisis plan, including protocols for how you will handle accusations of animal mistreatment

Although we hope it never needs to be used, developing a crisis communication plan, complete with a list of emergency contacts as well as information about animal care and the farm, can save valuable time and resources during a time of crisis.

Media coach and former print and broadcast journalist Teri Goudie (right), trains Jeremy Daubert, Virginia dairy extension agent, on how to handle tough ques-tions from the me-dia about popular agricultural topics.

Farm Employees and Animal Care: Working Together

As a dairy farmer, you understand what it means to provide good care for your cows. You know how

to humanely handle animals to ensure their comfort and health, all while responsibly managing your land and equipment. However, not every worker hired on your farm shares this background. Be prepared to educate employees with a clear, educated, informed background of the dairy industry, and specifically about animal care, to ensure that they understand the importance of proper care.

The best way to protect your farm and animals is by hiring the right people, which is often a complicated and difficult process. It is important to understand proper practices on screening employees and what you can and cannot legally ask candidates during the interview process. As an employer, you can and should do background checks and reference checks, as well as do a search on potential candidates on social media websites.

After being hired, one way to ensure your employees understand your farm and their responsibilities is by creating an employee training program and handbook that clearly states your on-farm protocols, practices and rules. Include information on animal care, milking practices, moving animals and other basic information. By creating an employee code of conduct, farm workers

can understand the standards they are held to, focus on specific areas of ethical risk at the dairy, such as animal care issues, foster a culture of honesty and accountability and provide mechanisms for employees to report unethical conduct. Another way to ensure proper animal care on your farm is by holding employees accountable for their practices. You may consider creating a “certified milker” program for employees, requiring them to show proper and safe animal care and handling, and providing them with a certificate upon completion.

Dairy farmers wear many hats – businessperson, care giver, farm manager – and it is common to not be personally involved in the day-to-day activities on your farm. If your employees do not see you on a daily basis, make sure to communicate that you are still watching and paying attention to what goes on at the farm. Designate an employee to be your eyes and ears when not on the farm and have weekly staff meetings to discuss any animal care or safety issues.

Additionally, motivate employees to provide outstanding care or service by offering an employee of the month award or small bonus for excellent work. By pointing out opportunities to improve care and showcasing workers who are doing a great job, you can help provide better care for your cows and your farm.

protestors or members of the media approach your employees with questions about the incident, ask them not to comment and to direct the questions to you or your designated media spokesperson.

• Contact local law enforcement as soon as possible, as well as an attorney for legal advice. During times of crisis, it is important to remember you also have rights.

• Keep calm and resist the urge to confront the activist via the media.

• Contact neighboring farms to inform them of what has happened. Emphasize the importance of speaking with one voice to the media, and encourage neighbors to direct media inquiries to you. Assure them that you will keep them informed during a stressful time.

What To Do When Your Farm is Targeted, from Page 1

• Assist in writing your crisis plan• Work with you to speak to the media• Provide media statements and sample social media

posts• Help manage the media circus on the farm• Provide other communications support needed

How SUDIA Can Help You

When ordering materials, please

allow 2 weeks for delivery.

Southeast United Dairy Industry Association, Inc.5340 West Fayetteville RoadAtlanta, GA 30349-5416

CHANGE SERVICE REQUESTED

www.southeastdairy.orgwww.dedicatedtodairy.com

Helpful Crisis Contacts

Veterinarian: ____________________

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SUDIA Main Office:

1-800-343-4693

Elizabeth MoretzSenior Manager of Industry Relations, Virginia, North Carolina & South CarolinaCell: (828) 406-9482emoretz@sedairy.orgSarah-Baker WalkerSenior Manager of Industry Relations, Georgia, Mississippi, AlabamaCell: (404) 210-4504swalker@sedairy.org

Denise JonesSenior Manager of Industry Relations, Kentucky and TennesseeCell: (270) 970-4792djones@sedairy.org

Field Rep: ____________________

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Local Extension Office: ____________________

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