Effective crisis management and crisis communications are, of course, only one benefit of taking positive action. A clear policy platform with proactive talking points on new and emerging issues will also establish your position as a respected thought leader.
Even as you read this, many topics—some expected and others impossible-to-anticipate—may be surfacing. Here are five considerations for putting together that crisis communication plan and proactive policy platform.
- The best time to have the answer is before you’re asked a question. Since you’re a consumer, too, it pays to think like one and anticipate topics relevant to food and agriculture. Work to understand why consumers—and often advocacy groups—have introduced them. It isn’t necessary to agree. Understanding, however, is critical. A great example: When Burger King introduced its Impossible Whopper with plant-based patty, the company made it clear its motivation was consumer demand.
- Participating in discussions keeps you from being on the outside looking in. Until you join the conversation, you will forever be an outsider who’s often viewed as an enemy-in-waiting, especially by advocacy groups with grass-roots support. Leverage your digital channels—or establish them if you haven’t yet—to help educate those interested in the discussion and understand their viewpoint.