Austin, Lucinda L. (author / University of North Carolina at Chapel Hill), Schultz, MaryClaire (author / Elon University), and Gaither, Barbara Miller (author / Elon University)
Format:
Book chapter
Publication Date:
2019
Published:
International
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 102 Document Number: D10898
Notes:
See also D10895., Pages 95-103 in Brigitta R. Brunner and Corey A. Hickerson (editors), Cases in public relations: translating ethics into action. Oxford University Press, New York City, New York. 359 pages., Reports on goals of McDonald's to increase transparency with consumers. While their goals are clear, their actions fall short."
21 pages, via online journal, How an agricultural organization handles the way the media reports a crisis can have an impact on the public’s perceptions of the organization, and sometimes the industry as a whole. The popularity of social media outlets as a venue for disseminating and gathering information and news makes the use of social media surrounding agricultural crises an important topic to investigate (Glynn, Huge, & Hoffman 2012; Hermida, 2010). A qualitative case study was conducted to investigate the use of social media tools during an agricultural crisis. The participants – communications directors, social media managers, and individuals with a close connection to the crisis under study – reported that social media was a major component of their communication efforts surrounding each crisis. Participants felt social media was very effective in these situations and had a major impact on their communication efforts. Although no participants reported using a structured social media strategy or crisis communication plan, they stated a need for such guidelines in the agricultural industry. From the data analyzed in this study, a model for using social media during a crisis situation, aimed specifically for use by those in the agricultural industry, was developed. This project was funded through the USDA's Beginning Farmers & Ranchers Project.
Available online at www.centmapress.org, Results indicated that both corporate firms involved in a food fraud case lacked an immediate mandate to address the legitimate stakeholders' claim. "This study adds the action perspective to stakeholder salience theory, providing practical guidelines for marketers in the food sector who face wicked contexts, attempting to achieve transparency and common goals along with their stakeholders."
Stokes, Ashli Quesinberry (author / University of North Caroline at Charlotte)
Format:
Book chapter
Publication Date:
2019
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 102 Document Number: D10900
Notes:
See also D10895., Pages 145-153 in Brigitta R. Brunner and Corey A. Hickerson (editors), Cases in public relations: translating ethics into action. Oxford University Press, New York City, New York. 359 pages., Examines the methods and effects of Vani Hari and her Food Babe blog as a "viral activist," underscoring that public relations is in new territory.
Via online issue. 2 pages., Introduction and description of Golden ARC Award in social media for the Moo Lab entry submitted by Midwest Dairy and FLM Harvest.
Ngondo, Prisca S. (author / Texas State University) and Craig, Clay (author / Texas State University)
Format:
Book chapter
Publication Date:
2019
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 102 Document Number: D10896
Notes:
See also D10895., Pages 63-70 in Brigitta R. Brunner and Corey A. Hickerson (editors), Cases in public relations: translating ethics into action. Oxford University Press, New York City, New York. 359 pages., Reports on goals of McDonald's to increase transparency with consumers. While their goals are clear, their actions fall short."
Bruns, Catherine J. (author / James Madison University)
Format:
Book chapter
Publication Date:
2019
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 102 Document Number: D10901
Notes:
See also D10895., Pages 171-178 in Brigitta R. Brunner and Corey A. Hickerson (editors), Cases in public relations: translating ethics into action. Oxford University Press, New York City, New York. 359 pages., Author examines the actions, accountability and ethical stance of government agencies in communicating environment risk to citizens in Flint, Michigan.
19 pages., Via online., In a comparative case study, researchers analyzed two social media conflicts between farmers and animal right advocates to understand how conflicts establish, escalate, and return dormant through issue and identity framing and the discursive use of emotions. "The binary opposition is initially established through issue framing but escalates into an identity conflict that involves group labeling and blaming."
