Speaking Out: Animal Health and Dairy Product Safety

As a dairy producer, you will probably be asked questions about biosecurity and animal health issues. Consider it an opportunity to educate the public and the media about the commitment of the dairy industry and the safety of dairy products. In addition to the information below, your local dairy organization is a great resource for information and guidance when opportunities to communicate with the public arise or when the media contacts you for a story.

Remember These Principles
Whether you're speaking in public, talking to the media or answering questions one-on-one, keep these communication principles in mind:

1. You earn trust by being honest.
2. You may not have all the answers, but you can refer your audience to someone who does. If you aren't able to reveal information, explain why.
3. You've got a great story to tell – and people want to hear it.

It's normal to be nervous in these kinds of situations. Remember you and the reporter are equal partners and you have the information he or she needs.

Get Your Point Across
No matter who you're talking to, these tips can help get your point across:

1. Limit yourself to three key messages – that's as much as most people can take in or remember at one time.
2. Be concise. Keep your answers short and simple - be quoteable. If you ramble, your messages may be lost. Keep your answers short and to the point. Television reporters, for example, want soundbites of no more than 10 to 15 seconds.
3. Use positive examples from your own farm that illustrate your commitment to the health of your herd and the safety of dairy products. For example, if you consult with a vet or other animal specialist on a regular basis, share that with your audience. If you've installed comfort beds for your animals, mention that too.
4. Don't get too technical. Keep it conversational. Most people don't have the background in agriculture and dairy farming that you do. Stick with top-line facts and simple examples that support your points.

Help Reporters Tell the Story
By following these simple steps, you can help reporters meet their deadlines and create a story that is accurate and factual.

• Ask the reporter what publication he or she works for, what the focus of the story is and when the story will be run or aired. This allows you time to provide the information they need when they need it.
• Return a reporter's call as soon as possible, within 15 minutes if you can. Reporters are usually working against a deadline and need their questions answered promptly.
• Before the interview, take a few minutes to gather your thoughts. If you have time, review the Useful Facts section of this site.
• If you're asked to respond to a situation or incident on another farm, do not speculate. Rather, provide simple examples from your own farm.

Here are a few additional points to keep in mind:

• If you would like to verify the reporter's identity for security reasons, ask to see their license or press credentials and call the news organization the reporter works for to verify their employment.
• Reporters usually will call you to set up an appointment to come to your farm. In the unusual instance that a photographer or reporter visits your farm unannounced, approach them courteously and respectfully. Inquire about the nature of their visit and, if possible, help them out or set up an alternative time to visit your farm. Let them know that you don't want to disrupt normal business operations. Also, both Dairy Management Inc. and your local dairy organization have stock footage and photography that may be of assistance to the reporter. Refer them to these resources as well.
• In order to successfully do their job, the media can observe, photograph or record any event or person from public grounds. This means they can shoot photos or video footage from outside the perimeter of your farm – for example, a public road leading up to your farm. Be courteous and respectful just as you would if they were a visitor on your farm and see if you can help them in their information search.

Hosting On-Farm Tours
If you're asked to give an on-farm tour, you will serve as a spokesperson for the entire dairy industry. Farm tours demonstrate the important role that on-farm security plays in keeping the food supply safe and can make an impression that lasts a lifetime. Ensure a successful tour:

• Review these tips for hosting On-Farm Tours.
• Learn the "STAIRS" acronym, which was developed by the University of Vermont Extension Department at the request of USDA, to make biosecurity principles easier to implement and discuss -
  
  S Sanitation (sanitize footwear and items in contact with animals)
  
  T Traffic Control (limit movement)
  
  A Assessment (assess risks)
  
  I Isolation (manage risks)
  
  R Resistance (secure resources and inputs)
  
  S Security (identify and monitor visitors)
   
• Download a pocket Communications Tips & Techniques reference to carry with you.
• Reference DMI and NMPF's Dairy Farm Security Fact Sheet.

Refer to These Resources
Remember, it's okay not to have all the answers. If you don't, help the reporter by referring him or her to someone who does have answers. In addition, you may prefer not to allow reporters on your farm to shoot photos or video. Be courteous and diplomatic when explaining your preference and refer them to other resources for photos and footage.

The following organizations can help respond to questions about dairy product safety, animal diseases, biosecurity and related issues. DMI and your local dairy organization can also provide stock photos and footage of dairy farms.

• Dairy Management Inc. manages the national producer dairy checkoff program that helps build domestic and international demand for dairy products on behalf of America's 80,000-plus dairy producers. DMI can answer questions about animal health issues and dairy product safety or refer you to the appropriate spokespeople. Call DMI at (847) 627-3229.
• National Milk Producers Federation, which represents most of the dairy marketing cooperatives serving this nation, also can answer questions about animal health and dairy product safety. Call NMPF at (703) 243-6111
• www.dairyfarmingtoday.org is a Web site created by the dairy industry to introduce and explain dairy farming to the general public; if someone wants to learn more about family farms, cows and the business of dairying, send them to this Web site.
• Local dairy organizations — Most states and regions are represented by various dairy organizations; click here for a list of these organizations and their contact information.
• Your state's department of agriculture can provide information about statewide efforts. Click here to find out how to contact them.
• Your state veterinarian's office can answer specific questions about animal diseases and your state's animal health emergency response plans. Click here to find out how to contact them.

You also may want to refer media to the www.nationaldairycouncil.org, the National Dairy Council's official Web site. It includes a Press & Media section that offers press releases, industry statements, stock photos of dairy foods and a list of dairy nutrition experts.

Click here for a list of Web sites that contain technical information about biosecurity and animal diseases.

Click here for useful facts about these issues.

Click here if you want to learn more about communicating about these issues or have feedback about this site.