KFB Director Larry Thomas of Hardin County gives a "mock" interview on animal welfare issues with AFBF's Johnna Miller.

   A national Farm Bureau program developing media spokespersons to address animal welfare issues came to Kentucky last month with a training session involving some KFB leaders and staff members.
   AFBF’s Board of Directors authorized the “Agricultural Challenges Initiative” in response to growing attacks against the animal agriculture industry.  Groups like the Humane Society of the United States and PETA have been causing problems for farmers and ranchers in both the public policy and public relations arenas, chiefly with allegations about animal confinement practices. The Farm Bureau program, which has KFB among its many supporters, is aimed at helping the farm community tell the story from its point of view.
   Specialists from the St. Louisbased public relations firm Osborn-Barr joined with AFBF PR Division staffers Don Lipton, Mace Thornton and Johnna Miller, plus Missouri swine producer and past AFBF Young Farmer Committee Chairperson Chris Chinn, to conduct the workshop at the KFB office. The agenda involved identifying the challenge and the opponents, discussing effective talking points and mediums for communicating those messages and then “practicing” via mock TV and radio interviews.
   Goals of the overall campaign are (1) influencing animal agriculture policies to ensure laws passed support the livestock and poultry industries rather than restrict them, and (2) moving consumer opinions to neutral or positive about animal production practices.
   Research supports the need for farmers and ranchers to be concerned about public perceptions. A January survey of 3,464 adults throughout the U.S. showed that nine percent believe farmers do not treat their animals well, with another 34 percent saying they were unsure. While the majority (57 percent) feel farmers do a good job, it’s the “unsure” 34 percent that could present problems if not properly informed about the issue.
   The biggest “positive” in the survey was 91 percent saying farmers and ranchers are credible spokespersons (84 percent agreed that Farm Bureau is credible). And veterinarians, the true “experts” on the issue, received a 96 percent favorable rating.
   Lipton told the group a Colorado survey underscored why farmers need to speak up. In that instance, only five percent originally believed farmers do a poor job with their animals – but the percentage doubled after the same group was given the point of view from the Humane Society of the United States.
   “One of the key things is to put a face on this issue,” Lipton explained.
Opponents cannot be taken likely:
   HSUS, which is typically confused with the Humane Society but has no connection to animal shelters or caring for stray animals, has a $120 million budget. PETA’s budget is $28 million and a third troublesome group, Farm Sanctuary, has emerged with a $5 million bankroll, according to AFBF.
   Additionally, radical environmental groups have been teaming up with HSUS and PETA to attack animal agriculture based on the global warming issue.
   Among the key messages are:
   *For animals to produce meat, milk and eggs, producers must take all possible steps to ensure that animals are well cared for around the clock.
   *Farmers and ranchers recognize that superior animal welfare practices lead to the production of high-quality, safe and wholesome products and are constantly seeking ways to improve the well-being and comfort of animals. To do otherwise would be bad business.
   *Quality assurance programs at the national and state levels provide farmers and ranchers with guidelines for the production of safe, wholesome animals, including recommendations on necessary animal handling and facilities.
   The PR specialists stressed to the KFB members the importance of delivering positive messages, rather than attacking the opponent. Surveys consistently affirm that positive messaging is effective when dealing with public issues, they said.
   Among the KFB contingent taking the class were President Marshall Coyle, First Vice President Mark Haney and Directors Larry Thomas, Danny Wilkinson, Pat Henderson, Ryan Bivens and Frieda Heath.