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The Citizen, 2003-12-10, Page 18PAGE 18. THE CITIZEN, WEDNESDAY, DECEMBER 10, 2003. Shorthorn producers hear about communications prc-crisis issue, which is absohiich crucial said Daynard. "In 200I wc devoted lime to impioving the website." The updates, she said, have proved invaluable during the current crisis because of the relevant pages. There have been about 5()().()()() hits since May 20. May 2I. the day alter the news hit about BSE. Daynard said they had the highest number of hits ever. Acute crisis was the situation al I0 a.m. May 20. Noting that OCA was given two-hour headway in advance ol the media finding out. Daynard said they didn't have much time to prepare. However, they followed the plan. immediately released information to membership and put their focus on the media. “We were there until midnight answering calls.” Chronic crisis was the situation in mid-August. “It didn’t help when they said the border was partially open. It became difficult from a media perspective to keep the story the biggest agriculture, looked for aTi\k Wc |iis( tried tn make them dunk about othci smics regarding BSI Slating that this was crisis cvei in Canadian Daynard added. "We angles that helped to keep the crisis alive in some papers Managing the support also became a big issue as hundreds of calls came in from people wanting to help the beef industry. The support, she noted, was tremendous. “We were the only country to see BSE ami have consumption rise." Post crisis is the stage they are hoping to reach said Daynard. "We will plan for the next time because it's not if there's another situation, but when. ' Scenarios are considered as arc the lessons learned from this crisis "Il's been a challenging six months for OCA and the industry. I think we've done a good job. but there's always need for improvement." The bfggest question during the public period was with regards to opening the border. Daynard’s feeling is that the U.S. will open the border to cattle going direct to slaughter at the earliest by March. When comments were made regarding "Uncle Sam", Daynard agreed that the U.S. had been "throwing its weight around” noting that Mexico had been eager to open its border to Canadian beef but was warned by the States that there would be repercussions from them. "It's a delicate dance,” said Daynard adding that it’s a federal issue, not provincial. “I’m hoping the new prime minister will do more." There is hope that exports will soon be going to Russia and China. "There is a light at the end of the tunnel." "This has been a much different situation. In the case of Walkerton people were dying. This has all come about because of one cow that didn't even make it into the food chain. There was no health risk here." Open communication Dealing with the media in a crisis was the message from Kelly Daynard, communications manager for the Ontario Cattlemen’s Association at the Huron Perth shorthorn producers meeting in the Brussels Legion last Wednesday Healthy Futures, success in Huron night. (Bonnie Gropp photo) By Bonnie Gropp Citizen editor It's been a difficult few years for agriculture, and particularly the beef industry. How to handle the crisis in the media was the topic of Kelly Daynard guest speaker at the Huron Perth shorthorn producers’ annual meeting in Brussels on Dec. 3. Daynard. communications manager for the Ontario Cattlemen’s Association (OCA) said the role of communications during the crisis has been especially important. As a former journalist she said it has been interesting to be on the other side of the news. Daynard first spoke of Walkerton and the E. coli outbreak, noting that the news first broke on the Tuesday after the May long weekend in 2000. “Hearing of the potential link to agriculture we went to our board of directors to see what they wanted to do. The plan was to keep quiet and not draw attention.” However, within 10 days it became clear that this was not the action to take and a coalition of farm groups formed. “It was far too late. We were so far behind the eight ball.” Daynard said that by the time OCA did come out with a press release the media already had their contact people, most on the other side of the story than agriculture. “The animal activists had been waiting for an opportunity like this. They were extremely well-prepared and these were the people the media was going to because they had been visible.” The crisis was a learning experience, Daynard said which proved that agriculture needs to be pro-active in dealing with crises. “We have to be better prepared.” Part of the problem was that there were no people trained to handle the media. “Our board, despite knowing the facts, weren’t comfortable in front of the media.” become better prepared to deal with crisis situations. “We did get better at this during Walkerton.” Fast-forwarding to 2003 and the BSE crisis, which co-incidentally broke on after the long weekend in May, Daynard said “if we learned anything from Walkerton it was to never say never.” For pre-crisis a plan is in place with lists and contact information kept current. “During the first while with BSE we were scrambling, but so was the media. You understand that today’s journalists have to be experts on everything from sports to municipal council. They were learning as much as we were.” As a result of current info from OCA, Daynard said the press coverage has been "really, really good.” After Walkerton. OCA came up with a team of 25 producers from across the province who were brought in for training, voluntarily, on how to handle the media. As a result during BSE the team was ready to jump into the role of media spokespeople. “We used these people everywhere.” Website development is another Healthy Futures for Ontario Agriculture has proven to be a remarkably successful program in Huron County. To date over 920 projects have been approved for funding. Healthy Futures provides grants and technical assistance to rural landowners, undertaking projects that will improve waler quality. Locally. Healthy Futures is administered by Huron County and the Ontario Ministry of Agriculture and Food. Staff from the Ausable Bayfield and Maitland Valley Conservation Authorities deliver the program to landowners. Since Healthy Futures for Huron Agriculture began in 2001 over $2,577,000 in grants have been allocated in Huron County. Landowners have contributed over $3,055,000 towards the completion of the projects. The average grant to landowners has been just over $2,800. While Healthy futures grants are available for a wide range of projects landowners have been particularly interested in septic system improvements, nutrient management, wellhead protection and clean water diversions. For example, as of early November, the local project review committee had approved 199 septic system projects. 130 wellhead protection projects, and 119 clean water diversion projects. "The interest in Healthy Futures indicates just how strongly landowners feel about improving water quality,” reports .program co­ ordinator Kate Monk. "The accomplishments of this program will leave a legacy of best management practices throughout the county.” Doug Hocking, water quality co­ ordinator with the Maitland Valley Conservation Authority, attributes much of the success of Healthy Futures to its strong partnership focus. "Healthy Futures is a model for program delivery showing how government, local agencies and the agricultural community can work together to improve the health of our environment.” The Healthy Futures program is drawing to a close and landowners must have their project completed by Dec. 15. For further information contact the Ausable Bayfield Conservation Authority at 235-2610 or the Maitland Valley Conservation Authority at 335-3557. Help protect the environment Reduce, reuse and recycle A last minute gift idea! Buy a 1-year subscription to The Citizen TOWNSHIP OF NORTH HURON BLYTH WARD & Cjuzen g Santa »•»'“ for only $30.00 A gift that keeps on giving 50 times a year! Belter communication tools were also needed. “We had to have a better sense of where our producers were.” Daynard said that OCA had no database and was essentially reduced to driving down back roads looking for cattle.” Since Walkerton OCA has WINGHAM WARD NOTICE TO RESIDENTS Please be advised that there will be garbage pickup on SATURDAY, DECEMBER 27TH, 2003 For Blyth and Wingham residents normally scheduled for collection on Friday, December 26, 2003. Recycling Schedule will remain as usual. .................................................—- Please clip & return to "THE CITIZEN" P.O. Box 429, Blyth, ON N0M 1H0 or P.O. Box 152, Brussels, ON NOG 1H0 □ Enclosed is $30.00 To: Name Address:. Postal Code: "f i From:.................................. ^Date Subscription to start: "7^=> Gift subscriptions come with a Christmas card to send to the recipient. Call for rates to U.S. and overseas ~ 523-4792 or 887-9114