American Egg Board with Encourage PR Group and Epic Associates
2022 Fowl Flu Response
Encourage PR, Epic Associates share tales throughout egg disaster
With Avian flu spreading — and egg costs rising — Encourage PR and Epic Associates labored with the American Egg Board to coach audiences and defend the egg trade. These efforts earned a Ragan Disaster Communications Award within the Meals & Beverage class.
Encourage PR Group and its collaborator, Epic Associates, supported the American Egg Board’s (AEB) communication efforts through the Extremely Pathogenic Avian Influenza (HPAI) disaster. The AEB wanted to reply rapidly to the outbreak to assist its farmers and talk successfully with stakeholders.
Encourage PR Group’s disaster preparedness and response program had three principal targets: to reassure, educate and supply assets to prospects and customers concerning the hen flu outbreak; to mitigate the destructive influence on the egg trade’s model and the popularity of egg farmers; and to align trade stakeholders and companions behind a united response and one constant narrative.
To attain these targets, the communications program employed a multifaceted strategy that included client analysis, media relations and stakeholder engagement planning, media coaching and disaster drills, and growing informational supplies for a various set of channels. This system additionally socialized the plan throughout all events, together with egg producers, authorities authorities, state egg commerce associations and different poultry organizations.
The AEB and its companions at United Egg Producers held weekly calls to guarantee continued alignment, and AEB frequently engaged different stakeholders, together with USDA and different nationwide poultry organizations, in addition to state egg affiliation companions. The ensuing supplies, together with animation, infographics, video b-roll, FAQ, speaking factors, social tiles, web site content material and toolkits, have been developed in a manner that was easy and straightforward to know and have been made out there throughout channels.
The work to speak across the persevering with outbreak is ongoing, however analysis has decided that there’s minimal client engagement round HPAI. Nevertheless, the ensuing egg worth will increase, exacerbated by inflation, grew to become a big matter of media protection and dialog. Egg farmers leveraged the supplies with prospects, workers, and others of their communities, and state egg associations shared the content material on social platforms and web sites, creating consistency throughout the U.S. in messaging about HPAI.
Congratulations to Encourage PR Group and Epic Associates, together with President Eric Pehle.
