Tyson Foods Pr Article SummaryEssay Preview: Tyson Foods Pr Article SummaryReport this essayTYSON FOODS POWERS THE FIGHT AGAINST HUNGERMitchell Communications Group, Inc. (MCG), 2007SummaryWorking with the public relations firm, Mitchell Communications Group, Inc., Tyson Foods “wanted to develop a more strategic overall approach to hunger relief that would engage stakeholders on a more meaningful level including: Tyson team members; community leaders and elected officials; retail and food service customers; and a larger number of organizations and individuals involved in a hunger relief nationwide.” Together, they created three primary goals focusing on approach, communication, and involvement towards hunger relief. Tyson Foods and Mitchell Communications Group used primary and secondary research techniques to identify nonprofit hunger relief organizations in America, competitors approaches to hunger relief, as well as issues related to key stakeholders in the company. They used their findings to fashion a plan focusing on four areas: strategies, target audiences, objectives, and budget. Execution of the plans, which included new partnerships with four hunger relief organizations (Americas Second Harvest, Share Our Strength, Lift Up America, and Feed the Children), resulted in Tyson Foods donating 7.5 million pounds of protein and staged 68 major food donation events from fall 2005 to the end of 2006. MCG came up with an evaluation by surveying food bank directors, tracking and analyzing media coverage and exposure, assessing team member involvement, and by comparing actual results with initial goals. This campaign was found to be highly effective in retrieving positive results in each of these areas.
Tyson Foods Company ProfileHeadquartered in Springdale, Arkansas, Tyson Foods is the worlds largest processor and marketer of meats (chicken, beef, and pork) and is the second-largest food company in the Fortune 500 and the S&P 500. Tyson provides products and services throughout the United States and in 80 countries.
Community Relations Status (2000-2005)Tyson Foods has donated approximately 3 million dollars and 25 million pounds of protein to hunger relief through a major partnership with Share Our Strength. Challenges the company was facing included ongoing debates with animal welfare and environmental issues, as well as concerns about avian influenza.
Company Aspirations/GoalsTyson Foods “wanted to develop a more strategic overall approach to hunger relief that would engage stakeholders on a more meaningful level including: Tyson team members; community leaders and elected officials; retail and food service customers; and a larger number of organizations and individuals involved in a hunger relief nationwide.” Together, with Mitchell Communications Group (MCG) came up with three goals: (1) Determine a more strategic approach to hunger relief with more meaningful results. (2) To communicate, with greater opportunity, to external and internal stakeholders. (3) Increase Tyson Foods involvement in a significant, more meaningful way to engage these groups.
[Content]
In August 2015, the U.S. Department of Health and Human Services proposed a food aid policy directive and the Food Pantry Advisory Commission recommended a “Plan of Action” focused on the federal government’s effort to address hunger in the United States, including a policy of food assistance with a broad focus on rural and inner-city communities. In late August 2015, Tyson Foods announced plans to adopt this new form of food assistance that is already available in all four U.S. cities.„ Following a meeting of the Department of Agriculture (DoA) in January 2015, the DoA and National Academies of Sciences, Engineering, and Medicine (NSEM) on July 24th, announced the goal of having all five major food pantries (NED and NEDU) in the United States that receive federal tax credits or loans that could be used to help pay for low-income meals, under the DoA’s new policy.‟ After the Department of Agriculture’s proposed policy, over 30,000 people received food aid packages across the country, creating over $20 billion in revenue for the U.S. Food and Drug Administration.‟ Additionally, the National Council on Nutrition convened a public health summit at Cornell University in 2011 where more than 100 scientists and business leaders made recommendations to encourage more use of public lands to promote the development of agriculture, as well as the production and consumption of foods for food production, agriculture, and nutrition, as well as other sustainable farming practices in the United States.† ; President Obama announced action in December that the USDA will use private sector funding to develop a program to support low-income food and feed security for poor populations.
The plan calls for three major changes: (1) the expansion of the National Nutrition Assistance Program (NANAP) for rural low-income children, (2) expanding the National Program to include all children up to age 17, (3) providing community-based programs to provide access to family farms at no cost to government consumers, and (4) expanding the National Family Farm program for low- and middle-income (MFA) families.‡ USDA President James Jones concluded the NANAP on February 16th, 2015 where he stated: “Together with our community partners, we have created something that is a win-win policy for our society that helps support the needs of every child, every family and every small business throughout our country.”ₐ President Obama issued a proclamation on March 22nd, 2015 that states: “The President has set forth the long-term plan of action aimed at addressing the challenges of the nation’s youth for a more comprehensive, equitable, and nutritious food supply system, and on March 23rd, we announce that: Our Nation’s children’s nutrition
[Content]
In August 2015, the U.S. Department of Health and Human Services proposed a food aid policy directive and the Food Pantry Advisory Commission recommended a “Plan of Action” focused on the federal government’s effort to address hunger in the United States, including a policy of food assistance with a broad focus on rural and inner-city communities. In late August 2015, Tyson Foods announced plans to adopt this new form of food assistance that is already available in all four U.S. cities.„ Following a meeting of the Department of Agriculture (DoA) in January 2015, the DoA and National Academies of Sciences, Engineering, and Medicine (NSEM) on July 24th, announced the goal of having all five major food pantries (NED and NEDU) in the United States that receive federal tax credits or loans that could be used to help pay for low-income meals, under the DoA’s new policy.‟ After the Department of Agriculture’s proposed policy, over 30,000 people received food aid packages across the country, creating over $20 billion in revenue for the U.S. Food and Drug Administration.‟ Additionally, the National Council on Nutrition convened a public health summit at Cornell University in 2011 where more than 100 scientists and business leaders made recommendations to encourage more use of public lands to promote the development of agriculture, as well as the production and consumption of foods for food production, agriculture, and nutrition, as well as other sustainable farming practices in the United States.† ; President Obama announced action in December that the USDA will use private sector funding to develop a program to support low-income food and feed security for poor populations.
The plan calls for three major changes: (1) the expansion of the National Nutrition Assistance Program (NANAP) for rural low-income children, (2) expanding the National Program to include all children up to age 17, (3) providing community-based programs to provide access to family farms at no cost to government consumers, and (4) expanding the National Family Farm program for low- and middle-income (MFA) families.‡ USDA President James Jones concluded the NANAP on February 16th, 2015 where he stated: “Together with our community partners, we have created something that is a win-win policy for our society that helps support the needs of every child, every family and every small business throughout our country.”ₐ President Obama issued a proclamation on March 22nd, 2015 that states: “The President has set forth the long-term plan of action aimed at addressing the challenges of the nation’s youth for a more comprehensive, equitable, and nutritious food supply system, and on March 23rd, we announce that: Our Nation’s children’s nutrition
[Content]
In August 2015, the U.S. Department of Health and Human Services proposed a food aid policy directive and the Food Pantry Advisory Commission recommended a “Plan of Action” focused on the federal government’s effort to address hunger in the United States, including a policy of food assistance with a broad focus on rural and inner-city communities. In late August 2015, Tyson Foods announced plans to adopt this new form of food assistance that is already available in all four U.S. cities.„ Following a meeting of the Department of Agriculture (DoA) in January 2015, the DoA and National Academies of Sciences, Engineering, and Medicine (NSEM) on July 24th, announced the goal of having all five major food pantries (NED and NEDU) in the United States that receive federal tax credits or loans that could be used to help pay for low-income meals, under the DoA’s new policy.‟ After the Department of Agriculture’s proposed policy, over 30,000 people received food aid packages across the country, creating over $20 billion in revenue for the U.S. Food and Drug Administration.‟ Additionally, the National Council on Nutrition convened a public health summit at Cornell University in 2011 where more than 100 scientists and business leaders made recommendations to encourage more use of public lands to promote the development of agriculture, as well as the production and consumption of foods for food production, agriculture, and nutrition, as well as other sustainable farming practices in the United States.† ; President Obama announced action in December that the USDA will use private sector funding to develop a program to support low-income food and feed security for poor populations.
The plan calls for three major changes: (1) the expansion of the National Nutrition Assistance Program (NANAP) for rural low-income children, (2) expanding the National Program to include all children up to age 17, (3) providing community-based programs to provide access to family farms at no cost to government consumers, and (4) expanding the National Family Farm program for low- and middle-income (MFA) families.‡ USDA President James Jones concluded the NANAP on February 16th, 2015 where he stated: “Together with our community partners, we have created something that is a win-win policy for our society that helps support the needs of every child, every family and every small business throughout our country.”ₐ President Obama issued a proclamation on March 22nd, 2015 that states: “The President has set forth the long-term plan of action aimed at addressing the challenges of the nation’s youth for a more comprehensive, equitable, and nutritious food supply system, and on March 23rd, we announce that: Our Nation’s children’s nutrition
ResearchTyson Foods and Mitchell Communications Group used primary and secondary research techniques to identify nonprofit hunger relief organizations in America, competitors approaches to hunger relief, as well as issues related to key stakeholders in the company. The research was divided into four parts: archival, competitive, qualitative, and quantitative.
Archival research identified an increasing rate of hunger in the United States. MCGs research indicated that 38 million people were “food insecure” and almost 14 million of those were children. They retrieved this information from an annual study reported by the U.S. Department of Agriculture in October of 2005. More than 42% of people who use services from Americas Second Harvest Network reported in 2005 of having to make a choice of whether to pay utilities or buy food. Further research by MCG revealed hunger as a sincere and enduring issue Americans cared about.
Competitive research showed a widespread support for fighting hunger in America, but MCG found no major players that stood out in the donation of proteins to hunger organizations.
Qualitative research was done both in-person and through phone interviews. MCG contacted nonprofits, food banks, and agencies throughout the country. There was a definite need for protein products, whereas they discovered that protein is the least donated item and is also the most sought-after.
Quantitative research was gathered through a monthly telephone study asking consumers if Tyson was a good corporate citizen showed heavy support after Tyson and MCG tested new food donation events in pilot markets in 2004 and 2005.
PlanningMitchell Communications Groups planning approach is to “develop a strategy and create a roadmap for communication initiatives tied directly to business objections.” Together, with Tyson Foods, MCG fashioned a plan focusing on four areas: strategies, target audiences, objectives, and budget.
Strategies included creating national relationships with several food banks and organizations; more specifically Americas Second Harvest, Share Our Strength, Lift Up America, and Feed the Children. Special events were to be created to attract the media, as well as to create involvement from target audiences. An alignment of Tysons national branding campaign “Powered by Tyson” with the companys fight against hunger efforts. Also, to reach special target audiences by having special events focusing on African-American and Latino groups.
Target Audiences were decided to be: business customers, general consumers, civic community influencers, elected officials, Tyson team members, and hunger relief/non-profit agencies.
Objectives formulated by Tyson and MCG included: hosting special events in at least 20 major media markets, involving key community influencers and newsworthy personalities, encouraging Tyson team member participation, producing at least 100 placements in media involving Tyson and their cause, utilizing at least half of the markets of specialty/diversity markets online, increasing sales of Tysons products by 5% in selected donation markets, and to receive positive feedback from communities and their influencers.
Budget was listed