Industry engagement
Background:
Increasingly, public issues are influencing community perceptions about the value of dairy foods and the industry. Farmers are often at the forefront of community engagement, and it is important the value and integrity of the industry is well articulated.
Maintaining the industry’s ‘bank of goodwill’ with the wider community and key decision makers requires consistent positive messaging and proactive engagement from across the industry.
Project objective:
Ensure key industry stakeholders can strongly represent the industry's value to the community and key decision makers by empowering groups of nominated dairy farmers to become industry ambassadors.
Project scope:
DA is working to build industry capability by up-skilling, developing and supporting groups of nominated industry champions.
The DA managed ‘Advocating for the Dairy Industry’ program involves two full days of communication training over a consecutive two week period. It involves training in a variety of communication techniques to effectively create an ‘army' of dairy champions.
Integrating the Dairy Values '9 boxes' strategy and its agreed set of key messages into this training ensures participants are speaking 'on-message' and positively promoting the industry’s value - providing a consistent positive ‘voice’ for the dairy industry.
Outcomes/benefits:
Community support is vital to the sustainability of the dairy industry. Specific outcomes from this project include:
- A positive community view of the Australian dairy industry
- Positive governmental decision-making for the dairy industry
- Consistent positioning of the industry’s value and values
- Confidence in the long term viability of the industry by key influencers and decision makers
More information:
For more information, please contact Suzi O'Dell, Dairy Australia Food Communications Manager.