Food Industry
Industry: Email Alert RSS FeedDairy industry wins communications award
Dairy Foods, August, 2002
ROSEMONT, Ill.--The dairy industry recently was presented with a Spectra Award of Merit in the category of Issues Management by the International Association of Business Communicators (IABC) in Chicago.
The dairy industry's award entry titled "Science Takes on Sensationalism-Dealing With the Challenges of People for the Ethical Treatment of Animals (PETA)" highlights the industry's strategies for refuting PETA's anti-dairy "Milk Suckers" campaign, which was geared toward school children in November 2000 through May 2001.
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In designing a response strategy to combat the misinformation, the dairy industry worked with grassroots representatives, school officials and third-party experts to provide media with credible science-based information when PETA brought its campaign to local markets. This helped turn the group's negative stunts into balanced, dairy-positive media stories.
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