Lesson from Lumberjacks - Brand Yourself
Not long ago, young people chained themselves to trees tagged for felling. They prostrated themselves in front of logging machines. They terrorized lumberjacks by spiking
trees to injure anyone who dared drive a chainsaw into wood. Protesters who couldn't find Clayoquot Sound on a map - let alone pronounce it - were willing to join anti-logging protests to save it, and risk getting a black eye standing up for trees. But that's changed. Over the past seven years, Canada's forestry industry has orchestrated one of the most amazing public relations turnarounds since Tylenol®. It's become an environmental darling, moved public opinion 15 percent in its favor, and even has the once antagonistic media and the federal environment minister singing its praises.
This change is mainly due to a concerted effort by the industry to brand itself as sustainable and environmentally responsible. The Forest Products Association of Canada, a lobby group funded by forestry companies, is driving the initiative, led by its determined president Avrim Lazar, and fueled by millions of dollars ... just like activist groups, except in reverse. CropLife Canada brought Lazar to its annual conference in Montreal to pass on his wisdom to the 350 attendees. Despite advances in crop protection, the industry is a target for environmentalists, anti-technologists and anti-corporatists. It believes it needs to turn things around, before the anti-pesticide wave consumes the industry, and protestors make their way to farmers' fields.
Lazar believes change is possible. He says crop protection needs to "brand" itself like forestry did - as a responsible industry that can help, does help, and makes change. Lazar says the industry must kick back with facts. He urged those involved with the pest control industry to start with science. Branding will only stick if it's grounded in truth, he says, and science can unveil the truth, through research. Facts are what the forest industry uses to proudly support its claim that there is no nation more active in reforestation than Canada, and that Canada has more protected forest than any other country. The crop protection industry has all kinds of facts at its disposal. It routinely points to the well-documented steps Health Canada's Pest Management Regulatory Agency takes in reviewing pest control products. It talks statistically about how much more targeted and environmentally benign pest- control products are nowadays.
Most farmers believe in the benefits of pest control, including biotechnology-based solutions. But the public - still reeling from the dreadfully bad introduction of biotechnology some 15 years ago - needs to buy into it more. "Sit with angels," says Lazar. "Associate with the right types, and bring in credible third party voices." Lazar didn't say how much this all costs. Rest assured it's expensive. But in agriculture, despite the sincerity of those involved and some bright spots locally, it's clear enough isn't being spent on communication strategies. Traditionally, communication has not been a major line item in the industry's budget. But times have changed. (Guelph Mercury, 9/27/04).
