09 December 2011 IT revolution puts new demands on industry communications vigilance

Fast-paced advances in information and communication technology are revolutionising every field of business activity and future prosperity belongs to those willing to invest, adapt and innovate, says Dr Jonathan Hickford, an Associate Professor at Lincoln University and President of the New Zealand Institute of Agricultural and Horticultural Sciences.

"How often do you read a news item on line and see two little boxes inviting you to share comments via Facebook or Twitter? This defines a new way of communicating information that food producers - and dairy farmers are New Zealand's leading food producers in terms of generating export dollars - really need to think about," says Dr Hickford.

"If there is a 'skeleton (real or perceived!) in the cupboard' of any industry and the door is opened, then news about it can be around the world in seconds! This is something that everyone involved in a food-related industry, such as agriculture, needs to be aware of.

"What is more, lobby groups will pick up on this information and further elaborate the story. Bad news spread fast!

"For dairy farmers the problem, if it occurs, could start on the farm with some aspect of animal welfare or environmental harm; or it could start in a science laboratory with revelations of a contamination issue or that a naturally occurring component of some food item is actually harmful for humans. Once the news is out there, there is no recall option for the information, as there is with product recalls.

The New Zealand dairy industry, across the board from farmer to retailer, needs to now be more aware of the power of mass media communications, and the social media in particular. This is most likely Facebook and Twitter, but the power of YouTube, Bebo and various other platforms cannot also be underestimated.

"There are no more salient examples than the spread of revolutionary fervour associated with the Arab spring, or the speed with which most people became aware of the Sanlu milk powder scandal.

Dr Hickford says that SIDE's emphasis on the production end of dairy farming and on-farm and rural social issues could be complemented beneficially with increased attention paid to the power of communications.

"This is particularly relevant given that the portion of the population using the various forms of social media is likely to be youthful and readily influenced.

"Uncritical acceptance of messages spread universally on social media networks can have a
devastating effect on any industry.

"Unfortunately there is no easy answer or solution to the problem. Freedom of expression is fundamental to our way of life. The challenge is a universal one. It highlights how the world around us has changed and it is something we all need to think about.

"Farming and food production jointly occupy a very high profile position in New Zealand's commercial life. This makes our economy particularly vulnerable to bad messaging, especially in our critically important export markets. Vigilance and responsibility in communications are essential," says Dr Hickford.

"It works both ways, though. With equal rapidity, social media can be used to spread good news and refute spurious arguments. A good example is that we don't airfreight lamb to the UK."