Tyson Foods Pr Article Summary

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  • Topic: Tyson Foods, Food security, Food bank
  • Pages : 6 (1536 words )
  • Download(s) : 139
  • Published : December 4, 2007
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TYSON FOODS POWERS THE FIGHT AGAINST HUNGER
Mitchell Communications Group, Inc. (MCG), 2007

Summary
Working 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 (America's 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 Profile
Headquartered in Springdale, Arkansas, Tyson Foods is the world's 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/Goals
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, 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 Food's involvement in a significant, more meaningful way to engage these groups.

Research
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. The research was divided into four parts: archival, competitive, qualitative, and quantitative.

•Archival research identified an increasing rate of hunger in the United States. MCG's 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 America's 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 American's cared about....
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