Communications and Profile
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Strategic Objective
A strong and positive industry profile providing a solid platform from which to potray the industry's pivotal contribution to New Zealand's economy and society, attractive career options, and effectively advocate industry's position |
This objective relates to initiatives undertaken in relation to communications and profile, including:
- Communication management
- Industry trends and developments
- Statistics and metrics
- Industry representation
- Relationship management
Issues
The contribution that the meat industry makes to the New Zealand economy and society is not well understood by the wider community and non-industry decision-makers. Resources that allow member companies to communicate this contribution and the latest industry metrics and statistics are not always available in an easily retrievable form.
When an industry position or perspective is sought from the Association or individual companies on matters that impact on the sector, a repository of known positions is not always available for members or the wider community to draw on.
Additionally, career prospects in the meat industry are not well understood by New Zealand's working population. In a tight labour market, skilled labour is at a premium and proactive promotion of the range of career options available within the industry itself becomes more valuable.
The response to an actual or possible exotic disease, including the critical nature of communications will mitigate against the severity of the impact on industry viability. Recent incidents highlighted the need for a generic response model to bridge the gap in knowledge or systems and processes in situations where more than one government agency and/or Minister is involved. A further objective relates to ensuring a seamless transition from one level to another when the situation escalates or deescalates as the case may be.
Other events, such as natural disasters require co-ordination of industry response to government and local authorities to ensure appropriate assistance is provided.
Key Priorities for 2007/08
Negotiate and agree crisis and risk management communication protocols with relevant agencies, including on protocols for handling ad hoc market disruption incidents which involve multiple government departments
Develop communications resources on the contribution of the meat industry to the New Zealand economy and society
Develop the website as a public resource to enhance understanding of the industry, portray an industry sucess story, as well as an attractive career option for a broad scope of skills
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