Meat industry needs better communication skills, especially social media, expert says

A corporate communications coach has said the meat processing industry needs to better communicate its actions to the public in times of recalls or media crises, reports Tom Johnston of Meatingplace. Gene Grabowski, president of Levic Strategic Communications, said the industry "has a lot to learn about communicating its issues."

He told Johnston the industry was tested this year after the lean finely textured beef controversy was largely created by intense media coverage calling the product "pink slime." That debacle taught the industry "a harsh lesson about the need for meat processors to more quickly communicate their message," Johnston reports. Grabowski said it's "crucial" for processors to participate in social media because customers prefer that method over traditional forms of communication. (Read more)