An agriculture company sought to correct misinformation about a new biotech product that was being spread by anti-GMO activists.
Digital Communications Campaign
An agriculture company launched a new biotech vegetable. Although a similar product had been available for over a decade, anti-GMO activists who were misinformed about its quality and safety used social media to spread inaccurate information. In an attempt to stop a major retailer from accepting the new product, activists also promoted a boycott petition.
Standing Partnership worked with the agriculture company’s industry affairs, issues management and public affairs teams to create a platform for sharing accurate product information.
Standing Partnership developed a plan to leverage the organization’s existing relationships with agriculture bloggers to educate them about the new biotech vegetable’s. Tactics included:
- A private Facebook group for sharing accurate product information and photos
- A live webinar that would allow the agriculture firm to share more information, and address blogger questions and concerns
- An Ag Blogger’s Guide including tips on effective blog strategies, blog search optimization and selecting blog topics
- Blog skills training