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Domestic Public Relations
The domestic public relations program is tasked with building and maintaining a positive image for potatoes – their nutrition, great flavor and versatility. The main groups we communicate with are consumers (women 25-55) and nutrition opinion leaders.
Watch the 2007 USPB Public Relations Highlights Video (User ID & Password Required). Contact Meredith Myers, USPB Public Relations Manager at meredithm@uspotatoes.com or 303-873-2333
Communicating with consumers
For several years potato nutrition has been the cornerstone of our consumer programs. Initially, this was because research told us consumers were not aware of the good nutritional qualities of potatoes. We recently determined nutrition continues to be our most effective consumer message. All of our media outreach includes nutrition information on potatoes, plus healthy, easy-to-prepare potato recipes. A recent addition has been innovative convenience techniques that meet consumer needs to get delicious potato dishes on the table quickly.
A key strategy of consumer PR is to get potato nutrition and recipe stories in popular media. In order to do this, we create “news” about potatoes. Some of our recent story hooks are:
Nutrition Opinion Leaders
Registered dietitians and other nutrition opinion leaders have always been our allies in communicating the potato nutrition story. We regularly attend their meetings, make presentations, and provide them with educational materials.
Nutrition Science
Reclaiming the potato’s rightful position as America’s favorite health and diet food requires scientific documentation. Some already exists, such as the nutrition label and research conducted by other organizations. We compile pertinent research and publicize it when appropriate. In addition, we commission custom research to fill the research “gaps” for the positive potato story. Look for Potato Nutrition Research Update for a summary of research analyzed to date in February 2008.
Foodservice Communication
The foodservice program delivers the potato nutrition message, as this segment was drawn into the health and obesity debate. The USPB positions potatoes as a low-calorie, nutrition powerhouse that will please customers and build profits. The following strategies help demonstrate the potato’s nutritional value, while creating exciting and new healthy menu ideas at foodservice
Issues Monitoring
In order to project a total image of potatoes as a wholesome, nutritious food, the USPB increased its monitoring and, when appropriate, proactively responds to issues that could negatively impact the potato industry.
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