Duane Ekedahl (president of the Pet Food Institute) and the PFI’s PR firm was interviewed by PRWeek. Here are some highlights:
The other challenge is that when consumers become cynical, [so do] the media. Dealing with cynical reporters who are resistant to your messages and reject them because they want to hear another message [is difficult]. They want to hear that the industry is devastated.
[Regarding the media:]
There were specific articles that were troublesome and bloggers who were off the charts. But in total, I came away with a respect for the probing nature and overall honesty of the questions.
The media were very helpful in our getting the message out in terms of the nature and dimension of the problem and the fact that it’s being addressed. The questioning was impressively penetrating on technical subjects, but there were also erroneous reports that were misleading to consumers.
We have spoken with many news organizations and the characterization that they don’t want to hear positive news is patently untrue, nor did any media person express any desire to see the pet food industry devastated.
Were bloggers off the charts? I wonder why?