2. 1
Overview of Case
With the ongoing fight against hunger, Tyson Foods, Inc. is determined to put
protein in “millions of food insecure households in America” (“Press Releases,” 2006,
para. 1). Joined with Mitchell Communications Group, Inc., the organization was able to
develop a strategic approach in its efforts for hunger relief. According to Hendrix and
Hayes (2010), since 2000, “$3 million and 25 million pounds of protein” have been
donated to the hunger relief cause (p. 146). Nonetheless, in 2006 Tyson decided to
expand its relief efforts by designing the “Powering the Fight Against Hunger” campaign
to create a new approach in the fight against hunger while improving Tyson’s business
and reputation.
As listed in Hendrix and Hayes (2010) the organizations targeted publics are listed as:
1. “Business customers (grocery retailers)
2. General consumers of Tyson products
3. Key business and civic community influencers and elected officials
4. Tyson team members in markets throughout the country
5. “Hunger relief and other direct service agencies” (p. 148).
Research
In order to gain insight on the organization, the problem and its publics, Tyson
and MCG performed primary and secondary research on several “national nonprofit
hunger relief organizations, peers’ and competitors’ accomplishments in the area, and
issues or causes that meant the most to key stakeholders” (Hendrix & Hayes, 2010, p.
147).
Primary research during the campaign incorporated qualitative research, which
involved phone and in-person interviews at nonprofits, food banks and agencies, and
quantitative research, which included a monthly telephone study asking, “Is Tyson a good
corporate citizen?” (Hendrix & Hayes, 2010, p. 147). Archival research, which is an
3. 2
example of secondary research, was a previous study conducted in October 2005 that
discovered, “that 38 million people were “food insecure” and 13.9 million of those were
children” (Hendrix & Hayes, 2010, p. 147).
As stated in Hendrix and Hayes (2010), research results confirmed the continuing
hunger problem in America. It also revealed protein as the least donated item in the
country despite the fact that it is an imperative item to help the hunger relief effort.
Results also found that Americans cared and supported the ongoing cause. The research
additionally found that Tyson’s support by its consumers enhanced after the campaign
was conducted.
The research was relatively appropriate in which the organization did focus on
conducting research for the effort, however, it did not mention one of the problems
mentioned in Hendrix and Hayes (2010), which was the “widespread concerns about
avian influenza, unprecedented bans of beef imports in foreign markets, ongoing debates
with groups on animal welfare and environmental issues (p. 147).
Objectives
By setting measurable goals, Tyson and MCG developed both impact and output
objectives as listed by Hendrix and Hayes (2010):
1. “Expand food donation events to at least 20 major media markets and 15
additional markets with Tyson plants or operations (output)
2. Involve key community influencers and newsworthy individuals such as
sports celebrities at food donation events (impact) business and civic
community influencers and elected officials
3. Engage Tyson team members in the cause (impact)
4. Generate at least 100 placements that mention Tyson or pick up at least one
key message (output)
5. Place stories in targets online, specialty and diversity publications in at least
half of the markets (impact)
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6. Involve grocery customers in food donation activities in at least five major
markets and increase sales of Tyson products by 5 percent in selected
donation markets (output)
7. “Earn positive feedback from community influencers (impact)” (p. 148).
While Tyson and MCG were able to generate quantifiable objectives, the
objectives failed to incorporate all five necessary elements to consider them as
meaningful. According to University of Florida professor Dr. Kathleen Kelly’s lecture
(2013), objectives are meaningful when they contain an infinitive verb, a single outcome
stated as receiver of the verb’s action, magnitude of the action expressed in quantifiable
terms, a targeted public and a targeted deadline (Kelly, 2013). While these are
requirements, the campaign failed to state a targeted deadline in any of the objectives.
Objectives in the campaign proved to be inconsistent with the research findings
because most focused on ways to improve Tyson’s reputation rather than concentrating
on the effort for the fight against hunger. I believe that Tyson’s objectives all should have
been directly dedicated to the relief efforts as opposed to boosting its name.
Programming
The budget for programming could not be found in either Hendrix and Hayes
(2010) or online resources. Nonetheless, after calling Tyson’s headquarters, Ed
Nicholson, director of public relations at Tyson Foods, confirmed that there was a budget
for the campaign however it is confidential. According to Nicholson, the campaign
started in 2000 and is still an ongoing campaign.
After constructing the objectives, Tyson and MCG formulated a set of strategies
and tactics for the campaign. The programming strategies included broadening Tyson’s
partnerships, improving consumer appeal, creating visual events in major markets and
reaching special targeted publics.
5. 4
Tactics executed during the campaign consisted of America’s Second Harvest
(A2H), celebrity events, prime-time television, donation and diversity initiatives, Share
Our Strength and Lift Up America. A2H demonstrated both interpersonal communication
and controlled-media communication. Tyson’s announcement of its three-year
partnership with A2H could be seen as a type of speech, which is a technique of
interpersonal communication. Celebrity events, prime-time television donation and
diversity initiatives also exhibited both interpersonal communication and controlled-
media communication. Tyson’s 10 celebrity-focused food donation events would be
considered as special events, which is an example of controlled media communication.
Share our strength, which launched the fund-raising initiative, also used the tactic of
controlled media communication through the special events technique. By using only
controlled media communication, Lift up America used paid advertising to secure in-
store display space.
It appears that the strategies and tactics were sufficient during the campaign,
however if Tyson and MCG used mass media (uncontrolled) communication, such as
social media outlet or news releases, larger publics could have been gained and in return
could have expanded the support for the cause.
Evaluation
Tyson and MCG were able to meet or exceed all objectives during the campaign.
For example, Tyson and MCG were able to surpass its objective of food donation events
held in Tyson plant communities by 15. Tyson and MCG also engaged thousands of
Tyson team members to help support the hunger relief effort by volunteering through
“Powering the Spirit” and rising more than $150,000. Despite the fact that the evaluation
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report was formulated from the tactics (output), impacts were also measured in the report.
Tyson formed 25 professional partnerships with NCAA sports teams and U.S. Olympic
gymnastics proving that an understanding took place. In my opinion, a partnership cannot
be built without a relationship and one must have an understanding to create a prosperous
bond. Another example of impact was exceeding Tysons anticipated sales increase
through six markets, which demonstrates accuracy. Overall, the evaluation seemed to be
adequate because all tactics were either met or beaten. Tyson exceeded their support for
hunger relief efforts while improving its name.
MCG can be credited for conducting the research and constructing objectives
during the campaign. However, other organizations were involved so ultimately MCG
cannot be given full credit for the problem-solving effort.
Stewardship
According to Kelly (2001), stewardship comprises four elements that include
reciprocity, responsibility, reporting and relationship nurturing (Kelly, 2001b). It was not
directly addressed in Hendrix and Hayes (2010) that stewardship was demonstrated
during the campaign. Nonetheless, Hendrix and Hayes (2010) showed that Tyson did
consider stewardship in a press release in 2007 when the organization announced that
United Latin America Citizens, A2H and Tyson’s formed a partnership that would
concentrate on generating in-depth studies of the hunger cause among Latinos. I believe
that this is considered stewardship because Tyson furthered its relationship with A2H and
continued working with organization. Tyson could have furthered its relationships with
supportive organizations for the cause by throwing some sort of banquet to show them its
gratitude for helping support their fight.
7. 6
Conclusion
Tyson plays a major role in the fight against hunger relief. With Tyson’s strive
and motivation for the “Powering the Fight Against Hunger” campaign, the organization
put food in thousands of American’s homes while enhancing its reputation. Tyson was
able to exceed all aspects of the 2006 campaign as well as continuing the fight for the
ongoing cause today. Nicholson explained that the campaign’s name has changed on
numerous occasions, howeverm it is still the same campaign that is determined to help
the fight against hunger. Today, the name of the campaign is called KNOW Hunger. I
believe that the Tyson campaign was an overall success and will continue to be a success
for the years to come.
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References:
Hendrix, J. A., & Hayes, D. C. (2010). Public relations cases (8 ed.). Boston, MA:
Wadsworth Pub. Co.
Kelly, K. S. (2013, May 17). Class lecture.
Kelly, K.S. (2001). Stewardship: The fifth step in the public relations process. In R. L.
Health (Ed.), Handbook of public relations (pp. 279-289). Thousand Oaks, CA:
Sage
Nicholson, E. (2013, May 23). Telephone interview.
Press Releases Tyson Foods Six-Year Hunger Relief Efforts Power Fight Against
Childhood Hunger. (2006, December 4). Tyson Food, Inc. Retrieved May 22,
2013, from /http://www.tysonfoods.com/Media-Room/News
Releases/2006/12/Tyson-Foods-Six-Year-Hunger-Relief-Efforts-Power-Fight
Against-Childhood-Hunger.aspx
