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by Jack Fisher, OFBF executive vice president

Do you have your "mad cow" message ready? PETA does. People for the Ethical Treatment of Animals’ Web site says, "If you eat meat, you already have to worry about salmonella, E. coli, campylobacter... now, add mad cow, chicken, fish, pig, and turkey disease to the list – that's right, if there's a brain, it could have a spongy brain (spongiform encephalopathy)."

Another anti-meat group, the Physicians Committee for Responsible Medicine (PCRM), says, "Now that mad cow disease has been discovered in the United States, the Department of Agriculture seems more concerned about defending the cattle industry than protecting the public." PCRM goes on to say, "The alarming reality is that, because of lax regulations and poor enforcement, the extent to which mad cow disease has entered the human food supply is unknown."

Sales of the book Mad Cow USA have increased recently. Written by yet another activist, it’s called in a review, "The kind of book you can't put down. It tells with great clarity a complicated story that interweaves intrigue, horror, massive economic interests, cannibalism, death and some rather curious science."

Had enough of the beef bashing? Me too. That’s why we need to have our "mad cow message" ready, and why we need to share it whenever we have the chance. But what exactly should we say? How should we say it? Who do we say it to?

Crisis communications experts offer lots of good advice. (Let's be clear: So far the public reaction to BSE has been minimal but the potential for a future crisis is there, especially since the anti-meat movement has no intention of letting this issue die.) The advice from these experts offers sort of a game-plan for how to communicate your message. Vince Covello, a communications expert at Columbia University suggests a basic three-step approach. First, say something that demonstrates you understand the concern ("I see why you're worried because the idea that meat could hurt you is scary."). Next, offer a positive conclusion ("That's why farmers, meat packers and the government are doing the things it takes to keep you safe."). Conclude with some evidence ("Farmers are very careful to feed and manage their animals to keep BSE out of your meat.")

Of course you need to put this three-step approach into your own words. Other advice from

communications experts suggest you also practice your message, keep it short and simple, use real-life examples from your own experiences and use repetition to drive home important points. Since there's a chance that you could be asked some detailed questions, I also suggest you re-visit the column in our last Buckeye Farm News (Jan. 19) that provides a lot of good background and sources of more information.

Look for every chance you have to deliver your message. Not long ago my son, Justin, had some friends over to his house for a meal. Some of them wouldn't eat the hamburgers because they'd heard about mad cow. That was a great chance to do a little educating. No doubt you'll have the same opportunities.

Talking about these kinds of things may take you out of your comfort zone. But just remember,

PETA, PCRM and the dozens of other groups who want to see animal agriculture disappear aren't the least bit bashful about trying to turn this into a full-blown crisis. Remember too that you've got a head-start on influencing public opinion. People like you. The public believes, trusts and respects farmers. It's a well-deserved reputation. And it will help you help the public remain confident in the safety of the food you grow.

Editor’s note: For some typical BSE questions and suggestions on how to answer them, go to www.ofbf.org, click on publications, Buckeye Farm News, and this article.