Tyson Foods Pr Article Summary
TYSON FOODS POWERS THE FIGHT AGAINST HUNGER
Mitchell Communications Group, Inc. (MCG), 2007
Summary
Working with the public relations firm, Mitchell Communications Group, Inc., Tyson Foods "wanted to develop a more strategic overall approach to hunger relief that would engage stakeholders on a more meaningful level including: Tyson team members; community leaders and elected officials; retail and food service customers; and a larger number of organizations and individuals involved in a hunger relief nationwide." Together, they created three primary goals focusing on approach, communication, and involvement towards hunger relief. Tyson Foods and Mitchell Communications Group used primary and secondary research techniques to identify nonprofit hunger relief organizations in America, competitors ' approaches to hunger relief, as well as issues related to key stakeholders in the company. They used their findings to fashion a plan focusing on four areas: strategies, target audiences, objectives, and budget. Execution of the plans, which included new partnerships with four hunger relief organizations (America 's Second Harvest, Share Our Strength, Lift Up America, and Feed the Children), resulted in Tyson Foods donating 7.5 million pounds of protein and staged 68 major food donation events from fall 2005 to the end of 2006. MCG came up with an evaluation by surveying food bank directors, tracking and analyzing media coverage and exposure, assessing team member involvement, and by comparing actual results with initial goals. This campaign was found to be highly effective in retrieving positive results in each of these areas.
Tyson Foods Company Profile
Headquartered in Springdale, Arkansas, Tyson Foods is the world 's largest processor and marketer of meats (chicken, beef, and pork) and is the second-largest food company in the Fortune 500 and the S&P 500. Tyson provides products and services throughout the United States and in 80 countries.
Community
Mitchell Communications Group, Inc. (MCG), 2007
Summary
Working with the public relations firm, Mitchell Communications Group, Inc., Tyson Foods "wanted to develop a more strategic overall approach to hunger relief that would engage stakeholders on a more meaningful level including: Tyson team members; community leaders and elected officials; retail and food service customers; and a larger number of organizations and individuals involved in a hunger relief nationwide." Together, they created three primary goals focusing on approach, communication, and involvement towards hunger relief. Tyson Foods and Mitchell Communications Group used primary and secondary research techniques to identify nonprofit hunger relief organizations in America, competitors ' approaches to hunger relief, as well as issues related to key stakeholders in the company. They used their findings to fashion a plan focusing on four areas: strategies, target audiences, objectives, and budget. Execution of the plans, which included new partnerships with four hunger relief organizations (America 's Second Harvest, Share Our Strength, Lift Up America, and Feed the Children), resulted in Tyson Foods donating 7.5 million pounds of protein and staged 68 major food donation events from fall 2005 to the end of 2006. MCG came up with an evaluation by surveying food bank directors, tracking and analyzing media coverage and exposure, assessing team member involvement, and by comparing actual results with initial goals. This campaign was found to be highly effective in retrieving positive results in each of these areas.
Tyson Foods Company Profile
Headquartered in Springdale, Arkansas, Tyson Foods is the world 's largest processor and marketer of meats (chicken, beef, and pork) and is the second-largest food company in the Fortune 500 and the S&P 500. Tyson provides products and services throughout the United States and in 80 countries.
Community
Cited: • Mitchell Communication Group, Inc. website. http://www.mitchcommgroup.com/index.htm • Tyson Foods Inc. website. http://www.tyson.com/ • America 's Second Harvest website. http://www.secondharvest.org/ • PRSA case study. Inventory No: 6BE-0701A02