"There cannot be a crisis next week. My schedule is already full."
Agricultural disasters come in many forms — hurricanes and other weather events, food safety scares or scandal that colors the reputation of a commodity or brand — but most share two characteristics: They arrive suddenly and unexpectedly.
Nevertheless, every organization and its key communicators need to develop a plan to deal with foreseeable crises, said Lisa Lochridge, director of public affairs for the Maitland-based Florida Fruit and Vegetable Association.
"If it involves your industry, you need to be ready," said Lochridge to 31 communication professionals at the May 10 seminar, "Communicating When the Unexpected Happens — Are you prepared?" in Orlando.
The seminar was sponsored by the Agriculture Institute of Florida, the organization of public relations and other communications professionals for the state's agriculture industries.
Read more at the Lakeland Ledger.