The static components of an issues management protocol typically include the following types of documents:

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1 ISSUES MANAGEMENT PROTOCOL Issues management is a proactive function it s about identifying the issues in your operating environment that have the potential to impact your organization going forward and putting in place a plan of action to address them. Some issues have long lead times, others are much more immediate. Regardless of the amount of lead time, there are steps you can take to help you address issues should and when they arise. This protocol consists of a series of documents or templates that can be deployed to assist you and your organization in the management of issues that could arise at individual farmers markets locations or across the larger Farmers Markets organization. Most issues management protocols have both static and dynamic components. The static components reflect the elements of issues that tend to be more common or consistent regardless of the nature of the issue (example: heightened media interest and inquiries) and the dynamic components reflect the elements of issues that are more fluid in nature and that evolve or change over the lifespan of any given issue (example: your key messages or questions to be answered about a specific issue). The static components of an issues management protocol typically include the following types of documents: A media inquiry response script A phone (and/or ) log An issues management contact list A demonstration script An external security protocol The dynamic components of an issues management protocol typically include the following types of documents. These documents are, by their very nature, specific to the issue at hand and there may be several versions of one or more of these documents developed over the lifespan of any given issue. Key messages Internal memos Internal question and answer documents Standby and/or position statements News release(s) Etc. This issues management protocol includes samples of all the static components identified above and examples of select dynamic components, based on identification of a hypothetical food safety issue.

2 MEDIA INQUIRY RESPONSE SCRIPT MEDIA RESPONSE SCRIPT DATE: [insert date] TO: [insert recipients] FROM: [insert distributor] CC: This media inquiry response script is designed to help [insert name of organization] staff deal efficiently and effectively with media calls and inquiries. By having a single voice respond to all media queries, we help ensure we communicate our position consistently on any given issue. In turn, this helps reduce confusion and concern about any resulting media coverage. All initial media calls are to be channeled to one person, the designated point of contact, [insert name of designated contact] who will find out as much information as possible about each caller and his/her request for information and interviews. The designated point of contact should leave each caller with an assurance that they can expect to hear back from an official [insert name of organization] spokesperson in a timely manner. In the event that a media call is sent/received directly by anyone other than the designated point of contact, the following protocol (see next page) should also be followed

3 When answering a call or responding to a direct inquiry, use the following script and make sure the message you give is sincere. Be sure to record the pertinent information from the call including the date, time and your name at the top of each phone log sheet (see next sample document titled Phone Log ). Hello, I m [insert name]. Our spokesperson on this item cannot take your call at this moment, but I will make sure that someone returns your call at the first opportunity. If you could provide me with a bit of background information, I will make sure your inquiry gets directed to the appropriate person. 1. May I take your name and number please? 2. Who are you with (name of publication, radio, tv, electronic news outlet)? 3. What is your deadline for this interview/report? 4. Will your interview be live or taped? In person or over the phone? If in person, are you planning to do the interview on camera? Who will do the interview, you? 5. Are you preparing a: a. News story? b. Column (if so, what is the name of the column)? c. Feature? Note: if a radio or TV show, ask them to name the show 6. What is the intended date of airing/publication? 7. Who are the other people you are interviewing for this story? 8. What type of questions will you be asking? Is there a special focus for your story? End the conversation with the following: Thanks for your help. I will make sure our spokesperson gets back to you in time to meet your deadline.

4 PHONE LOG TELEPHONE LOG SHEET Date: Time: Call Taken By: Call Received At (Location, Number, etc.): Call Received From: Name: Organization: Location: Telephone/Other Contact: Message: Call Back By: Date: Time: Other Notes:

5 ISSUES MANAGEMENT CONTACT LIST ISSUES MANAGEMENT CONTACT LIST This list is for the use of Designated Issues Managers only. It should not be given to media or to anyone else. Location Designated Issues Mgr. Telephone Cell Fax Supervisor Telephone Cell Fax THIRD PARTY CONTACTS (IF/AS APPLICABLE) Organization Location Name Telephone Cell Fax BOARD MEMBERS (IF/AS APPLICABLE)

6 DEMONSTRATION SCRIPT FARMERS MARKETS DEMONSTRATION SCRIPT DATE: [insert date] TO: [insert recipients] FROM: [insert distributor] RE: Property and Office Demonstration Script This script is designed to help designated Farmers Markets issues management team members deal with demonstration activity that occurs on Farmers Market property. WHEN APPROACHING A REPRESENTATIVE OF THE DEMONSTRATION GROUP: Hello, I m. I m responsible for the safety of all people on the property today and I would hope that we both can conduct our business without much disruption. I am not going to ask you to leave, but I would ask that you be respectful of our work environment and not use any banners or signs in or directly adjacent to the facility. I hope it does not become necessary to ask the police to intervene. If you would like, the two of us could go to a meeting room to talk about your group s position. I will inquire if a spokesperson for these issues is on-site and I will try to arrange for someone to speak with you about specific issues. End the conversation with the following: Thank you for your understanding. WHEN APPROACHED BY A REPORTER/JOURNALIST/CAMERAMAN ASKING SPECIFICALLY ABOUT THE DEMONSTRATION: Here are some key messages to keep in mind if you need to respond to media questions about a lobby demonstration/protest/sit-in. [insert name of Farmers Market] respects the different viewpoints expressed today by this group. We have asked them to be calm, reasonable and respectful of our work environment, and we will not intervene unless things get out of hand and there is a safety concern. We will allow them to have their say and then we will wait for them to move on. Question: What if they don t? We will address that situation if it arises.

7 EXTERNAL SECURITY PLAN Protocol for Employees EXTERNAL SECURITY PROTOCOL Should a demonstration against [insert name of Farmers Market] take place at our site, the following guidelines are designed to help all [insert name of Farmers Market] employees deal with the situation in a calm and reasonable manner. [insert name of Farmers Market] has selected and briefed specific employees and representatives to liaise with media as organization spokespeople. They have been selected for their expertise in the issues and ability to respond to these inquiries. Please refer all inquiries to them and do not attempt to answer questions. This will help ensure that [insert name of Farmers Market] has a single, unified voice responding to all media queries and questions. In turn, this will help reduce confusion and concern about any resulting media coverage. 1. Avoid all confrontation with any demonstrators or protesters. Be polite and courteous during any interaction with them (if they are blocking the site entrance, for example). Reacting negatively or challenging protest activities will only create further controversy and could result in extended media coverage of the event. 2. Alert your site manager to the protest activities immediately. They, in turn, will contact a member of the issues management team so that a coordinated response throughout the organization can be implemented. 3. Do not respond to media inquiries. Instead, direct reporters to your designated issues manager who will ensure that the company spokespeople respond to all media requests. Activists may confine any protest to property adjacent to our site, or they may enter the [insert name of Farmers Market] property directly. In other situations, protesters have blocked site activities and conducted visually dramatic protests to attract media attention. We ve asked designated issues managers to politely try and dissuade protesters from damaging [insert name of Farmers Market] property; however, we emphasize the importance of avoiding any confrontation with demonstrators. While it is difficult to determine the likelihood of any event targeted at [insert name of Farmers Market], we believe it makes good sense to be prepared. If you have any questions, please contact your issues management team.

8 INTERNAL MEMO (sample only) URGENT PLEASE READ IMMEDIATELY Temporary Removal of Romaine Lettuce from ABC Farmers Market Further to prior communications on the subject of the E. coli outbreak in southern Ontario, together with recent information communicated by various public health units and government agencies about the outbreak, a decision has been made to temporarily remove Romaine lettuce from the ABC Farmers Market. This decision is based on the following considerations: The health and safety of all ABC Farmers Market customers must always be our first priority Romaine lettuce has been identified by public health officials as a probable source of cases of E. coli in more than one region of the Province and the federal Canadian Food Inspection Agency has initiated an investigation into possible food-borne sources of the outbreak, with a focus on Romaine lettuce The number and geographic locations of confirmed and probable cases of E. coli in Ontario has increased significantly in the last few days While public health officials and government authorities cannot definitively say what the source of the outbreak is at this time, we believe it is better to be proactive in this circumstance and to take any prudent actions that can contribute to maintaining and safeguarding the health and safety of the consuming public. It is with these points in mind that we are asking you to immediately remove and properly dispose of all existing supplies of Romaine lettuce from your stall. When public officials have completed their investigation into the E. coli outbreak, we will re-introduce Romaine lettuce for sale at ABC Farmers Market in accordance with accepted health and safety and food handling practices. We apologize for any inconvenience this may cause you, your employees and your customers, however, we trust you agree that individual health and safety is of paramount importance. In order to support you in your communications about the decision to temporarily remove Romaine lettuce for sale at ABC Farmers Market, we have prepared a separate document for your review and use (see below). Please take the time to read it and use its contents as required when communicating on this subject with employees or customers. Should you have any questions about the information contained in these documents or what we are asking you to do at this time, please contact me directly.

9 URGENT PLEASE READ IMMEDIATELY Communicating About the Temporary Removal of Romaine Lettuce from ABC Farmers Market 1. This document has been developed to help you communicate about ABC Farmers Market decision to temporarily remove Romaine lettuce from its location. Please familiarize yourself with its contents and speak to the points below when communicating on this subject with employees and customers. 2. As this situation is changing rapidly, with new information becoming available on a regular basis, please do not post or share hard copies of this document with any other individuals or parties. We will do our best to keep you apprised of any developments with this situation and to provide you with the most current information for your use as it becomes available. 3. Please use this information only when asked by a customer looking to purchase Romaine lettuce. TALKING POINTS TO BE USED IN RESPONSE TO REQUEST TO PURCHASE ROMAINE LETTUCE: I M SORRY, WE HAVE TEMPORARILY REMOVED ROMAINE LETTUCE FROM THIS LOCATION THIS HAS BEEN DONE AS A PRECAUTIONARY MEASURE IN RESPONSE TO THE E.COLI OUTRBREAK THAT IS CURRENTLY OCCURING IN SOME PARTS OF THE PROVINCE PUBLIC HEALTH AND GOVERNMENT OFFICIALS HAVE IDENTIFIED ROMAINE LETTUCE AS A POSSIBLE SOURCE OF THE OUTBREAK ACCORDINGLY, AND AS PART OF OUR EFFORTS TO SAFEGUARD OUR CUSTOMERS HEALTH AND SAFETY, WE HAVE TEMPORARILY REMOVED ROMAINE LETTUCE FROM THIS LOCATION WE EXPECT TO RE-INTRODUCE ROMAINE LETTUCE IN THE NEAR FUTURE WHEN THE INVESTIGATION INTO THIS OUTBREAK IS COMPLETE WOULD YOU LIKE TO PURCHASE SOME OTHER TYPE OF LETTUCE IN PLACE OF THE ROMAINE LETTUCE AT THIS TIME?

10 POSITION STATEMENT (sample only) Elements of Position Statement on E. Coli Outbreak On November X, 2010, we became/were made aware of an E. coli outbreak at the... As of Friday, November X, 2010, the local Public Health Unit has determined that the number of confirmed cases of E. coli 0157 remain at four. While no source of the E. coli outbreak has been determined, the four people affected all ate Romaine lettuce that may have been purchased from. As a precaution, this location, which is owned and operated by., has been voluntarily shut down until Public Health completes its investigation. Our concerns at this time are first and foremost with those who have taken ill. We are working with both the and the local Public Health Unit to support the investigation into this outbreak.

11 INTERNAL MEMO (sample only) PLEASE READ IMMEDIATELY Reinstatement of Romaine Lettuce for Sale at ABC Farmers Market The purpose of this communication is to inform you of the reinstatement of Romaine lettuce for sale at ABC Farmers Market, effective immediately. The decision to reinstate Romaine lettuce at this time is based on a number of considerations, including the following: The re-introduction of the sale of Romaine lettuce at other fruit and vegetable vendors in the area last week The fact that no evidence of E. coli was found as part of the most recent inspection and samples taken from the ABC Farmers Market location or any other locations in this area The fact that there have been no changes in the number of confirmed E. coli cases in this area for several days The fact that considerable time has now elapsed since the end of the critical period when possible cases of infection were thought to have occurred in the area Acknowledgement that the source of this particular outbreak may not be found At this time, I want to thank you for your swift and immediate cooperation on this issue and for working with us to take prudent measures to make the health and safety of ABC Farmers Market customers our first priority. As always, please continue to employ rigorous food safety and food handling practices as part of your ongoing commitment to yourself, your employees and your customers.