Interesting piece on BBC Breakfast this morning about organic food, triggered, it would seem by the launch of a new campaign by the Organic Trade Board. On the sofa was a spokesman from the OTB and, of course, a non-organic farmer, to balance the debate. I settled in with my cuppa expecting to be persuaded of the benefits to my health and the environment that would result from conversion to all things organic. I have sat on the fence to date.
I fear I am destined to stay there for a while longer. Live TV interviews are no mean feat but (sorry OTB), the spokesman missed a golden opportunity to get his key messages across. I’m not sure what they are but my conscience wasn’t pricked. The fact that another trade body has recently dismissed all OTB’s claims of the health benefits of organic food clearly presents a challenge but the OTB must surely have plenty of ammunition with which to challenge such opposition?
Of course there is every chance that the interview request took the OTB by surprise and was not in fact part of an orchestrated PR campaign but I can’t help feeling that the OTB has missed a golden opportunity to max out some coverage on prime time TV!
That said, it’s not too late. Good use could still be made of the interview to stimulate debate. Social media would be a great way to extend the lifetime of the story and the OTB appears to be embracing it. Some joined up thinking, linking the BBC interview with their website, the blogosphere and their followers/friends in Twitter and Facebook wouldn’t go amiss.
It’s still early days for integrated social PR but this is the kind of thinking we are going to see more of in the future. I hope. In the meantime I wish the OTB all the best. And I promise to consider organic if the price is right.