During the 2012 NAMA Boot Camp a highlight for me was a breakout session on crisis management. Daren Williams, Executive Director of Communications for NCBA, spoke with attendees about the ins and outs of dealing with crises in the agriculture industry.

In my interview with Daren he shared his role of promoting the wonderful world of beef to consumers, how social media has changed how crises are handled and his simple motto, “Do The Right Thing.”

“The most important message I have learned throughout my career in crisis management is that it’s all about doing the right thing. If a company is committed to doing the right thing then you can get out and talk about what you are doing. When I say the right thing it may mean correcting the problem, fixing the problem or taking steps to make sure it never happens again. For example: you have a product in the market place that is faulty, you have to make it right by the people who were affected byt it. Doing the right thing is kind of my montra in crisis management. If you do right thing and communicate everything will turn out okay.”

In an effort to promote education about beef, NCBA, started the Masters of Beef Advocacy program to equip beef producers across the country in telling their story through presentations to schools and church/civic groups, in local media and in the “virtual” world of the Internet. Get your MBA for free and learn how to effectively answer the ever burning questions consumers are asking everyday.

Listen to my interview with Daren here: Interview with Daren Williams

You can find photos from the event here:2012 NAMA Boot Camp Photo Album