THE BANALITY OF NUCLEAR THREAT: My Time in Korea

THE BANALITY OF NUCLEAR THREAT: My Time in Korea

Just a few weeks ago I was packing my bags, preparing to head off on a little bit of an adventure in Asia. My brother, who has lived in South Korea for five years now, had invited me to visit him in Seoul, where he’s currently settled.

And although it meant missing one or two classes from my Communications & Public Relations course, I figured the travel experience would be worthwhile, despite it being my fourth visit to South Korea (and second visit in 2017!). Okay… So I love to travel, and I’m especially fascinated by Korea; its history, its culture, its economic dominance in Asia, and of course, its love for Kimchi (a sort of fermented cabbage delight).

But as I was packing, I couldn’t help be aware – even nervous – of the fact that I was about to spend two weeks essentially locked in the crosshairs of Seoul’s nuclear neighbour just 35 miles north of the city. At a time when tensions on the Korean peninsula are at an all-time high – North Korea’s recent ICB missile test, Trump’s twitter tirades and ‘declaration of war’, as well as the US Army’s show of strength dangerously close to the border of North Korea – a vacation in South Korea was seemingly ill-advised.

Closing my eyes, sticking my fingers in my ears, yelling “la-la-la-la-la-la-la”, I went anyway.

And what I found was remarkably the opposite to what I had expected before setting sail. I mean, I had been to Korea several times before, but not when relations had manifested into physical or visible acts of provocation. I was expecting to witness a subdued Korean people living in an atmosphere of extreme uneasiness, almost as if conflict could kick off at any moment between the two Koreas – or at least that’s how CNN portrayed it.

The reality however, couldn’t have been further from my expectation. I found a Korean people apparently unfazed by the recent hostilities on the peninsula. People I met were either happy to greet a tourist, or just too busy glued to their smartphones to even care. Nobody even bats an eye when a Korean soldier in uniform uses public transport. Their concerns appeared to be much simpler; a few minutes-late subway train was considered much more of a catastrophe than the threat of mass nuclear annihilation.

Korea1
Nosedive: Subway passengers using their smartphone on their commute.

Besides, my visit to South Korea coincided with Chuseok, a major thanksgiving festival and week-long public holiday for all Koreans. I’m told it’s a pretty big deal. So maybe spirits were relatively high, with people being simply too busy with family festivities to even fathom the possibility of all-out warfare.

Or maybe Koreans have become so accustomed to the threat of nuclear annihilation that it has now become part of the norm, almost banal. Similar to the violence during the Troubles; no matter how horrific the event, it just became expected and part of the daily narrative.

But as with any trip to South Korea, my brother and I visited the final frontier between North and South Korea: the Demilitarised Zone, or, ‘the DMZ’, if you’re cool.

Ironically named, the demilitarised zone demarcates the physical border between the two Koreas, and despite it intended to be a neutralised area, its actually the most heavily militarized border on the planet. So it’s a bit of a misnomer to say the least. Tourists are required to go through several security checks before embarking on the guided tour, and we were even made to sign a declaration of responsibility in the event of our deaths.

The tension on the DMZ is palpable. Soldiers from opposing Koreas engage in an incredibly tense standoff from the safe havens of their respective jurisdiction, and we were even lucky enough to hear the distant mumbles of propaganda music played by North Korean soldiers, in an attempt to intimidate tourists visiting from the Southern side of the DMZ.

Korea2
The Demilitarized Zone demarcates the physical border between North & South Korea. (22/09/17)

Upon returning (safely) from the DMZ, I asked my brother’s fiancé how Koreans really feel about the threat of conflict breaking out on the Korean peninsula and whether she thinks the U.S are helping or exacerbating the current situation. Sun Joo Choi, 35, from Boryeang, outside Seoul, told me,

“Most [South] Koreans really aren’t very concerned about the threat by North Korea. People having been living with this threat for so long that they no longer take it seriously. They are far more concerned about what is happening locally with our own politics in South Korea than they are with a rhetorical threat by Kim Jon Un. But the U.S are definitely not helping to resolve any tensions right now.”

So if that is true, that people aren’t at all fazed by North Korea’s nuclear programme, have the media got it wrong? Are they slightly misjudging the current public opinion in South Korea to the recent hostilities? Do they care more about the bread and butter issues than they do about North Korea? Or does a genuinely credible nuclear threat actually exist on the Korean peninsula as to warrant extensive media coverage?

Or maybe, more accurately, as the Guardian reported, some South Koreans are far more worried about the threat of U.S President Donald Trump, than they are their nearest neighbour.

 

Conán Meehan is an MSc Communications & Public Relations student and Executive Assistant for International Student Marketing & Recruitment at Ulster University. You can follow him on Twitter @ConanMeehan

Mayday – Why Theresa Should Have Taken Some Improv Classes

Unless you’ve been living under a rock you’ll have seen how badly Theresa May’s speech to the Conservative Party Conference went.

First off let’s reiterate just how important the leader’s speech is at any political conference. It’s the only bit anyone outside the conference really pays attention to. In recent years they’ve become dull because party leaders simply cannot afford to mess up so they play it safe. If you want to find the last Leader’s conference speech that was as disastrous, you have to go back to 2003 and Iain Duncan Smith’s infamous “quiet man” speech.

Mrs May took to the stage with all the usual pressure and then some. This year’s was even more important as she recently led the party to  a disappointing General Election result, there’s tension in the cabinet and Brexit negotiations don’t seem to be going well.

With that in mind it couldn’t have gone worse.

You’ll have read about the voice loss. You’ll have read about the sign falling apart directly behind her. But the part of the speech that got the most coverage was undoubtedly when comedian Simon Brodkin gave Mrs May a P45, supposedly from Foreign Secretary Boris Johnson.

P45

Look at that! That is brutal! It’s iconic and it’s going to follow Mrs May around for the rest of her political career. There’s not much she could have done about the sign falling apart and sure, she could have rested her voice to try and avoid the cough, but once it started she could only struggle through. The one thing she had full control over was (as the stoics tell us) her reaction to the stunt.

Ignoring the question of how a man got that close to the prime minister,  May’s reaction completely fed into the image of her as an unemotional character. By all accounts she is a very warm person but in this instant we can see a microcosm of how people perceive her. Distant. Staring ahead. Droning relentlessly on.

Eventually she took the P45 from the comedian, placed it gently on the floor and continued on with her speech. As he was escorted out by security, she tried a joke about Jeremy Corbyn but by then the whole thing had gone on too long and it didn’t really land.

While Mrs May is undoubtedly damning every comedian under the sun, any comedian worth their salt would be able to tell her how to have handled it. This guy was just a heckler. I’ve worked with loads of comedians and they all have their own ways of dealing with hecklers, because being heckled is a part of being a comedian, it’s a skill they have to learn. The best advice I’ve heard for hecklers is “cut them off early and use the crowd”.

To explain what that means, let’s imagine the situation had gone differently. Imagine if instead of trying to ignore the comedian, May had reached down, taken the P45 out of his hand and spoken directly to the crowd. Remember she’s addressing conference, this is her crowd, it’s the heckler who’s in enemy territory (this is the same with comedians and their hecklers). Now imagine May had said to the crowd something like “This man wants to hand me a P45, but I say we’ve got too much work left to do, are you with me?”

The crowd would have gone wild for it. If May had ripped up the P45 while she said it, the party faithful would have torn the roof off the place and the press coverage would have shown May as triumphant, not awkward; victorious, not embattled.

It’s easy to think of what you should have said in hindsight of course and if I’d been in May’s shoes I might have just cried when I saw that P45, but there was a moment where she could have turned it around, she just didn’t have the skills for it.

I think there’s a really important lesson to be learned here, one that has come up already in my studies and that’s the importance of creativity. Suggesting to the Prime Minister of the UK that she sit in on a comedy class would probably have you laughed out of the room, but  May has for a long time had the communication problem of seeming like she’s incapable of reacting to other people naturally and in that context comedy classes could be a creative solution to a genuine problem.

So my question is this; What’s the most creative/left field/wacky solution to a communication problem that’s worked in real life? Tweet, email or comment, I’ll update if I find any really good ones.

 

Jason Ashford is studying for a MSc in Communications and Public Relations with Political Lobbying at Ulster University. He can be found on Twitter @jasonashford89.

Pourquoi ?

Pourquoi, the French word meaning why. A question that I’ve been asking myself several times since moving from Toulouse, situated in the sunny South of France back to the cold, rainy hills of Donegal. I was happy there, felt settled and have made some lifelong friendships. One word stands out in that sentence to me. Settled. In my eyes, being settled in this context is synonymous to being in your comfort zone. Does anybody like the feeling of change? It can be rather scary and overwhelming at first. Anyway, I decided a change is what I needed to gain a career I’ll enjoy.

During the first week of uni, our lecturer, Conor McGrath, told us to question everything in PR – including his own words. I find this a refreshing outlook to have in life in general. Mind you, since moving home, I’ve already had the joy of attempting to answering why the simple things in life are the way they are to my four-year-old niece! Is it just me or do we seem to lose this curious nature the older we become? We don’t seem to question anything until it directly affects us.

 

 

During the same week, someone else asked me about the master’s course I was going to be studying. When I told them about it, the response I got was ‘Oh, public relations, are they going to train you how to answer the phone?’. Oh, touché my friend. A few hours later, I was reading the first paper we had been given for our seminar the following week. One part of the paper stumbles upon the professionalisation of public relations. It briefly comments on how there are few people outside of the profession that accept it as that: a profession. It made me realise how oblivious many people are to what is behind PR and the power in which it holds from the way we view the world to how we view people in the media. Perhaps this ignorance plays to the advantage of PR practitioners. Or am I already feeding into that stereotype of PR practitioners being nothing but untrustworthy beings out to do us all wrong?

Having just finished my second week on the course, I find myself questioning one event. PM Theresa May’s speech at the Conservative Party Conference. Firstly, the lyrics ‘Who knows why it’s gotta be this way?’ from Rihanna and Calvin Harris’ song ‘This is what you came for’ filled the room as she entered. Why pick this song? I’m guessing this is her attempt to form a link between herself and the younger supporters of the party?

Those who attended the conference got more than what they had thought they came for. You couldn’t make it all up. Between a P45 being handed to her by prankster, Lee Nelson, to her coughing fit that went on for what felt like a decade, to the Chancellor giving her a lozenge to somehow help the situation, to her coughing some more, to the letters of the slogan on the wall falling behind her mid-speech. Not long after the conference she posted this on Twitter:

 

 

Right, so she is making light of what just happened. Top marks for having a witty response on social media within hours of the event happening. But can anything help her reputation at this point? Today, the day after the conference, numerous ministers have been backing her publicly. However, former Conservative minister, Ed Vaizey, has suggested that numerous MPs feel it’s time for her to resign. Her lack of leadership is evident but who would replace her during this crisis?

I have many British friends living in France, currently EU citizens living in another EU country, wondering what Brexit has in store for them and their livelihoods. Theresa May isn’t exactly giving them the picture of hope. Likewise, she isn’t giving me any hope. I live a short 15-minute drive to the border of Northern Ireland and I had no say in the Brexit vote yet the outcome of what is yet to come will potentially affect my town and community.

I would say I had a mild interest in British politics up until around two years ago. Like I said at the beginning, we don’t seem to question anything until it directly affects us…

Louise Harvey is studying for a MSc in Communications and Public Relations with Advertising at Ulster University. She can be found on Twitter: @louiseharvey_ Instagram: @louiseharvey93

What in the world is PR?

Having studied a degree in English and Drama at undergrad level, for my masters I wanted to throw myself into something I had never done before; the world of PR. Public Relations, to my untrained mind – my PR role model being Samantha Jones – was writing press releases, going to fancy events and ‘schmoozing’ clients. From just one lecture I soon realised this certainly is not the case. I will not profess that after just one week on my PR and Communications MSc I am immediately a PR guru, however, I can say that I now know what in the world PR actually is. For me, this image sums it up perfectly…

 

PR-vs-Ad

It is easy to tell someone that something is ‘great’ but getting someone else to say it, is an art form. PR practitioners are utilizing their communications skills to uphold the reputation of companies, big and small. In today’s competitive marketplace, for a business to be successful it must be able to withstand its competition. Look no further than the Ryanair scandal which has dominated social media and the press for the past few weeks. Other airlines have cleverly cashed in on their competitor’s misfortunes…

 

AL-Ryanair

Alongside my first week at Ulster University, I had the pleasure of hosting my sister’s Hen Party in Edinburgh. I quickly realised that planning a hen party was great experience for my future PR career. From the early stages of planning, my sister was adamant she did not want anything ‘tacky’ at her hen. No inappropriate straws or strippers popping up at any point. My main focus had to be my sister’s reputation, which I can say was very much still intact by the end of the weekend. Although it was gratifying to hear my sister’s admiration for her wonderful hen party, it was even nicer to see her seventeen other hens posting on social media about their fabulous experience.

 

Bride To Be

When I first set out to write this blog I did some online searching for other young PR bloggers to gain some ‘blogsperation’. I stumbled upon Livi Wilkes on twitter (@LiviWilkesPR), and soon became hooked on her blog ‘Live Love Laugh PR’. The first thing that really stood out for me was her advice to gain experience alongside my degree. I immediately got myself into gear and began sending out emails to PR companies in Northern Ireland to generate work experience (which I assume is what most of my class have been doing). To attempt to stand out from the crowd I revamped my CV, making it as aesthetically pleasing as possible using Canva.

As pretty as my CV may be, I recognise that it alone will not get me a job. Having gone straight into a masters from my undergrad, it was daunting to hear the amount of experience my peers have already achieved. I did not let this dishearten me, and in fact, it made me more determined to get my name out there in the world of PR. My twitter newsfeed has gone from Gemma Collins memes to PR companies and bloggers imparting their words of wisdom. A simple follow or like on a company’s post could mean that my name may be remembered.

Basically, as scary as it is to start something completely new, delving into a fresh world can be daunting but exciting. My journey into the big bad world of PR is just starting but I will keep you updated on where it leads me to…

Olivia x

 

Olivia McAleenan is studying for a MSc in Communications and Public Relations with Advertising at Ulster University. She can be found on Twitter @OliviaMcAleenan / LinkedIn https://uk.linkedin.com/in/olivia-mcaleenan-88774413b /Facebook – Olivia McAleenan / Instagram @oliviamcaleenan

Ribs, Bibs and Blackboards: In At the Deep End

I started classes for my Masters in Communications and PR in the University of Ulster on the 26th of September and one of the first things I’ve learned so far is that jokes about domestic violence are a terrible way to sell ribs.

That’s going to need a little context. Ribs n’ Bibs is a small restaurant in Belfast owned by a man called Malachi Toner. On the 27th of September images started doing the rounds on social media of their advertising blackboard:

 

 

Eesh. A “joke” in really poor taste that is deeply offensive to victims of domestic abuse. It did not go down well.

First things first, if anyone reading this has been a victim of domestic violence, here’s a link to Womens Aid NI. A lot of smarter and more eloquent people than me have written about why domestic violence jokes are so horrible, for example.

This blog isn’t about the joke itself but about how the company reacted and what I think they should have done. It’s going to be a bit of an experiment to look back after my Masters and (hopefully) have much better ideas and be able to back them up with way more knowledge.

When the image above started circulating on social media, there was an immediate call from some users to let Ribs n Bibs know how out of order the joke was in the easiest way possible; by leaving 1 star reviews on their Facebook page. A company like Ribs n’ Bibs lives and dies on its Facebook reviews. If you’re visiting Belfast and looking for somewhere to eat, you check online. You also  avoid the places with one star reviews.

Within a matter of hours, the restaurant had received approximately 200 1 star reviews, dragging its overall rating down to 1. As of writing there are currently 756 1 star reviews and 98 5 star reviews. It’s overall rating is currently 1.5.

Ouch.

The restaurant’s first reaction, or at least the first reaction of whoever was running their Facebook page was this:

 

 

I have a three month old niece. She’s the most perfect baby who has ever lived, but her entire communication skill set consists of staring, the occasional grunt and crying when she’s hungry.

I am certain that she could have come up with a better response than the one above.

The next morning the owner, Malachi Toner, did the rounds of the local Talk Radio shows to try and undo the damage. These will be on demand if you want to listen back. He apologised (which is good) and talked about training and fund raisers (also good) without any actual details (not so good). It didn’t go down as well as Mr Toner would have hoped. Many people online accused him of deflecting, of trying to paint his staff and himself as victims.

What Ribs n’ Bibs  have ignored is their conversations with their customers are two-way and symmetric. I gave it a bit of thought and came up with a three step process to try and deal with the problem. I like to think my 3 step programme is a) the right thing to do and b) helps the company resolve a difficult PR problem.

  • Apologise. Do it soon. Do it sincerely. Ribs n’ Bibs didn’t get a proper “I’m sorry” out for over twelve hours.  The boss needs to take the heat and needs to do it with humility. The most important thing here is speed. Social media doesn’t sleep, the earlier you get involved, the more you can direct the narrative.
  • There are plenty of charities and organisations across Northern Ireland that provide help, advice and support to victims of domestic abuse. Contact one of them, explain that you realise the joke was deeply offensive and you want your staff to go through training to explain why it angered so many people and what they should do in the future. Set a date.
  • With this same charity organise a fundraiser. I don’t mean a vague promise, set a date. 

Once step 2 and 3 are done, put out a joint statement with the charity with details of the training and fundraiser.

By the time you go on the morning radio circuit, you have the chance to move the narrative from “Restaurant makes offensive joke” to “Restaurant quickly learns lesson, donates to charity”.

The very same people who get angry and go destroy your rating on Facebook are the same people who will actually reward you for attempting to right your wrong. This might have been turned into good PR exposure while also raising money for a good cause.

Or maybe not. It’s my first week.

 

Jason Ashford is studying for a MSc in Communications and Public Relations with Political Lobbying at the University of Ulster. He can be found on Twitter @jasonashford89.

 

Don’t tweet lies – strategise

Is your company using digital platforms such as Facebook, Twitter and Instagram in order to reel in more interest in your product or service?

They are? Ok. Now ask yourself, is your company using digital platforms effectively?

‘Digital strategy’ can be summarised in seven words – “achieving marketing objectives through applying digital technologies” (Chaffey and Ellis-Chadwick, 2012). Seven words can also be – “Did you see that video on Facebook?” or “Just found the cutest bedsheets on pinterest!” – So A LOT can happen in seven words.

You may be applying these ‘digital technologies’ and clicking send on an aimless Facebook status, but what you want to be doing is ‘achieving marketing objectives’ by doing so. And to achieve marketing objectives, you need to create them through a well thought out strategic plan! This blog will help show you the benefits of developing your own digital strategic plan for your business – big or small.

What does ‘Digital’ include?

Since the creation of the first website in 1989, the digital world has been expanding to include more than just websites. Today you can advertise your business through SEO, email marketing, social media (Facebook, Twitter, Instagram, and Pinterest etc.), online video content (YouTube), pay-per-click advertising and mobile marketing.

You might have a sound marketing strategy for your physical business, but when it comes to connecting to your target audience on a digital level, you need to know which of these platforms are applicable and which you can utilise in order to build your brand and boost your revenue on a digital scale.

The benefits of going digital are endless….

It is now easier to satisfy customers with an easy to use website, promotional messages that work and are coherent with the rest of your social media and a quicker response time for customer service via messaging.  This can be an amazing way to boost your brand image, creating personal and intriguing content that will entice customers to purchase and repurchase from your business – for example video content has the power to go viral with the click of the ‘share’ button, all you have to do is be creative.

Tip:  With Instagram now introducing a ‘shop now’ feature without the user actually having to leave the app, it is those online retail companies with formidable strategic digital plans who will respond first to this opportunity and increase their online presence further whilst also up-selling their products.

With the help of tools such as Google Analytics, it is now easier to track and monitor your website statistics. This is an easy to use tool that can help you interpret data, transform it into tangible information and increase your awareness of your target audience.

Tip:  Ask your customers to subscribe to promotional emails when they purchase an item from you. This can further your revenue through repurchase whilst gently increasing awareness of your brand.

BUT you need to be careful too!

In the modern age, not just the basic needs of the customer need to be satisfied, but there are numerous extras that are expected from a company’s online website. The ease of use, performance and presentation are all considered when a website is launched, and these are inadvertently judged by those using it.

Be creative, but be coherent. Your website can’t have any broken links, as no one wants to go to the effort of clicking something (exhausting, I know!) to be disappointed with a webpage that doesn’t work. Even worse, for a webpage that doesn’t include the information they clicked on.

Lastly, the reputation of your brand is dependent on the reviews customers give the company – whether by word of mouth or online. Both have the potential to be damaging if they are stories of poor quality, customer service or of a bad experience. A good recommendation by an individual with a strong following on Facebook or Twitter could make or break your business – use this as an opportunity for celebrity endorsement of your product in order to boost your reputation, but make sure they like your product/service first!

Let’s look at Missguided for example

Innovation is at the heart of Missguided’s solid digital strategic plan. They realise that their targeted value market sector – “the determined dreamer, stylish professional and cautious creative” all have strong online presences. They took advantage of this. The aim of their 2015 Executive Summary was to ‘elevate the brands positioning, increase sales and endorse the brands core values and messages’. Instead of their marketing team posting aimless status’ and tweets, they filled the consumer with meaningful content which helped improved the image of Missguided.

Their marketing primarily focuses on competitions, celebrity endorsements, guerrilla marketing, web advertising and a cohesive social media campaign. Building the brand’s personality through informal and fun interactions on social media has been a key part of Missguided’s strategy creating a fun, quirky, youthful and above all – affordable – alternative to the online retail experience.

Most importantly, Missguided realise the need for an integrated strategy for both their digital and physical markets, resulting in both components complimenting each other. For example, their Facebook offered a competition to win two VIP tickets to their store opening in Manchester, they showed sneak peeks on Pinterest, Instagram and Tumblr of their new store’s interior which emulates the brand values projected on their website, and their website also featured a live countdown of the opening of the store.

Within the store itself, digital screens were used to display social media engagement, such as when someone hash tagged a photo of a new purchase, and signs which encouraged customers to follow the brand on Snapchat. Even the writing around the store – “99% unicorn” and “eat, sleep, slay” – mirrors the brand’s playful tone of voice that can be seen across its social platforms.

 

Image result for missguided whats snapperin

 

So what can you do to develop your strategy?

PR Smith’s SOSTAC is an excellent framework for developing aims and goals stemming from a detailed situational analysis which looks at your outside and inside environment. This scan helps you get an advantage over your competitors, whilst keeping your own business focused and efficient. Alongside some of the tools mentioned above, SOSTAC will also help you monitor and control your strategy so that you know what to do if something goes wrong.

Image result for sostac

 

In conclusion, don’t tweet lies – strategise!

Shannon Quinn is a 2nd year CAM student at Ulster University. She can be contacted on LinkedIn at https://uk.linkedin.com/in/shannon-quinn-556236132 and on Twitter @ShannonQuinnPR.

The Power of Protest

As a final year student, I am currently writing my dissertation. The topic I chose to explore was Public Relations and Lobbying within the agriculture industry, as the recent news topics sparked my interest as a farmer’s daughter.

 

2015 saw the farming income for Northern Ireland fall from £311.8m to £182.5m, which was largely due to supermarkets and processors driving down farm produce prices. This was not an issue just within Northern Ireland, but throughout the whole of the UK.

 

So to understand why this campaign matters so much to farmers, I will explain the complex system (for myself if nothing else). Dairy farmers milk their cows twice or three times a day 365 days a year, which is collected by a milk tanker (nearly every day) to be taken to the processors where it will be pasteurised for human consumption. The majority of dairy farmers are locked into a contract with these processors and unable to leave. Combining the facts that supermarkets and processors are cutting the prices of milk and the inflation of the prices of fuel, feed and production, farmers are struggling to keep their farms afloat. They can’t stop feeding their cows or harvesting crops as (1) it is cruelty to animals and (2) a farmer’s actions will have a long term effect in how they can run their farm in the future.

Power of protests

Discouraged by this, farmers took to protesting, which sparked the biggest grassroots campaign the farming industry had seen in recent years; partly funded by the Scottish Government who contributed £100,000. This campaign achieved national media coverage and saw the issue fought through social media, peaceful protests and farming coalitions who communicated on behalf of the farmers.

 

SOS Dairy harnessed the full power of the Internet through using Twitter, Facebook and YouTube to bring the farmers together and to share the issue with the general public. More than 800 individuals added the SOS Dairy ribbon to their profile photos on Twitter, with hundreds more showing the same support on Facebook and using the #SOSDairy hashtag. During this campaign a video called ‘The #SOSdairy song,’ made up of protest footage, became an Internet hit, gaining over 38,000 hits on YouTube. Through the videos’ popularity, the BBC approached the creator to request he preform it on the radio- enabling them to promote the cause further.

To demonstrate a united industry, the issue saw farm groups set aside their differences to form a coalition between NFU Scotland, NFU Cymru, the Royal Association of British Dairy Farmers, Tenant Farmers Association and the Women’s Food and Farming Union. It also brought together those who relied on the farming community such as farming suppliers, vets and lawyers all over the country. Whilst leaders of the coalitions held talks with the processors and supermarkets to achieve fair prices, the farmers named and shamed the milk processors and supermarkets while carrying out protests throughout the country by obstructing processing plants night after night, to show their strength.

 

Through this campaign major supermarkets backed down by announcing fairer prices for farmers who directly supplied the supermarkets, and processors eventually backed down and in result abandoned their second price cut. A poll carried out by YouGov and The Grocer found that 83% of the public were aware of the protests and 67% stated they think farmers should be paid more, even if it increases the price of milk.

 

Although this campaign achieved what it set out to do, capturing the public interest and winning the support of the consumer, there is still a long way to go for the industry in order to create a sustainable industry where farmers will profit.

 

Lauren Sharkey is a 4th year CAM student at Ulster University. She can be contacted on Twitter @lsharkey_37 or on LinkedIn at www.linkedin.com/in/lauren-sharkey-25776ab0/.