As cigarette smoking fell to growing regulations and restrictions, the greater health lobby has focused similarly on a new target: salt. From a public affairs perspective, what’s interesting is that instead of incubating in the world of DC public relations, this issue is getting the most attention in New York City.
As the debate intensifies, a competent public affairs specialist would recommend a client’s corporate communications get out ahead of the discussion. This is precisely what supermarket chain A. & P. has done, for example. By stating to the New York Times that the city’s regulatory efforts are a “very realistic set of criteria that [their] suppliers can adhere to,” the company gets branded as a trusted and concerned entity. Not a bad move when it comes to protecting the company’s bottom-line.
Another key point: It’s already accepted (at least by the government) that low-salt levels are key to a healthy diet, which puts companies on notice about health concerns. So when it comes to being a thought leader in public affairs, a stakeholder needs to do more than just lessen salt in their products – they need smart public relations to explain the importance of the steps they’re taking. Otherwise, they miss the opportunity to communicate genuine concern for consumers and maintain a strong, positive image.
