AquAdvantage Salmon: Communicating to Build Consumer Confidence (Simplified Chinese Version)
(7 pages of text)
Case (Pub Mat)
AquaBounty Technologies, Inc. (AquaBounty) was a small, U.S. biotechnology company that focused on improving productivity in commercial aquaculture. In 2015, the company had received approval from the U.S. Food and Drug Administration to sell its genetically modified AquAdvantage salmon in the United States. Public reaction was mixed, with heavy criticism from some environmentalists. One year later, in May 2016, AquaBounty received approval from Health Canada to sell AquAdvantage salmon in Canada. The company’s director of Corporate Communications needed to prepare for the announcement of Health Canada’s approval, to be made public later that week. What should he include in the company’s issues management plan to ensure that AquaBounty would receive balanced feedback from the Canadian public?
This case is suitable for undergraduate and executive education courses to illustrate communication principles. The two immediate issues facing AquaBounty’s director of Corporate Communications are (1) preparing an issues management plan to mitigate the risk of negative media coverage and (2) establishing a positive reputation for AquaBounty in Canada. The teaching objectives are threefold, relating to reputation management, stakeholder relations, and issues management:
- Reputation management: Devise a strategy to build trust for AquaBounty and its products in Canada.
- Stakeholder relations: Consider how to best appeal to AquaBounty's various stakeholders.
- Issues management: Consider the short- and long-term activities involved in building, maintaining, and repairing relationships with stakeholders.
Agriculture, Forestry, Fishing and Hunting
Canada, Small, 2016
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