Agenda Setting Theory: According to Bernard Cohen, the media does not tell people what to think, but is capable of telling them what to think about. The media is able to set the agenda for what people talk and think about which can lead to information seeking and processing.
The example that our group has chosen to illustrate agenda setting theory is Kettle Foods commitment to sustainable business practices.
This example is relevant to agenda setting theory because Kettle Foods is attempting to set the agenda for public opinion by emphasizing issues of the environment. Sustainability has become a core value of Kettle Foods and they have demonstrated devotion to the environment through green buildings, renewable energy, habitat restoration, and recycling. Executive Director of Wisconsin Green Building Alliance, Connie Lindholm, believes “It’s demonstrating through action a commitment to the environment that goes far deeper than its leadership in the natural food industry. We hope other businesses look to Kettle Foods as an inspiration for their own facilities.” Kettle Foods has made it known that environmental issues are worthy of the public’s attention in hopes that the public will be concerned with the importance of sustainability and begin imitating Kettle Foods by being environmentally responsible.
Through the use of news media Kettle Foods is able to promote its sustainable business practices and communicate to the public about the organizations values. Kettle Foods has established that it is an organization not only in the pursuit of profit but is also focused on the belief that good business and nature can coexist. PR practitioners are able to link Kettle Foods interests to the common good. Getting the public involved with sustainable practices is beneficial not only to the environment but also the community. In Salem, Oregon, Kettle Foods restored native vegetation and sustained the nearby streams and wetlands. To get the public more involved, Kettle Foods created a public trail system to encourage the use of the newly restored wetland. In 2008, Kettle Foods encouraged the public to create their own certified backyard habitat for flora, fauna and local wildlife. Kettle Foods and National Wildlife Federation launched the flavor, “Backyard Barbecue.” For every backyard certified as a healthy wildlife habitat, Kettle Foods makes a $1 donation to the National Wildlife Federation.
In order to get the company more involved with the community, every year Kettle Foods donates more than 175,000 pounds of potatoes to local hunger relief agencies and 1700 cases of Kettle Brand products to organizations including The Wetlands Conservancy and the National Wildlife Federation. In addition, employees are encouraged to volunteering at non-profit groups within the community. Kettle believes it is their way of “chipping in.”
This information came for Kettle Foods and the Environmental News Network
By Erin Munson
