BSMG may be key to Archer's recovery

DECATUR, IL: Archer Daniels Midland (ADM), which earlier this year hired BSMG to help craft a new image for the formerly closed-mouth commodities company (PRWeek, July 10), has created its first corporate mission statement as part of its new PR efforts.

DECATUR, IL: Archer Daniels Midland (ADM), which earlier this year hired BSMG to help craft a new image for the formerly closed-mouth commodities company (PRWeek, July 10), has created its first corporate mission statement as part of its new PR efforts.

DECATUR, IL: Archer Daniels Midland (ADM), which earlier this year hired BSMG to help craft a new image for the formerly closed-mouth commodities company (PRWeek, July 10), has created its first corporate mission statement as part of its new PR efforts.

On the IR side, the company is also reaching out to analysts and reporters.

'We're trying to be much more open and proactive,' said Larry Cunningham, SVP, corporate affairs.

BSMG helped run meetings of ADM middle- and top-level management that worked on formulating the new mission statement, which says that ADM's mission is 'to unlock the potential of nature to improve the quality of life.'

Employees were given copies of the mission statement on wallet cards and key chains, which symbolize 'unlocking' the company's potential.

Communicating with employees, whose morale has been shaken by falling stock prices and scandals involving company executives, is a major part of the ADM's new PR efforts.

The company's stock has climbed from a 52-week low in September to around dollars 11 a share as October ended.





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