O’Reilly to beef up PR for meat industry body

The Meat and Livestock Commission has appointed Nicky O’Reilly as its head of corporate communications as it seeks to improve public and government perceptions of the meat industry.

The Meat and Livestock Commission has appointed Nicky O’Reilly as

its head of corporate communications as it seeks to improve public and

government perceptions of the meat industry.



O’Reilly joins from the Country Landowners Association where she was

director of PR and communications. She replaces Christine Murphy who

left last August to spend more time with her family.



The move comes as the MLC steps up its attempts to improve the

reputation of British meat after bad publicity over BSE. It has also

conducted a review of its public affairs account, replacing Westminster

Strategy with Shandwick Consultants.



O’Reilly’s previous posts should prepare her for the task she faces at

the MLC. She addressed issues including BSE, use of pesticides and

common agricultural policy at the CLA.



She also headed the public relations department of P&O European Ferries

following the Zeebrugge disaster and the Food and Drink Federation after

Edwina Currie’s salmonella remarks.



’I’m used to working on image recovery and turning around people’s

negative perceptions,’ said O’Reilly.



O’Reilly expects to adopt a more proactive approach to issues such as

BSE: ’I’ll be joining a very strong team with access to the best

research.



The Meat and Livestock Commission has done substantial work but more can

be done,’ she said.



Colin Maclean, the MLC’s director general, said: ’Nicky O’Reilly is well

aware of the challenges and issues which face our industry.’



The Meat and Livestock Commission is currently facing a range of

difficult issues including falling consumption of red meat. However, it

is attempting to turn public perceptions around by focusing upon the

increased safety standards applied to British meat.



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