Rick Mccarty, Apr Email & Phone Number

Englewood, Co, Us

Denver, Co

Planned and conducted research and analysis to help program teams and program leaders develop, align and execute strategies and tactics to promote beef and to maintain a positive marketing climate for beef. Provided data and analysis related to consumer perceptions of beef and beef production, and conducted measures of the success of strategy execution. • Planned and managed the semi-annual Consumer Beef Index (CBI) research program which is the industry’s primary measure of consumer beef consumption and perceptions of beef. The CBI forms the strategic foundation for the industry Long Range Plan goal of improving domestic consumer preference for beef.• Planned and managed the annual Consumer Image Index (CII) which tracks consumer perceptions of beef production and identifies consumer influencer targets for communications. The CII forms the strategic foundation for the industry Long Range Plan goal of strengthening the image of beef and the beef industry.• Served as editorial director and senior writer for Beef Issues Quarterly, a beef industry trends analysis and issues intelligence journal. Chaired the Trends Advisory Panel that develops editorial content for the journal (www.BeefIssuesQuarterly.com).• Directed and managed the beef industry issues research program. Analyzed consumer attitudes to identify emerging issues and provide a strategic foundation for consumer communication in safety, nutrition, environment, animal welfare and beef production. Identified and analyzed emerging issues and, assess effects of industry programs on consumer perceptions.

Denver, Co

Planned, built, staffed and managed a nationally recognized issues management program designed to protect the marketing climate for beef and the business climate for beef production.• Chief architect of the beef industry Bovine Spongiform Encephalopathy (BSE – aka Mad Cow Disease) crisis response plan. Led implementation of the plan on a limited basis following the first Canadian BSE case; served as a lead for the full plan as well as a spokesperson for the industry following the first U.S. case of BSE in late 2003. Consumer confidence in the safety of U.S. beef did not waver and, in fact, showed a slight increase. U.S. beef sales did not decrease. The United States was the first country with BSE that did not show a significant sales decline.• Organized the first U.S. scientific expert panel and developed the first comprehensive scientific resource on BSE designed for media, consumers and industry stakeholders. Planned and developed a BSE web site to provide scientific information about the diseases of BSE, CJD and variant CJD; created a “dark site” behind the public site to serve as the foundation for crisis communications. The dark site was activated on December 23, 2003 when the first U.S. BSE case was announced. The web site (www.BSEinfo.org) remains among the best comprehensive information sources about BSE and other Transmissible Spongiform diseases.• Planned, developed and managed an issue tracking/public opinion research program for the beef industry. National tracking surveys monitored public opinion about issues related to animal welfare, food safety and nutrition. The program also featured targeted issue research to assess consumer attitudes about emerging issues and a rapid response capability to produce national consumer data in response to a major event within a few days.

Denver, Co

Planned, built, staffed and managed a national communications and public affairs division for the central management corporation of a nationwide system of agricultural banks. • Managed and led public relations; market research; investor communications; corporate identity programs; publications; executive speeches; national advertising; and legislative communications. • Managed advertising agencies, public relations agencies, research companies and graphic design firms.

Denver, Co

Managed public and community relations, marketing and internal communications for a multi-campus college system serving the Denver metro area. Planned and directed public and media relations; served as media spokesman and as liaison to community and industry groups; and supervised college publications. • Developed the first system wide college marketing program, formed a marketing committee and established a marketing and promotion budget. • Developed an internal analysis system to provide marketing planning and evaluation data from college data systems.

Nashville, Tn

Planned and managed public and media relations programs for a regional medical center and university teaching hospital. Consultant to medical center office of program planning to develop marketing plans for new services. • Taught undergraduate sociology courses. During postgraduate study, did research and writing in the areas of medical sociology and media coverage of technology/public affairs issues.

Lubbock, Tx

Planned, built, staffed and managed a comprehensive communications/marketing department for a newly chartered medical school and regional health sciences center.• Managed media and community relations, employee communications, publications and health services research programs. • Developed proposals for and planned and managed regional health information and health promotion programs.• Helped develop an M.A. program in health communications in the Texas Tech School of Journalism and taught graduate courses in medical writing and health communications research.

Master Of Arts (M.A.), Communications Research

Activities and Societies: Kappa Tau Alpha Universityof Missouri School of Journalism - Communications Research. Thesis: how packaging.

Executive Business Program

Bachelor Of Science (Bs), Journalism & Advertising/Sociology