BulletProofBlog the blog on crisis communications

According to a memo leaked by the Washington Post, food and beverage manufacturers are now at work devising public relations and lobbying strategies to prevent government bans of bisphenol A (BPA), a controversial chemical used in the linings of metal cans and lids.

The notes of the private meeting held last week show that industry executives are especially concerned about the views of young mothers, who often make purchasing decisions for households and who are most likely to be focused on health concerns.

Of course, if we' ve learned anything in the past year about influencing young mothers, it' s that social media - personified by the "mommy bloggers" - must be part of the equation. Because today' s moms are increasingly turning to social media for the latest advice on keeping kids safe and healthy, strategies that put a premium on the blogs, Facebook, and Twitter will play a central role if the campaign is to be successful.

Traditional reporters (three quarters of whom tell us they read blogs for story ideas) will also be watching the social media space to see what parents are thinking. Their news stories and analyses (which will be closely monitored by policy makers and talking heads alike) will certainly echo what they see online.

Winning the communications wars in the Digital Age means knowing where your audiences get their news and how to influence those who relay it to them. If BPA proponents hope to prevail in their planned effort, they must understand that the days of June Cleaver are long gone. Today' s moms exhibit just as much social media savvy as their young children soon will.

Gene Grabowski is Senior Vice President of Crisis and Litigation at Levick Strategic Communications and a contributing author to Bulletproof Blog.