Media relations is a powerful communications vehicle. Through reporting, journalists can help improve lives, expose corruption, create laughter and deliver breaking news. I enjoy working with journalists on stories that educate and engage consumers about our clients’ latest endeavors. But lately, I’ve been in the uncomfortable position of educating media about their inaccurate reporting of açaí (ah-sigh-ee).

The dark purple berry, harvested in the Amazon, has been the subject of weight-loss scams, lawsuits, inaccurate environmental sustainability claims and false health reports. Media and consumers seem fascinated and perhaps overwhelmed by information about açaí. Type the word açaí into Google and an infinite number of links will appear. Yet, many journalists and consumers remain unclear about its real benefits. Why?

• The U.S. doesn’t have labeling standards for açaí. Many companies do not disclose how much açaí vs. other fruit make up their product blends.
• Even if a product label reads “açaí juice” in big bold letters or is listed as the first ingredient in the nutrition panel, it does not mean açaí juice is the main ingredient or that the juice has not been filtered or watered down with the pulp removed (which contains many of the nutrients).
  

This confusion will begin to clear when Sambazon (client), the global leader in açaí, launches a new consumer awareness campaign: Real Deal Açaí.The campaign will expose the lack of transparency in labeling açaí products, urging consumers to learn about types and amounts of açaí in products and asking companies to be transparent about what their products actually contain. The campaign will include an informational hang tag, a webpage and a nutrition spokesperson.

If you find yourself having to educate media about your clients’ products or services, it might be a good idea to follow Sambazon’s example and create an awareness campaign. If media don’t understand your product, chances are your consumer audience probably won’t either.

--Maureen O’Connell, Senior Account Supervisor