IRRIGATION MYTH BUSTERS

Identifying Game Changing Facts & Building the Case

Mike WadeCalifornia Farm Water Coalition

Public Relations in Agriculture“If a young man tells his date how handsome,

smart and successful he is – that’s advertising. If the young man tells his date she’s intelligent,

looks lovely, and is a great conversationalist, that’s marketing.

If someone else tells the young woman how handsome, smart and successful her date is – that’s PR.” – S. H. Simmons

California Water Overview2/3 water in the north2/3 of the population is

in the southAbout 1% of the

population has a direct connection to agriculture

“San Joaquin farmers waste water, study says”

Agriculture uses 85% of the state’s waterCrops grown are “surplus” cropsFarmers are causing surface and groundwater

pollutionWater projects destroy the environment and

deliver water to a few greedy farmers who waste it because it is cheap

What Does the Audience Believe?“If the public thinks you have a problem, you have

a problem.” - Samra Bufkinss

All content can affect public opinionNews storiesOpinion piecesOnline commentsAdvertising

Exploiting California’s Drought

Preparing Ready-to-Use Facts“It takes 20 years to build a reputation and five

minutes to ruin it. If you think about that, you'll do things differently.” – Warren Buffet

Use Documented SourcesUniversity StudiesGovernment ReportsPublic Opinion Surveys

Getting Out in Front and Delivering the Message“If you don't tell your story, someone else will.” –

Unknown

Tell the publicTell the mediaTell elected

representativesTell your members

Daily Communication – News Line

Press ReleasesCredible speakersMember CommunicationSocial Media – 17,000 +

FacebookTwitter InstagramPinterest

Ally DevelopmentMedia ToursFood Blogger ToursLegislator Tours

Assessment“Nobody counts the number of ads you run; they

just remember the impression you make.” – Bill Bernbach, advertising pioneer and founder of Doyle Dane Bernbach

What have you accomplished?Increased news coverageIncreased web site trafficIncrease in positive storiesChanging public opinionIncreased water supply and reliability

“Perseverance is not a long race; it is many short races one after the other.” – Walter Elliott

Questions

18www.farmwater.org

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