How to Tell Your Ag Story

Angela Jamisonpresident/owner

January 30, 2016

Farmers need to tell their story to build

trust and understanding

The non-farming public is more curious than ever about modern agriculture and

where their food comes from. That creates new challenges for farmers & ranchers who are tasked with growing

food for the entire world.

Ag Stories in the Newsduring the past 2 weeks

When A Chicken Farm Moves Next Door, Odor May Not Be The Only Problem, January 24, 2016 6:19 PM ETNorth Carolina is one of the country's largest poultry producers — and getting bigger. Large-scale chicken farms are spreading across the state. Government regulations have allowed these farms to get much closer to where people live. That's not just a nuisance. Neighbors say it's also a potential health hazard.

http://www.npr.org/sections/thesalt/2016/01/24/463976110/when-a-chicken-farm-moves-next-door-odor-may-not-be-the-only-problem

NPR, All Things Considered, WFDD Winston-Salem, N.C.

Telling Your Ag StoryToday’s session:1. What to say – Key Messages

ExamplesDeveloping your own

2. Sharing your message with the media

What is newsInterview tips

3. Telling your story through social media

Key Messages• Talking points• Master narrative• Elevator pitch• The essence of what you want to

communicate in a clear and concise manner.

• Start with bite-sized summations that articulate what you do, why you do it, how you are different and what value you bring.

What people need to know, believe or care about to better understand

agriculture.

Key Messages

Messaging examplesUSDA MyPlate

Goal: “Improving the health of our country through diet and in many cases reversing childhood obesity."  - Tom Vilsack, U.S. Secretary of Agriculture

Ineffective messagesEat healthier • Too vague. Tells people what you want

them to do, not tell them how or why.

Eat a little more than 25% vegetables, a little less than 25% fruits, a little more than 25% grains and a little less than 25% proteins at each meal• Too complex. Too many things you’re

asking people to do. People view the change as too hard and take no action at all.

Better messages1. Make half your plate vegetables

and fruits2. Use smaller plates to help you eat less3. The right mix can help you be healthier now and in the future

•Focuses on what to do, how to do it•Clear, concise & simple--change seems easier to people.•Addresses WHY this is important

Messaging examples

Protect North Carolina Farm Families

messages

Get the Facts

Messaging

What’s your message?• Take 5 minutes to develop your

simple message• Who you are and what do you do?• Why is it important?

NEXT: Sharing your message with the media

What determines the news?

Timeliness: Has the idea just been announced? Has event just happened or will it be held in the near future?Proximity:Will the event affect your state, county orcity? Will it affect the target audience of the media outlet?Importance: Will the event or idea affect few or many?Is a prominent person supporting the idea?

Conflict: Is there a struggle between individuals,groups or conflicts between ideas or points of view?

What is news? (continued)

Progress: Has significant progress been made?Unusualness: Is subject/topic something rare or out of the ordinary? Is it unique? Is it the first time for something?Human Interest: Does the subject evoke anger, sympathy, joy or fear?

The compelling Cs:Crisis, Catastrophe, Crime, Conflict, Change, Corruption, and Color (human interest)

Know your audience• The media covers news that interests their

audience.

• When speaking to reporters, you are really speaking to their audiences.

• Bring relevance W I I F M

What’s in it for me?

Media interviewsYou get a call from a local reporter

who wants to interview you.What do you do?

You have rightsBe courteous; ask questions:

o When is your deadline?o What is the topic?o Questions you’ll be askedo Who is the audience of your publication/news

outlet/blog?o Who else will you interview?o Why me?o Will photos be taken?o When do you want to do the interview?

Never do interview during initial contact.

o You need at least a little time to prepare, review your messaging, call a media relations/PR expert, etc.

Interview tips• Don’t say too much. • Limit your answers.• Stick your key messages.• Wear hat or shirt with farm name• Dark colors better than light or

white• Have visuals for media to shoot

o Kids picking strawberries- Busy workers- Signs

“Why” is most important

• Journalists are trained to gather the following information for a story:

Who, What, Where, When, Why, and How

• Explain not only what & how, but why

• “Why” makes an emotional connection with your audience, especially why you are a farmer/rancher and do what you do.

Rules to remember• Tell the truth.• Don’t talk too much. Stick to facts and don’t

speculate.• You are always “on the record.”• Don’t say “No comment.” If you don’t know,

say so; if you can’t answer, explain why.• Don’t assume the reporter understands you.• Don’t get mad.• Don’t ask to see or review the story before it’s

aired or published.

More tips

Before you finish the interview, give the reporter your email and

mobile number and offer to clarify or answer more questions or

information as they are writing it.

Where to use messages

• Everywhere! Repeat often.• Websites, news releases, fact sheets,

brochures, Facebook pages.• Use them every time someone asks

you what you do.

Social Media - Blog• Ryan Goodman, Agriculture Proud

“Everyone has a story to tell. America’s Farmers and Ranchers have a great one. Whether it is

their hard work, resilience, sense of community, or passion to keep

improving upon our skills, someone is listening.”

Social Media: Linkedin• Every farmer and rancher should

have a Linkedin profile.

• Share your messages in the Profile Summary and in your Experience

Questions?

Thank you!Angela Jamison

angela@communicopiaPR.com919-827-1689