sharing our message
TRANSCRIPT
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Sharing Our
MessageIncreasing Agriculture’s Goodwill Among Consumers
1Brian Reuwee >> Director of Communications >> Agricultural Retailers Association
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Sharing Our Message
Messages that Resonate
Community Relations
Local Media
Social Media
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What do consumers care about?Portlandia: Is the chicken local?
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What Do Consumers Care
About?
They want to interact with farmers
They feel guilty about their food choices
Concern about GMOs and pesticides; animal welfare and hormone use
Long-term health
Environmental threats
Suspicious of government and/or corporate control of agriculture
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Be Open to Opportunities for
Conversation
Selecting food at grocery stores or restaurants
Books, magazines at airports or on flights
Pay attention to your school curriculum
During church functions
Coffee shop conversations
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Start with an Apology
Ag is losing the battle for public perception
Use empathetic communication techniques
Avoid defensive positions
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Use Language that Works
Safe = Unnatural, untested
Affordable = Lack of quality
Abundant = Manufactured, unsustainable
Precision = Laboratory
Farmers feed the world = I only care about my family
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Use Language that Works
Prevent bugs and pests from eating crops (Pesticides)
Nourish crops to help them grow (Fertilizer / Nitrogen)
Using less, avoiding sensitive areas (Precision Ag)
Always working to improve (Continuous Improvement)
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Use Language that Works
Leverage farmer credibility
Examples of science, research, education and business practices may surprise consumers
Be Authentic and transparent
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Conversations with EASE
Engage: Start the Conversation
Acknowledge: Acknowledge questions and concerns
Share: Talk about meaningful details in how you / your customers grow food
Earn Trust: Make it clear you want to earn their trust
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Community RelationsBuilding Goodwill
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Community Relations
Community Open House
Tour for First Responders
Participate in Local Events
Parades
Festivals
County Fairs
Support local causes
Charity fundraisers
Youth Sports / Activities
4H / FFA / Scout programs
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Case Study:
Ag Enterprise Supply
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First Responder Guidance
Opportunity to walk the facility grounds, see buildings
Understand chemicals on hand
Offer or sponsor firefighter training
Review procedures for leaks, spills, fires, etc.
Educate and develop relationships
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Local MediaInvitation is Essential
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Local Media Engagement
Letters to the Editor
Editorials
Press Releases
Advertising
Information and knowledge
Invitation >> Invitation >> Invitation
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Social MediaListen / Follow / Share / Post
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Social Media Blogs
YouTube
USFRA
Cause Matters, Michele Payn-Knoper
@AgChat
@DairyCarrie
@ChrisChinn
@JPLovesCotton
AgProudRyan
Etc.
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InstagramOpportunities to share your pictures (and short videos) to tell your story.
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Answer QuestionsUse short videos to answer key consumer questions.
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How to…Show, not just tell.
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Video RulesPeterson Brothers on YouTube
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Questions
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Take Aways
Traditional messages don’t resonate with consumers
Be open to conversations
Engage, don’t defend
Feed the media
Social media gives you a platform
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Brian ReuweeAgricultural Retailers Association
Director of Communications
(202) 595-1712
@BrianReuwee or @AgRetailers
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