A presentation for the Young Farmers & Ranchers Conference, Jan. 30, 2016 on how to Tell Your Ag Story

2. How to Tell Your Ag
Story
Angela Jamison
president/owner
January 30, 2016

3. Farmers need to tell their
story to build trust and
understanding

4. 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.

5. Ag Stories in the News
during the past 2 weeks
When A Chicken Farm Moves Next Door, Odor May Not
Be The Only Problem, January 24, 2016 6:19 PM ET
North 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.

8. Telling Your Ag Story
Today’s session:
1. What to say – Key Messages
Examples
Developing your own
2. Sharing your message with the media
What is news
Interview tips
3. Telling your story through social media

10. 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.

11. What people need to know, believe or care
about to better understand agriculture.
Key Messages

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

13. Ineffective messages
Eat 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.

14. Better messages
1. Make half your plate vegetables and
fruits
2. Use smaller plates to help you eat less
3. 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

15. Messaging examples

16. Protect North Carolina
Farm Families
messages

17. Get the Facts

18. Messaging

22. 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

23. 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 or
city? Will it affect the target audience ofthe 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 pointsof view?

24. 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)

25. 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?

26. Media interviews
You get a call from a local reporter who
wants to interview you.
What do you do?

27. You have rights
Be courteous; ask questions:
o When is your deadline?
o What is the topic?
o Questions you’ll be asked
o 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.

28. 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

29. “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.

30. 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.

31. 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.

32. 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.

33. 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.”

35. Social Media: Linkedin
• Every farmer and rancher should
have a Linkedin profile.
• Share your messages in the Profile
Summary and in your Experience

38. Questions?

39. Thank you!
Angela Jamison
angela@communicopiaPR.com
919-827-1689