sharing our message

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

Facebook

USFRA

Cause Matters, Michele Payn-Knoper

Twitter

@AgChat

@DairyCarrie

@ChrisChinn

@JPLovesCotton

Instagram

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

brian@aradc.org

@BrianReuwee or @AgRetailers

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