Ag PR 2.0: Five pitfalls to avoid when engaging producers in 2010

With radio, it took 38 years to reach a market audience of 50 million; with Facebook, only 2. The impact of digital media on business-to-business and business-to-consumer marketing is unquestioned. But the marriage of “new” media and agriculture is more nuanced, owing to demographic and geographic issues that make communicating with ag producers unique.

The following are some “don’ts” to watch out for as 2010 approaches.

1.  Don’t underestimate the near-term potential of social media

According to a recent American Farm Bureau Federation survey of young farmers and ranchers, 92% of those aged 18–35 are online, and approximately half of those regularly plug in to some form of social media. Engaging specific producers with compelling social media already offers significant opportunity and will become increasingly important.

2.  Don’t overlook the continuing impact of traditional media

Despite the rush to online sources, many farmers still rely on traditional media, as evidenced by NAFB wave studies, with farm radio cited as the most-used source of daily agribusiness information. This preference is driven in part by aging producer demographics (the average age of U.S. producers is currently 57), the lagging availability of rural broadband access and increasing hours in the equipment cab (thanks to GPS technology). The bottom line is that many farmers still rely heavily on the portability of ag radio when they’re in the field, and the reference value of ag print media when they’re not.

3.  Don’t bypass key opinion leaders

The essence of public relations is leveraging the credibility of third parties to deliver a message. In an age of media fragmentation, engaging key opinion leaders to increase awareness for (and reinforce the credibility of) the strategic issues that influence the adoption of new products and practices is more important than ever.

4.  Don’t miss out on opportunities to validate your story

Producers still love to swap stories and learn from one another. Even though the manner in which farmers learn and share information is changing (rapidly in some geographies and within certain demographics; less so in others), case studies continue to be relevant and interesting.

5.  Don’t talk to your customers – talk with them

According to best-selling business author Seth Godin, who coined the term “permission marketing,” media has shifted from top down – “here’s what we say, we’re putting on a show, watch us!” – to “oh, you’re here, you’re talking, hi.”

In that spirit, facilitating a true dialogue with ag producers – via social media, trade shows, traditional print and broadcast media and one-to-one marketing – will be more important in 2010 than ever before.

What do you think will be the most important trends in communicating with agricultural producers in the coming year? Join the conversation.