Stage How to Write a How do i communicate effectively ?

How to Write a

HOW DO I COMMUNICATE EFFECTIVELY?

Be a good listener.

Be positive.

Be yourself.

Be understandable.

Keep it short and simple.

Make it relevant.

Make it interesting

Take the public seriously and answer

them honestly and sincerely.

Why should I communicate with the public?

The public are more than your customers, as voters and taxpayers they can also affect

how you do business. Today’s public are also largely removed from farming and food

production. Most people give little thought to where our food comes from and even

fewer people have an accurate understanding of our modern food production system.

Recent polls show that the public generally view farmers very positively as an important

part of Canadian life. However, those same polls show that their fears and concerns

about food safety, agriculture’s impact on the environment, and animal care are all

rising. This erosion in the public’s image of farmers and food producers is most

pronounced in young people — Our Future.

Surveys show that spokespersons with the highest credibility ratings include farmers

themselves, and third party experts like livestock specialists and food scientists.

Agriculture has done a tremendous job of producing food, but we’ve done a poor job of

explaining it. If you don’t tell your story, who will?

What Can I Expect?

You can expect most people to be genuinely surprised and curious about farming and

food production. Many people will have little or no knowledge about the livestock

industry or about today’s farming and food production methods. Others may have

inaccurate perceptions of farmers and farming. Most people have genuine questions or

concerns.

How to Communicate With

the Public

www.ofac.org info@ofac.org 519.837.1326

How Do I Communicate With the Public?

SPEAK URBAN. Most people you will meet, whether media or politicians, consumers

attending your local fair or children in the classroom, will have little or no knowledge of

agriculture and certainly won’t understand industry jargon. It is important to always talk

in their language not ours. This may mean substituting words they’ll understand (ie.

birthing instead of farrowing) or as it sounds so you will have to make a conscious

effort to use words and phrases which are familiar and understandable to non-farmers

Bring It Home. Many people can’t relate very well to farming animals, so it helps to

make things personal. Show people what it means for them, in terms of their food, or

jobs, or our environment. Use "every day" comparisons that non-farmers can relate to

and are familiar with.

Catch Their Interest. Because people limit their attention to what is interesting or

important, packaging and presentation are crucial. Make it fun with trivia games or

"hands-on" activities; make it interesting with props (ie. animals, feed samples, biproducts

displays or farm tools) or interesting facts and figures; make it important with

catchy slogans or eye appealing graphics and photos.

Keep it Short and Simple. Avoid technical detailed explanations. Keep your

presentations/explanations short and simple. People who want to know more will keep

the questions coming.

Be Specific. It is important to point out every farm or business may do things a little

different. Not better or worse, just different. Talk about what YOU do on YOUR farm or

business. Whenever possible, leave generalized "industry" statements to industry

groups and governments. When making general statements, never talk absolutes and

always quote your source. (ie. "according to xxx, most Canadian farms. . .")

Be Yourself. Limit yourself to what you know and are qualified to discuss. If someone

asks a question you’re unsure or uncomfortable about answering, refer them to

someone qualified to answer, or offer to find the answer for them. It’s always better to

admit that you don’t have an answer than to give the wrong information.

Stick to the Facts. Agricultural Awareness begins at home, so do your homework and

stay on top of changing trends in your industry. We all have personal opinions, but it’s

best to leave yours at home so others can make their opinions based on facts.

Be Prepared. Keep a record of common and not so common questions. Spend time

researching and refining your answers.

www.ofac.org info@ofac.org 519.837.1326

Resist Pointing Fingers. Avoid deflecting criticism or criticizing someone else to make

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