Mastering Stakeholder Engagement in Agriculture: Your Communications Playbook
In today’s rapidly evolving world, effective communication is the cornerstone of success in any industry. This was the central theme of Heart+Mind’s recent Connections webinar, titled “Best Practices in Ag Storytelling: Your Communications Playbook to Connect with Your Stakeholders.” This insightful session, hosted by Heart+Mind’s Carol Gstalder (Brand + Communications Practice leader) and Bruce Blakeman (Public Policy + Issues Practice leader) brought together industry leaders to share their expertise on understanding stakeholder needs, and meeting them where they are with compelling proof points and narratives in agriculture.
A New Era of Ag Storytelling
The webinar featured three distinguished speakers: Cheryl Day, Executive VP at Ohio Pork Council; Joel Leftwich, Chief Strategy Officer at Kansas Farm Bureau; and Jon Hixson, Chief Sustainability Officer at Yum! Brands. Each brought a unique perspective to the table, emphasizing the importance of genuine stakeholder engagement and communications in agriculture and sustainability.
Cheryl Day highlighted the significance of authenticity in communication. “We gotta meet the consumer exactly where they’re at and communicate on their terms, in their way, and in their world,” she noted. This approach not only builds trust but also strengthens the connection with stakeholders, whether you are talking to people in the community, business partners, or policy makers.
Joel Leftwich echoed this sentiment about connecting with stakeholders. “It’s not just about telling our story, it’s making sure we’re telling our story correctly, to the right people, and we’re telling the right story to those right people,” he said. Leftwich emphasized that it’s important to lean into research data and use those insights to guide and target your messaging.
CASE STUDY: Helping Ag Producers Proactively Tell Their Stories to Communities
The Role of Sustainability
Sustainability was a recurring theme throughout the webinar. Jon Hixson emphasized that integrating sustainability into your communications playbook is no longer optional. “[Consumers] want to know more about where their food comes from. There is also a social license to engage with their brand, and they want to feel like the company is doing the right thing, the brand is doing the right thing,” Hixson explained.
Transparency and matching actions to communications are key. “Make sure you’re minimizing the say-do gap. What you say and your actions have to match. This can’t just be a communications exercise, it’s got to be an exercise in how you’re engaging with your suppliers and how you’re doing things as well,” Hixson said. It’s meaningless to “greenwash” your marketing and communications, if you’re not making good on those promises and showing stakeholders your sustainability practices through concrete actions.
RELATED: 5 Reasons Why Businesses Need to Prioritize Sustainability
Building Your Communications Playbook
The speakers provided actionable insights on developing a communications playbook that effectively engages stakeholders. Here are some key takeaways:
- Know Your Audience: Understanding the needs and values of your audience is crucial. Tailor your messages to address their concerns and interests.
- Develop an Effective Communications Strategy: One that addresses stakeholder expectations, builds understanding, and reduces false industry narratives and risks.
- Leverage Multiple Channels: Utilize various communication channels to reach a broader audience. From social media to traditional media, each platform offers unique opportunities to connect with stakeholders.
- Measure Impact: Regularly assess the effectiveness of your communications strategies. Use metrics to refine your approach and ensure that your messages are resonating with your audience.
Conclusion: Taking Action
As the webinar concluded, it was clear that mastering the art of storytelling in agriculture requires a strategic approach. By incorporating authenticity, sustainability, and transparency into your communications playbook, you can forge stronger connections with your stakeholders and drive meaningful change.
RELATED: The Must-Have Components of Your Brand Messaging Playbook