Ryan Goodman Explains the Importance of "AgVocacy" and Shares His Tips for Effective StorytellingFri, 09 Feb 2018 13:14:26 CST
As consumers have grown more curious about their food than ever before, organizations within the agricultural sphere have come to understand the importance of communicating our industry’s story with the people we all work to feed. It has also become clear, that trying to share that story effectively can be a challenge at times for those who may not know how to go about it. To that end, the National Cattlemen’s Beef Association has on board people like Ryan Goodman, who started out an amateur in advocacy teaching himself how to effectively communicate with consumers over the years. Today, he is employed by NCBA to teach others the skills he has developed to help spread the good word about agriculture.
In an interview with Radio Oklahoma Ag Network Farm Director Ron Hays during an “AgVocacy” Training Seminar hosted by the Oklahoma Cattlemen’s Foundation recently, Goodman explained why agricultural advocacy has become so important.
“It is very true that people are asking ‘where does my food come from, we want to know more about it.’ We’re always looking for that story behind the food on our plate,” he said. “With the advent of social media and internet access - we have all of this information at our hands and people are searching for that information. Up until the last few years though, people that were telling that story were largely opponents of modern animal agriculture and the technology we’re using today.”
However, producers from all walks of agricultural life are now using those same tools and sharing their experiences on the farm every day. Goodman encourages those who attend his training seminars to start out small. He insists advocacy doesn’t have to be a daunting task. He says make the commitment to do one thing - be Facebook, Twitter or Instagram, what have you - and then try to share some of your daily activities to offer your audience a glimpse into your workaday life. His tip is to use good imagery (easy to do with a photogenic industry like farming and ranching, says Goodman) and incorporate a bit of a story. This will help you relate your message as a person.
Most importantly, though, he says to listen to your audience. Rather than blurting out unsolicited facts that will shut many doors to open communication, he suggests to rather answer people’s questions and adapt to their concerns as the focus of your content.
Hear Goodman talk about how he began his journey as an advocate for agriculture and the beef industry, with Ron Hays, by clicking or tapping the LISTEN BAR below.
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