The Successors is a model new RealAgriculture podcast sequence hosted by Kara Oosterhuis specializing in agriculture from the attitude of the up-and-coming era.
What does it take to be an efficient communicator? What do public talking and agriculture have in widespread? Why is it essential to shift how we talk with shoppers as attitudes change?
Rosie Thoni, U.S. public relations and content material lead with AdFarm, tackles a few of these questions in our first episode of The Successors podcast.
From writing tales on bid playing cards at public sale marts in Alberta on the age of 5, to gravitating towards public talking occasions throughout agriculture, Thoni has at all times had a love for 2 industries: agriculture and communications.
What solidified Thoni’s curiosity in meshing the 2 industries collectively was her involvement with the Cattlemen’s Younger Leaders program, in addition to another mentorship alternatives.
“That program was extremely beneficial to me. I’ve also been lucky to connect with mentors in a more informal way — which if you don’t have access to those programs, or aren’t sure they are a fit for you — there are many ways to get linked up with mentors. I also got involved with the Calgary Stampede ag media committee as an intern early on, and found some great mentors through that program, through internships and people that I kept in touch with. So really finding some of those more organic ways to get in touch with people whose careers you admire,” Thoni explains, including that in the case of looking for mentorship — typically occasions persons are busy, so it’s necessary you’re the one making an effort and being clear about what you want.
In the case of being accountable communicators, Thoni says some of the necessary issues is making actual connections and understanding shoppers, which as she notes, is a little bit of a pivot from what you usually hear.
“The traditional line of messaging is we need to share with the consumer, we need to tell them what we’re doing — which I think is all true — but I don’t think it’s effective just to yell facts at the other side. I think we really need to be building bridges, building connections, finding out what our true shared values are, and sharing based on that,” she explains. “We’re not going to get anywhere by sharing facts, and sharing just science, it has to be built on emotion and connection, too.”
Pay attention on for a dialog with Thoni and host Kara Oosterhuis on alternatives inside agriculture, rising in your place, and what you possibly can count on from The Successors going ahead: