The media can do a lot to shape public opinions of the animal agriculture industry, so it is essential to develop relationships with reporters that lead to trust, a longtime agricultural journalist said.
Philip Brasher, AgriPulse senior editor and a former food and farm policy writer for the Associated Press, while speaking at the recent 2018 Animal Agriculture Alliance Stakeholders Summit, offered three pieces of advice in how to build better relationships.
Philip Brasher | Photo by Roy Graber
1. Return phone calls and emails promptly
Brasher said while it seems to be common sense to reply quickly to queries, it is surprising how many don’t. This is a missed opportunity, he said.
“When you don’t respond, obviously you don’t get your viewpoint,” he said.
There will be cases when a subject does not want to comment, or does not have anything to say, but it is better to just reach out and tell that to the reporter.
“If you get a reputation of not responding, or not responding in a helpful way, reporters are going to pay less and less attention to you, especially when you have something that you really need to or really want to respond to, you’re going to have a hard time probably getting your voice out there,” Brasher said.
2. Make your staff available
Brasher says it is important for agricultural companies and organizations to make its staff – particularly ones with expertise in certain areas – available to the press.
Experts can address scientific issues, such as antibiotic use, and explain why antibiotics are used and how they are used.
3. Be transparent about your operations
“If you really want to speak to reporters and speak to the public, you have to consider to what extent you are willing to open up and talk about what you do and why you do it,” Brasher said.
During his career as a journalist, Brasher has been in slaughterhouses and farms, and that first-hand observation “makes an impact.”
“It’s very much informed my reporting,” he said.
He said he understands that such transparency can be controversial within some industries, but he added that if an agricultural operation does not embrace such transparency, those with an agenda could be the first to offer a look that is not necessarily reflective of the way business is conducted.
