Efforts to capture and hold people’s attention have become incredibly competitive, with countless voices online and off sharing opinions on every imaginable topic. This has opened the possibility of finding a community online — based on beliefs, work, hobbies or other shared interests — and it continues to shape how we connect with others.
The shift is especially evident in how we consume news. The media landscape continues to evolve rapidly, with younger audiences turning away from print and broadcast in favor of online sources.
As Michigan farmers face interviews, public appearances and media coverage, it’s crucial for them to be media-savvy. That’s where a pair of Michigan Farm Bureau staffers come into play.
Media Relations Specialist Jon Adamy and Associate Editor of Member Publications Mitch Galloway met with the current ProFILE cohort last month to share some practical strategies for managing media interactions.
Farmers live and breathe facts from harvest data, seed catalogs, sale slips, tanker weights and countless other sources. We dig into raw information trusting those sources to be credible.
As someone with a production agriculture and dairy science research background, it’s become second nature to ask, “Where did you get your information?” — and for multiple reasons:
- To get the facts straight
- To read the whole story
- To then share with those who would find value in the information
Asking colleagues for their thoughts brings additional perspective to the table, which may provoke further questions and gain some answers at the same time. That sets us up to be a reliable source of information — meaning confidence for the reporter, media outlet and their audience — when we’re asked for our input.
With that in mind, here are some key points to remember when giving an interview:
- Don’t speculate: If you don’t know the answer to a question, it’s perfectly acceptable to say, “I don’t know, but I can find out.”
- Stay on message: Focus on your key points to avoid being led off-topic. Use bridging techniques such as “What’s more important is…” to bring the conversation back to your message.
- Avoid ‘gotcha’ questions: Farmers should be prepared for challenging questions, but by being upfront and clear in their responses, they can maintain control of the narrative.
- Most reporters are generalists: They cover a wide range of topics and are unlikely to understand farming practices. Farmers can help by providing clear, factual information — teaching without being judgmental.
Most everyone feels nervous speaking with the media, fearing they’ll say the wrong thing or be misinterpreted. It’s natural.
Confidence comes from preparation, knowing your farm, and sticking to what you know. Farmers are experts in their field, and they should trust that expertise when answering questions. Adamy and Galloway provide media trainings for Farm Bureau members statewide; click on their names to reach them via email.
In today’s fast-paced media environment, being media-savvy is essential for Michigan farmers. With the shift toward online information sources, farmers must not only know their facts but also communicate them effectively.
By understanding how to navigate interviews and public appearances, farmers can ensure their voices are heard clearly and accurately. With guidance from experts like Adamy and Galloway — and fellow Michigan Farm Bureau members — farmers can approach media interactions with confidence, equipped with the knowledge to provide credible, impactful information.
As agriculture continues to evolve, mastering media relations is an essential tool farmers need to advocate for themselves and their industry.
Mecosta County dairy farmer Cora Okkema is a member of the 2024-25 ProFILE cohort.
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Rebecca Gulliver
