In early March, ten farmers gathered in Minneapolis, MN, for a Farmer Spokesperson Training hosted by Midwest Dairy. This training helped farmer leaders effectively communicate their sustainability stories with checkoff partners at events, panels, and other opportunities. Attendees spent the first evening networking and getting to know each other over dinner.
The first day’s sessions focused on using communication as a strategic leadership tool. Participants learned core principles and concepts, explored how these concepts apply to their realities, and discussed ways to engage others in conversations and networking opportunities. The group then attended a presentation titled “Don’t Just Present, Persuade,” which covered best practices, tools, and techniques for effective presentations. They next received an overview of social media platforms, website creation, and search engine optimization (SEO). Finally, participants dedicated time to crafting unique biographies for each farmer.
A major focus of the sessions was on learning to communicate clearly and strategically. The biggest challenge is capturing the audience’s attention. Today, the average human attention span is only eight seconds, which is even shorter than that of a goldfish at nine seconds. To communicate effectively, it’s important to remember that the way people think differs from the way they listen. Presenters tend to prepare broadly and then focus on the main point, like an ice cream cone. However, listeners prefer to hear the main point first, followed by supporting information, like the shape of a Christmas tree. Presenters have limited time to convey their key messages.
The following morning, attendees applied what they learned in hands-on sessions. These sessions covered best practices, tools, and techniques for conducting effective interviews and Q&A sessions. Participants also learned best practices for presenting via Zoom and Teams, important considerations for room and tech setup, and tips for providing a virtual farm tour along with the best tools to use. The group also took part in practice media interviews, mock panels, and virtual farm tour scenarios. Farmer participants learned the importance of focusing on key messages during a presentation or an interview. A useful tip provided was to prepare for questions using the “3 by 4” technique: outline three questions you expect to be asked, three you hope will be asked, three you prefer are not asked, and identify three key points you want to convey. The day concluded with participants breaking into groups to apply their new knowledge through interactive scenarios, followed by helpful feedback.