The Role of a Farm Broadcaster Chapter 2

Farm Broadcasters….. Are the center of agricultural knowledge at any radio or TV station Serve a dual role in communicating not only to farmers, but also relating the agricultural perspective on food and environmental issues to the consumer

Farm Broadcasters….. Communicate the good news of agricultural science and technology, food safety, and environmental conservation and security. Farm broadcasters are narrowcast specialists- knowledgeable about: – The agricultural issues that are important in the community – Informational priorities of the entire agricultural community

Where Are They? Highly visible in the agricultural community Often the emcee at grower meetings and other commodity events Active communicators with consumer educational events sponsored by agricultural commodity organizations such as the local or state beef, pork, or dairy councils and other commodity organizations

Importance of the Farm Broadcaster They are positioned to be advocates for agricultural producers and the products they produce for the world Ag Media Research commissioned by NAFB in 2002 documented that 81% of listeners in rural America could name their farm broadcaster

Within the Station The farm broadcaster plays a key role in providing marketing and promotional opportunities for agricultural advertising clients Facilitate many programming and sales promotions and interact with their station or network sales representatives and agricultural advertisers.

Within the Station Cont. Attend and broadcast from numerous field days, demonstration plot tours, farm shows, fairs, and other local, state and national agricultural conferences and convention events Often the only local communications link between the agri-marketer and the farmer and rancher and is respected for his or her knowledge and communications skills

Becoming a Member Most professional farm broadcasters are members of the Broadcast Council of the NAFB Broadcast Council Requirements: – must personally do agricultural broadcasting on a daily or weekly basis – Be under the employment of a commercial broadcasting station or network – Must devote at least 75% of their normal working time to the duties that constitute agricultural broadcasting