News

Communicating agriculture’s message

When it comes to communicating complex issues, Richard Levick, Chairman and CEO of Levick Communications says it needs to be handled differently than other issues.  “In the internet age – it is every bit as significant as the agricultural and industrial revolutions that have proceeded it,” he says.  “But rather than be afraid of this new form of communications, we need to embrace it.”

When it comes to Genetically Modified Organisms – Levick says agriculture has to stop using fact.  “We want to tell people – here are the facts,” he says.  “But, facts, as arguments don’t work.  How many people have used facts in arguments with their spouse?  How well does that work?  It’s about the emotion.”

He tells Brownfield agriculture needs to embrace the emotion – and that may lead to some unconventional partnerships.  “Who are the messengers?” he asks.  “Rather than have ‘big agriculture’ be the ones – I’d be thinking about senior citizen groups who can talk about not having to choose between heating and eating because their food prices are lower.  Look at veterans groups to convey the same message, consumer groups, and even environmental groups who can talk about the lower use of pesticides.”

And when agriculture starts talking about benefits – the anti GMO groups will then have to go on the defensive.