irrigation myth busters
Post on 17-Feb-2016
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IRRIGATION MYTH BUSTERS
Identifying Game Changing Facts & Building the Case
Mike WadeCalifornia Farm Water Coalition
Public Relations in Agriculture“If a young man tells his date how handsome,
smart and successful he is – that’s advertising. If the young man tells his date she’s intelligent,
looks lovely, and is a great conversationalist, that’s marketing.
If someone else tells the young woman how handsome, smart and successful her date is – that’s PR.” – S. H. Simmons
California Water Overview2/3 water in the north2/3 of the population is
in the southAbout 1% of the
population has a direct connection to agriculture
“San Joaquin farmers waste water, study says”
Agriculture uses 85% of the state’s waterCrops grown are “surplus” cropsFarmers are causing surface and groundwater
pollutionWater projects destroy the environment and
deliver water to a few greedy farmers who waste it because it is cheap
What Does the Audience Believe?“If the public thinks you have a problem, you have
a problem.” - Samra Bufkinss
All content can affect public opinionNews storiesOpinion piecesOnline commentsAdvertising
Exploiting California’s Drought
Preparing Ready-to-Use Facts“It takes 20 years to build a reputation and five
minutes to ruin it. If you think about that, you'll do things differently.” – Warren Buffet
Use Documented SourcesUniversity StudiesGovernment ReportsPublic Opinion Surveys
Getting Out in Front and Delivering the Message“If you don't tell your story, someone else will.” –
Unknown
Tell the publicTell the mediaTell elected
representativesTell your members
Daily Communication – News Line
Press ReleasesCredible speakersMember CommunicationSocial Media – 17,000 +
FacebookTwitter InstagramPinterest
Ally DevelopmentMedia ToursFood Blogger ToursLegislator Tours
Assessment“Nobody counts the number of ads you run; they
just remember the impression you make.” – Bill Bernbach, advertising pioneer and founder of Doyle Dane Bernbach
What have you accomplished?Increased news coverageIncreased web site trafficIncrease in positive storiesChanging public opinionIncreased water supply and reliability
“Perseverance is not a long race; it is many short races one after the other.” – Walter Elliott
Questions
18www.farmwater.org
www.farmwater.org/inz
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