Three Lessons for Renewables Communicators

Cindy Zimmerman

Communicating Renewables SummitFrom “Darling to Devil” in the blink of an eye – that’s what happened to the biofuels industry in the past year or so – but better communications on the part of the industry could have helped with the damage control and could still help repair some of the damage done. What’s more, the damage done to biofuels could also happen to other alternative energy products like wind, solar, geothermal, and hydrogen unless communicators implement three important lessons learned from the attack on biofuels. They will be presented by experts in the field at the upcoming Communicating Renewables Summit, April 21-23, 2009 in Minneapolis, MN.

1. Learn to create key messages that resonate with consumers – Suzanne Shelton, President and CEO of The Shelton Group,
 will tell you “What consumers really think about green.”

2. Unify with “one voice, one message” – Matt Williams, partner in The Martin Agency
, will discuss how to ‘green’ your brand from the core to create sustainability efforts that build your brand and differentiate you from your competition.

3. Prepare an Issue Management Plan in advance of attacks – “Crisis Communications vs. Issues Management” will be presented by Eileen Wixted, principal of Wixted, Pope, Nora and Thompson (WPNT).

Become a communications victor, not communications victim at the Communicating Renewables Summit. Register online by March 13th and receive $150 off the early-bird registration rate.

Energy, Media, Public Relations

Zimfo Bytes

Melissa Sandfort

    Zimfo Bytes

  • International agricultural accounting and financial record keeping will be the focus of the Farm Financial Standards Council’s 2009 Symposium which will be held in Bloomington, Ill., on July 22.
  • In order to advance the organization’s ability to respond to the scientific and regulatory challenges facing its membership, the National Milk Producers Federation announced changes to its regulatory staff, including the hiring of Betsy Flores as Director of Regulatory Affairs.
  • The Mosaic Company has just updated www.microessentials.com as a resource for growers with production questions about plant fertility needs, nutrient deficiency syndromes and overall plant nutrition.
  • The United States Soybean Export Council Board of Directors named Dr. Miguel Escobar the USSEC interim Chief Executive Officer.
    Zimfo Bytes

    Food Price Drivers Unchanged

    Cindy Zimmerman

    Farm Foundation logoFarm Foundation has issued an update of a report last year on “What’s Driving Food Prices?” and found the same factors affecting commodities.

    “In July 2008, crude oil prices were at record levels, as were most agricultural commodity prices. Low supplies generated fears of food shortages. The rhetoric of the food-versus-fuel debate rose along with food prices. Today, despite remarkable course changes, the key drivers of food prices and their complex interactions remain the same,” according to the new report.

    Farm Foundation Food Price StudyThe new report updates the analysis Purdue University economists Phil Abbott, Chris Hurt and Wally Tyner did just nine months ago for Farm Foundation. That report, released in July 2008, identified three major forces driving food prices: World agricultural commodity consumption exceeding production growth, leading to very low commodity inventories; the decline in value of the U.S. dollar; and the new linkage between energy and agricultural markets.

    In the second half of 2008, each of these driving forces completely reversed direction. “The transitions were truly remarkable—almost a 180-degree course change—yet the key drivers of food prices remain the same: supply and utilization of grains and oilseeds; the exchange rate of the dollar and related world macroeconomic factors; and the energy/agriculture linkage,” says Tyner. “Our updated analysis verified the role of the key drivers, although they sometimes play out in somewhat different ways.”

    Tyner and his colleagues are participating in a Farm Foundation forum to discuss the results of the study this morning at the National Press Club.

    Listen to an interview with Wally Tyner here: farm-foundation-tyner-09.mp3

    Download the interview for broadcast use here: Wally Tyner on Food Price Drivers

    Audio, Farm Foundation, Food

    Pioneer Launches New Optimum Brand Innovations Products

    Joanna Schroeder

    tracy-lindo-pioneerPioneer recently launched several new products within their Optimum Brand Innovations line. I was able to speak with Tracy Lindo, the Senior Marketing Manager – Optimum GAT about these new products. “Optimum Brand Innovations is the umbrella brand for our high quality input traits that Pioneer is hoping to bring to the market in the next few years,” explained Linbo. The first product is Optimum GAT, a herbicide tolerance trait. “GAT” stands for glyphosate ALS tolerance. The uniqueness of this trait is that it, “provides new herbicide choices and flexibility,” said Lindo.

    commodity classic gat bannerThe second trait is the Optimum Acre Max, which provides an insect protection system. These products will be brought to market pending approvals over the next few years.

    These traits, explained Lindo, provide maximum yields, “the right product for the right acre, and cleaner fields through harvest.” 

    Pending approvals, Pioneer hopes to have the GAT for corn available in the 2010 selling season and GAT soybeans in 2011. 

    In addition, DuPont Crop Protection is bringing five new herbicides that will be available to be used on this trait as well. There will be demonstrations throughout the summer. Contact your local Pioneer sales rep to learn more or visit www.pioneer.com.  

    Listen to my full interview with Tracy here: cc-09-joanna-pioneer.mp3

    Commodity Classic, Corn, Pioneer, Soybean

    Sights and Sounds of the Dixie Deer Classic

    Chuck Zimmerman

    I don’t know if you’ve ever been to a hunting show but even though I’m a hunter I haven’t until last week at the Dixie Deer Classic. This was a pretty cool event and I didn’t buy too much stuff.

    So if you’d like to get a feel for it I put together a string of video clips from this year’s event. This way you get the sights and sounds and believe me there are some sounds.

    Hunting, Video

    “Hot Peppers in Agriculture” Contest

    Amanda Nolz

    trent-loos-photoTrent Loos is launching a new contest to feature the best and brightest young people in agriculture. It’s called the “Hot Peppers in Agriculture,” contest, and it calls for tasteful, fun photos that will make food producers “cool” again. Follow-up articles will highlight the interesting lives of farmers and ranchers. Photos can be sent to trent@loostales.com. To support this cause, join the group at facebook.com. Here is an excerpt from his column at Loos Tales.

    With all of the challenges that we now face in regard to the future of American Agriculture, I am still convinced that the number one challenge is encouraging young people to return to production agriculture. For the past five years I have been amazed at how “our kids” are treated in public settings. I am frequently told about kids who attempt to hide the fact that their parents are farmers or ranchers. The stereotype still exists that we are bib-overall-wearing simpletons. So how do we turn around the public sentiment and set the story straight about the good-looking, smart farm kids that all other kids should look up to and admire?

    I am launching the “Hot Peppers in Agriculture” contest and requesting your tasteful photos of people in agriculture that might get someone to stop and look and say, “Hey, I would like to find out what this person is all about.” By the way, I am not talking about a gender biased scenario here, I am requesting male and female photos be emailed to me. I am not restricting it to young people. There are some hot moms and dads in American Agriculture and we need to get them in the limelight as well. My goal is simple here: I want to capture the attention of the non-farm audience and let the world now that it is “COOL” to be agriculture and I predict we can turn around the negative stereotype that has clouded the image of our great industry ever since Grant Wood painted the American Gothic in 1930!

    Uncategorized

    NCBA Launches Robust Spring Membership Drive

    Chuck Zimmerman

    National Cattlemen's Beef AssociationI’m not sure what a “robust” membership drive is but NCBA has launched one. I’m passing this along because one of my Tweeple (http://twitter.com/jaegermaister) sent it to me saying that ” . . . one of our tactics is to use social networking to help spread the word and hopefully touch a lot of potential members that we normally would not reach.” Very wise choice Nate. Consider it done. Hey Forrest, are you on Twitter yet?

    This year, the U.S. Congress will address many legislative issues that directly affect cattlemen’s bottom line – including property rights and environmental regulations. “The industry needs a stronger voice that represents the forceful, unified influence of America’s beef producers,” said Forrest Roberts, NCBA’s chief executive officer, when announcing the new “Spring Roundup” membership campaign.

    “NCBA intends this intensive drive to significantly expand its 31,000-member producer base, grow its state affiliates’ member base, and strengthen the state-national membership position as a political force to be reckoned with—in state and federal legislatures,” Roberts added. “The old adage, that there is ‘strength in numbers’ has never been truer as the industry continues to be bombarded with challenges to the agricultural way of life.”

    “As an industry, we need to come together and get serious about defending ourselves and our way of life. Many extreme advocacy groups have millions of members and millions of dollars. They will ensure their viewpoints are front and center with lawmakers,” Roberts said. “NCBA has a solid membership base and can claim many legislative and regulatory victories, but to continue that success, we need to strengthen and solidify our sphere of influence.”

    Ag Groups, NCBA

    What is it about blogs?

    Amanda Nolz

    amanda_nolz1 What is it about blogs that are so addicting? Is it the ability to write about whatever your passions are? Is it the opportunity to peak inside the life of someone else? Is it a break from the work routine, a chance to escape and think about something fun? Is it a great way to be informed and meet with others that are interested in the same things as you? Is it a replacement to daily news reports? What is it?

    I have been blogging since 2006, and it took me awhile to figure out their appeal. My first blog took forever to develop a following. Over time, I have learned so many lessons in how to make and write an effective blog spot for readers to enjoy. Here are a few of the tough knocks I have learned along the way.

    1. Be open, honest and completely transparent. Being a blogger gives a person the opportunity to write anything, and it would be easy to dramatize the stories shared on a blog. However, it’s best to be yourself; people will like you for who you are. Write honestly and openly, and people will learn to trust what you have to say.

    2. Linking! Linking back to previous articles within the blog is the best way to help readers navigate through old blog posts. Of course, linking to other articles that support your blog post topic is a great tool to add credibility, but if you can tie back to something you have already written, readers will learn more about your blog and stay longer.

    3. Write, write, write…often. What’s the best way to develop a constant readership? Be someone that people can count on. Committ to writing everyday, or develop a routine that keeps readers coming back. Of course, readers can utilize RSS feeds to keep track of your work, but keep them coming back for more with your steady updates.

    4. Interact with your readers. Reply to their comments. Conduct a voting poll on a topic of interest. Host a contest. Ask open-ended questions in your blog. Start up a conversation.

    5. Include photos, videos, podcasts and your personality. Add the extras that make a blog post, a destination. Switch it up to keep the interest of all of your readers. Have fun and be creative!

    So, what about you? What have you learned in your blogging efforts? What did you think about blogs when they first became popular? What do you think about them now?

    Uncategorized

    Fastline Promotes Joe McWilliams To President

    Chuck Zimmerman

    Joe McWilliamsFastline Publications has promoted Joe McWilliams from VP, Sales and Marketing to President.

    The former President and founder of Fastline Publications, Bill Howard, will continue his role as CEO of the company.

    McWilliams began his career at Fastline as a National Sales Manager in the farm and truck divisions. He has been with the company for 13 years.

    “This promotion is in recognition of Joe’s dedication and significant achievements with our company,” said Howard. “His passion and loyalty to Fastline’s products, customers, and staff is unmatched. Joe has demonstrated a continuous desire to see Fastline succeed.”

    McWilliams primary focus will continue to be Fastline’s sales. He will also have executive oversight of training and development as well as marketing. McWilliams said, “Along with our entire management group, I will be devoting a significant amount of my time and energy to ensure that Fastline continue our path of appropriate growth and development. These are challenging times but there are also great opportunities. Our focus has been and will continue to be, helping to make our customers even more successful.”

    Media

    Social Networking and Blogs Beat Out Personal Email

    Chuck Zimmerman

    In advance of the upcoming NAMA convention and our breakout session on social networking, this Nielsen Online report (pdf) is very timely and interesting.

    Now visited by over two-thirds (67 percent) of the global* online population, “Member Communities,” which includes both social networks and blogs, has become the fourth most popular online category – ahead of personal email. It is growing twice as fast as any of
    the other four largest sectors (search, portals, PC software and email), according to The Nielsen Company’s “Global Faces and Networked Places,” a comprehensive report published today revealing the new global footprint of social networking.

    “Social networking has become a fundamental part of the global online experience,” says John Burbank, CEO of Nielsen Online. “While two-thirds of the global online population already accesses member community sites, their vigorous adoption and the migration of time show no signs of slowing.

    Social networking will continue to alter not just the global online landscape, but the consumer
    experience at large. This study explains why.”

    According to the Nielsen report, Facebook – the world’s most popular social network – is visited monthly by three in every 10 people online across the nine markets in which Nielsen tracks social networking use. Orkut in Brazil has the largest domestic online reach (70 percent) of any social network in these markets.

    The report, available today, provides insights into the changing size and audience composition of the global social networking audience and the increasing share of Internet time for which it accounts. The report also analyzes how the major players are faring and what advertisers and publishers can do to take advantage of the social network phenomenon.

    Other key findings include:
    – One in every 11 minutes online globally is accounted for by social network and blogging sites.
    – The social network and blogging audience is becoming more diverse in terms of age: the biggest increase in visitors during 2008 to “Member Community” Web sites globally came from the 35-49 year old age group (+11.3 million).

    Uncategorized