Our day-to-day work provides us with rare insight into agriculture that spans the entire value chain from farm to table—and every service offering in between. We bring a rare and powerful combination of classic PR training and love for agriculture to everything we do. And everything we do starts with a strategy that is unique to your specific objectives and framed by predetermined metrics to ensure we deliver results with impact. AdFarm is home to one of the largest and most awarded stable of dedicated agriculture PR professionals in Canada. Below we have outlined our specific capabilities:
PUBLIC RELATIONS COUNSEL
We bring unparalleled ag-specific PR experience to help advance your mission and serve your members. Our locally based “boots-on-the-ground” PR specialist is always backed by a deep bench of senior experts in key message development and spokesperson training, media relations, crisis management, and social media management. As your agency of record, our PR lead will be available to you in person, by phone, email, text—however and whenever you need us.
We currently or have in the past provided PR counsel to:
• Dow DuPont
• Canadian Simmental
• Alberta Beef
• Sask Canola
• WinField United Canada
We live and breathe agriculture, working daily with farmers, associations, governments and ag service companies. From food safety to labour access to regulatory changes, it’s our job to successfully navigate our clients through rapidly changing business and consumer environment.
We combine proprietary research and intelligence with deep industry connections to know today what you and your stakeholders will need to know tomorrow. We are working daily to help our clients manage sector-defining issues such as:
• Crop risk
• Food safety
• Sustainable farming
• Chemical use and crop protection
• Land use policy
• Weather extremes
• Market access and trade
24/7 CRISIS MANAGEMENT
The stakes are high and so is the potential negative impact on brand. Nothing is more important to a commodity group and its value to members than how well it performs during a crisis situation.
You will sleep better during a crisis knowing the AdFarm PR team is working around the clock to ensure your association comes out the other side with its reputation intact. With the news cycle running 24 hours a day and the potential for crisis situations to take dramatic turns at any hour, you can trust us to protect your brand and have your back until the crisis has subsided. We are always available to our clients and experienced in operating both physical and remote “war rooms” so we can manage shifting conditions.
The fact of the matter is, when it comes to a crisis two things are paramount: preparation and experience. We provide the experience, and we make sure you’re prepared through spokesperson training, mock scenarios and constantly updated crisis communication planning. Through our in-depth understanding of agriculture issues, specifically pertaining to consumer perception risks, AdFarm will ensure SCIC is prepared and supported for all potential scenarios.
Our team has won several national agri-marketing awards for managing crises in the food sector, including:
• Heartland Farm Mutual—data breach crisis planning
• Salmonella outbreak—national
• H1N1 “swine flu” virus—North American wide
PRESS RELEASES / MEDIA RELATIONS
They say the number one skill required in public relations is writing, but we disagree. Grammar and sentence structure mean nothing without strong creative and strategic purpose behind every piece of work. Whether it’s a press release, advisory, blog, op-ed or marketing copy, AdFarm’s PR specialists craft compelling and original words that will reach and impact your target audience.
Through personal experiences in journalism on top of strong relationships based on mutual understanding with agriculture and mainstream media, we serve up a killer pitch. We base our approach to media on authenticity, professionalism and respect, and are constantly updating our approach so that we work with media in securing coverage for our clients. Our deep relations with key journalists runs from top level groups, right down to smaller market outlets.
INFLUENCER AND SOCIAL MEDIA ENGAGEMENT
The social media landscape is constantly evolving—and fast. You can rest assured that your PR team is up to date on the latest trends in social platforms and how to effectively grow online communities. Our social media strategic capabilities go beyond the written word, spilling over into the visual identity of your channel—including multimedia, photography and artwork expertise that will take your presence to the next level. All of our social media activities are supported by in-depth monitoring so we know what’s working, what’s not, what your competitors are doing and what your audience is saying online. We help companies build response protocols that facilitate a deeper connection with your brand.
Our social media strategic capabilities go beyond the written word, spilling over into the visual identity of your channel—including multimedia, photography and artwork expertise that will take your presence to the next level. All of our social media activities are supported by in-depth monitoring so we know what’s working, what’s not, what your competitors are doing and what your audience is saying online.
MESSAGING DEVELOPMENT / SPOKESPERSON TRAINING
Effective communications can be summed up as creating the right message and delivering it at the right time and place to the right audience. It sounds easy, but it has become increasingly challenging to reach farmers and consumers alike with credible information that resonates. We will work with you to build a messaging matrix from the ground up: the issue, the message, the audience, and the channel.
When it comes to training, AdFarm throws out the template and customizes a module that will deliver you and your stakeholders with tangible results. Our team has provided spokesperson training to individuals facing the media ranging from CEOs of Fortune 500 companies to non-profit representatives to entrepreneurs and everyone in-between.
Our training covers:
• Media training
• Social media management
• Sales training
• Public speaking
• Crisis management
• Advocacy and champion training