What makes your farm stand out? No matter where you sell, communicating your farm story is critical for success in local markets and for tapping into consumer demand for authenticity. Learn how to use your stories to create media exposure over many platforms. Marilyn Ball of 12TwelveMarketing, Anna Eason of Sunburst Trout Farms

2. Gather Your Stories
Find a place to keep them
Know in advance how you will use the stories
Keep track
Use good grammar

3. Integrating Storytelling
Advocacy/Programs
Development
Internal Communications
PR/External

4. How To Use Your Stories
Requests from reporters looking for real people
Show the importance of who you are
Create media messages
Educational activities

5. Word of Mouth
Website
Blogs
Pinerest
#Hashtags

6. Good News Spreads Faster
Create a photo album
Produce a video
Create a YouTube Channel
E-newsletters

7. Everywhere You Are, Your Story Should Be Too
Create a storytelling web page
In emails
In brochures
In direct mail
At events

8. Know Your Media Players
Do your homework
Market your request in a targeted manner
Identify the most relevant media outlets
Zero in on journalist or program manager

9. Establish Yourself as A Trusted Source
Respond quickly
Don’t bother media contacts
No guarantees
No complaining
Be media-friendly

10. Hire to Your Weakness
The DIY approach only goes so far
These are time-consuming pursuits
Sometimes PR is better left to the professionals
PR firms come in every shape and size

11. Bring Visitors Back To Your Campaign
Build your story bank
Web page is the central hub for all content
Make sure there is clear path back home

12. Become a Story Banker
Date story is entered
Track media appearances
Search terms
Note each time you use the story