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Communication Ensures Your Freedom to Operate

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In animal agriculture the internet is a wealth of information-- good and bad. So if the public wants to learn about livestock farming, what is the likelihood that they will find factual information? One of the big problems is that activists and food fear mongers are ever present in social media. Ranchers and producers tend not to be. These knowledgeable professionals need to be in that space, and using appeals to ethics to drive the discussion. This talk was presented to the Oklahoma Pork Congress in 2016.

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Communication Ensures Your Freedom to Operate

  1. 1. The Public has Questions, How Do You Answer Them? Communication Ensures Your Freedom to Operate Kevin M. Folta Professor and Chairman Horticultural Sciences Department kfolta.blogspot.com @kevinfolta kfolta@ufl.edu www.talkingbiotechpodcast.com slideshare.net/kevinfolta
  2. 2. • Consumers are concerned about farming, food, and how it is produced.
  3. 3. • Consumers are concerned about farming, food, and how it is produced. • 2000-2012 : “Well they just are clueless, so if I give them information they’ll figure it out.”
  4. 4. • Consumers are concerned about farming, food, and how it is produced. • 2000-2012 : “Well they just are clueless, so if I give them information they’ll figure it out.” • 2012- present : “I understand why they feel that way, let me share what I know and show them we have the same core values.”
  5. 5. • Why is there a problem with acceptance of agricultural technology? • How do we communicate the science effectively? • What are our lost opportunities and costs of non-action? • What can you do to participate (solve this problem)?
  6. 6. THE PROBLEM(s). Lack of Trust Experts and Trusted Voices Not Participating Profits from Misinformation Misguided Activism Asymmetric Public Debate Misplaced Concern About Food and Farming Speaking to the Wrong Audience
  7. 7. Center for Food Integrity
  8. 8. Free Time + Internet Connection = Instant Experts! Never before in history have humans enjoyed such immediate access to bad information.
  9. 9. Why is there even a problem?
  10. 10. Why is there even a problem? How do we fix the problem? Center for Food Integrity
  11. 11. What Does the General Public Think? There’s a backlash against production practices they don’t understand.
  12. 12. Why is there even a problem? We want to understand food, farming and technology! We’re actually farmers, producers and scientists, but we’re too busy. How can we help you? We’re sorta farmers, producers and scientists.
  13. 13. Farm producers have great potential to influence the conversation, but give up that power. Farmers are 1.5% of the population, yet are ~0.001% of the presence in social media. People are interested in food and farming They look to social media for answers Farmers consistently are rated as most credible sources of information
  14. 14. Who is your audience?Who is your audience?
  15. 15. WHO IS YOUR AUDIENCE? Most of the time these are people that don’t know about science and are concerned about food. Share science with them. WHO IS NOT YOUR AUDIENCE? Many have no interest in understanding facts. They are not a good investment of your time.
  16. 16. How do we talk to thatHow do we talk to that audience?audience?
  17. 17. THE DISCUSSION IS HAPPENING ONLINE The internet is the home of bad information, but is where the conversation is taking place. Expert voices are not being heard. Those with opinions contrary to the facts about food and farming are there, they are spreading bad information, and getting rich doing it!
  18. 18. Where do we find thatWhere do we find that audience?audience?
  19. 19. Relativenumberinpopulation Positive Perception of Agriculture Non-experts, Activists Farmers, scientists, Etc.MOST PEOPLE FEAR FACTS
  20. 20. · Values
  21. 21. Lead With Your Ethics.Lead With Your Ethics.
  22. 22. How Do Reach that Middle? Your audience is not moved by facts and statistics. You have to start by defining SHARED VALUES.
  23. 23. State your priorities up front What are things you care about in food and farming, that almost everyone can agree with?
  24. 24. State your priorities up front FarmersAnimal Care The NeedyFood Safety Environment Consumers
  25. 25. Effective Logos- What MovesEffective Logos- What Moves the Needle?the Needle?
  26. 26. Dispel the Argument from Nature EFFECTIVE LOGOS
  27. 27. What Animal Genetic Improvement Is
  28. 28. What Animal Genetic Improvement Is Thanks Dr. Alison Van Eenennaam for the slide!
  29. 29. Domestication and Selection are Not Natural
  30. 30. Many Modern Genetic Innovations are Accelerated by Genetic Engineering, and Satisfy Our Shared Values
  31. 31. Animal Genetic EngineeringAnimal Genetic Engineering
  32. 32. GE chickens do not pass on Avian Influenza Episode 007 X Farmers Consumers Environment Needy X X X X Animal well-being
  33. 33. AquaBounty Salmon – attains market weight in less time. Salmon may be farmed on inland pools, generating high protein food on fewer inputs. Episode 008 X Farmers Consumers Environment Needy X X X X Wild populations
  34. 34. Thanks Dr. Alison Van Eenennaam for the slide! Farmers Consumers Environment Needy X
  35. 35. Gene Editing Not adding a gene, changing the gene that is present so that it stops function or creates a known change. Still strong opposition from activist NGOs Some countries have taken stands on the issue Stands to generate rapid improvement of crop plants, especially where traditional breeding is long (trees)
  36. 36. Gene Editing CRISPR/Cas9 -- a bacterial system that can be used to change DNA sequences, with no ‘genetic engineering’ sequences left behind.
  37. 37. Gene Editing Horn Gene Horn Gene NO HORNS!!! Good beef Bad milkHORNS!!! Bad beef Great milk
  38. 38. Gene Editing Horn Gene Horn Gene NO HORNS!!! Good beef Bad milkHORNS!!! Bad beef Great milk Cross…. Mix of bad beef, bad milk production
  39. 39. Gene Editing Horn Gene Horn Gene NO HORNS!!! Good beef Bad milkHORNS!!! Bad beef Great milk Horn Gene NO HORNS!!! Bad beef Good milk
  40. 40. Changing domestic pigs’ DNA to provide resistance to African Swine Fever
  41. 41. AntibioticsAntibiotics
  42. 42. Again, lead with values Animal well being is important, so medicines have to be used to protect all of them against preventable disease. In-feed antibiotics are thought to decrease sub-clinical infections and therefore enhance growth. In-feed use is tightly regulated by the FDA. Changes in growth seem to be less profound than in past times. Jacela et al., 2009
  43. 43. Lead with your values.Lead with your values. Build the case with logic.Build the case with logic.
  44. 44. Appropriate Pathos- The PowerAppropriate Pathos- The Power of Emotion.of Emotion.
  45. 45. Personalize Your Message Tell your story. Start with your concerns. Talk about points that everyone can agree upon Refer to your family, your personal goals. My kids live on thisMy kids live on this farm, I would notfarm, I would not do anythingdo anything dangerousdangerous.. Brian Scott TheFarmersLife.com
  46. 46. Your Experience and OperationYour Experience and Operation in Social Mediain Social Media
  47. 47. Grab your e-Real Estate Talking to public audiences – Get Involved! 1. Obtain a dedicated Gmail account- use your real name. 2. Sign up for facebook, twitter, instagram, pintrest, etc. 3. Get a blog space on blogspot.com or wordpress. 4.Answer questions in comments sections of news articles. 5. Spend >15 minutes a week. Remember your audience.
  48. 48. Know when to disengage. 1. Difficult people are everywhere. Don’t argue, state your credentials and values (ethos) and the facts you know that support them (logos) and the effects (pathos). 2. Use block/mute/etc. 3. Others are watching. Leave information, “Those that want to learn more should contact me directly at yournamehere@Gmail.com. Thank you.” 4. Don’t ever lose your cool. They take screen shots, and they will haunt you forever.
  49. 49. Farmers taking action. Jennie Schmidt @FarmGirlJen Brian Scott www.thefarmerslife.com @thefarmerslife Sarah Schultz – Nurse Loves Farmer @NurseLovesFarmr Amanda @farmdaughterusa
  50. 50. Episode 024
  51. 51. #farm365 AMPLIFICATION
  52. 52. Transparency.Transparency. “If you take the time to describe it, you won’t have to take the time to defend it.” - Charlie Arnot, Center for Food Integrity
  53. 53. #FarmToPork Changing the conversation with “radical transparency”
  54. 54. Others are Listening and Reading DO DON’T Talk about specific cases of those you serve directly, your markets. Use generic statements like “Feed the world” Talk about the things you could do better, the things you’d like to see changed. Just focus on the positive Welcome discussion, visits, etc. Walk away in disgust. Provide references to good sources of information, and several of them. “Because I said so.” Recognize the positive aspects of ‘alternative’ ideas Criticize another avenue of thinking without evidence.
  55. 55. Conclusion: Farm producers are the most trusted and competent sources of information, but are among the least likely to engage. When engaging in conversation, lead with your ethics. Build the argument with evidence and bring in personal impacts and emotion. Know how ag innovations satisfy shared values. Get involved in the conversation. It is happening online with or without you, and we need your experience if we are going to control the narrative, and maintain freedom to operate.
  56. 56. Thank you kfolta.blogspot.com @kevinfolta www.talkingbiotechpodcast.com Slides online at slideshare.net/kevinfolta kfolta@ufl.edu Dr. Norman Borlaug

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