IRRIGATION MYTH BUSTERS

Identifying Game Changing Facts & Building the Case

Mike Wade

California 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 Overview

2/3 water in the north

2/3 of the population is in the south

About 1% of the population has a direct connection to agriculture

“San Joaquin farmers waste water, study says”

Agriculture uses 85% of the state’s water

Crops grown are “surplus” crops

Farmers are causing surface and groundwater pollution

Water 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 opinion

News stories

Opinion pieces

Online comments

Advertising

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 Sources

University Studies

Government Reports

Public 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 Releases

Credible speakers

Member Communication

Social 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 coverage

Increased web site traffic

Increase in positive stories

Changing public opinion

Increased 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