Giving thanks to fellow ag communicators
By Lori Hallowell, ARC president
With the rush of meeting year-end goals and preparing for the holidays, it’s easy to forget to pause and give thanks. But it is important.
I’d like to thank you for your support of the Agricultural Relations Council (ARC). And while we must grow our membership in 2025, we’re thrilled that you’ve chosen our group and are spending your hard-earned dollars with us. It’s a responsibility we don’t take lightly. We’ll do all we can to be a trusted organization that offers the best education, idea sharing and networking possible.
We must thank the team at Corner Window Communications for keeping us on the road and out of the ditches. I’m thankful for Kristy Mach, JoDee Sattler, Kyle Wieskus, Santra O’Rourke and Christie Nissen. They are patient, hardworking and persistent. They are passionate for ARC and team with our board of directors – Cyndie Shearing, Stephanie Moore, Laurie Langstraat, Lucia Plagge, Steve Mercer, Ryan Goodman, Erin Nash and Sally Behringer – to build a strong foundation for ARC.
I’m also thankful for the volunteer team dedicated to planning our 2025 annual meeting, June 24 and 25, in Kansas City, Mo. Janice Person, Erin Nash, Laurie Langstraat, Deron Johnson and Brandi Buzzard are building a can’t-miss agenda. We’ve listened to our members and will have a fast-paced, hands-on – but shorter – annual meeting that is designed to use your valuable time and nights away from home wisely.
Also, I’m thankful for my fellow ag PR practitioners. I was fortunate to be one of the judges for the Regional Best of NAMA competition last month in Kansas City. Although I can’t share specifics, the quality of ag PR entries took my breath away. I’m thankful to have so many smart ag PR practitioners helping tell important stories to U.S. farmers and ranchers. We play a key role in helping to ensure a safe and abundant food and fiber supply, and we’re at the ready if our industry faces an issue.
Here’s to another great year for ARC! Thanks for your support.
ARC calls for Hall of Fame nominations
Who deserves to be inducted into the Agricultural Public Relations Hall of Fame during the 2025 ARC Annual Meeting? Nominate that individual for this prestigious honor.
To be considered for the Agricultural Public Relations Hall of Fame, nominees must be a current or past ARC member. The winner is selected based on these criteria:
• Years of ARC membership
• Service to ARC (e.g., president, board member, committee chair)
• Professional accomplishments/achievements in ag communications
• Awards/recognition in service to ag communications within ARC and outside of the organization
For more details and to find the nomination form, click here. Submit nominations by Jan. 31.
ARC/C.O.nxt Scholarship provides $1,500 to ag communications student
The Agricultural Relations Council (ARC) is seeking scholarship applicants until March 14, for the 2025 ARC/C.O.nxt Scholarship. This $1,500 scholarship is open to undergraduate college students pursuing a career in agricultural communications/public relations, who have interest in working for an agribusiness company, marketing communications agency, national/state/regional commodity or general farm organization, or other entity that promotes agriculture.
Lyle E. Orwig, founder of Charleston|Orwig (rebranded as C.O.nxt), generously funds this scholarship, through the endowment he set up with the ARC Foundation.
ARC scholarship applicants must have an overall grade point average (GPA) of 2.5 or more and a 3.0 GPA in the major area of study (based on a 4.0 scale). College students enrolled in the fall of 2024 may apply for the scholarship. Eligibility, as determined by the ARC board of directors, extends to four-year programs for students attending institutions that offer programs in ag communications. For more details and to download the ARC scholarship application, go to: https://agrelationscouncil.org/arc-scholarship.
Please direct your ARC/C.O.nxt Scholarship questions to Sandra O’Rourke at the ARC office, sandra@cornerwindowcommunications.com or 952-758-5811.
ARC introduces the Golden ARC Grassroots Advocacy category
What’s new in the Golden ARC Awards program? The Grassroots Advocacy category. Its purpose is to recognize and celebrate the individual contributions of farmers, ranchers and independent advocates in public relations and consumer outreach for the agriculture industry.
“These grassroots advocates work diligently to build a positive image for agriculture and foster meaningful relationships with consumers, often with limited resources compared to larger organizations and PR agencies,” said Kristy Mach, Agricultural Relations Council executive director.
Previously, the Golden ARC Awards program recognized complex campaigns and tactics by well-established entities. Ag PR professionals realized that a void existed within the Golden ARC competition. Thus, ARC created its Grassroots Advocacy category. The goal is to shine light on the “unsung heroes” who operate at the individual level – acting as key communicators and influencers in their own right. “These awards are unique to the industry in that this advocacy work is being judged by a panel of true consumers, rather than agricultural industry professionals who may view effective consumer messaging through an agriculturally biased perspective,” Mach noted.
For the Campaigns Division, categories within Grassroots Advocacy include Grassroots Advocacy for Non-Agricultural Audiences – Integrated Communications Strategy and Grassroots Advocacy for Agricultural Audiences – Integrated Communications Strategy. For the Tactic Division, categories within Grassroots Advocacy include Grassroots Multi-platform Engagement for Non-agricultural Audiences and Grassroots Multi-platform Engagement for Agricultural Audiences.
“By acknowledging the vital role that these individuals play in shaping public opinion and influencing consumer behavior, we can help motivate and inspire others to become advocates for the agriculture industry,” Mach added. “Additionally, introducing this category can expand the visibility and inclusiveness of the Golden ARC Awards Program, making it a true reflection of all the different ways effective public relations can be executed in today’s diverse landscape.”
Watch for more details when ARC launches its 2025 Golden ARC Awards Contest.
ARC launches Golden ARC contest
Enter the Golden ARC (Agricultural Relations Council) Awards contest. This program provides an opportunity for agricultural communicators to have their 2024 tactics and campaigns evaluated by marketing and public relations (PR) experts, and receive helpful feedback. See how your work stacks up against the best in the business.
To be eligible, entries must be completed in full or partially in 2024. A complete list of categories can be found at www.agrelationscouncil.org/categories. Entries are due March 31. To view the list of 2024 Golden ARC winners, go to: https://agrelationscouncil.org/golden-arc-awards.
The Golden ARC Awards will be presented during the 2025 ARC Annual Meeting, set for June 24-25, in Kansas City. For more information about the contest, please contact Sandra O’Rourke at sandra@cornerwindowcommunications.com.
The Golden ARC Awards contest began in 1990 and became recognized as the most esteemed award in the agricultural public relations industry. The restructured contest reflects the many hats worn by today’s PR practitioner – with categories recognizing everything from full campaigns to tactics, such as media relations and innovative new uses of social media.
The Golden ARC Awards contest honors outstanding work created by professionals in the agricultural industry. The format and requirements for the Golden ARC Awards are similar to other leading PR awards programs, based on best practices for public relations and public affairs campaigns and tactics.
Share your ARC webinar ideas
Calling all ag communicators! The Agricultural Relations Council (ARC) wants YOU to present a Harvesting Knowledge webinar.
Here are some potential options:
- Share some valuable “lessons learned” from one of your PR projects
- Discuss a communications case study
- Feature an award-winning communications tactic or campaign
If you don’t think you have something you’d like to share, do you have a topic you would like to learn about? Odds are, the ARC leadership team can find a webinar presenter for that topic. Do a little brainstorming and share your ideas.
Contact Sandra O’Rourke (sandra@cornerwindowcommunications.com) with your webinar topic suggestions and/or willingness to host a webinar.
Help support ARC by sponsoring a valued program
Align with the only association dedicated to serving the unique needs of public relations professionals working in agriculture, food, fiber and other related industries – the Agricultural Relations Council – by joining the growing list of 2025 sponsors. ARC is a conduit for problem solving, idea sharing and collaboration among members, who share a passion for excellence in public relations.
Sponsorship opportunities range from Harvesting Knowledge Webinars (just $250) to annual meeting (from $500 to $2,000) to Hall of Fame ($2,500) to Golden ARC Awards ($5,000). Plus, you’re welcome to share other sponsorship ideas.
For more details about 2025 ARC sponsorship opportunities, go to: https://bit.ly/3VnS26l
ARC intern recaps her experience with Curious Plot
By Lucia Plagge, ARC Intern
Halfway through my junior year of college at South Dakota State University, I began searching for a summer internship to gain practical experience in the subjects I had been learning about. As an agricultural communications major with a minor in public relations, my dream internship was one that allowed me to promote agriculture within an agency setting. I found that internship at Curious Plot, a full-service advertising agency specializing in the agriculture and food industries. The best part: it was in partnership with ARC, allowing me to further connect with the agricultural side of my degree.
Five weeks into my internship, I had the pleasure of attending the Agricultural Relations Council’s Annual Meeting. As the ARC intern and student advisor, I witnessed how much goes into planning and executing an event like this. Through the planned panels and tours, I developed a better understanding of the agricultural communications industry. I am truly grateful for all the wonderful people I met at the conference and the valuable insight they shared.
My time at Curious Plot was one of the most incredible learning experiences I have had in my college career. Despite much of the public relations being remote, they made sure we could connect in person several times throughout the summer. I was given a variety of tasks and plenty of support to complete them, allowing me to strengthen the skills I had learned in college.
The internship wouldn’t have been the same without the support of the amazing intern team at Curious Plot. Throughout the summer, they regularly checked in with the interns to ensure we were getting the most out of our experience. They also planned trips to connect with various aspects of the industry, such as the chance to visit a row-crop farm.
To ARC and Curious Plot, thank you for a summer full of learning valuable skills and meeting awesome people. To next year’s intern: be confident and eager to learn – you will meet so many amazing people and grow your communication skills in so many ways.
Digging deeper: A farmer-first approach to agricultural biologicals
Golden ARC Award Winner: Open Category
By Cam Camfield, CEO & Founder, Stratovation Group
At Stratovation Group, we believe the best insights come from getting our boots dirty – figuratively and sometimes literally. When we set out to explore agricultural biologicals, we knew we had to get a broader look across America’s farm fields. Rather than relying on typical reports that focused solely on big-picture trends, we focused on a perspective that was glaringly overlooked: the voice of the farmer.
Our “Perceptions of Biologicals” initiative, launched in 2022, emerged from this gap. We realized that while the industry buzzed about biologicals – be they biostimulants, biopesticides or other innovations – there wasn’t much data on how these products were being received (or not) at the farm level. We set out to change that by gathering insights directly from the field, starting with row-crop farmers and expanding to specialty growers this year.
This project wasn’t just a one-off research effort; it served as a flagship business development strategy for a mid-stage startup like Stratovation Group. By designing “Perceptions of Biologicals” as a repeatable initiative, we created a sustainable offering that not only delivers fresh insights but also solidifies our branding presence in the agricultural research landscape. For an agile firm in the research, marketing and strategic communications space, this approach served as a strategic growth engine – generating revenue through paying sponsors, deepening relationships with industry partners and showcasing our capabilities to prospective clients. It allowed us to position ourselves as a go-to resource for farmer-focused insights, making a splash in the marketplace and setting the stage for long-term growth and brand recognition.
The process began with 40 in-depth interviews with farmers cultivating 500+ acres of row crops like corn, soybeans and wheat. This initial qualitative research guided us as we developed a more extensive quantitative survey, which reached more than 500 growers. Our approach was hands-on and interactive, ensuring we didn’t just skim the surface but dove deep into the attitudes, challenges and opportunities growers face.
We asked about their usage patterns, purchase history, perceptions and even concerns about biologicals. Farmers shared their thoughts on return on investment, product performance and evolving considerations around carbon sequestration. By digging into these specifics, we uncovered insights that went beyond the macroeconomic forecasts dominating the space.
Strategic partnerships with industry heavyweights like the Agricultural Retailers Association and The Fertilizer Institute helped amplify the project’s impact. These collaborations didn’t just add credibility; they also brought valuable perspectives that shaped the research, making the findings more actionable for our partners and clients.
So, what set this project apart? Our farmer-first mentality was the cornerstone, coupled with our drive to build something more than a report. We created a project that brings together qualitative findings and hard numbers in a way that serves the whole agricultural biologicals ecosystem. This isn’t just about understanding farmers; it’s about using that understanding to help biological companies grow smarter and farmers feel heard.
State Fair of Texas social media coverage
Golden ARC Award Winner: Events and Observances
By Katy Kemp, Cultivate Agency
The adage goes, “Everything is bigger in Texas.” And the State Fair of Texas not only lives up to this as the largest state fair in the United States, but it is also the longest-running state fair. Since 1886, the State Fair of Texas has promoted Texas agriculture, education and community involvement through quality entertainment in a family-friendly environment. And when you’ve been around for more than a century, the need to continue evolving and staying relevant is necessary.
Digital communications, specifically social media, is one tool the State Fair of Texas uses to stay current with trends. The State Fair of Texas is an annual in-person event, but social media also works as a preview of things to come, important announcements and as a way to keep engagement with the fair going beyond the 24-day run each year. Like the state, we wanted to create a social campaign that was larger than any other fair or livestock show.
When strategizing and planning how we wanted to use social media, we started by diving deep into analytics. We also evaluated trends using our already-established target audience. We noticed many shows share coverage of one or two species – the grand champion steer, for example – but not all champions.
The State Fair of Texas, however, not only has a grand champion steer, it has everything from a rooster crowing contest, to a Miniature Hereford show, to contests for youth in agriculture that don’t have an animal project. And all exhibitors and contestants pay entry fees. We wanted to make sure everyone felt like they had a place and were welcome at the State Fair of Texas.
Agriculture is diverse; and the state of Texas with its size, has a lot of agricultural diversity. Our presence online needed to reflect the full range of what happens in person at the State Fair of Texas and all the opportunities one has to be a part of this event. Additionally, while social metrics tend to peak right before, during and immediately after fair, we wanted to increase our overall engagement throughout the year.
To meet our objectives, we created branded graphics for Facebook and Instagram that featured champions in all livestock shows and contests. To complement the champion graphics, knowing there is only one per show/contest but so many memories and important moments, highlight reels were created. This kept us from having too much of a single form of media in the feed and broke up the types of content, while also allowing more people to be included in show coverage online. Stories served as a great tool to show even more behind-the-scenes content. We also took advantage of stories’ 24-hour window to include more trending sounds, spontaneity and fun interactions.
The results of the campaign outpaced our set goals and established a precedent. The State Fair of Texas was the first and only major livestock show in Texas and state fair that featured every champion equally on their social channels.
Including all champions led to increased engagement from followers. Livestock judging champions was one of the most shared posts for all of fair, which previously was not featured. This illustrated the importance of making sure everyone has a space to see themselves as part of the State Fair of Texas.
We set out to make social coverage for the State Fair of Texas relevant and engaging. With more than 200 champion graphics created for the 24-day event, our task was as large as Texas. However, as they say, big rewards come from taking big risks. Going forward, the State Fair of Texas plans to continue featuring all champions, posting fun and engaging reels, and using the momentum from their online reach to make the State Fair of Texas THE livestock show and contest all youth in Texas want to participate in each fall.