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Sometimes the Phone Doesn't Ring

It's often hard to tell when an agricultural story is going to get lots of attention by the media. A recent example was the latest attempt by the Environmental Working Group (EWG) to stir up controversy during debate over the new farm bill.

EWG released a database covering five year's worth of farm program payments. Its intention was to create a public outcry that would force Congress to write a farm bill that EWG liked. The attempt failed miserably.

The report gained some media attention, but not a significant amount. Associated Press ran a story that spotlighted payments going to people like Ted Turner and basketball star Scottie Pippen. Some newspapers followed up with editorials that questioned current farm programs. But overall, attention to the report was minimal. That's probably due mostly to the media's weariness of EWG's constant cry that the sky is falling. The group's credibility is tainted.

The public paid no attention to the publicity stunt. And perhaps more importantly, lawmakers in Washington ignored EWG and instead chose to listen to voices of reason and experience.

As for Farm Bureau's handling of the story, our approach was to be prepared, regardless of what kind of activity the report generated. OFBF’s Government Affairs and Information staffs prepared for media inquiries. Communication efforts were coordinated with American Farm Bureau. In the end, the advance work wasn't needed, but had it been, our house was in order.

Almost every day, there's an agricultural story that has the potential to generate media attention. Our goal at Farm Bureau is to assess the possible impact and, when necessary, to respond appropriately.