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by Kurt Ely, OFBF vice president, information, education and community services

As an organization, why do we need to communicate? Do we have a desire to be heard? Maybe we feel that by providing information to others and receiving input, we have gained some understanding or knowledge we didn’t have before. Are we looking to influence others? Could it be to enhance relationships? How about the fact that by communicating we are attempting to establish an image and identity that is consistent with our beliefs. By communicating do we increase our sense of self-importance and satisfy our need for a sense of belonging?

I believe it is all of this and much more. Organizational communication is one of the most important responsibilities of any association that has a desire to achieve improvements on behalf of its members. Almost everything we do in Farm Bureau involves communications. From identifying challenges faced in day-to-day activities on the farm to educating the public about the improvements in our food production systems, communication systems and strategies are vital. The saying that, "Information is king" is as important today as it was when our forefathers founded the organization close to 85 years ago. The concept seems clear. However, identifying appropriate communication approaches is the challenge.

Below is a model that I would encourage you to reference as I share a few thoughts on how Farm Bureau communicates with you and on your behalf. On the surface it doesn’t appear to be rocket science. However, in reality there are many intricacies involved in identifying appropriate communication strategies that take into account our increasingly busy and often overly communicated lives. In order to be successful, communications require continual monitoring, evaluation and adjustment if they are to be effective.

Communication is an ongoing process rather than a system with a beginning and an end. In Farm Bureau communications are about informing members about the changes and challenges facing our industry and more important gaining feedback on what members see as priorities. It also involves understanding the environment in which communication takes place. Is there public and political support for our issues, or does a foundation need to be built through informational campaigns? Effective communication doesn't necessarily mean MORE, but increasingly it means MORE TARGETED. It encompasses listening, speaking, writing, presenting, negotiating, persuading and being visible and passionate.

Farm Bureau is the organization in this model. This includes county, state and national organizations working on behalf of our members. Each Farm Bureau entity uses a variety of techniques daily to communicate. Periodic publications, including organizational magazines, newsletters and brochures are primary sources. Meetings, conferences, councils and other face-to-face interactions must also be considered important communication tools. When taken into account that the public, politicians, regulators and other officials are also considered constituents, an additional set of communication tools can be considered important. These include radio, television and print mediums and the accompanying images associated with each. Spokespersons and outside exhibits and activities must also be included in this list. All are specifically targeted to individual audiences and more important, segments within each audience.

Targeting these unique constituencies requires that we have an understanding of what they know about specific topics and the feelings and perceptions audiences associate with each. Surveys, opinion polls, direct feedback and other measured mechanisms are used to help delineate the effectiveness of each communication strategy employed to affect each group.

Communication provides the foundation for our decision-making processes. The use of technology has improved our ability to communicate, but the basic need for communication has not changed. Perceptions are based upon the knowledge and information obtained through various communications. Effective communication is one that results in a change in the audience's behavior. We think we can do a better job in this area.

The Ohio Farm Bureau is committed to continual improvement in our communication strategies with all of our constituents. This can be accomplished through refining existing mechanisms and employing new tools designed to meet member expectations. We consider our members to be partners in our communication efforts on behalf of agriculture and the farmers we represent. Effective partners communicate openly, honestly and frequently, emphasizing the positive and what can be accomplished. I encourage you to become a part of your organization's future communication efforts as we envision the future together.