The power of empathy in farming communications

20/11/24

Author: Philip Gibson

3 minutes read

Effective communication is not just about what you say, but about how well you understand your audience.

All too often, communications and marketing teams get caught up in organisational goals and key messages without truly considering the emotions and context of the audience. This seems particularly prevalent in farmer engagement, where organisations can find themselves unwittingly off siding the farming community through the timing or tone or communication, even if the message was sound, because of a lack of understanding of farming ‘ways’.

Audience understanding is more than just demographics

When we talk about understanding a farming audience, it's easy to think of demographic information, for example age, gender, location, farming sector or farm size. But this barely scratches the surface. To resonate deeply with your audience, you need to tap into their psyche, uncovering what makes them tick emotionally and contextually.

Walk a mile in their shoes (or should that be wellies?)

Start by putting yourself in their position. What is impacting them and their farming business at the present time? How has the weather impacted that sector in recent times? What’s happening in the commodity markets? How is agricultural or economic policy influencing their farming business? What global events may affect them and their perceptions and priorities?

Next, think about your organisation's reputation and history with that audience. Past interactions, good or bad, will influence how future messages are interpreted.

Finally, it's crucial to understand the emotional state of your audience. Are they optimistic about the future, or burdened by worries? Understanding what’s driving that, and the current challenges that create that emotional backdrop, helps you tailor messages appropriately.

Using empathy and compassion in your communications

Empathy is the key to unlocking deeper connections. By placing yourself in your audience's shoes, you gain insights into their challenges, desires and anxieties, letting you craft messages that truly communicate with your audience.

But it must be authentic. If your actions don’t match your words, then you’ll get found out and the reputational consequences will be significant.

Consider tone of voice and timing, but also be mindful of the culture of the agricultural industry – for example, farmers tend to be fairly straightforward, so an empathetic communicator might address concerns head-on, but then demonstrate how a product or service can help mitigate them.

This is where compassion comes in. If empathy is about understanding how someone feels, compassion is about wanting to do something about it, and implemented considerately this can be a superpower. Ultimately, authentically combining empathy and compassion in your farmer communication fosters trust. When audiences feel heard and understood, they're more likely to engage positively, leading to stronger, lasting relationships.

Bringing this to life in your communications…

What’s critical here is to ensure that what your organisation wants to convey is combined with what your audience needs to hear. This requires careful balancing between corporate objectives and audience sensitivities.

Begin by establishing clear objectives for your communication campaign. What is the primary outcome you seek? Whether it's increasing awareness, driving sales, or engaging farmers in sustainable change, having a firm goal in mind will guide your strategy.

Next, translate these objectives into messages that resonate with the target audience. Tailor your language and tone to align with their values and current concerns.

Finally, remember to monitor and adjust. Audience perceptions and contexts can shift rapidly, especially in a dynamic industry like agriculture. Regularly review audience feedback and industry trends to ensure your communication remains relevant and impactful.

Empathy isn’t optional

Empathy isn't just a tactic for immediate engagement - it's a long-term strategy for building and maintaining a strong brand reputation. Audiences remember organisations that prioritise their needs and concerns, fostering goodwill and trust. Conversely, overlooking empathy in communication risks alienating audiences, potentially leading to negative perceptions and decreased support.

Empathy in agricultural communication isn't optional—it's essential for success. Remember, effective communication begins with genuine understanding. Take the time to listen, observe and empathise with your audience. By doing so, you'll unlock the true potential of your communication strategies, paving the way for long-term success and positive impact.