In ClimateSmartAdvisors (CSA), advisors are testing a practical approach for moving from results to reach, which helps them communicate climate-smart farming knowledge more clearly and effectively to farmers and other non-specialist audiences. The challenge addressed is that valuable advisory knowledge, project results and field experiences are often too technical, while end-users need messages that are engaging, understandable and relevant to their daily work.
To amplify your communication efforts, follow these key steps:
1. create a newsworthy story,
2. understand your audience,
3. prepare your story-narrative,
4. structure the story – keep your readers in mind,
5. use effective writing strategies to clearly communicate ideas,
6. and maximize your promotion through social media and channels that farmers you are working with are using.
A key lesson in CSA is to avoid relying only on a “knowledge-deficit” approach. Instead, advisors should use framing that helps farmers connect results to their own work and decisions. Instead of presenting a technical explanation of a methane-reducing feed additive, a CSA advisor might frame it as: “What can this mean for feed efficiency, farm emissions, and future market expectations on your dairy farm?” Similarly, instead of describing a cover crop trial only through scientific indicators, an advisor might frame it as: “How can this practice help protect your soil, reduce erosion, and improve resilience during dry periods?” In both cases, the message links project knowledge to practical farm concerns.
In practice, this approach can be used to communicate demonstration results, advisory recommendations, climate-smart solutions, event outcomes, and farmer experiences through presentations, articles, websites, and social media.
In the world of social media, strengthening communication skills supports the uptake of climate-smart farming knowledge. A useful starting point is to ask not only what I want to say? but also what does my audience wants to know. This helps advisors move from simply sharing information to building messages that are relevant, accessible and actionable.
• When selecting a topic, advisors can look for elements that make a story more newsworthy, such as relevance, interest, uniqueness, topicality and strong images.
• To prepare the message, advisors can use scoping to understand what is already being said about the issue, what concerns and assumptions exist, what conflicting information may be present, and which terms or evidence are most useful.
• They can then apply framing to connect the message with audiences through angles such as sustainability and resilience, economic viability or co-benefits.
• For written or online communication, advisors are encouraged to use an attention-grabbing lede, a clear and concise main message, and a short ending that encourages reflection or action, for example through a “What’s next” element.
• Present demonstration results, farmer testimonials, event outcomes, training opportunities, and practical recommendations through newsletters, websites, advisory materials and social media.
• If there are any, use your organisation’s channels and networks to distribute your message.
