New website teaches ag community how to champion their cause

LEBANON, IN (November 12, 2002) – PETA is heard. Greenpeace gets noticed. The Sierra Club has a voice. What’s their secret? Activist groups are well organized, well funded and quite skilled in the art of championing a cause.

But representatives of agriculture can be equally as effective in championing their cause, claims Michele Payn-Knoper, a professional speaker that caters to the agricultural market. Her new website – www.mpk.info - provides a host of “how-tos” that can help everybody in the ag spectrum – from producers to the associations and businesses that serve them – sharpen their communication and sales skills.

“Studies have shown that farming is one of the most highly respected occupations in the United States,” Payn-Knoper says. “However, 75 percent of consumers in a recent Roper Starch study rated agriculture’s communications efforts as fair or poor.

“Each and every one of us can play a significant role in promoting a positive image of our industry,” she continues. “Waxing eloquent about how we feed the world is not enough. We must work together to connect our cause in a way that will make consumers stop and listen.”

Hot Buttons

When visitors click on the “Learning Resources” button at www.mpk.info, they’ll tap into free step-by-step advice on improving communications. Payn-Knoper has customized proprietary training materials from her speaking programs to reach a wider audience, emphasizing her “Championing Agriculture” theme. No matter what the application – sales, fundraising, consumer relations, etc. – visitors will find the tools and inspiration to stand up for their cause.

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Page 2, Michele Payn-Knoper, Website to Champion Agriculture

“Too many people don’t speak up for agriculture,” Payn-Knoper says. “They know it’s a priority, but believe they don’t have the necessary skills or the time. However, defending the backbone of our nation doesn’t need to be complicated, nor does it require you to be an expert!”

Successful communications begins with identifying what she calls a target audience’s “hot buttons.”

What’s important to your target audience? Is there a topic or issue that will immediately grab their attention? Payn-Knoper always asks her audiences these questions, because they reveal pivotal issues that can make or break a cause’s success.

“Each person has a hot button – something they care deeply about,” she says. “Take, for instance, the current labeling issue for genetically modified foods (GMOs). Some consumers are passionate about knowing exactly what’s in their food. Conversely, most members of the agri-food business feel GMO products are safe, and are concerned about the added costs of labeling.

“Be careful not to try to persuade from your own point of view. You will be unsuccessful,” she cautions. “Rather, relate to the concerned consumer’s “hot buttons” by providing information that will appeal to their passion.”

Cleary, issues like labeling are very complicated and emotional, she recognizes. But identifying and appealing to “hot buttons” will help break through the clutter to connect the cause of agriculture.

Michele Payn-Knoper is a professional speaker based in Lebanon, Indiana. Through selling $5 million in sponsorships for the National FFA Foundation, conducting sales training around the globe and implementing numerous community relations campaigns, Payn-Knoper continues to rediscover the phenomenon of championing a cause. Payn-Knoper lives on a historic farm with her husband, Bryan. Her free monthly newsletter, full of lively commentary and sales/communications advice, is available at www.mpk.info.

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