MEDIA & COMMUNICATIONS PERFECTING THE ART OF TRADITIONAL AND DIGITAL MEDIA STRATEGIES.
DIGITAL MEDIA Through strategic social media campaigns and engaging digital content, Western Growers continues to target urban consumers with proactive messaging around key member issues. In 2021, Western Growers social media platforms – Facebook, Twitter and Instagram – achieved year-over-year increases in fans, reach and engagement.
Western Growers strives to advance the policy priorities of the fresh produce industry through the skilled and strategic use of public relations and digital media. In 2021, we expanded our reach and influence in both traditional and social media, helping to raise awareness of the major constraints facing Western agriculture while proactively sharing positive, farmer-centric messages with the public. PUBLIC RELATIONS During 2021, interviews with Western Growers executives and members achieved a potential reach of 1.7 billion media consumers. Top mainstream outlets included the New York Times, Washington Post, Wall Street Journal, Los Angeles Times, Associated Press, NPR, Bloomberg, CBS Sunday Morning, Univision, PBS NewsHour and Wired . Major stories involved the drought, water infrastructure, supply chain disruptions, labor shortages, immigration reform, pesticide use and agtech.
The top social media campaigns in 2021 included:
Farm Fresh: A series of videos featuring the extraordinary skill and ingenuity of farmers and farmworkers who work to bring food to tables across the country and around the world. These three videos – featuring harvesting, processing and automation – collectively garnered 25 million views . No Water = No Crops: A series of videos demonstrating the impact of the drought on California farming operations, and the cascading impact on farmworkers and rural communities. In addition to more than 70,000 views on Facebook, these videos were cross promoted in a press release that was picked up by 14 media outlets, including NPR and The Packer, with a potential reach of 14.4 million media consumers .
Extending our commitment to excellence in public relations, Western Growers hired our first-ever Media Relations Manager in July 2021. With more than two decades of journalism and multimedia experience, Ann Donahue brings a professional skill set well-suited to building a best-in-class media relations program.
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