The Role of a Farm Broadcaster
Chapter 2
Farm Broadcasters…..
• Are the center of
agricultural knowledge
at any radio or TV
station
• Serve a dual role in
communicating not only
to farmers, but also
relating the agricultural
perspective on food and
environmental issues to
the consumer
Farm Broadcasters…..
• Communicate the good news of agricultural
science and technology, food safety, and
environmental conservation and security.
• Farm broadcasters are narrowcast specialistsknowledgeable about:
– The agricultural issues that are important in the
community
– Informational priorities of the entire agricultural
community
Where Are They?
• Highly visible in the agricultural community
• Often the emcee at grower meetings and
other commodity events
• Active communicators with consumer
educational events sponsored by agricultural
commodity organizations such as the local or
state beef, pork, or dairy councils and other
commodity organizations
Importance of the Farm Broadcaster
• They are positioned to be advocates for
agricultural producers and the products they
produce for the world
• Ag Media Research commissioned by NAFB in
2002 documented that 81% of listeners in
rural America could name their farm
broadcaster
Within the Station
• The farm broadcaster plays
a key role in providing
marketing and promotional
opportunities for
agricultural advertising
clients
• Facilitate many
programming and sales
promotions and interact
with their station or
network sales
representatives and
agricultural advertisers.
Within the Station Cont.
• Attend and broadcast from numerous field
days, demonstration plot tours, farm shows,
fairs, and other local, state and national
agricultural conferences and convention
events
• Often the only local communications link
between the agri-marketer and the farmer
and rancher and is respected for his or her
knowledge and communications skills
Becoming a Member
• Most professional farm
broadcasters are members of the
Broadcast Council of the NAFB
• Broadcast Council Requirements:
– must personally do agricultural
broadcasting on a daily or weekly
basis
– Be under the employment of a
commercial broadcasting station or
network
– Must devote at least 75% of their
normal working time to the duties
that constitute agricultural
broadcasting