What's Growin' On:
Agricultural Public Policy
for the 21st Century
By, Jonnalee Henderson, Policy Analyst
California Department of Food and Agriculture
Jhenderson@cdfa.ca.gov
916-651-9912
And now I’m in the neighboring town of
Williams--at yet another stand!
Quiz Time

What surpassed beer drinking as the most
"in" thing among undergraduate college
students, according to a 2006 survey?
iPods More Popular Than Beer


iPods—according to the 2006 biannual market
research study by Ridgewood, N.J.-based
Student Monitor.
What tied with beer for second place?
Facebook!!



Drinking beer and Facebook.com, a social
networking Web site, were tied for second
most popular
In the 2005 study, only 59 percent of
students named the iPod as "in," putting the
gadget well below alcohol-related activities
The only other time beer was temporarily
dethroned in the 18 years of the survey was
in 1997-by the Internet.
What does this mean?

The 21st Century is changing the way in
which we effectively communicate our
messages

Effective communication may take more than
fancy logos on pens and t-shirts
Effective Communication Tips
Don’t think outside the box, blow up
the box!
--A paraphrase from Governor Arnold Schwarzenegger
Effective Communication Tips

Avoid specialized professional
jargon unfamiliar to outside
readers
Effective Communication Tips

Become comfortable with your
writing (or hire someone who is)
Effective Communication Tips

Be passionate about what you do!

This may sound weird, but we are most effective
when we truly care
Effective Communication Tips

Read, read and read some more

Know what is going on in the world around
you

How are others carrying their message? Is
it effective?
Effective Communication Tips

The questions you ask determine the
answers you receive!

90% of being a good journalist is
knowing the right questions to ask—
the same is true with effective
communicators
Effective Communication Tips

Surround yourself with effective
communicators and watch what
they do
Effective Communication Tips

The World Really is Flat



Google, Wikipedia
Target message at individuals
What was the number one rewound
moment in TIVO history?
Effective Communication Tips

Stories sell

We all have powerful stories, and they
need to be shared--especially with those
influential in public policy
Effective Communication Tips

It’s not what you know, it’s who you
know

Who are those people most influential in
helping you achieve your goals (and who
are their staffers)?

Congressional delegates, state legislators,
secretaries/commissioners of agriculture, board members,
media outlets
In Conclusion
Act as if what you do
makes a difference. It
does.
WILLIAM JAMES
Happy Halloween