Perspectives on Cooperative Communication
Phil Kenkel
Bill Fitzwater Cooperative Chair
This week’s webinar on “Communicating the Cooperative Value Package” had some good insights
about how cooperatives are currently communicating as well as strategies for improving our efforts.
Results from a national survey on communications methods used by agricultural cooperatives were
presented during the webinar. Websites are cooperatives number one method of communication
followed by email, phone calls and newsletters. Texting and newspaper articles were used least
frequently. Email and phone calls were considered the most effective methods of communicating,
although websites and newsletters were not far behind. Texting, newspaper articles and public
relations efforts were considered the least effective. Member meetings (which presumable include
the annual meeting) were considered to be at least somewhat effective by the majority of the
respondents. On the other hand, a subset of the cooperative managers responding rated member
meetings as ineffective. It is obvious that cooperatives are re-evaluating the annual meeting as a
major communication avenue.
The survey results suggest some opportunities for improvement. Electronic newsletters were
reported to be used less frequently relative to paper newsletters which were considered effective. If
your cooperative is not distributing your newsletter electronically, that may be a simple strategy to
repackage your message. Many managers ponder whether they should make more use of texting or
social media. The survey results indicate that cooperative have successfully adopted websites and
email, technologies which were new ten years ago. Thinking back on your learning curve in
website development may help guide you in assessing opportunities with new electronic media.
Cooperatives are making relatively little use of newspaper articles or public relations. Many rural
newspapers are searching for material. This may be an untapped opportunity for cooperatives that
can package their message in the context of a story highlighting the rural community.
If you missed the webinar and would like a copy of the presentations and a link to the recording,
drop me or R.J. and email.
10-28-2011