Conveying complex information with impact

Episode seven considers the complex communication challenges that Henry Dimbleby was up against when piecing together his National Food Strategy. Catherine Linch is joined by two special guests for the final episode of season two of the Agri-Food Comms Cast to share their insight on this recently launched, comprehensive review.

Communicating information which requires extensive cross-sector knowledge and context can prove problematic and often runs the risk of losing your audiences’ interest. So how did Mr Dimbleby ensure his report was a success?

John Shropshire, chairman of G’s Marketing, was one of the farming representatives on the National Food Strategy advisory board. John joins our host to discuss the process behind the policy influencing report and the role that communication played in pulling together such a comprehensive document.

Acknowledging that farming can often be on the receiving end of bad press, seasoned expert in agricultural communications, Amy Jackson of Oxtale, talks about the challenges of effectively conveying proposed recommendations to audiences that are more likely to be resistant to change.

Amy praises the National Food Strategy for being wholly inclusive by sharing the responsibility for improving our food systems, diet, health and environment. She advises that setting incremental manageable objectives makes meeting targets much more realistic and achievable.

There are some big upcoming changes to farming, but how do we successfully communicate this information? Amy suggests that conveying a consistent message is key and the National Food Strategy does just that, highlighting three key areas of focus: producing food more efficiently, increasing biodiversity and capturing carbon.

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