Why data and research are key to effective agri-PR strategies

In agri-PR, using data and research is more than just a way to back up claims - it’s a powerful tool to demonstrate our client's expertise and show that they truly understand the challenges farmers face.

Here’s why it’s essential:

• Backing up claims with evidence:
  Farmers need reliable, factual information to make decisions. Data-driven PR campaigns provide solid evidence that validates clients’ claims, whether it's about the benefits of a product, practice, or innovation.
  
  Figures and evidence help show our clients’ audience that their products or services are grounded in reality.
• Showcasing expertise:
  By incorporating relevant research, trials, and case studies into strategic PR outputs, we’re able to highlight each client's deep knowledge of the agricultural industry.
  
  This positions them as leaders in their field who are in touch with the latest developments, making their advice and solutions more valuable to farmers.
  
  
• Demonstrating a connection with farmers' needs:
  Data is a reflection of what’s actually happening on farms. By using insights from real-world studies, survey findings, or industry trends, we can show our clients are in tune with the current challenges farmers are facing.
  
  Whether it's about improving crop yields, enhancing livestock health, or managing sustainability, sector-specific data demonstrates that clients’ solutions are tailored to address the needs of our target audience.

Example: Using research from Lallemand Animal Nutrition to showcase the benefits of silage inoculants

Hard-hitting findings from on-farm trials have been key to one of our farmer-focused PR strategies for Lallemand Animal Nutrition, showcasing the impact of silage inoculants on milk yields.

Lallemand’s data from a trial conducted at Reading University made a strong case: silage treated with their crop- and condition-specific inoculant increased fat-corrected milk yields in dairy cows by 1.9 kg per day.

How data was used:

• Trial data: The trial demonstrated significant improvements in feedable dry matter, which directly correlated with increased milk yields.
  
  
• Clear, compelling results: The report presented measurable benefits - like a 29% increase in feedable dry matter and better fermentation profiles - to show farmers how the product could directly benefit their bottom line.
  
  Rather than relying on general promises, this data-driven campaign presented clear numbers that directly spoke to dairy farmers’ needs - improved milk production and greater efficiency.

Here’s some of the coverage.

Example: Applying Livetec’s data insights to support proactive biosecurity measures on poultry farms

Another campaign we’ve worked on recently was with biosecurity experts, Livetec - focusing on the ongoing risk of avian influenza (AI) outbreaks in the UK.

We drew on government data and Livetec’s own analytics and experience to show how frequently AI outbreaks were occurring, outside of the traditional peak season, and how serious the situation had become.

One way we communicated this to our target audiences was by sending tailored letters to the editors of Farmers Weekly and The Grocer, from one of the directors at Livetec. These letters led with compelling data and eye-catching figures to reinforce our messaging.

How data was used:

• Real-time data: Livetec track wild bird deaths and AI cases in real time, offering farmers actionable insights to stay proactive.
• Scientific research: We referenced government studies on gull migration patterns and virus spread, underscoring the need for biosecurity measures year-round.
  
  Livetec wasn’t just saying "AI outbreaks are a risk" - we backed up their key points with up-to-date numbers, helping farmers understand the urgency and importance of maintaining strict biosecurity protocols 365 days a year.

How to incorporate data and research in your agri-PR

Here are a few practical tips for using data in your own agri-PR communications:

1. Start with reliable data

Ensure your data comes from credible sources - think academic institutions, government bodies, or industry studies. This gives your message authority and trustworthiness.

2. Tailor the data to your audience

Data is more effective when it speaks directly to the needs of your audience. This means tailoring the data you have access to, to present clear insights translated into what’s most relevant to the sector you're addressing.

3. Use visuals to make data digestible

Infographics and graphs can help make data easier to understand, conveying your most important points in an eye-catching way and enticing the reader to learn more.

4. Choose the right communications channels

Even the strongest dataset loses impact if it isn’t shared in the right way.

At Pinstone, we build campaigns that take data out of spreadsheets and into the hands of the audience it needs to influence.

That means selecting the right mix of communications channels:

• Media engagement – using press releases, letters to the editor, and features that lead with compelling data points. Journalists want evidence, and credible statistics can turn a story idea into coverage.
• Social media – translating headline stats into scroll-stopping graphics or short-form videos that cut through on farmers’ feeds.
• Reports and whitepapers – packaging insights into authoritative resources that position our clients as leaders in their field, often used as cornerstone assets for wider campaigns.
• Blogs and web content – breaking down findings into digestible, SEO-friendly pieces that drive organic traffic and extend reach.
  
  5. Let us do the legwork

We know that for our clients, the real value lies not only in the communications but also in the collection and interpretation of the data itself.

In our role as an agency partner, we help to:

• Design and run primary research - such as custom surveys, focus groups, farmer interviews, and stakeholder workshops - to uncover qualitative and quantitative insights tailored to your objectives.
• Collate findings from primary research we’ve undertaken, and our clients’ trials, farmer surveys, or third-party studies.
• Translate technical datasets into language and visuals that resonate with farming audiences.
• Ensure consistency of message across every channel – from a peer-reviewed trial summary through to a farmer-friendly infographic on Instagram.

By combining our sector knowledge with strong comms expertise, we ensure data doesn’t sit in a silo but is used to build trust, credibility, and lasting relationships across the agricultural supply chain.

Frequently asked questions

What types of data are most compelling to farmers?

Farmers will be most ‘in tune’ with data that could directly influence their decision-making and farm profitability.

For example:

• Data showing how specific practices or products can increase crop yields
  Insights on feed efficiency – showing into how well livestock are converting feed into weight gain or milk production
• Cost-benefit analyses that provide detailed comparisons of financial return on investments for different products or practices
• Sustainability and environmental impact data = e.g. demonstrating how practices can improve soil health, reduce chemical use, or lower carbon footprints

How does seasonal data influence PR strategies?

Incorporating seasonal data into PR strategies ensures that the messaging aligns with the farmers' current priorities. For example, during planting season, data on seed performance can be highlighted, whereas, during harvest, information on storage solutions may be more relevant.

Can data support claims of sustainability in agriculture?

Absolutely. Presenting data on reduced pesticide use, improved soil health, or lower carbon footprints can substantiate claims of sustainability. This not only appeals to environmentally conscious farmers but also aligns with increasing consumer demand for sustainable practices.

What role does data play in crisis communication for agriculture?

During crises such as disease outbreaks or extreme weather events, data can provide clarity and actionable insights. For instance, real-time data on disease spread or weather forecasts can help farmers make informed decisions and demonstrate our client is proactive and knowledgeable.

Why data-driven PR is essential for building trust and improving outcomes

Incorporating data and research into your agri-PR strategies isn’t just about backing up claims; it’s about making your message more powerful and credible.

If you’re looking to make your agri-PR efforts more impactful, I highly recommend you embrace data and research - it’s a game-changer.

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