Writing this after 20 years as a journalist who made the leap over to the ‘dark side’ of PR, it is clear that managing clients, multiple stakeholders and the press requires clarity, credibility and a lot of energy!

Tailoring PR to the farming media

Looking back to my days as editor of Farmers Guardian, it is clear how much we relied on good PR copy, especially in the more technical sections such as livestock and arable when, at busy times of the year, we had pages and pages of print to fill and an insatiable digital beast to feed.

A great mentor of mine, FG’s one-time business editor Howard Walsh, always encouraged us to cut out the PR ‘blather’ when we’d received anything with an agency slant on it.

The reality today, however, is that the best PR content is tailored to the needs of the publication and with the understanding that resources are often tight on the publishing side, both in terms of budget and headcount.

Finding the best PR consultant for agri-food supply chain comms

For agri-food businesses, effective PR starts with understanding the complexities clients face, whether that is navigating policy changes, sustainability challenges, market volatility or consumer expectations.

PR professionals who truly understand farming and food production can become key advisers, helping clients communicate confidently on topics within their remit.

With a seat at the table, PR professionals can help shape key messages and, crucially, help guide the reputation of an organisation. But this is a two-way street and if PR is only being led by the marketing function of the business, or to generate leads, then there is every chance it will fail in its task.

Stakeholder engagement in agriculture is unique. Farmers, suppliers, regulators, processors, retailers, NGOs and rural communities all have distinct needs and perspectives. Strong PR brings structure and strategy to this landscape.

What makes good PR in food and farming

When it comes to the press, good PR is a key part of shaping the narrative around agriculture and food. Journalists require timely, evidence-based stories that capture the realities of modern farming and the wider sector. Be realistic about the relationships that can be made with journalists and remember that picking up the phone is often more useful than hiding behind an email.

Ultimately, good PR can support the entire agri-food sector if it is done right, with realism and with strong relationships at its core.

About the author – Ben Briggs

Ben Briggs joined Pinstone earlier this year, bringing more than 20 years’ experience as an agricultural journalist. A former editor of Farmers Guardian, he has a deep understanding of farming, food production and the agri-food supply chain, alongside first-hand insight into how the sector is covered by the media.

Having moved from journalism into PR, Ben combines strong editorial judgement with practical communications expertise, helping clients build credibility and engage effectively with complex stakeholder audiences.

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