Fall Regional Workshop

Tuesday, November 17

• 8 – 8:30 a.m. Registration & Networking
• 8 – 8:30 a.m. Light Breakfast — Sponsored by John Deere
• 8:30 – 8:45 a.m. Welcome and ACN Updates — Joel Reichenberger, ACN president and Katie Knapp, committee chair
• 8:45 – 9 a.m. Farm Journal Welcome and Overview
• 9 – 9:55 a.m. Writing Session — Kevin Draper, The New York Times
• 10 – 10:15 a.m. Networking Break
• 10:15 – 11:10 a.m. “Why You Should Give a DAM” — Sam Craft with PhotoShelter
  • Are your photos buried in hard drives and Dropbox links? Whether you’re a photographer or a team member using the images, this session will cover the fundamentals of organizing, archiving, and distributing your visual assets. He will explain what a true digital asset management system can do that Dropbox and Google can’t. Bring your DAM questions (e.g. metadata, library storage and search, usage rights, etc.). This presentation is built for conversation.
• 11:15 a.m. – 12:10 p.m. “The Attention Formula” — Alyssa Walsh, Sweet Briar Creative
  • The Attention Formula breaks down why some content gets noticed while other content gets scrolled right past. We’ll cover understanding your audience, stronger hooks, visuals, storytelling, and messaging that earns attention. The goal isn’t to post more or chase virality – it’s to create consistent, valuable content that builds trust and a loyal audience that looks forward to what you post next.
• 12:15 – 1 p.m. Lunch — Sponsored by Dairy Farmers of America
• 1 – 1:45 p.m. Farm Journal Facility Tour
• 1:45 – 2 p.m. Networking Break
• 2 – 4 p.m. “The Good, the Bad, and the Ugly of AI” Panel — Moderator: Moderator Tyne Morgan, U.S. Farm Report; Featuring: Dr. Christy Goldsmith, University of Missouri; Alyssa Walsh, Sweet Briar Creative; and Chelsea Good, Good and Associates
  • AI is front-of-mind for so many of us as ag communicators – but should we use it? Join us for a panel discussion where we tackle this question and discuss ethical use, moral questions, and legal implications generative AI poses for our industry’s future. 
  • This session is an off-the-record discussion rather than ACN’s traditional newsmaker panel format, allowing panelists and attendees to have an open and honest conversation about the topic.
• 4 – 4:30 p.m. Key Takeaways and Door Prizes— Joel Reichenberger, ACN president and Katie Knapp, committee chair
• Continue your networking at the NAFB Convention Nov. 18-20. Learn more here.

Thank you to the ACN Professional Improvement Foundation (PIF) for their support of the workshop. Special thanks to AdFarm and Farm Journal for hosting our attendees. Thank you to Katie Knapp and Wyatt Bechtel for the photos.