By Pam Caraway, ACN President
For 100 years this organization was known as the American Agricultural Editors Association. People knew us as Ag Editors.
Foundational to a strategic plan adopted in 2015 was changing the name to the Agricultural Communicators Network. It was a recognition that editors’ roles were changing – and journalists who once carried the title of editor might now be called something different, such as content producer. And people who aren’t journalists are sometimes called editors, consider industry publications such as CHS’s C magazine. And sometimes those informing the public carry the journalism mantel but are paid by an organization that isn’t strictly devoted to news, think The Furrow or Southeastern Peanut Farmer.
Though we operate from different angles in this multi-sided ag industry, we each carry similar responsibilities and professional development needs. Essentially, we march to a tempo measured by different drummers. But writing, shooting (photos and videos) grammar and designing are our shared passion.
Melding, however, is rarely smooth. The pot nearly boiled over as we hammered out a slightly modified membership structure that opened a leadership path for associate members while holding onto journalists as the face of the organization.
Which brings me to where we are today.
Who are we?
The pot still simmers internally. Jockeying for position on professional development topics can get heated. Sponsorships are measured by ethical considerations more pertinent to journalists.
And external feedback points to an organizational need: marketing ourselves with messaging of who we are and what we do. A former president of our organization recently said: “Aren’t you mostly a student organization now?” A D.C. ag journalist told a roomful of folks that we are mostly public relations folks. He was a bit disparaging.
And yet, look at what ACN offers across the ag communications spectrum from media to industry to grower organizations:
· An awards program that draws more than 1,000 entries and offers written critique of the work.
· Membership in the International Federation of Ag Journalists.
· Webinars by the dozens (40 are available for online learning)
· Regional workshops – now offered twice a year
· A directory for freelancers
Those are the tangible professional development benefits. We can also dive into the more esoteric networking advantages because knowing people – and liking them – is what drives passion in this industry.
I will test our professional development opportunities against any other ag communications organization.
But we can’t rest on our accomplishments. We cannot stay still.
How to rise higher?
For me, it starts internally with respecting each other’s communications path. And, of course, it means we must conduct ourselves in a way that breeds respect – regardless of the communications role.
It’s probably time to write another strategic plan.
Externally? It’s certainly time to market ourselves – to the extent our time and finances allow.
What else? Where do you see opportunities for ACN to better serve you? Our industry?
Let us know. Call or write any board member. We are here to listen and to lead.
– Caraway is editor of Farm Futures.