Country Guide was surprised to learn that the Lindgrens had hired a PR agent. Sure, everyone wants to make a good impression on social media, but most of us aren’t willing to pay for it. But then I learned how and why the Lindgrens had started retailing seed and crop protection products, it all made sense.
After all, publicity, whether on social media or in real life, is a good way to let customers know what you’re selling. And hiring someone to help with that part of the business can be a smart outsourcing decision.
But should a farmer who strictly sells commodities feel a need for a PR agent? Speaking with the Lindgrens’ PR agent, Jamie Anne Vaughan, owner of Westwood Strategies, gave me something to think about.
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Vaughan helped us set up this interview with the Lindgrens, finding a time that worked for everyone. She may have also coached the Lindgrens, giving them advice about their talking points before I spoke with them, although I suspect they would’ve been fine without her help.
Vaughan posts photos and text on social media for the Lindgren farm, and works with the print and TV media to promote their Food Farm program. She thinks of herself as part of it all. “I really like to envision myself as an extension of their team,” Vaughan says.
The Lindgrens aren’t Vaughan’s only farm clients. Through her Calgary-based firm, she also works with Agrifood Management Excellence, which offers farm management courses, and Nutrien.
For a lot of farm businesses, Vaughan says social media is an afterthought. Or, “something people do off the side of their desks. But farmers have a good opportunity to share their stories these days,” she says. “It’s something that hasn’t been done super well in the past and I think people are hungry to learn more about ag.”
Who needs good PR?
My first thought was that PR is for people who have something specialized to sell and need to promote their brand. But Vaughan convinced me there are other reasons to consider working with someone to get this right.
Having trouble recruiting? Social media can help you show off your farm as a solid place to work. “Social media is a great way to get in front of that Gen Z audience,” Vaughan says. She likes to “lift the veil,” and show potential employees the exciting technology we’re using on farms across Canada. “It’s about your farm selling itself as a great place to work.”
Vaughan also likes helping farmers who are interested in influencing policy, including farmers who want politicians and candidates to come to their farm and see how things are done. “Having a PR agency is helpful in getting these people to come and see what’s going on.”
What’s this going to cost?
Vaughan was reluctant to answer this question, since of course the price will depend on how much time you need, how complex your business is, and what sort of help you actually want. But I bullied her into providing a ballpark figure, to give us an idea.
Vaughan says a farmer bringing a PR professional in on a retainer for six months will pay between $1,200 to $1,500 per month on the low end, but up to $5,000 or $6,000 per month at the high end. Clients who are just looking for a two- to three-week engagement for a specific campaign or project can expect a smaller bill.
So it’s not real?
I follow @Lindgrenfarms1 on Twitter, and it never occurred to me that Jennifer or Jordan Lindgren weren’t writing these posts themselves. To be honest, at first I felt a little betrayed when I learned it’s actually Westwood Strategies clicking the “send” button.
Vaughan assured me that the process isn’t as impersonal as it sounds. “It’s definitely genuine,” she says. “They just don’t always have time to do those things, when they also have responsibility on their farm.” The Lindgren kids like shooting video and sending it in for Vaughan to work with, and employees will often send in photos along with voice notes.
“Someone who’s out driving the combine might not have time during the day, but might send us a text with a voice note. It’s not safe for them to be on their phone tweeting!”
The Lindgrens definitely see all social media posts and news releases before Vaughan sends them out. “All of our clients are very, very involved,” Vaughan says. “It’s their brand, it’s their family. We’re just taking something off their plate.”
