Program Puts Beef Producers in the Information Driver’s Seat

Beef producers are the grassroots of their industry – and can be on the front line when the media wants to talk about it.  So what then?

A beef checkoff-funded program is helping producers become better spokespersons for their industry.  The Cattlemen’s Spokesperson Network (CSN) was started in 2002 to develop and maintain a national network of producer spokespeople who are proactive in distributing accurate information about the checkoff and the beef industry.

The CSN is coordinated on behalf of the Cattlemen’s Beef Board and state beef councils by the National Cattlemen’s Beef Association (NCBA).

The program provides an important service, according to Cattlemen’s Beef Board Chairman Andy Tucker, a Florida beef producer.  Recent surveys indicate that more than 90 percent of cattle producers in the U.S. want to know how their checkoff dollars are being spent, and what the results of those investments are.  Furthermore, 68 percent of cattlemen say they rely on other cattlemen for information about the beef industry.

In the first stage of the CSN program, producers are invited by their state beef council or cattlemen’s association to participate in a half- or full-day presentation training class. The class covers general presentations, message development, mock media interviews, a how-to on handling tough questions and answers, and insight about where to find information when it’s needed. Instructors work to calm fears and teach producers how to channel nervous energy and develop a comfort level with their personal style.

Training Valued

Participants of recent CSN training have said they value what they learn in it.  In surveys, they rate it an “8” on a 1 to 10 scale, with 70 percent saying they have already utilized the training.  Of those who have not yet used it, 11 of 12 say they expect it will be useful in the future.  More than 200 people have taken the training courses.

More than 4 of 5 participants who receive a CSN electronic newsletter read it, with 62 percent sharing the information contained in the newsletter with others.  About 500 producers receive the electronic newsletter.

“We need to continually inform producers about how the industry is addressing the issues it faces, such as nutrition and food safety,” says Tucker, who is a member of the CSN.  “How checkoff dollars are being spent is a critical part of the industry that affects every cattle producer, so this effort to spread the word through cattle producers makes sense.”

Another component of CSN involves follow-up support. Checkoff staff is available to assist with gathering facts, preparing talking points, and even doing a mock interview or asking questions over the phone to help prepare cattle producers with upcoming interviews.

“Our network members gain the tools and confidence they need to help share accurate information about their industry and their checkoff program,” says Tucker.   “They know that delivery, content and body language all convey messages that create instant and lasting impressions, and thanks to this program have more confidence in delivering their messages.”