By Agri-Pulse Staff
© Copyright Agri-Pulse Communications, Inc.
CHESTERFIELD, Mo., March 24 – The new U.S. Farmers & Ranchers Alliance (USFRA) moved a giant step forward Thursday in its drive to deliver its pro-production-agriculture message to the American public. Naming PR firm Ketchum as its primary communications agency, USFRA calls the choice “the next strategic step driving the USFRA mission to strengthen the image of agriculture and enhance public trust in today’s best production practices.”
The Alliance, currently including more than 30 major farmer- and rancher-led agricultural organizations, chose Ketchum to begin immediate development of its strategic communications plan. Reflecting the new world of Facebook, Twitter and 24/7 tweeting, Ketchum is partnered with Zócalo Group, its full service word of mouth and social media agency, and maslansky luntz + partners, a research-driven communication strategy firm that specializes in language and message development.
“The USFRA decision to partner with Ketchum comes as the result of an extensive and deliberate decision-making process conducted by our Communications Advisory Committee, and the full support of the USFRA Board of Directors,” said National Cattlemen’s Beef Association CEO Forrest Roberts who chairs the USFRA Communications Advisory Committee. “A nationwide review of agencies possessing the best business acumen, agricultural expertise and creative talent led us to this significant step forward.”
“We are honored to have been asked to serve America's agricultural community for this incredibly important and unprecedented assignment,” said Linda Eatherton, Ketchum Partner and Director of its Global Food & Nutrition Practice. “With over 50 years of service to food and agricultural organizations, our firm was literally built for this assignment. Working side by side with USFRA members, stakeholders and allies, we know we can help people re-think the role of American agriculture in feeding hundreds of millions of Americans every day.”
With the planning process moving forward immediately, USFRA and Ketchum plan to create “an integrated campaign to address the critical communications issues surrounding U.S. agricultural production practices and its role in providing a safe and plentiful global food supply.” The goal is to launch the USFRA communications campaign this July.
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