The Texas Dairy Industry’s Media Training Guide
Sooner or later a reporter will call, and it may be about something good or something hard. A little preparation helps a Texas dairy farmer sound like themselves and get the facts right.
Why should a dairy farmer bother with media training?
Most people get their picture of dairy from headlines, not from visiting a farm. When you speak to a reporter, you are filling in that picture. A clear, calm interview helps the audience understand what you do.
You do not need a script or a suit. You need two or three points you want to make, the facts behind them and a plan for what you will not discuss.
How do you prepare before the interview?
Ask who is calling, what outlet they represent, what the story is about and when it will run. Take notes. You are allowed to call back after you gather your thoughts, and you can say yes to a time that suits the farm.
Write down your key messages in plain words. For facts you plan to use, check them at the source first. Numbers about milk production and markets should come from places like USDA NASS or the Economic Research Service, not from memory.
Practice with a friend. Ask them to play a reporter and throw you three easy questions and one hard one. Listening to yourself on a phone recording is uncomfortable, but it is also very useful. Texas Farm Bureau and Dairy MAX may also be able to connect you with media coaching.
- Who is the reporter and what is the story?
- What are my two or three main points?
- Which facts do I need to check?
- What will I decline to discuss?
- Who else should I tell, such as my cooperative?
What helps during the interview?
Speak in short sentences and avoid jargon. Say somatic cell count if you must, then explain it. Use a real example from your day. A story about one calf is more memorable than a paragraph about herd averages.
If you do not know, say so. If a question is outside your lane, point to the right person, perhaps the AgriLife Extension specialist or a trade group like the National Milk Producers Federation. Do not speculate.
Bridging helps: acknowledge the question, then move to your point. For example, you might say that is a fair question, and what I can tell you from my own barn is this. It keeps you honest and on message.
What about hard questions?
Tough questions are normal. Listen to the whole question, take a breath and answer honestly. Do not repeat a negative word you did not use. Acknowledge concerns without being defensive.
Anything said to a reporter can be used. Treat every conversation as on the record, even the friendly chat before the camera starts. If you need to discuss legal or regulatory issues, talk to your attorney first.
Who else can help you tell the story?
You are not alone. Dairy organizations, cooperatives and extension offices often have communications staff who can help you prepare or even join an interview. Ask before the call, not after.
Local radio and small-town newspapers around Stephenville and across Texas are often friendlier and more curious than national outlets, and they are a good place to practice. Offer to be a source when stories about agriculture come up, and keep your contact information handy.
Whatever the outlet, remember that your best asset is that you are real. People trust someone who knows their cows.
On camera and on the farm
If a crew visits, decide where they can go. Keep them out of areas with biosecurity or safety concerns. The farm safety basics on our sister site are worth reviewing, and so are tips on herd handling at this dairy farm guide.
Wear what you wear to work, clean and practical. Look at the reporter, not the camera, unless told otherwise.
After the interview
Follow up with a thank-you and an offer to answer further questions. Watch the story, and if you find a factual error, politely ask for a correction. Keep notes on what went well.
Over at farm.FM, the farm news and satire and dairy sections are a good place to see how farm stories are told, and a farm.FM story on farmer interviews is a fun read after the real thing.
Sources and further reading
- USDA NASS: agricultural statistics and surveys
- USDA Economic Research Service: farm economy data and analysis
- Texas A&M AgriLife Extension: Texas extension service
- National Milk Producers Federation: dairy cooperatives and policy
- Texas Farm Bureau: state farm organization
- Dairy MAX: dairy promotion in the Southwest
Ask locally: Your state or national dairy organization's communications staff often offer media coaching, and your county AgriLife Extension agent can point you to one.