IRRIGATION MYTH BUSTERS
Identifying Game Changing Facts & Building the Case
Mike Wade
California Farm Water Coalition
Public Relations in Agriculture
 “If a young man tells his date how handsome, smart and
successful he is – that’s advertising.
 If the young man tells his date she’s intelligent, looks
lovely, and is a great conversationalist, that’s
marketing.
 If someone else tells the young woman how handsome,
smart and successful her date is – that’s PR.” – S. H.
Simmons
California Water
Overview
 2/3 water in the north
 2/3 of the population is in
the south
 About 1% of the population
has a direct connection to
agriculture
“San Joaquin farmers waste water, study says”
 Agriculture uses 85% of the state’s water
 Crops grown are “surplus” crops
 Farmers are causing surface and groundwater pollution
 Water projects destroy the environment and deliver
water to a few greedy farmers who waste it because it
is cheap
What Does the Audience
Believe?
 “If the public thinks you have a problem, you have a
problem.” - Samra Bufkinss
All content can affect public opinion
 News stories
 Opinion pieces
 Online comments
 Advertising
Exploiting California’s Drought
Preparing Ready-to-Use Facts
 “It takes 20 years to build a reputation and five minutes
to ruin it. If you think about that, you'll do things
differently.” – Warren Buffet
Use Documented Sources
 University Studies
 Government Reports
 Public Opinion Surveys
Getting Out in Front and
Delivering the Message
 “If you don't tell your story, someone else will.” –
Unknown
 Tell the public
 Tell the media
 Tell elected
representatives
 Tell your members
Daily Communication – News Line
 Press Releases
 Credible speakers
 Member Communication
 Social Media – 17,000 +
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Facebook
Twitter
Instagram
Pinterest
Ally Development
Media Tours
Food Blogger Tours
Legislator Tours
Assessment
 “Nobody counts the number of ads you run; they just
remember the impression you make.” – Bill Bernbach,
advertising pioneer and founder of Doyle Dane Bernbach
What have you accomplished?
 Increased news coverage
 Increased web site traffic
 Increase in positive stories
 Changing public opinion
 Increased water supply and reliability
 “Perseverance is not a long race; it is many short races
one after the other.” – Walter Elliott
Questions
www.farmwater.org/inz
www.farmwater.org
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