These days, farming and ag-related businesses are facing more challenges than ever before—drought, flooding, unpredictable weather, fluctuating markets and changing rules around resource use. These issues don’t just affect crops—they impact supply chains, operating costs, and business relationships. Smart ag companies can leverage public relations (PR) to stay strong, keep their reputations intact, and show the world they’re part of the solution.
Here’s how:
Communicate Early and Often
When weather hits hard, people want to know what’s going on. Whether it’s your customers, partners, employees, or the local community, staying silent during a crisis can create confusion and damage trust. A solid PR strategy makes sure the right people hear the right message—clearly and quickly. That builds confidence in your leadership, even when conditions are tough.
Show You’re Taking Action
More and more, people want to support companies that care. If your business is doing good work—like improving soil health, planting cover crops, or cutting emissions—PR helps you tell that story in a way people can understand and connect with. It’s not about bragging; it’s about showing you’re committed to long-term solutions.
Be Honest During Setbacks
Sometimes, weather problems mean you can’t meet a production goal, deliver on time, or operate as usual. That’s a tough spot to be in—but good PR helps you explain what happened, what you’re doing about it, and what people can expect next. A well-thought-out message helps protect your reputation and keep your relationships strong, even when things don’t go perfectly.
Share Your Expertise
Ag companies that are dealing with climate challenges every day have valuable insights. PR helps you share your expertise—through interviews, industry articles, videos, and speaking opportunities. That positions your company as a leader and can attract partners, funders, and talent.
Stay Connected to the Community
Rural and ag-based communities often rely on ag companies, and those companies rely on them too. Strong PR keeps the lines of communication open, shows you care, and helps build support for programs or changes that may come down the line. It can also highlight the good work you’re doing close to home.
Driscoll’s: A Case Study
Driscoll’s, a leading berry producer, offers a strong example of how PR can help ag companies manage climate-related challenges. During California’s drought (2020–2023), Driscoll’s provided clear, early updates about expected berry shortages and shared the steps they were taking to conserve water—like using drip irrigation and AI moisture sensors. This openness helped maintain trust.
They also shared how they were switching to drought-tolerant berry varieties and working with nonprofits on regenerative agriculture, reinforcing their commitment to sustainability.
Their leaders spoke at conferences about climate adaptation, while local campaigns thanked farmworkers and invested in air-quality efforts during wildfire seasons. These efforts showed that Driscoll’s didn’t just react to crisis—they communicated with care, acted with transparency, and stayed closely connected to the people who rely on them.
Let’s Talk About What Your Company Needs
At 1903 Public Relations, we help ag businesses navigate uncertainty, strengthen their message, and build trust that lasts. Whether you’re adapting to climate challenges or planning for the future, we’ll help you stay grounded and grow stronger.
