BY: A A RO N A L E JA N D RO T E X A S F FA F O U N DAT I O N E X E C U T I V E D I R E C T O R
SPEAK UP AND DON’T STINK
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exas is blessed with three vital, and renewable, resources: youth, agriculture, and leadership. Agricultural science education, and the Texas FFA, combine all three to field incredible young leaders today who will become dynamic influencers in the future. Our Texas FFA members are using STEM (science, technology, engineering, and mathematics) to solve real-world problems. I really enjoy promoting our students, teachers, sponsors, and stakeholders. I am a full-time advocate. In this issue of Growing Our Future, we are taking a deeper dive into the topic of advocacy, so let’s look at the difference in marketing and public relations when it comes to sharing our Texas FFA story. Let’s start with some simple strategies for effective advocacy. BE READY TO SHARE Know what you want to say, why you want to say it, and what supporting information you have that validates your perspective. THEY ARE LOOKING AT YOU
son. Be clear, concise, nice, factual, approachable, and transparent. You may be the only expert in farming, ranching, or food production they have ever met. Make a great impression. BE POSITIVE…RESPOND Some people will be encouraging, others will be negative. Thank those that encourage and be prepared to stay positive in the trenches with those that are negative. Remember when challenged you have the choice to react or respond.
personal brand and agricultural brand focused on what you are hoping to assimilate and steer clear of discussions that take you outside your brand. Stay with the facts, experiences, and best practices that make your testimony powerful and convincing. It is important we know the difference between our marketing and public relations strategies.
Public Relations: The professional maintenance of a favorable public image by a company, other organization, or famous Here’s an example to better un- person. derstand the appropriate response. If you go to the doctor Marketing: The action or busiand she gives you medicine and ness of promoting and selling then reports your body is reac- products or services, including ting to the meds … this usually market research and adverticonsidered not good. You want sing. your body to respond to the meds. We want to appropriately The main difference? Marketing respond to negative forces. is focused on promoting and selling a specific product, wheBe confident and stand firm in the truth. Stay focused and positive on what you know and are “WE HAVE A prepared to share. Stick to your talking points. Remain passionaBRAND IN FFA te and smile. STAY IN YOUR LANE AND PROTECT YOUR BRAND
When you interact with the pu- So many issues in today’s cultublic, you are the face of the Texas re/news are tied to social conFFA or agriculture for that per- cerns. Be diligent to keep your
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THAT COMMANDS RESPECT, INVOKES EXCELLENCE, AND ENCOURAGES OPPORTUNITY."
