Statesman Program Builds Better Wheat Leaders
By Tracy Sayler, Communications Specialist; Minnesota Assn. of Wheat Growers & Minnesota Wheat Council
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Prairie Grains is the
official publication of
the Minnesota
Association of
Wheat Growers,
North Dakota Grain
Growers Association,
South Dakota Wheat,
Inc., and the
Minnesota Barley
Growers Association.
The Statesman Program, which has trained many growers in wheat-producing states the past few years, is sponsored by the National Association of Wheat Growers (NAWG) and American Cyanamid.
Grower participants in the 1994 Statesman Program from Minnesota included Bruce Hamnes, Stephen; Steve Blilie, Wolverton; Earl Riopelle, Argyle; Ron Anderson, Hallock; Don Loeslie, Warren; and Lyle Christianson, Halstad.
The Statesman Program was led by Dennis Little, regional sales trainer for American Cyanamid's agricultural division; Laurie Richards, president of Richards Associates, a professional development and public relations firm; and Bruce Knight, NAWG's director of government affairs.
Following are key elements of the Statesman Program; it's information that may help you become a more effective communicator and wheat industry leader.
DEALING WITH THE MEDIA
Some day, particularly if you become an organizational leader, you may be interviewed by the media. A media interview can be exciting, and an opportunity to educate. But it is more than a casual exchange of information, says Richards, a former Public Broadcasting correspondent. "It is a performance that demands preparation, insight, and foresight."
She says that when talking to non-ag media, your message may have to be carefully tailored to avoid controversy yet meet the need for news of a reporter and his or her audience.
The ag media are usually friendlier and more educated on issues you may find yourself addressing. Still, there may be times when the ag media wants to know more than you are willing to tell; they too can ask tough, pointed questions.
Here are tips from Richards in dealing with the media, primarily in more rigorous issues-oriented interviews:
DO -- Relax, maintain self-control, and be yourself. Give a conclusion first, then the rationale. State most important facts first. Add personal anecdotes, but stay on the subject matter. If you don't know, say so. Be honest; You don't have to tell a reporter everything but be honest about what you do tell. Make sure the reporter understands what you said. Respect media deadlines.
DON'T -- Call or write the media when you're angry about a story, or expect to see only your side of the story. Don't speak off the record, say "no comment" (Better: "I'm not at liberty to discuss that"), or tell a reporter about a previous story in another publication. Avoid technical jargon, yes and no answers, exaggeration, defensiveness, and negative comments.
Ask for a few moments to collect your thoughts if you are not prepared. If a reporter steers a question into subject matter you don't wish to answer or don't know, direct the interview back to what you want to discuss.
Speak in shorter sentences and adhere to two or three points in a broadcast interview. Turn negative questions into positive replies and give an immediate one-sentence reply to a question that's not true.
You have the right to request a change or say no to a TV interview in what might be an unsuitable location, such as with a drained wetland or pesticide containers in the background. Also, in the event you feel unpresentable (If interviewed outside about a controversial issue, a sweaty appearance from the hot sun can make you appear less trustworthy, says Richards).
What if one of those magazine shows that thrives on controversy calls? "Let someone else do them, particularly if you have a dent in your armor," says Richards. "Often, it's decided beforehand what slant they want. You can't win unless they want you to win."
CITIZEN LOBBYING UNIQUE TO THE U.S.
"In Brazil and other countries, only the very wealthy are positioned to influence the political process. Citizens being able to affect the process is unique to the United States," says Knight, who worked for lawmakers in both the House and Senate before joining the NAWG.
Having a strategy or solution in mind, knowing the position of supporters and opponents, and timing are key factors in influencing legislation, he says.
The NAWG strives to be quick in offering legislative direction. "We want to be the one that provides the yardstick Congress measures something."
Knight says lobbying is nothing more than persuasion, and in lobbying there are four categories of people to persuade: Supporters, opponents, the undecided, and the uncaring.
"The best group to try to influence are the undecided. They will either become supporters or opponents," says Knight. "Second are supporters. Never take them for granted, and don't assume a lawmaker will support or oppose a bill.
"As far as opponents, never ignore them; maintain respect for them. An ardent opponent may be your supporter on another issue.
"In dealing with the uncaring, you have to make them care. For instance, a lawmaker may not care about the ag budget until you start talking about the food and nutrition side of things," says Knight.
If enough lawmaker support is tallied to provide a majority that will approve or defeat targeted legislation, a lobbyist's job is complete- temporarily.
"After a law passes there's administration, and we can make or break a piece of legislation by how the rules are implemented," says Knight.
TIPS IN WRITING A LEGISLATOR
Personal letters (hand written or typed) from constituents are welcomed by state and federal lawmakers, and can be extremely effective in influencing legislation. Indeed, yours might be the only letter written on a particular issue. To communicate effectively in a letter, keep the following points in mind:
* Address the lawmaker properly and be sure to spell names correctly. Your letter should be neat, legible, courteous, reasonable, brief and to the point.
* There are three parts to a letter:
- An introduction, where you state why you are writing and reference your occupation and where you're from.
- The main body, where you give a brief rationale for your request or position. Here, give facts, figures, or examples to support your position.
- The closing, where you request specific action and a reply, followed by a "thank you" for consideration of your position. Include your address and sign your name legibly.
* Refer to a bill by name and number if possible. Write early if you have ideas about an issue you would like to see incorporated or addressed in a bill. Communicate while legislation is being considered in committees and subcommittees, as well as when it is on the House and Senate floors.
* Find out the committees and subcommittees on which a lawmaker you want to write to serves. The lawmaker will have more influence there.
* Address only one issue in each letter (no "laundry lists") and try to keep the length to one page.
* Fill-in-the blank form letters or mass mailings of the same letter are discouraged. And don't become a pen pal; testimony from seemingly tireless letterwriting constituents may soon become disregarded.
* Don't include comments such as "...as a citizen and a taxpayer," or "...I hope this gets by your secretary." Don't apologize for taking his or her time. Don't be vague, threatening, misleading, or dishonest about your position.
* Remember to send a thank-you letter if a legislator works on behalf of an issue you support. If a particular legislative staff member has been helpful to you, say so in a letter.
* If you don't know the address of a state or federal lawmaker, contact the MAWG office at 1-800-242-6118. Staff members will be glad to help.