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Communications Tools for Farms

Many farms rely on brochures, newsletters, social media or farm websites to create and maintain a good relationship with their business partners. It's not as difficult or as expensive as you might think, and it's a simple way to let landlords and potential landlords know who you are and how you operate.

When Kerry Knuth saw an ad for rental land in the local newspaper last year, he sent the advertiser a brochure touting his farm's business and agronomic practices. "He called us back right away," says Knuth, who grows corn and soybeans near Mead, Neb. "At least we got his attention."

Knuth put the brochure together in 2008 and has used it offer potential landlords a quick insight into the Knuths business philosophy and how they farm.

"We want to be prepared and be ready to farm for potential landowners who might like what we're doing," he says.

The Wachtel family, Altamont, Ill., publishes a full-color, multi-page newsletter to keep everyone on top of what's happening at their operation. It's mailed to all landowners, lenders, vendors, salesmen, equipment dealers – even their accountant. "We send it to the people who help us make management decisions," says Todd Wachtel, who farms with family members Calvin, Gary and Ken.

The newsletter includes family photos, crop updates, and explanations of how and why new technology is used on the farm. It often includes 'soft' news like anniversaries or births. Many articles talk openly about grain prices, input prices and outlook for profit. The newsletter is mailed five times a year and has become so popular some landlords put them in three-ring binders on coffee tables and show them off to visitors.

"We spend at least 10 to 12 hours putting each issue together," says Todd. "It's a lot of work, but we think it's pretty important, and they like receiving it."

Today communication is more direct and simple than ever before. Most farmers use smart phone text or email to talk with business partners, such as bankers, suppliers and landlords.

Many farms now have their own websites where they can explain what they do, share values and introduce themselves to potential landlords and farm managers. Ken McCauley, who farms 4,500 acres with son Brad in Northeast Kansas, has a website (Mccauley.com) that offers seasonal photos of crops and equipment, family values and history, contact information and a link to local market prices.

"Communicating is huge, and all these tools help you do that," says Ken. "Communicating with landlords and getting them to feel more connected to us and their farm is how you keep that relationship going into the future."

More and more farmers – including McCauley - are using social media such as Facebook (Facebook.com) to connect with key stakeholders.

"The website does get a lot of people's attention, but we're actually using Facebook as a way to communicate a lot of information and pictures right now, or just chatting with landlords," says Ken.

Social media sites like MySpace.com or Facebook.com are free and do not require any outside assistance to set up. Facebook allows you to build a 'friend' list that you can organize any way you want. You can communicate with words, pictures or videos, and easily make changes.