Navigating “Ag-Gag Laws” Through Marketing & PR

“Ag-gag laws.” It’s a funny term for a serious topic. Officially known as Farm Protection Laws, and formerly known as agroterrorism or ecoterrorism laws, they differ among states but all center around protecting farms from undercover investigations that are typically performed by journalists or animal rights activists. Currently, just seven states (Iowa, Kansas, Missouri, Montana, North Carolina, North Dakota and Utah – because measures have so far failed to pass in numerous other states) have ag-gag laws that guard against intrusion from those who intend to edit, and thereby skew, video footage in order to deceive or mislead the public. The laws also cover drone usage and prevent untrained people from entering the sites, as industrial farms can be dangerous places for those who are unfamiliar – dangerous for the individuals and for the animals.

Predictably, there is a significant divide between the two parties involved. Those wishing to investigate argue that it is their First Amendment right to do so and to expose any wrongdoing, such as animal abuse, by the agricultural operations. Conversely, those who run the industrial farms are concerned about protecting their property from damage or destruction, as well as preserving the delicate balance of the agricultural economy. Both groups, it is important to note, are dedicated to the welfare of the animals involved, with the Dairy Farmers of America releasing a statement in 2015 saying, “When animal abuse is witnessed, it should be immediately reported, not recorded.” They also encourage those who are uneasy to “[work] with the industry to proactively address their concerns.”

Marketing Around Ag-Gag Laws

If you or those you serve are in a state that has an ag-gag law in place, it’s critical to know how to protect the operation and its reputation. We strongly recommend you leverage these marketing techniques to ready yourself or your client in the event that something goes awry:

Be prepared. As a business like any other, you make claims to offer value and a unique selling point to your customers. You must be prepared to back up these claims – they will most certainly be challenged – to ensure that they have solid footing. As an example, eBay states on their website that they are “where the world goes to shop, sell, and give.” By their own account, they have 165 million active buyers in 190 markets and one billion live listings. Substantial support for a substantial claim. Be sure you know what you’re saying as a business and why you’re saying it.

Identify highest- to lowest-risk scenarios. And once you’ve identified them, be prepared for the highest-risk situations. Woodruff Sweitzer has a crisis management program to help you plan for various scenarios. Our plans are uncomplicated, tailored to your business to meet your exact needs and don’t require a hefty budget . One of our programs is quarterly Issues Management. This bite-sized effort helps keep costs contained, and it launches your issues program.

Know your influencers. It’s important to align your business with influencers who have credibility both inside and outside the ag field. They can be powerful allies when ag-gag laws come into play and are perhaps the best way to navigate relationships with adversarial groups.

What You Should Know

Moving forward, it’s imperative that everyone involved, as well as the public, understands the industry stance. While they’ve been demonized by some groups, those who support ag-gag laws are sincerely concerned with the health and safety of the operation, the animals, the people visiting the farm and the food supply. Agricultural operations are dangerous yet delicate places that are absolutely critical to sustain a growing population. Ultimately, misconceptions about the laws’ intentions must be addressed, and the gap between animal rights activists and producers must be bridged through communication of concerns and goals.

Your Agricultural Ally

Woodruff Sweitzer is happy to share our extensive knowledge and expertise in farm protection with you and your clients. Our team is stacked with a range of backgrounds, from public policy to crisis management to on-farm product application and animal health management. We’ll help ensure you’re prepared, aware of and ready to respond to all different scenarios that may arise and that you are able to identify and reach out to industry influencers. Reach out to Woodruff Sweitzer now so you’re ready to handle whatever the future holds for your business or clients.