Roberts

by Owen Roberts who teaches agricultural communications and journalism at the University of Illinois as it appeared in Prairie Farmer magazine.

Americans aren’t feeling the love for the media these days. And while that reality hasn’t much affected farmers until now, going forward might be a different story.

Here’s why. Gallup polls show trust in U.S. media is at a record low. Just when you think it’s bottomed out, it gets worse. (Interestingly, trust in media is at the same low level as trust in Congress.)

That makes things tougher if you’re trying to tell your story through conventional media and balance out anti-agriculture propaganda. Audiences are selective about what they trust in the press. Fortunately, public trust in farmers is still high. But if a key conduit to reach the public like the media is poorly received, that’s a problem.

And the problem echoes beyond America. The international press freedom index, as measured by a global organization called Reporters Without Borders, says the U.S. now stands 55th in the world for press freedom, dropping 10 positions in just one year.

The organization claims a growing interest in partisan media in the U.S. “threatens objectivity,” and laments this situation exists “in a country once known for freedom of expression.”

This can be damaging to U.S. farmers who count on exports. If the news coming out of America can’t be trusted, how can importers make sound decisions about important buying factors such as commodity availability and safety?

But farm media

The same concern can be applied at home. Traditionally, farm media has been at arm’s length from general media criticism. It’s had a strong information, extension and service function, beyond its role in conveying news affecting agriculture.

And although the crystal ball is foggy at the moment, signs of a troubled horizon abound.

For example, through all the trash talk about the media being an enemy of the state, I’ve never explicitly heard any politician exempt farm media. Rather, I’ve often heard pro-agriculture interests, including farm-oriented political figures, publicly thank the media for covering farming.

But sometimes covering farming means exposing prickly topics, presenting perspectives other than the party line and challenging authority.

Consider recent examples, like the exceedingly poor handling of the still-unsettled farm bill, and now, the prospects of widespread tariffs. In both instances, profitability is on the line. Does the freedom to be critical of such measures need to be protected?

Absolutely.

Ag secretary and information

Press freedom promotes profitability, a matter that is influenced in part by operators’ skill in navigating new opportunities and as well as nagging challenges. The 400-plus-member coalition supporting Agriculture Secretary Brooke Rollins’ nomination get it. Members beseeched her to provide leadership at USDA to advocate for a new farm bill and a declining agricultural economy. Now there’s a challenge.

To succeed and be trusted, Rollins must champion the free flow of information to farmers about these issues and others. Media freedom promotes transparency, and transparency is key for trust. Farmers need unfettered information to make good decisions, and to help measure success.

Taking a position on freedom of the press specifically for farmers is new ground for an agriculture secretary. But going forward, it’s ground that can’t be relinquished.