Lisa Lochridge

Lisa Lochridge serves as director of the Public Affairs Division, managing FFVA’s communication with its members and the media on topics ranging from food safety to immigration reform. Specializing in media relations and crisis communication, Lochridge came to FFVA in 2006 after serving as vice president of CBR Public Relations in Orlando. Prior to that, she was a veteran journalist, holding numerous local news editor positions at the Orlando Sentinel for 21 years. A Florida native, Lochridge holds a bachelor’s degree in journalism and a master’s degree in communication from the University of Central Florida.

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“Be careful what you say.” “Think before you speak.” My mom gave me that advice more than once. It’s true in conversation, but it’s also true when we’re telling the story of Florida agriculture.

The Agriculture Institute of Florida recently partnered with the PIE Center on an important foundational piece of research for our industry. The Ag Institute is a group of communications professionals from all industry sectors and all regions of the state. We asked the PIE Center to study how consumers perceive some commonly used ag-related words, phrases and images. Four focus groups in two urban areas were conducted. Participants were asked to share their perceptions of certain terms, phrases and images. A few findings were predictable, but some were surprising. Participants reacted negatively to phrases that we tend to think are highly positive.

Responses showed that today’s consumers are more skeptical than we might think. Chalk it up to information overload, perhaps. For example, three of the four focus groups showed distrust of the phrase “food safety.” Really? How can one of the most positive things we do cause distrust?

Another example: We often talk about best management practices in discussing how farmers and ranchers preserve their lands and conserve natural resources. But the study participants didn’t think much of the term. Said one: “ ‘Best management practices’ doesn’t always mean what it says.”

The point is that research to help us communicate about agriculture is just as important as research into new varieties or new tools to combat plant pests and diseases. We assume words have certain meanings among an audience, whether it’s consumers, policymakers, our customers or our members. But it’s better to have research on which to base messages and communication strategies than going on a gut feeling of what sounds right.

The Ag Institute and PIE Center are discussing where we go from here and how to refine this research. Both groups are very excited about what we’ve learned so far and how this can help all of us talk about the importance of Florida agriculture.

Read a summary of the research here, and let us know what you think.