Cran Career Spotlight: Ag Journalism and Communications
Sharing the story of agriculture takes more than writing skills—it takes curiosity, storytelling ability, and a deep understanding of the industry. In this Cran Career Spotlight, we meet an Agricultural Journalism and Communications professional. This career combines writing, media production, public relations, and digital communication to share accurate and engaging stories about agriculture. From creating articles and social media content to developing marketing campaigns and reporting on industry trends, these professionals help connect farmers, businesses, and consumers through clear and compelling communication.
For rural communities, agricultural journalists and communicators play an important role in building awareness and understanding of where food comes from and how it is produced. In the cranberry industry, they help highlight the people, practices, and innovation behind cranberry farming while sharing its impact on local economies and Wisconsin agriculture. Their work strengthens trust between producers and the public, supports agricultural education, and ensures that the stories of rural communities are seen and heard far beyond the farm.
Overview:
Agricultural journalists and communicators tell the stories of agriculture through written articles, podcasts, social media, photography, and multimedia content. Their audiences range from farmers and ranchers to ag industry professionals and even non-ag readers who want to better understand where their food comes from and how agriculture affects their lives.
What responsibilities will I have:
Plan and produce content for web, print, podcast, and social media platforms that reports on current trends in agriculture.
Write and edit feature stories, news briefs, and special reports.
Research and verify facts, statistics, and expert quotes for accuracy and relevance.
Host or produce podcasts covering agricultural topics, interviews, and field updates.
Engage and grow audiences through social media channels like Instagram, Facebook, YouTube, LinkedIn, and X (formerly Twitter).
Build relationships with sources, industry leaders, and stakeholders to develop timely and credible stories.
Assist with the editorial calendar by pitching content ideas and helping plan long-term story themes.
Copy-fit and proofread stories for grammar, tone, and accuracy.
Capture and edit photos and short videos for digital storytelling.
Help design page layouts for print or digital publications, including newsletters and magazines
Topics Agricultural Journalists May Cover
Breaking agriculture news
Market reports and trends
Pathogen outbreaks and food safety
Ag-related fairs, expos, and events
Innovations in seed, equipment, chemistry, and farm practices
Weather impacts and seasonal outlooks
Labor issues and workforce development
Government regulations and policy
Education, scholarships, and training opportunities
Environmental stewardship and sustainability
What education and training is required:
A bachelor’s degree in communication, journalism or agriculture communications. Strong computer and Microsoft Office (Outlook, Excel, Word, PowerPoint) skills. Photography and basic video skills are a plus.
Helpful High School courses include:
Agricultural Education
English and Writing
Speech and Public Speaking
Journalism or Yearbook
Computer and Multimedia courses
Where Can I Work?
Agricultural trade publications (print and digital)
Newspapers and local news stations with ag beats
Commodity organizations and farm bureaus
Marketing or PR departments of ag companies
Extension services or land-grant universities
Ag-based podcasts or YouTube channels
Nonprofits and advocacy groups focused on food, farming, and sustainability
Whether you're writing for a national magazine, scripting podcast episodes, or managing content calendars for an ag brand’s social media this career blends storytelling, agriculture, and technology in exciting ways
