Shifting paddocks: the evolution of agricultural communication strategies

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Agricultural communication is evolving—fast. Rural research organisations are moving beyond one-way messaging to embrace co-designed, place-based strategies that engage producers as partners. We explore how agricultural comms is shifting, what role geography and connectivity still play, and how to create meaningful, on-farm impact. 

Coretext has worked at the intersection of research, extension, and communication in Australian agriculture for more than 20 years. In that time, we’ve helped tell the stories behind practice change, policy reform, drought resilience, genetics breakthroughs, and everything in between. 

What’s clear now is that agricultural communication isn’t just changing—it’s maturing. And with that maturity comes a more strategic, nuanced approach that respects producers’ time, complexity, and local context. 

From messaging to meaningful engagement 

We’re seeing a shift from top-down information delivery toward producer-led engagement. In the past, agricultural communications often focused on distilling key messages and pushing them out—via newsletters, fact sheets, or field day handouts. 

Today, it’s not enough to ‘raise awareness’. Growers want—and deserve—communication that helps them evaluate trade-offs, ask hard questions, and see how research findings apply on their own patch. That means moving beyond broadcast tactics and embracing two-way channels: facilitated workshops, peer-to-peer case studies, tailored decision-support tools. 

It also means shifting our role as communicators. We’re not just message designers—we’re bridge builders between research, extension, and lived experience. 

Producers as partners, not just audiences 

Growers and pastoralists are among the most technically savvy and operationally focused audiences you can work with. They’ve seen countless campaigns come and go—and can spot generic messaging a mile away. 

That's why the most effective agricultural communication now involves producers as co-designers. Whether we’re developing a case study series on rotational grazing or designing tools to support carbon measurement, involving landholders from the start leads to stronger uptake, deeper trust, and far better relevance. 

This co-creation extends to format, tone, and delivery. 

Geography still matters—so does connectivity 

Despite the digital transformation sweeping agriculture, we ignore infrastructure challenges at our peril. Many producers operate in low-bandwidth environments, or in areas where mobile service drops out just when you need it most. 

We’ve seen success when clients blend high-tech and low-tech approaches. Examples include: 

• SMS alerts about trials or training in areas with low smartphone penetration 

• Podcasts or YouTube content paired with printed summaries 

• QR codes on product packaging linking to usage guidelines, safety protocols and video demonstrations (with offline options)  

It's not just about access—it's about trust. A comms strategy that assumes universal digital readiness risks alienating the very people it’s meant to support. 

The rise of embedded storytelling 

Increasingly, we’re seeing a move toward communication that feels embedded within industry culture. Instead of separate campaigns, we’re helping clients weave communication into extension programs, NRM projects, training delivery, and product support. 

This integration makes communication feel less like an add-on—and more like part of doing good business, good research, and good stewardship. It also helps manage comms fatigue, which is becoming real in regions where multiple agencies are vying for attention on overlapping topics. 

What’s next? 

We’re seeing strong demand for regional communication strategies that are flexible, place-based and genuinely responsive. We’re also seeing a growing appetite for communications professionals who can work across formats and communities—people who understand research but also know how to write for a roadside billboard or a community Facebook page. 

Want support designing agricultural communication strategies that work in the real world?  Our team specialises in helping rural research agencies create producer-focused communication that’s practical, credible and grounded in place.

 Email us to learn more.