Effectively communicating about agricultural practices is very important, especially when discussing water use. People’s perceptions are shaped not only by what they hear, but also by who delivers the message. For example, farmers can bring first-hand expertise, while conservation organizations may shape attitudes through environmental stewardship experience. I was fortunate to be part of a research team which examined the importance of this “source credibility". Our findings indicate that public support depends on perceiving messengers as knowledgeable and trustworthy. By understanding how different audiences interpret water use information, the agricultural industry can help build and maintain positive relationships and broad-based support for sustainable practices.

Key Findings
Positive Perceptions: Most respondents viewed agriculture’s water use favorably, believing producers carefully steward resources and support wildlife habitats.
Willingness to Pay More: Many indicated they would accept higher food prices if it ensured water conservation and responsible environmental practices.
Source Credibility Counts: Participants exposed to a farmer spokesperson rated agriculture’s impact on open space and wildlife higher, while those hearing from a conservation group were more inclined to believe negative effects might occur.
Practical Recommendations
Tailored Messaging: Shape communications around the spokesperson’s expertise. Farmers resonate on issues of production, while conservation groups excel at highlighting environmental benefits.
Strategic Partnerships: Collaborate with aligned organizations to broaden reach. Seek out partners who offer complementary expertise for maximum credibility.
Audience Awareness: Recognize that demographics, personal experience, and political ideology can affect how a message is received. Testing different messengers can reveal what resonates best with specific audiences.
This research highlights the importance of clear, credible communication from sources that audiences trust. As agriculture continues to advance sustainable water strategies, strategic outreach—paired with the right messenger—can impact, and hopefully improve, public understanding and support. Please be sure to share your insights using the comments below. I've also provided the full manuscript if you would like to read more.
Lamm, A. J., Owens, C. T., Telg, R. W., Lamm, K. W. (2016). Influence of source credibility on agricultural water use communication. Journal of Applied Communications, 100(3). https://doi.org/10.4148/1051-0834.1235
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