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From the Ranch to the Newsroom: How Agricultural PR is Changing the Story of American Farming
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From the Ranch to the Newsroom: How Agricultural PR is Changing the Story of American Farming

Podcast: Brandinc PR Podcast | Guest: Carson Horn, APR | Episode Theme: Agricultural Communications, Ethical PR, Niche Industry Storytelling

What Does It Take to Change the Narrative Around American Farming?

For most people, public relations brings to mind celebrity brands, tech startups, or Fortune 500 companies. But what about the farmers, producers, and agricultural businesses that feed the country? Who’s telling their story — and how?

In this episode of the Brandinc PR Podcast, host Dr. Brandi Sims sits down with Carson Horn, APR, VP and Director of Public Relations at The Communications Group in Arkansas, to explore one of the most underrepresented and critically important areas in strategic communications: agricultural PR.

Who Is Carson Horn, APR?

Carson Horn didn’t start in a corner office. He grew up on a cattle ranch and row-crop farm in Yukon, Oklahoma — and that origin story is exactly what makes his work so powerful.

Today, Carson is:

  • VP & Director of PR at The Communications Group (Arkansas)
  • Creator of the WIN: Women in Industry Podcast, featuring 74+ women in agriculture
  • Developer of the PRESS POWER System, an executive media training program
  • Author of the nationally recognized Ag Marketing Trends Report (5th edition)
  • 2026 PRSA Arkansas Ethics Officer

His approach to communications isn’t about spin — it’s about truth-telling done strategically.

Key Takeaways from the Episode

1. Agricultural PR Is About Value, Not Commodity

One of the biggest shifts in modern ag communications is moving away from commodity messaging — price per bushel, yield per acre — and toward value-driven storytelling that connects consumers with the real people and practices behind their food.

Carson’s Field to Film series for Arkansas soybean producers is a prime example: using farmer and researcher voices to help everyday consumers understand the environmental and economic impact of soybeans in America.

2. Non-Traditional Tactics Can Have Massive Impact

When most PR pros are pitching press releases, Carson was pitching something entirely different: a public art mural to commemorate the Arkansas soybean industry’s centennial. He secured a national grant to make it happen.

The lesson? Sometimes the most powerful story isn’t in a press release. It’s on a wall.

3. Digital-First Is Now the Standard — But Most Ag Communicators Are Still Behind

According to Carson, over 85% of agriculture PR firms have shifted to digital-first approaches, with growing emphasis on authentic, sustainability-focused storytelling that proves environmental stewardship rather than just promising it. The gap between those leading the shift and those still catching up is widening — and it matters.

4. The Biggest Media Training Mistake Executives Make

Carson’s PRESS POWER System was built to fix one of the most common — and costly — errors executives make: losing authenticity the moment a camera turns on. Understanding how to communicate under pressure, with clarity and credibility, is a skill set that separates effective leaders from forgettable ones.

5. Ethical PR Is Non-Negotiable

As PRSA Arkansas’s 2026 Ethics Officer, Carson speaks directly to the growing ethical threats facing the communications industry. In an era of misinformation, AI-generated content, and reputational risk, ethical storytelling isn’t just the right thing to do — it’s a competitive advantage.

Why Agricultural PR Matters Now More Than Ever

Consumers are increasingly skeptical about food production, corporate agriculture, and sustainability claims. Meanwhile, farmers and producers are working harder than ever to prove their environmental stewardship and community value.

Strategic agricultural communicators like Carson Horn are at the center of that tension — building bridges between rural producers and urban consumers, and making sure the full, honest story gets told.

For PR Professionals Breaking Into Niche Industries

Whether it’s agriculture, government, B2B, or another specialized sector, Carson’s advice for communicators looking to break into niche storytelling is clear: stop thinking like a generalist. The mindset shift required to succeed in niche PR isn’t about learning industry jargon — it’s about developing genuine respect and curiosity for the people whose stories you’re telling.

Listen to the Full Episode

🎙 Brandinc PR Podcast— From the Ranch to the Newsroom: How Agricultural PR is Changing the Story of American Farming

Available on:

  • Spotify
  • Apple Podcasts
  • YouTube @BrandincPR

Connect with Carson Horn and The Communications Group, and find the WIN: Women in Industry Podcast wherever you stream.

About the Brandinc PR Podcast

Hosted by Dr. Brandi Sims, Ph.D., MBA — Founder & CEO of Brandinc PR, Forbes contributor, and PRSA Entertainment & Sports Section Chair — the Brandinc PR Podcast delivers bold, strategic conversations for communicators, founders, and brand builders ready to level up their visibility and impact.

New episodes drop weekly. Follow, rate, and review to stay in the loop.

 

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