Grains Research and development corporation

CHALLENGE

To continually communicate research and development outcomes to Australian grain growers ensuring farmers adopt research and technology advances in grain production, flowing from the Grains Research Development Corporation’s extensive research and development.

DATA

The GRDC is a leading national rural research development and extension organisation managing large portfolios of research projects across Australia. A lot has changed in Australian grain properties in 20 years. During that time, the GRDC’s investment in farming practices, plant varieties, and new products has helped to position Australia’s growers as the best in the world. Moreover, the Australian agriculture industry has received the highest and fastest level of productivity growth in the past 15 years.

INSIGHT

Australian farmers recognise that without a united approach and shared resourcing, research development and technological advances are less likely. Australian farmers contribute heavily to the Australian economy through exports, hence the strong need to maintain leading practices and utilise latest technologies. Through a shared vision and pooled resources, farmers are able to reap the rewards based on ongoing scientific validation and commitment to growth.

APPROACH

To facilitate the consultation process, regional communicators work with the GRDC scientists and technical experts to prepare extension articles for Australian industry, rural, regional and metropolitan media outlets. We have been the lead communicator for the southern region covering South Australia, Victoria, Tasmania and southern NSW since 2003. Our ongoing work continues to involve researching, writing and distributing nearly 200 media products on grain research each year which includes coordinating a team of writers and photographers across four states. We develop specific content and support material for Groundcover, the GRDC’s flagship publication distributed to over 50,000 readers and lead a national campaign to create stronger understanding of the benefits delivered by the industry’s investment in research and development.

SUCCESS

Links with rural media across Australia, the ability to deliver media-friendly material before deadline and strong experience in farm extension communications and the Australian grain industry allowed Porter Novelli Melbourne to generate coverage and increase grower awareness about the technology and management practices that increase productivity and profitability.