Making Known-Strategic Communication and the Association of Agri-Food Journalists of Spain (APAE) have presented the first report on the state of agri-food journalism and communication in Spain. The document concludes that the sector needs to make a decisive commitment to communication to reduce the social disconnect between the rural and urban worlds.
According to the report, mainstream media do not reflect the reality of the primary sector in a balanced way. Negative news has greater visibility, which distorts social perceptions of the agri-food industry and undermines the daily efforts of thousands of agricultural professionals.
Furthermore, the study warns of the “communicative inbreeding” that characterizes part of the sector, as many of the messages broadcast are directed solely at internal audiences, excluding society at large. This limitation reduces the social impact of an activity that is key to the country’s economy, sustainability, and food sovereignty.
The research also highlights the untapped potential of social media and digital environments, and the need to generate more engaging, emotional narratives adapted to the language of public opinion.
At ANAFRIC, we agree on the importance of strengthening professional communication so that citizens understand, value, and respect the work of the agri-food sector as a whole.
This first report included the participation of more than 100 communication professionals and will be published periodically to serve as a guide for companies, institutions, and media outlets interested in contributing to a better connection between agriculture and society.
