YDLI 9 Day 2 Recap: Developing Communication Skills and Learning about Consumer Perceptions

A big part of YDLI Phase 1 is always the communications training session, this year lead by David Pelzer and Michele Ruby from DMI. The group worked on crafting their core stories that communicate the values of why they choose to be a part of the dairy community and what their role is, and then the focus shifted to communicating key messages and handing difficult questions from the public. Several class members were put in the hot seat and took the stage to answer questions from a "reporter" on camera in front of their peers. It is said that the greatest opportunity for personal growth occurs when you step outside your comfort zone, and this was certainly achieved for many on Friday morning!

YDLIers got the morning started by crafting some fun "dairy bumper stickers" using a variety of cards they had to choose from.

Mark Chamberlain, OH, takes the mic to practice telling his story.

Michael Johnson, MN

After lunch, Jamie Vander Molen from DMI presented a session on developing your personal brand and using a variety of social media channels to tell dairy's story to consumers. Participants were able to split into a few breakout sessions to focus more closely on areas they were interested in, including getting started with Facebook, Twitter, blogging and Instagram, how to grow your audience to increase your social media presence and  how to answer difficult questions online.

After the classroom session, YDLIers had a chance to put their newly learned skills to use in the field, doing consumer interviews on the Arizona State University campus. Working in small teams, the group had the chance to have conversations with over 200 people, from students to university professors, learning more about their perceptions about how food is produced in this country, how they believe animals are cared for by farmers, and more. An eye opening experience, it helped to reinforce the importance of having these conversations and really connecting with the public who consumes the food that our industry produces.

The evening closed with dinner and an inspiring keynote presentation by Laura Daniels, whose message revolved around telling your own story from the heart, and how those personal stories are the connection between the dairy community and consumers, and science-based facts should only play a very small role in that story.

Laura Daniels, YDLI Advisory Committee member and keynote speaker

The Holstein Foundation would like to thank the organizations who sponsored today's program:

• "Leadership Communications Training," by David Pelzer, Michele Ruby and Jamie Vander Molen, sponsored by Dairy Management, Inc.
• Lunch sponsored by Dean Foods
• Dinner and Keynote by Laura Daniels, sponsored by Land O'Lakes Foundation

Check back on our blog daily to keep up with YDLI Class 9's Phase 1 experience, or if you are on Facebook or Twitter, follow along with #ydli9! Learn more about YDLI or sign up to be on the mailing list for YDLI Class 10 applications at the Holstein Foundation web site!