In an era of remote work, endless video calls and shrinking budgets, getting out into the field can feel like a luxury few can justify—particularly in communications, where digital tools have become the norm.
Emily Harrington however, understands the irreplaceable value of being on the ground. As Communications Manager for the Tropical North Queensland Drought Resilience Adoption and Innovation Hub, she’s seen how trust in regional and rural communities is built not through email campaigns or social media posts, but through face-to-face conversations, shared experiences and a deep understanding of the people.
1. What’s something you’ve only come to understand about your audience through being out in the field?
I’ll be honest – I have an advantage. I was raised on a sheep and cattle station in North West Queensland so I’ve grown up around graziers. I’ve worked and processed livestock, been to the field days and local shows and still spend time as an adult helping out on the family property whenever I can.
Because of this, I’ve picked up on some of the nuances of working in agriculture and living rurally.
But in the scheme of things, I know very little around agriculture! Ask me how to grow a banana or the best time to plant wheat, and you’ll get a blank stare from me.
My point is – no one farmer, primary producer, grazier or land manager is the same, even within the same industry. It’s easy to lump people together because they grow bananas or run cattle, but the way they respond to our messages varies significantly. We need to recognise and respect that diversity in how we communicate.
2. How has face-to-face engagement with producers shaped the way you communicate or develop messaging?
I’m always humbled when I meet producers and farmers. These are the people feeding and clothing our country and the world. They are the caretakers of the land, the original innovators and our future depends on them.
I’m reminded that simplicity is key, and their time is extremely precious. That means stripping out the corporate jargon and focusing on clear, meaningful communications that respects their knowledge and priorities.
It’s fundamentally important to recognise that it takes building trusted, long-term relationships to truly be successful in our communication goals. By forming real connections directly with producers, we gain a deeper understanding of who we’re speaking to and, just as importantly, how they prefer to be spoken to.
3. What do you think comms professionals risk getting wrong when they stay behind a desk?
We risk getting comfortable. We stop growing. We get complacent. We all have our routine we like to stick to – waking up at the same time, driving the same route to work, checking emails, drinking coffee, sitting in meetings, office chitchat. But that is not the day of a producer. A ‘normal’ day for a producer doesn’t exist. Their day could include servicing machinery, fixing fences, managing weeds and pests, doing bookwork, supervising staff or all of the above before lunchtime!
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Our messages risk becoming meaningless and drowned out in all of that chaos. We lose touch with the real world and perspective on who we are trying to reach. We forget that these are real people with real challenges and real stories. We miss out on building those trusted relationships that make communications effective and meaningful.
And sometimes we can also make the mistake of something as simple as getting the terminology wrong! In a world where AI is everywhere – are we talking about Artificial Intelligence or Artificial Insemination? Two very different things that could undermine our credibility.
4. Can you share a time when a direct conversation in the field changed your approach to a project or campaign?
“Does it matter where the funding came from?” That’s a comment I’ve heard multiple times from different people in the field—and it really stuck with me.
Before stepping into my current role, I hadn’t fully appreciated how complicated funding acknowledgments can be. You often see something like: “This project is supported by X government, funded by Y organisation as part of Z agricultural program, and delivered by partners A and B.” But… this might be controversial; at the end of the day, do producers really care where the money comes from? Most of the time, no. They care about what the project means for them and the outcomes it delivers.
Don’t get me wrong, acknowledging funding partners is very important, and often part of contractual branding requirements. But it’s important to get the balance right when developing campaign materials. If we plaster long-winded funding statements across videos, websites and flyers, we risk losing our audience’s attention before they even get to the actual message.
Another conversation that shaped my thinking was with a producer who mentioned the ongoing struggle with poor connectivity and an unreliable internet provider. It raised a critical point for me to reflect on – how can we rely solely on digital media in the ‘digital age’ to reach our audience if many can’t even get online? Or don’t have the time to get online?
That’s why I now put more emphasis on highlighting the impact and outcomes clearly and simply, and I make sure those messages are shared across a variety of formats. Because in some sectors, traditional media still holds power. The humble printed flyer or local newspaper ad might actually reach more people than a social media post.
5. What are some of the barriers that prevent comms teams from spending more time in the field, and how do you navigate them?
The most obvious barriers are the cost of travel and the time it takes away from other priorities – especially if you are delivering a project across an entire state and it takes a day to even get to the site! It also comes down to whether your boss supports you travelling. Communicators are pulled in so many different directions and our time is precious, but the benefits of being out in the field almost always outweigh those costs.
As communicators, we already have a solid understanding of what our organisation is doing – we’re the ones telling its story. That makes us a real asset when we’re on the ground. We can see the bigger picture and often bring a perspective or insight that might not have occurred to others on the team. When we are out there, we’re not just doing one thing, we’re collecting content, building relationships, deepening our project knowledge and picking up on the intricacies like language and terminology (hello again, AI).
People also tend to open up more in their own environment. So, if I’m trying to tell the story of how producer is using technology, it’s always going to be better to talk to them in person, where they are comfortable and more likely to open up and have an honest, meaningful conversation. That way I’m getting what I need in one go and saving everyone’s time, rather than long email chains or online meeting after meeting.
6. How do you approach fieldwork in a way that builds trust with the people you’re engaging?
To me, it’s about respect, curiosity, giving back and understanding that relationships are at the heart of agriculture. Building trust takes time – we are dealing with families and businesses that have been operating anywhere from a few years to over a century often on the same land, passed down through generations. They’ve seen plenty of people like you and me come and go.
Before even setting foot on someone’s property it’s important to listen, be present and genuinely ‘show up’ while you are in the process of building that relationship. Take the time to understand who you’re talking to, the community and recognise that no two places or people are the same.
When you do actually get onto a property, it’s about being respectful of everything around you – the land, the buildings, the roads and equipment. Don’t go trampling crops, kicking up dust and always be mindful of animals. Most importantly – shut the gate the same way it was when you opened it! This is someone’s personal and business life being completely intertwined.
Take the time to have real conversations and show genuine interest, don’t just rock up with a list of questions and a checklist. I can guarantee the gold you are chasing will come from that casual chat in the shed.
I also like to bring something with me – whether that’s a loaf of bread, a newspaper or their mail. If I’m asking for a favour and taking up someone’s unpaid time for something my organisation needs, the least I can do is offer something in return. And I love sharing the videos or photos we take, it’s often from a perspective they usually don’t get to see of themselves or their work.
Ultimately, it’s about being human first and professional second, recognising we are all different and we all want meaningful relationships, because nothing replaces the impact of showing up.
By prioritising real-world connection over convenience, Emily’s work highlights a truth often overlooked in digital-first environments: meaningful engagement begins with showing up. And as communicators adapt to shifting expectations and evolving tools, staying grounded in human connection remains one of the most powerful strategies of all.
Adrianne Saplagio is a Content Producer at Comms Room, where she combines her passion for storytelling with her expertise in multimedia content creation. With a keen eye for detail and a knack for engaging audiences, Adrianne has been instrumental in crafting compelling narratives that resonate across various digital platforms.
