Need for change trumpeted at NICE: farm bill task force proposes actions to reserve farm-income downward spiral

Rural Cooperatives, Sept-Oct, 2001 by Dan Campbell

Miller stressed than an informed member is a more loyal member, and that about the last thing CHS would ever do is eliminate its member magazine ("Partners"), its primary tool for communicating with 350,000 producer-members. While Miller said he foresees a big role for the Internet in cooperative communications programs, he stressed that "it is not even close" to being a replacement for print communications with members.

Miller said he feels the farm media will usually try to help you tell your story if you are open and honest with them. Most communications, he added, should be framed for readers who will be thinking: "how does this impact me."

CHS has maintained a strong communications program in large part, Miller said, because it staffs the office with communications professionals, and does not use it as "a dumping ground for people who can't do real jobs."