• About
  • Board of Directors
  • CAHRC Staff
• News Room
• Publications
  • Newsletter
  • Research
  • Statistics
• Projects
  • Association Compendium
  • Going Global
  • Labour Market Information
  • Learning Program Inventory
  • Ornamental Occupational Standards
  • On-Farm Occupations
  • New Markets & Future Skills
  • Communications & Outreach
• Get Agricultured Video
• Events
• Careers/Training
• Links
• Contact

Communications and Outreach

Project Dates: August 2008 – February 2011

The Canadian Agricultural Human Resource Council (CAHRC) is responsible for generating greater awareness and understanding of agriculture’s most pressing human resource issues – and the projects the Council is undertaking to address these challenges.

This is no small task. There are close to 230,000 farms across Canada and more than 325,000 farm operators, of which many are self employed. In addition, there are numerous national and provincial agriculture associations representing a wide range of commodities, including: cattle, poultry, swine and other animal; grains, oilseeds and other crops; fruits and vegetables; landscape, greenhouse and floriculture products; aquaculture; and many other traditional and non-traditional products.

To best inform and communicate with such a diverse group of farm operators and their employees, as well as government and educational stakeholders, and youth considering a career in agriculture, the Council needs to be strategic and build partnerships. When it was first established in 2006, CAHRC developed a number of communications products, including a corporate brochure and pamphlet, website, and newsletter. The Council also undertook a number of communications activities to promote these products, including strategic stakeholder and government mailings, presentations, and media outreach.

The Canadian Agricultural Human Resource Council will reach a number of key milestones over the next year. It will be starting new projects in September 2008: new markets and future skills in agriculture; and identifying on-farm occupations. It will also be completing its first four projects: inventory database of learning programs in November 2008; agriculture career focus program in March 2009; recruitment and retention labour market information in May 2009; and the occupational standards and learning tools for the ornamental sector in October 2009. Stakeholders of the Council will need to be informed of these milestones, including the results of completed projects and the planned activities of new projects.

The Council’s Communications and Outreach project seeks to expand communications and awareness-raising efforts by CAHRC to build networks and partnerships with organizations, associations, and individuals with an interest in agriculture human resource issues and solutions.

Project Elements

The project will begin with a comprehensive analysis of the Council’s initial communications and media relations strategy to identify successful products and activities, and to establish new ways to inform CAHRC stakeholders about the Council’s mission and initiatives. The results of the analysis will be used to develop a three-year communications and outreach strategy.

The Council’s communications and outreach strategy will guide the planning and implementation of one national and four regional human resource forums to engage industry stakeholders in the Council’s activities and to showcase the products and services developed by CAHRC. It will also direct the day-to-day communications and media relations activities of the Council, including maintaining an interactive website and promoting key milestones achieved through the Council’s projects.

Expected Results

The Communications and Outreach project will result in best practices for awareness raising and membership building. It will improve the Council’s present communications and outreach tools, including the CAHRC website, seasonal Field Notes newsletter, and information kit. It will also identify new ways to reach primary agriculture stakeholders and youth considering their future career paths.

Over the short term, this project will establish a model for planning and implementing future annual national CAHRC fora and workshops to increase the profile of agriculture’s human resource issues and solutions. It will also lay the foundation for the Council to build its membership and tailor its messages and future projects over the longer term, to ensure that all Canadian agriculture stakeholders reap the benefits of CAHRC’s activities.