PASCO — Washington and Oregon Young Farmers and Ranchers will hone their social media skills during an upcoming “communications boot camp” in Pasco.

The event, Jan. 3-5, is for any 18- to 35-year-olds involved in farming, ranching and agriculture businesses. Registration is $25.

The agenda includes an “intense” day of training and a half-day tour of Washington ranch Lone Crow Ranch, which has stores in Loon Lake and Richland, said Kady Porterfield, Washington Young Farmers and Ranchers chair and president of the Kittitas County Farm Bureau.

“The biggest need is the ability to craft authentic, relatable and compelling stories about agriculture to bridge the gap between producers and consumers,” Porterfield said. “Younger farmers and ranchers need to focus on building trust, using modern communication platforms effectively, and addressing misconceptions about agriculture with transparency and accuracy.”

Participants will learn how to develop their “elevator pitches” effectively and prepare to talk to legislators at the Capitol. They’ll also enhance their marketing and social media skills from experts such as Jennifer Mengarelli and “Apple Girl” Kait Thornton. Thornton also will be keynote speaker during the Northwest Ag Show Jan. 15-17 in Salem.

Biggest mistakes younger farmers and ranchers can make with social media include:

• Overposting or sharing irrelevant content, leading to disengagement.

• Ignoring negative comments or responding poorly, which can escalate issues.

• Failing to fact-check information, potentially spreading misinformation.

“Consistency, professionalism, and staying true to their agricultural values are key to building a strong online presence,” Porterfield said.

Farmers should recognize that social media is a powerful tool for connecting with younger audiences and shaping public perceptions of agriculture, Porterfield said.

“Authenticity and transparency are key in building trust with consumers,” she said. “Supporting younger generations in their communication efforts can amplify their message and ensure that agricultural values are preserved and shared effectively across generations.”

This is the first time the event will be held. Porterfield hopes for 35 to 45 participants, a mix of active members and prospective participants, with room for more. The event will be held annually, with Oregon and Washington Young Farmers and Ranchers taking turns hosting.

The American Farm Bureau Federation Young Farmers & Ranchers program aims to develop young Farm Bureau members to strengthen their leadership and ensure effective Farm Bureaus.