About Agricultural Relations Council (ARC) – The Agricultural Relations Council is dedicated to serving the unique needs of public relations professionals working in agriculture, food, fiber and other related industries. Through the Harvesting Knowledge series, ARC aims to share with members new ideas, offer problem-solving discussions, and be a conduit for collaboration among members, who share a passion for excellence in public relations.


Honing Your Media Training Skills

Wednesday, January 10, 2024
12:30 P.M. ET

Daren Williams
Senior Vice President | Public Relations & Reputation Management, Curious Plot

The webinar will feature media training tips for media trainers from longtime ARC member Daren Williams. Daren began media training clients in the throes of crisis in the late ’90s during his time at FleishmanHillard in Kansas City.

For several years at FH he led a monthly session at the Pioneer Hi-Bred Carver Center media training researchers to talk about the safety of biotech crops and other issues. He went on to lead spokesperson development for the National Cattlemen’s Beef Association, training farmers, ranchers, chefs, dietitians, medical doctors, scientists and other subject matter experts on behalf of the beef checkoff.

Daren will share his tips for conducting effective media training for food and ag spokespeople, regardless of their skill level or lack of experience!

Daren Williams has more than 35 years’ experience as a strategic communications counselor in food, agriculture, health care, consumer products and financial services. He has worked with and for the national commodity boards representing almonds, beef, dairy and pork; farmers’ cooperatives including Dairy Farmers of America, Farmland Industries, Welch’s and Ocean Spray; and technology providers such as BASF, Monsanto and DuPont Pioneer, now Corteva.

Early in his career, he represented food and agriculture trade associations in the nation’s capital. He began his career as a staff member on Senator Bob Dole’s 1988 presidential campaign.

Casey helps set top-level strategy for social media and content marketing, ensuring that social media is on-trend and tracking against business goals. He brings a collaborative, analytical mindset to our Engagement Group and regularly supports our Experience Group with audience analysis and segmentation. In his 9 years at Swanson Russell, Casey has helped establish the social media practice at the agency, becoming a national thought leader in B2B social media and content marketing. He was a featured speaker at the Social Media Strategies Summit in New York City and has led many presentations and discussions for industry and trade groups such as the Turf &
Ornamental Communicators Association (TOCA), Agriculture Media Summit and the United States Strategic Command.