SCHEDULE

Keynote

Grit. Growth. Gratitude. Leading with Heart in Ag Media Grand DE
Humanity is your superpower! That’s because agricultural communicators don’t just tell stories—they shape the narrative of an industry and way of life important to people here at home and around the world. In today’s environment of skepticism, speed and artificial intelligence, how you show up matters more than ever. Ag Media Summit 2026 kicks off with energy and impact as Aaron takes you on an entertaining and informative deep dive into the leadership mindset behind impactful communication: leading with positivity, welcoming different perspectives, and showing up with empathy and humility. Using real-world insights and relatable examples, Aaron explores how a “people-first” approach strengthens your connection with farmer audiences and differentiates your voice in a crowded, tech-driven landscape. The takeaway is simple but powerful: your humanity is your superpower! When you lead with heart, you don’t just inform—you influence, inspire, and build relationships that last!
featuring Aaron Putze

Newsmaker Panel: Fields, Farms & Financial Stability: What’s Really at Stake for American Agriculture Grand DE
Every great story starts with a source. This panel brings three of them — live, unfiltered, and ready to talk. Three working farmers who grow soybeans and raise pork and beef go on the record to connect farm gate to dinner plate. Together, they’ll talk trade, markets, freedom to operate, and the real economic impact reshaping agriculture. Updated in real time with the industry’s most pressing developments, this is the session that sets the agenda. Come for the news. Leave with the story.
featuring Kyle Durham, United Soybean Board; Maddie Hokanson, CFO, Schafer Farms; Jackie Bowman Ponder, National Pork Producers Council 

BREAKOUT: The Future of Leadership: Empathy, Agility, and Impact Grand F
Is your team in need of a boost? Are your teammates devoting precious energy to what’s urgent rather than what’s important? Have outcomes taken a back seat to busyness? Set a new course by peering through the other end of the telescope! In this highly interactive team workshop, kickstart your journey to better by harnessing the importance of focusing, prioritizing, trusting, measuring and delivering a message that resonates. You’ll receive proven strategies for boosting team culture and outcomes that create fans, customer loyalty and employee retention!
featuring Aaron Putze

Writing That Cuts Through the Noise Grand H
Today, we’re inundated with noise and drowned in stimulation. The result is an environment where distractions abound – and consequently, our writing suffers. In this session, we’ll dive into best practices for nourishing creativity, thinking critically, and editing for impact to ultimately answer the question: In 2026 are we sacrificing artistry and inspiration for efficiency and technology?
featuring Betty Haynes, Midwestern Lens

SEO Is Dead. Long Live Search Visibility. Grand B
Search has fractured — and the old SEO playbook isn’t enough anymore. This session breaks down the shift from traditional search engine optimization (SEO) to a broader search visibility strategy that includes generative engine optimization (GEO) and answer engine optimization (AEO). You’ll learn how AI tools like ChatGPT and Google AI Overviews are changing where and how your ag audiences find information — and what that means for the content you create. Walk away with a practical framework for building topical authority, earning attention and keeping your brand visible no matter where the search happens.
featuring Laura Baumhover, Senior Digital Experience Strategist · Lessing-Flynn

Blurred Lines: Balancing Sponsored Content and Editorial Trust Grand C
As the lines between advertising, branded content, and journalism continue to evolve, maintaining audience trust has never been more important. This panel brings together agency leaders, editors, media sales professionals, and communications strategists to discuss how today’s teams navigate the intersection of paid, earned, and owned media. Panelists will share real-world perspectives on sponsored content, newsroom collaboration, client expectations, transparency, and protecting credibility while balancing revenue opportunities in a rapidly changing media landscape.
featuring Jenn Norrie, Alltech; Katie Dehlinger, Progressive Farmer; Leah Mindemann, Farm Journal. moderator Marty Wolske, Successful Farming/People Inc.

From Farm to Screen: Serving Ag Content through Video Grand G
This session will focus on content creation in the field… literally. Techniques for capturing photos, video, and audio in active agricultural environments will be discussed, with a focus on getting the most out of your budget and existing equipment, while creating content that is flexible, reusable, and engaging.
featuring Dr. Austin Moore, Associate Professor of Agricultural Communication · Abraham Baldwin Agricultural College

Editing for Impact: What to Cut, Keep, and Clarify Grand H
Great farm content starts with great editing. In this interactive, one-hour workshop, you’ll learn practical techniques to transform good articles into must-read content that resonates with busy farmers. We’ll dissect real lead paragraphs together—analyzing what works, what doesn’t, and how small changes create big impact. You’ll discover why the first 50 words determine whether readers stay or click away, and how to apply timeless principles from Strunk and White’s The Elements of Style to agricultural writing. Through live editing exercises, group discussion, and Q&A, you’ll walk away with actionable strategies to strengthen every article you touch. Whether you’re editing your own work or someone else’s, this session will sharpen your editorial eye and help you create content farmers actually want to read.
featuring Mike Wilson, Senior Executive Editor, Farm Progress Co.

Your Content Doesn’t Matter…If You Don’t Know Your Audience Grand B
Farmers don’t follow a single, linear path to purchase…and they shouldn’t be treated like they do. Different operations, roles, and mindsets approach decisions in very different ways. Yet many marketing strategies still assume one “farmer journey,” leading to content that misses the mark. In this session, you’ll learn how to build a more effective, audience-first approach to content and marketing. We’ll explore how different segments of farmers research and make decisions, what content influences them at key moments, and how to move beyond one-size-fits-all strategies. You’ll walk away with actionable ways to: Segment your audience more effectively Align content to real decision points by segment Use engagement as a signal of intent Connect marketing activity to sales outcomes.
featuring Mike Sabatino, Brush Art

Next-Level Thought Leadership for Building Influence and Industry Authority Grand C
Thought leadership is no longer just about publishing content from the C-suite—it’s about shaping industry conversations, building trust, and creating measurable influence in an increasingly complex communications landscape. As audience expectations, media channels, and emerging technologies continue to evolve, communicators must move beyond content creation to develop sophisticated strategies that position their organizations as credible, authoritative voices.

Attendees will gain peer-to-peer insights from experienced communicators. Panelists will share lessons learned from building thought leadership programs that drive engagement, strengthen reputation, and support business goals. They will explore how leading organizations are adapting their approaches, leveraging new platforms, navigating changing media dynamics, and determining what truly moves the needle. Hear real-world examples for elevating thought leadership efforts and sustaining influence in a rapidly changing environment.
featuring Lori Hallowell, Bader Rutter; Mandy Johnson, Dairy MAX; Caitlin Speckhals, Pivot Bio; Amy Jensen, Padilla

AI for Ag Work: Augment Your Writing, Editing and Research Grand F
Many of us are familiar with artificial intelligence, but how do we get the most out of its capabilities while keeping our human insight front and center? This workshop will dive into the brass tacks of using AI to support writing, editing, and research — helping you reclaim the time you need for critical thinking and creativity. When you leave this session you’ll have proven prompts, an understanding of which AI tools work best for different tasks, and a look at the workflows you can use to deploy AI in the right way.
featuring Loren King, Digital Marketing Supervisor: AI + Insights · MorganMyers

Carving Creative Content: The Process of Lean, Efficient Video Editing Grand G
Video editing can be both empoweringly creative and mind-numbingly tedious. This session will focus on an efficient process for video editing with discussion of process, tools, and techniques. Participants will learn to organize their chaos and set their creativity free as they create content that is more professional in less time.
featuring Austin Moore, Associate Professor of Agricultural Communication · Abraham Baldwin Agricultural College

Leading the Conversation Before Others Define It Grand C
In today’s consumer-driven environment, agriculture can no longer assume consumers understand how food and farming work. As misinformation, confusion, and emotionally driven narratives increasingly shape public perception around food production, animal care, sustainability, and farming practices, agricultural communicators must be proactive, transparent, and intentional in how they share agriculture’s story. This session will explore how agriculture can better connect with consumers through authentic storytelling, education, community engagement, and credible voices. Attendees will hear practical approaches for addressing misconceptions, communicating complex topics in relatable ways, and creating conversations that build understanding rather than division. Designed for communicators, marketers, advocates, and students, this session will provide actionable strategies for strengthening trust and communicating modern agriculture with clarity, confidence, and authenticity in an evolving communications landscape.
featuring Kylee Deniz, Dr. Alexis Main, Wendy Brannen

Deep Dive Into Photoshop Efficiency Grand B
Agricultural storytelling depends on strong visuals and robust workflows—yet many communicators are self-taught and struggle to create efficient Photoshop processes. Join Khara Plicanic for a look beyond basic Photoshop tools and discover practical, real-world techniques you can implement immediately to work faster, smarter, and create polished graphics that perform across print, digital, and social media platforms.
featuring Khara Plicanic

Intermediate Canva: Media Mastery Grand F
Master high-speed workflows in this hands-on workshop using Magic Switch resizing, AI tools, and collaborative Whiteboards. You’ll dive into dynamic video editing with dedicated time for practice to ensure these new skills stick. Every participant leaves with a digital resource kit to keep their agricultural narratives moving long after the session.
featuring Manuel Herrera

Monday Night Mingle Park View

Open to all AMS attendees. Join us for an evening of networking, conversation, and connection with agricultural communicators from across the country. Whether you’re reconnecting with longtime friends or making new professional connections, the Monday Night Mingle is the perfect opportunity to unwind, share ideas, and enjoy great company after a full day of learning. Cash bar available.

Beyond Trends: How John Deere Uses TikTok to Build Relevance, Reach, and Trust Grand G
Trends come and go, but relevance is built, not chased. In this session, John Deere’s social media content lead walks through the ways the brand uses TikTok as a long-term storytelling tool. You’ll see how Deere balances humor and heart with brand integrity, how TikTok fits into a broader social ecosystem, and how this strategy translates to measurable brand impact. Designed for journalists, PR teams, agribusiness marketers, and creators, this session offers practical frameworks, real-world examples, and clear takeaways for anyone navigating the fast-changing world of digital storytelling.
featuring Matt Carroll

Reaching Sources in an Interview-Averse World Grand B
As trust in media shifts and organizations grow increasingly cautious, securing meaningful interviews and authentic perspectives has become more challenging than ever. Veteran agricultural journalist Sara Wyant shares practical strategies for building credibility, navigating gatekeepers, and cultivating long-term source relationships in today’s communications climate. Drawing from decades of investigative reporting and coverage of major farm and food policy debates, Wyant will offer insights on asking better questions, earning trust, and uncovering stories that matter — even when sources are reluctant to talk. Perfect for journalists, communicators, and media professionals looking to strengthen reporting in a more guarded world.
featuring Sara Wyant

Viral, Visible, Vulnerable: Navigating Crisis in Real Time Grand F
A single post or incident can escalate into a crisis within minutes. This session explores best practices for crisis communications training, building a strong crisis plan, and managing viral moments in real time through social media monitoring and strategic response. Attendees will learn how to determine when to respond — and when not to — while aligning legal, communications, and leadership teams under pressure. Designed for associations, brands, and agencies, this session offers practical strategies for protecting reputation and maintaining trust when the stakes are high.
featuring Faith Peppers

From Pocket to Publish: Smartphone Photography & Video That Stands Out Grand C
Agricultural communicators are often expected to create content anytime, anywhere. Learn how to leverage your smartphone to capture compelling stories through photos and video without sacrificing quality. From framing and lighting to audio and editing, this session will provide the tools and techniques needed to create engaging content that builds trust, drives engagement, and delivers results.
featuring Kandi Bradford, Angie Wyatt

How to Effectively Reach a Broad Audience Grand C
Effective content goes beyond the who, what, when, where and why that once was drilled into communicators. Content that resonates today – and returns the engagement numbers that meet your goals – sinks deeply into a reader’s heart. How to do that across agricultural segments and socio-economic boundaries while traversing varied geographies in a way that brings more people into the conversation is the focus of this session.
featuring Derek Mulhern, Cultivating Change, Rita Courtwright, University of Arkansas, and Ryan Locke, MANRRS

Deep Dive Into Photoshop Efficiency Grand F
Agricultural storytelling depends on strong visuals and robust workflows—yet many communicators are self-taught and struggle to create efficient Photoshop processes. Join Khara Plicanic for a look beyond basic Photoshop tools and discover practical, real-world techniques you can implement immediately to work faster, smarter, and create polished graphics that perform across print, digital, and social media platforms.
featuring Khara Plicanic

Intermediate Canva: Media Mastery Grand G
Master high-speed workflows in this hands-on workshop using Magic Switch resizing, AI tools, and collaborative Whiteboards. You’ll dive into dynamic video editing with dedicated time for practice to ensure these new skills stick. Every participant leaves with a digital resource kit to keep their agricultural narratives moving long after the session.
featuring Manuel Herrera

How to Exercise Freedom of the Press Grand B
This presentation will walk the audience through the life cycle of a public records request, beginning with conceptualizing what to ask for, and from which agencies; crafting the right wording of your request; negotiating the scope of your request, if needed; challenging hefty fee impositions; and other strategies for dealing with delay or noncompliance. If you want some more FOIA tips and tricks, war (and success!) stories, and even other creative options for how to get useful records outside of the public records context, this session is for you.
featuring Gunita Singh, Reporter’s Committee for Freedom of the Press

Vibes Set the Direction. Data Drives the Bus: How A/B Testing Turns Instinct Into Impact Grand C
You’ve got the instincts. Now get the proof. This session breaks down how to A/B test your way to smarter ag marketing and covers practical testing strategies, including Metas’ newest AI ad tools, Instagram Trial Reels so every content decision you make is backed by real data.
featuring Hailey Gilbreath

Work Smarter, Not Harder: Leveraging Content Across Channels Grand F
You’re being asked to do more with every story – across print, digital, social, audio and video channels – often with the same limited time and resources. In this workshop, you’ll learn how to choose the right channels for the story, shape interviews and source material with reuse in mind and customize content to optimize channel performance. We’ll cover real-world examples, simple planning tools and practical ways AI can act as a helpful sidekick while your audience insight, editorial judgment and storytelling instincts stay in the driver’s seat.
featuring Mary Gordon

Sketch Your Thinking Grand G
Visual thinking is the shortcut to high-impact marketing and social media strategy. This workshop uses simple sketching to storyboard campaigns, map out communication plans, and bridge the gap between a raw idea and a viral hook. By making your thinking visible, you’ll discover strategic connections and creative possibilities that standard text-based planning often misses.
featuring Manuel Herrera