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Adrian Bell, founder of Agro Mavens, is the 2021 Agricultural PR Writer of the Year.
Awarded by the British Guild of Agricultural Journalists, the UK’s only professional organisation for agricultural and rural media, the new accolade recognises excellence in PR writing.
“Writing for PR is a different skill from journalism,” says Amy Jackson, founder of sponsor Oxtale. “It has to be newsworthy and engaging for the journalist. But it must also deliver a PR message that hopes to change understanding or behaviour in the target audience.
“Sometimes in PR, we can lose sight of one aspect for the sake of the other. This is why I – and I hope others – will welcome hearing what journalists and editors really value, and celebrating those agricultural PR practitioners who do the job well, balancing the needs of the media against those of their client.”
Adrian’s winning entry was a feature article written for Agro Mavens client Levity Crop Science. Appearing in the July 2021 issue of Potato Review, the article examined the importance of boron for successful bulking-up and tuber development in the potato crop. Adrian then sought to inform growers of the benefits accruing from correct use of boron, through the application of ‘Damu’, a ‘smart’ fertiliser developed by Levity.
Rather than blind readers with science, Adrian approached the issue using clear and understandable terms. As a result, his article caught the judges’ attention.
“This was a great piece of writing. Science made simple,” they commented.
Adrian received his award from Henry Dimbleby, author of the National Food Strategy. Mr Dimbleby was the speaker at the BGAJ’s Harvest Lunch, its flagship annual event.