A Practical Framework for Telling Your Story Using Strategic Communications Tools
(Room 23 BC)
11 Apr 26
9:00 AM
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10:15 AM
In an increasingly competitive local and global coffee landscape, fragmented markets, increased competition, and changing consumer expectations have made communications a core business skill rather than a marketing add-on. Many farmers, roasters and café operators possess compelling missions and exceptional products, yet struggle to articulate them in ways that resonate with target audiences. In such a crowded market, how can you differentiate your brand from the coffee next door?
This session will present a practical framework for developing a clear strategic communications plan rooted in established public-relations principles that will lead to business growth and success. Attendees will learn how to identify their core message, define priority audiences, and create a simple, actionable public relations plan that supports business goals — whether selling green coffee, building wholesale partnerships, or inspiring customer loyalty. The session will include real-world examples, templates, and repeatable tools designed to help coffee professionals confidently communicate their value in a crowded market without promotional bias.
This practical approach is designed for producers, roasters, café owners, and other small and medium-sized coffee businesses seeking to strengthen their market position through clear and consistent messaging.