Estate Matters Episode 5: Nicola Janus-Harris - Why reputation management is essential for rural estates

Estate owners and farmers have positive stories to tell about the work they do and should be more confident in telling them, says solicitor Nicola Janus-Harris in the latest episode of KOR Communication’s podcast, Estate Matters.

Nicola, Head of Agriculture and Rural Estates at Trowers & Hamlins, tells podcast host Anna Byles that there is still a lack of understanding by the public about the work of farmers and estate owners. But she says those who make the effort to improve their communications can reap the rewards.

“The most successful clients are the ones who are telling their story – getting people engaged,” Nicola says.

She highlights the value of social media to keep communities and stakeholders informed of what estates are doing and emphasises the importance of professional PR agencies to help build and then maintain a positive image for clients.

Discussing “reputational capital” with Anna, KOR Communications’ rural affairs specialist and a former BBC journalist, Nicola says it is never too soon for estates to start telling their positive stories.

She explains she has seen things go “horrifically wrong” for one or two clients when plans they proposed prompted negative social media campaigns.  She says she quickly realised clients needed to take control of the narrative to counter misinformation.

“I hadn’t appreciated the role of public relations in these projects and then seeing what can go wrong – now I can see the value of it.  It would now be a part of my initial conversation with clients,” she tells Anna.

Nicola, who grew up in East Devon and always had a passion for farming and the countryside, tells the podcast it was the natural choice for her to specialise in agriculture and rural estates when she completed her law training.

She says farming and estate management face major challenges as a result of climate change, uncertainty over rural policies and the continuing impact of Brexit.  But she said there were enormous opportunities too, in the emerging market in natural capital and producing top quality food.

She says: “People are going to have to make their businesses more commercial, more efficient, or they will lose them.”  But, as the podcast explains, engaging professional support, both from legal experts and communications specialists, can make a big difference when estates are planning new projects that will impact on their communities – and they should not be shy of promoting the good work they do. Nicola says:

“If you have that bank of goodwill there when you engage with the local community and they see you’ve given something back to them or the rural community, that’s really appreciated.”