Gillian sits down with Cathy McHugh, Communications Manager at Livestock SA, for a deep dive into why agriculture is so bad at telling its own story — and what to do about it.

📖 Cath's Career Path — from stenographer to the Adelaide Crows, SAFM, Channel 10, and seven years as unit publicist on McLeod's Daughters, before landing in ag comms

🐎 The McLeod's Daughters Effect — how one TV show changed the gender balance on Australian cattle stations, and why representation matters more than the industry gives it credit for

🔍 Losing the SEO War — why animal activist groups have dominated online search results on agriculture for years, and why investing in communications isn't optional anymore

🤝 Working With (Not Against) Rural Media — why farmers need to stop expecting favours from journalists jus ...