Solar graziers are increasingly becoming the public storytellers of agrivoltaics, often serving as the visible and trusted faces of the solar sites they manage. Yet stepping into this role means navigating the sometimes tricky balance between effective self-promotion and the communication standards set by solar company clients. To help graziers manage this learning curve, corporate communications expert Julia Poska (Clearway Energy) presented on managing public communications as a solar grazing operation. She shared essential dos and don’ts for posting online, guidelines for selecting impactful images and videos, and practical advice for participating in public events such as ribbon cuttings and community meetings. This workshop teaches graziers to tell compelling stories while staying aligned with client expectations.

What Should Solar Graziers Post on Social Media?
Content should focus on you, your expertise, and your sheep — people connect with authentic stories and day-to-day farm life. Strong content categories include your background and business story, daily operations, educational “did you know?” posts about solar grazing, technical insights on vegetation and soil health, and simple sheep photos or videos. If a client posts about your work, resharing is appropriate, but never name sites or clients without permission.

What Are the Rules for Media Engagement?
If a reporter contacts you about a specific project, refer them to your client’s communications team. For general coverage about your business or solar grazing, you can speak independently, but still avoid naming clients and never invite media onto a site without corporate approval. Always assume conversations are on the record and request to review quotes attributed to you before publication.

How Should Graziers Approach Public Events and Speaking Opportunities?
Farmers’ voices carry significant weight in rural communities, and participating in open houses, ribbon cuttings, or policy discussions can benefit the entire industry. At the same time, you are not obligated to accept requests that fall outside your contract scope; maintaining professional boundaries is key.

What Are the Top Takeaways?
Educate; many people still don’t know solar grazing exists. Keep it personal; your story and your animals resonate most. And when in doubt, ask; your client’s communications team can help navigate sensitive situations. Finally, remember that employees and subcontractors represent your business as well, so ensure they understand and follow the same guidelines.