After more than a decade in television journalism, Ashley Michels is bringing her storytelling experience to the agricultural industry in a new way.
Michels recently joined the U.S. Meat Export Federation as communications director, based at the organization’s headquarters in Denver. While she’s new to the role, she says the opportunity allows her to continue doing what she enjoys most: telling meaningful stories.
“I’m still using my journalistic skills to report on what my coworkers are doing to increase demand for U.S. red meat worldwide,” Michels says. “My coworkers are the ones out there doing the work, and I’m reporting on the successes they’re having all over the world.”
Michels grew up in the suburbs of Chicago and did not come from an agricultural background. She earned her undergraduate degree in English and journalism, along with a minor in international relations, from Northern Illinois University. She later completed a graduate degree in political affairs reporting at University of Illinois Springfield.
Her journalism career began covering state government at the Illinois State Capitol before she moved west in 2014. Michels spent the next 12 years working at a Denver television station, where she served as a general assignment reporter, anchor and host of a weekly political affairs program broadcast throughout Colorado.
Her transition into agricultural communications came through an unexpected connection. While working as a reporter last year, Michels interviewed representatives from USMEF for a story. That initial interaction opened the door to conversations that eventually led to her new role.
“I saw a new opportunity to continue using my skills in a totally different way,” Michels says.
In her first month with USMEF, Michels has already begun producing a variety of communications materials, including video, audio and written reports highlighting the organization’s work to expand global markets for U.S. red meat. One of the most exciting aspects of the job, she says, is collaborating with colleagues across the globe.
“The best part is being able to talk with my coworkers all over the world,” Michels says. “For example, I’m going to be interviewing one of my coworkers tomorrow who lives in South Africa. I just find it fascinating what some of my coworkers are doing around the world.”
As she settles into the role, Michels says she’s eager to deepen her understanding of agriculture and the many moving parts that make the industry function.
“I’m looking forward to getting to know the ag industry more,” she says. “It’s one that is very important to everybody’s lives, but I’m not sure the average person necessarily knows what all goes into it.”
For others interested in agricultural communications, especially those without an agricultural background, Michels says curiosity is key.
“I think the biggest thing is asking why,” Michels says. “Why is it important that we’re talking about something? Why are we doing things the way we are? If people can understand the ‘why,’ that can be a game changer for breaking into the industry.”
