External communication was defined by participants as communication with consumers, buyers, people outside the agricultural industry, and persons advocating for agriculture. John expressed the importance of advocating for agriculture, “We’re the ones who are going to be in the focus, in the spotlight as the next generation of farmers and ranchers.” Dan said that he would like to have the skills to “find my voice…get other people motivated… find a way to persuade other people to take a second look at agriculture.” Bart impressed upon the group the importance of involving the younger generation in agriculture, “The more kids we can get into agricultural education in high school, the better chance we have of keeping them in the industry when they go to college.”