Tell it like it is

In this episode, Fiona chats to guest Steph Rogers - founder of The Social Farmhouse and co-founder of The Ag Edit - about the evolving role of social media in agricultural communications. Steph shares how rural brands can move beyond treating social media as a noticeboard, why authentic storytelling matters, and how in-person community-building is helping agricultural marketers feel less isolated. A couple of key points covered: Social media is part of a wider communications strategy; agricultural brands are not only competing with each other, but with everything else online. A strong strategy should combine organic social, paid media, email marketing, press, events, and other touchpoints.

In this episode of The MacVet Podcast, Fiona speaks with veterinary communication expert Roeland Wessels about what makes veterinary care truly meaningful: not just clinical skill, but connection, trust and the ability to communicate well with the people behind the animals. Some key take home messages: Communication is a core clinical skill: why listening, asking better questions and understanding human behaviour are essential parts of successful veterinary practice.

In this episode of The MacVet Podcast, Fiona welcomes back Sarah Tomlinson, Lead Veterinary Science Expert with AHDB, for a wide-ranging conversation about bovine TB, farmer support, veterinary communication and the importance of sharing science and evidence in ways that are practical, accessible and compassionate. Sarah reflects on changes at home and at work since appeaaring in Season 1; in her role with AHDB, she currently works across ruminant health, welfare and disease, while continuing to play an influential role in conversations around bovine TB. Takehome messages: Clear, evidence-based communication is essential Sarah explains the importance of tailoring messages for different audiences — from farmers and vets to government and industry bodies — while keeping the science simple, accurate and useful.

In this episode, Fiona chats with Donal Murphy, Deputy CEO and Head of International and Regulatory Affairs at the National Office of Animal Health (NOAH). NOAH is the trade organisation representing the UK animal health industry, and in this conversation, Donal shares a detailed look at how veterinary medicines are developed, regulated, monitored, and supplied. Donal, who spent his early career working in veterinary practice, provides details on the scale and structure of the UK and European animal health sectors, the responsibilities of regulators and manufacturers, the importance of pharmacovigilance, environmental considerations around parasiticides, and the challenges involved in maintaining reliable medicine and vaccine supply chains. Key take outs: Veterinary medicines are highly regulated: products must meet strict standards for safety, quality, and efficacy before they are authorised, with extensive data submitted to regulators such as the Veterinary Medicines Directorate (VMD).

We've all heard of the common saying 'practise makes perfect'. In this episode, clinical vet James Farrell explains how he likes to relate perseverance in developing skills in small animal practice to the experience of replacing a prolapsed uterus in a recently calved cow! Now a managing clinical director at Woodcroft Vets, a companion animal practice in Greater Manchester, James shares his journey since graduation with fellow Royal Veterinary College graduate, Fiona. Having gained a solid foundation working in mixed practice, he chose to specialise in small animal surgery and recently competed Masters level training in Counselling and Psychotherapy, regularly supporting bereaved family members at a local hospice. He reflects on how early experiences in mixed practice and PDSA work shaped his confidence, surgical ability, resilience, and practical approach to problem-solving. He also explains how counselling training deepened his self-awareness and strengthened skills such as empathy, reflective listening, and giving people time to process difficult experiences. James also discusses the emotional demands of veterinary work, particularly around complaints, end-of-life care and supporting teams under pressure. Highlights shared in this conversation: Communication is a core clinical skill — listening, curiosity, empathy and reflection can transform interactions with clients, colleagues and teams. Supportive leadership matters — making time for hands-on mentoring, peer discussion and psychological safety helps people learn and cope with pressure. Self-compassion is essential — veterinary work is emotionally demanding, so it's important to develop a strong support network, which of course can include our pets.