On May 17, 2024, the representative of the Rural Support Service of Latvia (RSS), Kristīne Ilgaža, presented information about strategic communication activities in RSS at the conference of directors of EU Paying Agencies - "How to speak so that farmers want to listen".

Presentation explained how farmers' opinion about the work of RSS is ascertained (research, evaluations in the Electronic Application System, usability tests, etc.), how the various target groups of RSS are analyzed in order to find the most suitable channels and methods for communication activities. It was explained more in details about the diverse possibilities of social networks and their importance in shaping the opinion of influential forces, the implementation of artificial intelligence in communication activities, as well as the use of classic methods, such as face-to-face consultations and others. It was recognized that successful communication is based on a balance between innovative and classic methods, determining the most appropriate for each target group.

Before the conference, the European Commission conducted a study, also surveying paying agencies, about what role communication plays in the work of agencies and what are the most commonly used methods.