Paulsen looks to build trust between businesses, rural communities
SIOUX FALLS, SD (Feb. 26, 2026) - Frustrations between rural communities and business developers have escalated in recent years to the point that it has reshaped policy and challenged the long-term prospects for growth in many parts of rural America.
Paulsen, a marketing agency specializing in energy and agriculture, today released a guide to engaging with rural communities - backed by a review of available research and the company’s own expertise in ag and rural issues - to foster positive conversations and real benefits for rural areas and the energy businesses looking to build there.
“This is not just a NIMBY problem. This is not just a business development problem. Everyone needs to stop, take a breath and refocus on shared opportunities,” Paulsen President and CEO Marcus Squier said. “Business development can support the values and needs of rural communities. However, trust has broken down, and that’s a product of poor communication.”
The first step is early, authentic listening. Paulsen’s field guide, “Building Trust in Rural Energy Conversations,” guides businesses in listening to rural communities. It outlines eight key voices developers need to understand when doing business in rural areas, along with the values that guide them.
- Economic Pragmatists: the farmers and ranchers running the numbers on what your project actually means for their operation
- Property Rights Advocates: landowners whose support hinges on one non-negotiable principle
- Community Guardians: the local leaders asking what's in it for their town, not just their county's tax base
- Environmental Advocates: the ones who'll support your project if you do it right, and organize against it if you don't
- Cautious Skeptics: the longtime residents who've watched promises come and go
- Next Generation Ruralists: young families and returning farmers who see opportunity where others see risk
- Affected Non-Participants: neighbors who will live with your project without a lease payment
- Institutional Stakeholders: the elected officials and commissioners who need political cover as much as they need economic data
The field guide also lists broad do’s and don’ts in engaging with rural residents to build trust and drive success through authentic partnerships.
“So many developers start by talking about the solutions their projects provide,” Paulsen Public Relations Director Matt Merritt said. “But they haven’t stopped to ask what the problems are. What do the residents say they need? What are their goals, their hopes for the future? If you don’t ask them questions, you can’t understand them. If you don’t understand them, you won’t get their trust.”
“Building Trust in Rural Energy Conversations” is available on Paulsen’s website as the first piece in an ongoing effort by Paulsen to create trust and opportunity for rural America.