Media Relations and Communication Campaigns

Media Relations and Communication Campaigns AGCM 3142

Mass Communications and PR • Mass Communications • The production or transmission of messages that are received and consumed by large audiences. • Public Relations • Communication that attempts to establish positive relations between an organization and its various publics, usually through image-building techniques

Media Relations • Why build good relationships with the media? • News media professionals often play the role of public defender • If your organization appears in the media, it will be judged by the audience • Such appearances can be free advertising, or they can ruin your organization’s public reputation

Media Relations, cont’d. • Why build good relationships? cont.d • The public values trustworthiness and ethics, so your public image should portray those ideals • The media has the power to manipulate your organization’s image • Mass media professionals are key in informing and educating specific audiences about important issues in agriculture

Types of News Media • Print Media • Farm publications (local, regional, and national magazines) • Successful Farming, Farm Journal, Progressive Farmer, Rice Farming, Drovers, Pork, Cotton Farming, Rice Farming • Popular newspapers and magazines (local, regional, and national) • Time, Newsweek, USA Today, Ark. Dem/Gaz, NW Ark. Times, • Other more specific publications (organizational newsletters)

Types of News Media, cont’d. • Broadcast Media • Television news (local, regional, national) • Radio news (local, regional, national) • Radio and T.V. farm shows and reports • “Ag Day” (syndicated T.V. program) • “Market to Market” (PBS) • “U.S. Farm Report” (WGN) • “Mid America Ag Network” (radio network)

Types of News Media, cont’d. • Electronic Information Services and Web Sites • DTN/FarmDayta • Farm magazine Web sites • University Agricultural Extension Web sites

Using Mass Media to Communicate News • News releases • Information (which must be newsworthy) you want magazines and newspapers to print or radio and television news broadcasters to read • Releases are targeted to organizations that are most likely to use the information • Information from releases might be run “as-is” or might be edited

Using Mass Media • Press Conferences and Interviews • Conferences • Well-planned and organized • Publicized by any means possible to the appropriate media outlets • Speakers need to be prepared to answer questions honestly • Interviews • You set the parameters • Determine the reporter’s purpose/angle

Using Mass Media, cont’d. • News Releases • Must be timely • Should have a strong, direct lead • Must be correct grammatically, and factually • Must be concise • Should answer WWWWW&H in the first paragraph (second at the latest) • Must contain contact information

Interview Do’s and Don’ts • Do your homework; anticipate questions • Speak in short sentences for sound bites and quotes • Smile and focus on the positive • Never have “no comment” and always be honest • Say “I don’t know,” and refer the reporter to a source who may know, if appropriate

Interview Do’s and Don’ts, cont’d. • Take the makeup, if they offer it • Dress conservatively • Don’t be afraid to stop talking when you have answered the question • Stay on the subject, and don’t speculate • Answer one question at a time and have reporters repeat unclear questions • Have visual aids, if possible

Interview Do’s and Don’ts, cont’d • Nothing is “off the record” • Minimize verbalized pauses (“uh…”) • No jargon or techspeak • No “yes” or “no” answers • Have a small group of representatives who are all on the same page • Correct mistakes immediately • Consider a prepared statement

Planning a Campaign • Realize that campaigns involve controlled and uncontrolled information • Controlled – house-produced publications, paid broadcast material, personal communications • Uncontrolled – news releases and reports

Planning, cont’d. • Each communication effort and each medium chosen must be planned with a specific audience and purpose in mind • Ultimately, each medium has its strengths and weaknesses; these must be considered carefully according to audience and purpose

Media Relations and Communication Campaigns