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Media Relations

Develop a comprehensive communications plan to engage with stakeholders effectively. Identify audience needs, create compelling messages, and utilize various tools like brochures, fact sheets, and media kits. Evaluate success through measures like news clips and increased program participation.

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Media Relations

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  1. Media Relations Jeanne Comerford Public Affairs Specialist USDA Natural Resources Conservation Service

  2. Develop a communications plan • Who is your audience? • What do they know? • What do they want to know? • What are their needs and/or concerns? • What’s the best way to reach them? • Create an action plan and timeline • How will you evaluate success?

  3. Publicity Brochures Fact sheets Website Media kits Posters Exhibits Presentations Give-away items Special events The communications toolbox Common message, look and feel.

  4. Publicity and media relations • What is publicity? • Why do you want it? • How do you get it? • Do something newsworthy • Let the media know about it

  5. Getting the word out • News releases • Media advisories Media contacts

  6. A news releaseis... • Like a news article that you writeabout your own organization • Intended for publication • A tool for getting publicity • A way to communicate with your clients

  7. A news release is not... • An advertisement • Guaranteed to be printed or aired • A letter to reporters or editors

  8. What makes news? • Relevance • Is your news of local interest? • Why should I care? • Impact • How does your news affect me, my life, my family? • Timeliness • Is your news about an upcoming event or a current issue?

  9. Writing a good news release • Most important facts in the lead paragraph • Details in later paragraphs • Be brief • Be accurate • Use correct grammar and spelling • Avoid jargon and acronyms

  10. What, When, Where, Who, Why Important Details Misc. Info. News Release Structure The Inverted Pyramid

  11. Dealing with the media • Have a plan before speaking with the media. • Keep track of media calls. • Be brief. • Return calls promptly. • Avoid speculationand opinion.

  12. Dealing with the media • Don’t joke with a reporter. • Don’t argue with a reporter. • Never ask to see a story before it goes to print. • It is OK to ask the reporter to read your quotes back to you.

  13. Dealing with the media • Accentuate the positive. • Stick to your message. • Keep your cool. • Never say the words “no comment.” • There is no such thing as off the record.

  14. Measures of success • News clips • Amount of literature distributed • Requests for information • Increased program participation • Increased revenue • Statistical analysis

  15. Questions? Jeanne ComerfordPublic Affairs SpecialistUSDA Natural Resources Conservation Service60 Quaker Lane Warwick, RI 02886 401.822.8816jeanne.comerford@ma.usda.gov

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