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. The communications toolbox Publicity Brochures Fact sheets Website Media kits Posters Exhibits Presentations Give-away items Special events 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 release is... Like a news article that you write about 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. News Release Structure What, When, Where, Who, Why Important Details Misc. Info. 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 speculation and 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. 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. Dealing with the media

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

15. Questions? Jeanne Comerford Public Affairs Specialist USDA Natural Resources Conservation Service 60 Quaker Lane Warwick, RI 02886 401.822.8816 jeanne.comerford@ma.usda.gov