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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

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Media Relations and Communication Campaigns

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  1. Media Relations and Communication Campaigns AGCM 3142

  2. 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

  3. 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

  4. 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

  5. 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)

  6. 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)

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

  8. 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

  9. 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

  10. 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

  11. 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

  12. 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

  13. 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

  14. 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

  15. 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

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