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

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media relations

Media Relations

Jeanne Comerford

Public Affairs Specialist

USDA Natural Resources Conservation Service

develop a communications plan
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?
the communications toolbox
Publicity

Brochures

Fact sheets

Website

Media kits

Posters

Exhibits

Presentations

Give-away items

Special events

The communications toolbox

Common message, look and feel.

publicity and media relations
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
getting the word out
Getting the word out
  • News releases
  • Media advisories

Media contacts

a news release is
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
a news release is not
A news release is not...
  • An advertisement
  • Guaranteed to be printed or aired
  • A letter to reporters or editors
what makes news
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?
writing a good news release
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
news release structure

What, When, Where, Who, Why

Important Details

Misc. Info.

News Release Structure

The Inverted Pyramid

dealing with the media
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.
dealing with the media1
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.
dealing with the media2
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.
measures of success
Measures of success
  • News clips
  • Amount of literature distributed
  • Requests for information
  • Increased program participation
  • Increased revenue
  • Statistical analysis
questions

Questions?

Jeanne ComerfordPublic Affairs SpecialistUSDA Natural Resources Conservation Service60 Quaker Lane

Warwick, RI 02886

401.822.8816jeanne.comerford@ma.usda.gov