Public Relations Update

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Public Relations Update

• Joanna Schroeder, APR
• Director of Communications
• Ethanol Promotion and Information Council

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2008 Media Drivers

• The dominant media driver for positive ethanol
  stories in 2007 was the IndyCar Series use of
  100 percent fuel-grade ethanol. These events
  generated more than 500,000 positive media
  impressions.
• Other successful tactics included
• Editorials and letters to the editor
• High price of gas
• Support of marketing events and promotions
• By the end of 2007, EPIC drove more than 1
  billion earned media impressions.

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2008 PR Strategies

• Capitalize on the rising cost of energy prices.
• Gain traction with convenience
  environmentalists.
• Weave the energy independence message through
  all platforms.
• Promote the rural economic success story through
  human interest stories.
• Position corn as the stepping stone for future
  ethanol technologies.

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2008 PR Objectives

• Work closely with reporters at national and
  broadcast media outlets to educate them about
  ethanol.
• Increase the media work in member markets,
  especially producer member markets.
• Whenever possible, align key messages with the
  Renewable Fuels Now campaign messages.
• Proactively author editorials and letters to the
  editor to respond to negative press.
• Tie-in editorial board meetings in markets that
  EPIC spokespeople will be in for other events.
• Continue to position EPIC as the clearinghouse
  for media inquiries regarding the ethanol
  industry.

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2008 Proactive
Media Relations Focus

• Addressing issues that effect the ethanol
  industry through proactive media pitching. For
  example radio media tours, scheduling
  interviews sending pitch kits, and providing
  materials for members
• High price of oil
• High price of gas
• Food AND Fuel
• Focus pitch efforts on next generation
  technologies in ethanol and agriculture.
• Focus pitch efforts of ethanols role as part of
  Americas balanced energy platform achieving
  energy independence.
• Focus pitch efforts on ethanols role in
  environmental issues.

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2008 Proactive Media Relations Focus

• Alternative blends
• Greening of motorsports
• Online media relations efforts
• Rapid Response Network
• Letters to editor
• Editorials
• Phone calls
• Additional Media outreach

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Robert White on CNBCs Street Signs
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2008 Public Relations
Tactics

• National media relations proactive media pitching
• Local EPIC member market media relations
• Develop and build third party expert database
• News conferences/briefings/conference calls
• Print media desk side chats/editorial meetings
• Research statistics

• News releases / media alerts
• Fuel for Thought bi-weekly media communications
• Blog networks
• Environmental events (driven by marketing)
• Media training
• Spokesperson bureau
• Editorials and letters to the editor (print,
  online)

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Thank you!

• Questions?