Effective Communication

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Effective Communication Media Relations

• Diane Baedeker Petit
• Public Affairs Specialist
• USDA Natural Resources Conservation Service

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One hour after hearing information, most people
will retain only about 10 percent of what was
heard.
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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?
• Whats the best way to reach them?
• Create an action plan and timeline
• How will you evaluate success?

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The communications toolbox

• Publicity
• Brochures
• Fact sheets
• Website
• Media kits

• Posters
• Exhibits
• Presentations
• Give-away items
• Special events

Common message, look and feel.
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Publicity and media relations

• Publicity news coverage
• The news media help us communicate with our
  customers and potential customers.
• How do you get publicity?
• When you have news,let the media know about it.

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Getting the word out

• News releases
• Media advisories

Media contacts
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A news release is...

• 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

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A news release is not...

• An advertisement
• Guaranteed to be printed or aired
• A letter to reporters or editors

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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?

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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

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News Release Structure
The Inverted Pyramid
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A sample news release
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A media advisory is

• A tool for getting media coverage
• An invitation to cover your story
• Not intended for publication

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A sample media advisory
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A media kit

• News release
• Fact sheet
• Brochure
• Bios of officials
• Photographs
• Camera-ready graphics
• Your business card

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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.

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Dealing with the media

• Dont joke with a reporter.
• Dont 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.

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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.

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Measures of success

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

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Questions?

• Diane Baedeker PetitPublic Affairs
  SpecialistUSDA Natural Resources Conservation
  Service451 West Street, Amherst, MA
  01002413-253-4371diane.petit_at_ma.usda.gov