Working with the Media
Ag Day Media Tips
You can help your event reach thousands of people by working with media contacts in your area. Here are ten simple steps to increase your chances of receiving coverage:
Gather Your Contacts:
Make lists of local media (and in surrounding areas), including newspapers, magazines, television and radio.
You can use the library for reference, your local yellow pages or an online directory. Make note of the name of
the editor or station manager, so you can send materials directly to that individual’s attention. Or, identify
a person who may have a special interest in agriculture, like the science or food editor. In addition, you
might want to develop a list of local schools or universities and alert them as well.
Build Relationships:
When it comes to getting your story covered, there’s nothing more compelling than having professional
relationships with media contacts. When you send your press release, take the extra time to find the direct
fax number and individual to whom you are sending information. Or better yet, deliver it in person.
Add Professional Capability to Your Committee:
Working with the media can be a timeconsuming process. Many event organizers have found it helpful to recruit
a public relations professional for their committee. They bring a wealth of knowledge and good relationships
to put to work for you.
Provide Relevant Materials:
If you are targeting a publication, it’s appropriate to send a press release. If you are contacting a radio
station or television station, you might also send a public service announcement to encourage coverage. Logos
and ad slicks are available online, so you can distribute them to print publications.
Be Detailed:
When "crunch time" comes, media outlets will run information that is most complete (without having to contact
you for additional details). To capitalize on this, be sure to include all the details needed to run the story
(who, what, when, where, why and how). Also consider including a quote from the event organizer within the
release.
Time Your Distribution:
When sending out information prior to your event, it’s important not to send it too early; it may be discarded
or "filed." Similarly, it’s also critical not to send it too late; it might be "old news." Consider whether
the publication is daily, weekly, monthly or quarterly. For daily papers, send information 4-5 days prior;
weekly publications, 8-10 days in advance. Contact monthly or quarterly publications regarding their
deadlines.
Be Flexible:
Media representatives work on tight timelines. If you receive a call back, it’s important to respond promptly
to provide whatever additional information is needed so you can ensure your story is featured.
Be Creative:
A committee that holds a food-tasting event has had considerable success getting mentioned on radio talk
shows. Their secret: freshly prepared samples delivered to on-air personalities a few days prior to the
event.
Follow Up:
If you’ve sent your press release and haven’t heard back within a day or two, make a follow-up call. This can
help set your information apart from the wealth of other "stories" received every day.
Acknowledge Coverage:
If you receive coverage, be sure to send a quick thank you note to the person running the story. This will
begin building goodwill and encourage media coverage in the future.
ADVICE FROM THE FIELD
"Last year the Wisconsin Ag in the Classroom Program promoted Pop in to Read. We encourage our volunteers and teachers to read our current book of the year, Popcorn, to students in classrooms and libraries." Darlene Arneson, Wisconsin Ag in the Classroom
"Our agriculture industry is thriving. We're coming off a number of years of record harvests, and our farmers and ranchers, they are enormously resilient. They have endured hurricanes and floods and droughts and yet they continue to provide the food and fiber for our nation and for our trading partners." Mike Johanns Secretary, United States Department of Agriculture
Materials and Tools in Working with Media
Event Planners
Event Calendar
Resources for Download
Download materials online: Login.
Not a registered user yet? Register now.
About Us
Ag Day ©2008.
National Ag Day is organized by the Agriculture Council of America (ACA). ACA is a nonprofit organization
composed of leaders in the agricultural, food and fiber community, dedicating its efforts to increasing the
public's awareness of agriculture's role in modern society.
