public relations in agricultural communication agricultural communication and leadership

Public Relations in Public Relations in Agricultural Agricultural

CommunicationCommunication

Agricultural Communication Agricultural Communication and Leadershipand Leadership

Public RelationsPublic Relations

Planned and sustained unpaid Planned and sustained unpaid communication between an communication between an organization and the publics organization and the publics that are essential to its that are essential to its successsuccess

Public RelationsPublic Relations

A leadership management A leadership management function that helps achieve function that helps achieve organizational objectives, organizational objectives, define philosophy, and define philosophy, and facilitate organizational facilitate organizational changechange

Nature of Public RelationsNature of Public Relations

Relationships – (build them!) with … Relationships – (build them!) with … – media, customers, investors,media, customers, investors,– community leaders, members, activist community leaders, members, activist

groups, groups, – government agencies, etc.government agencies, etc.

Influence – both persuasive and Influence – both persuasive and purposivepurposive


Publics – a way of grouping to target Publics – a way of grouping to target messagesmessages

Knowledge – about opinion, policy, Knowledge – about opinion, policy, attitudes, social changesattitudes, social changes

Communicate – effectively via Communicate – effectively via writing, public speaking, group writing, public speaking, group leadership, event planningleadership, event planning


PR VS Public Affairs, Corporate PR VS Public Affairs, Corporate Relations, Advertising, Marketing, Relations, Advertising, Marketing, JournalismJournalism

Functions of PR: programming, Functions of PR: programming, relationships, writing/editing, relationships, writing/editing, information production, special information production, special events, speaking, research and events, speaking, research and evaluationevaluation

Ethics in Public RelationsEthics in Public Relations

Ethics – the criteria for determining what is Ethics – the criteria for determining what is right and what is wrongright and what is wrong

Full disclosure – if they don’t ask the right Full disclosure – if they don’t ask the right questions, do I give them all the answers?questions, do I give them all the answers?

Biased story – to sell?Biased story – to sell?

Adversarial conflict – pot stirringAdversarial conflict – pot stirring

Ethical Values in Public Ethical Values in Public RelationsRelations

Advocacy – serve the public, advocate the Advocacy – serve the public, advocate the company you work for of the client you company you work for of the client you work forwork for

Honesty – accuracy and truth in advancing Honesty – accuracy and truth in advancing the interest of those you representthe interest of those you represent

Expertise – will be as professional as Expertise – will be as professional as possible and know as much as possiblepossible and know as much as possible

Ethical Values in Public Ethical Values in Public RelationsRelations

Independence – provide objective counsel to Independence – provide objective counsel to those you represent, accountable for actionsthose you represent, accountable for actions

Loyalty – faithful to those you represent Loyalty – faithful to those you represent while honoring obligation to serve the public while honoring obligation to serve the public interestinterest

Fairness – deal fairly with everyone and Fairness – deal fairly with everyone and respect all opinions and support free respect all opinions and support free expressionexpression

Tips for Public RelationsTips for Public Relations

Hone writing skillsHone writing skills

Start working on portfolio nowStart working on portfolio now

Get internshipsGet internships

Learn to think like a journalistLearn to think like a journalist

Tips for Public RelationsTips for Public Relations

Consider if you really belong in Consider if you really belong in journalism journalism – OR public relations (There’s a OR public relations (There’s a

difference!)difference!)

It is easier to go from journalism to It is easier to go from journalism to public relations than from public public relations than from public relations to journalismrelations to journalism

Public Relations SpecialistPublic Relations Specialist

Must be able to speak and write wellMust be able to speak and write well

Need to be creative, innovative and Need to be creative, innovative and able to express thoughts and ideas able to express thoughts and ideas

Need to be a problem solver and Need to be a problem solver and great researchergreat researcher


Must be able to work in a groupMust be able to work in a group

Competition is fierceCompetition is fierce

Need a college degree and experienceNeed a college degree and experience

Serve as promoters for businesses and Serve as promoters for businesses and companies and work to build relationships companies and work to build relationships with communities and publicswith communities and publics


Contact the mediaContact the media

Organize and conduct programs to Organize and conduct programs to maintain relationships between the maintain relationships between the company and publicscompany and publics

Working ConditionsWorking Conditions

35- 40 hours a week35- 40 hours a week

On the job 24/7On the job 24/7

Work under deadlineWork under deadline

Firms are usually located in large Firms are usually located in large citiescities

Working ConditionsWorking Conditions Earn $22,780 to more than $70,480 a yearEarn $22,780 to more than $70,480 a year

Related occupations include:Related occupations include:– AdvertisingAdvertising– MarketingMarketing– PromotionsPromotions– Sales managersSales managers– DemonstratorsDemonstrators– ModelsModels– News analystsNews analysts– ReportersReporters– CorrespondentsCorrespondents– LawyersLawyers– Police and detectives involved with community relationsPolice and detectives involved with community relations

Press ReleasesPress Releases

All publications build on the basics All publications build on the basics learned in Unit 4 – News Writinglearned in Unit 4 – News Writing

Press releases come in a format Press releases come in a format similar to news releases or stories similar to news releases or stories

But are written from the organization But are written from the organization or company’s perspective.or company’s perspective.

Parts of a Press ReleaseParts of a Press Release

Headings – date and author’s name Headings – date and author’s name appear in the tope left hand corner appear in the tope left hand corner with the contact information with the contact information appearing on the rightappearing on the right

Headline – in all caps, centered or Headline – in all caps, centered or aligned left, title or the story in one aligned left, title or the story in one lineline


Dateline – the location of the story in Dateline – the location of the story in all caps followed by a dashall caps followed by a dash

Lead – first one or two sentences Lead – first one or two sentences delivering the point immediatelydelivering the point immediately

Body – supports the lead, try to limit to Body – supports the lead, try to limit to one page, but no more than two pagesone page, but no more than two pages


Ending – include facts or basic Ending – include facts or basic information, keep it simple;information, keep it simple;– At very bottom include --30--, --End--, or At very bottom include --30--, --End--, or

###.###.– If there is a second page at the bottom of If there is a second page at the bottom of

the first include --MORE– and number the the first include --MORE– and number the pagespages

Boilerplate – immediately following the Boilerplate – immediately following the ending but before ### , information ending but before ### , information about the company or organizationabout the company or organization

Example of a Press ReleaseExample of a Press Release

See handout:

See handout:Sample Press

Sample Press ReleaseRelease

NewslettersNewsletters

Newsletters are publications for Newsletters are publications for conveying information to publics in a conveying information to publics in a more creative method than a letter or more creative method than a letter or release. release.

They are an effective method of They are an effective method of communication. communication.

They may be written to inform, They may be written to inform, entertain, or persuade.entertain, or persuade.

NewslettersNewsletters

Newsletters have more space than Newsletters have more space than memos or bulletins and so they are memos or bulletins and so they are able to provide more detailed able to provide more detailed information to publics.information to publics.

Budget is a large considerationBudget is a large consideration

Types of NewslettersTypes of Newsletters Employee newslettersEmployee newsletters

– put out by company to employeesput out by company to employees

Member newsletters Member newsletters – but out by clubs for members about but out by clubs for members about

happeningshappenings

Community newsletters Community newsletters – written for people living in the same written for people living in the same

area to foster sense of fellowshiparea to foster sense of fellowship

Types of NewslettersTypes of Newsletters

Advocacy newsletters – put out by an Advocacy newsletters – put out by an organization with a view or side to organization with a view or side to presentpresent

Special-interest subscriber Special-interest subscriber newsletters – for groups with similar newsletters – for groups with similar interests, usually purchasedinterests, usually purchased

Format of NewslettersFormat of Newsletters

Stories are written in the inverted Stories are written in the inverted pyramid style, formatted similarly to pyramid style, formatted similarly to short newspapers.short newspapers.

They may be vertical or horizontal with They may be vertical or horizontal with two, three, or even four columns or text. two, three, or even four columns or text.

Pictures and graphics are recommendedPictures and graphics are recommended

Format of NewslettersFormat of Newsletters In a standard four-page newsletter:In a standard four-page newsletter:

– Page one (or cover page) should catch Page one (or cover page) should catch the public interest. the public interest. Must include organizations logo, title of Must include organizations logo, title of

newsletter (also called the banner) date, newsletter (also called the banner) date, volume and issue number, and a table of volume and issue number, and a table of contents (also called a teaser box). contents (also called a teaser box).

Two of the most important stories appear on Two of the most important stories appear on the first page to draw the reader in by the first page to draw the reader in by continuing on later pages.continuing on later pages.


Inside pages include recurring Inside pages include recurring features which should be in the same features which should be in the same location of the newsletter each time location of the newsletter each time they recur they recur – Spotlights, Spotlights, – Letter from the president, Letter from the president, – AnnouncementsAnnouncements– Other news stories.Other news stories.


Page four (or back cover) is usually Page four (or back cover) is usually more structured than the inside more structured than the inside pages. pages. – It is generally split in two so it can be It is generally split in two so it can be

folded, folded, – One panel including a calendarOne panel including a calendar– The other panel containing the mailing The other panel containing the mailing

informationinformation

Design ElementsDesign Elements

Color – sends a message to publicColor – sends a message to public

Paper stock – paper weight conveys Paper stock – paper weight conveys message of importancemessage of importance

Pull quotes – section of text from the Pull quotes – section of text from the article set in a larger type and often article set in a larger type and often italicizeditalicized

Design ElementsDesign Elements

Rules – lines that divide the textRules – lines that divide the text

Sidebars – blocks of copy that Sidebars – blocks of copy that present a different view on the articlepresent a different view on the article

BrochuresBrochures

Used to inform, persuade, or express Used to inform, persuade, or express messages or ideas to a specific messages or ideas to a specific publicpublic

Designed to further the Designed to further the distinctiveness of the message distinctiveness of the message

Presents a clear and targeted Presents a clear and targeted message, focused on informing or message, focused on informing or persuading the audience persuading the audience

BrochuresBrochures One piece of paper folded into One piece of paper folded into

panels, most commonly the two fold, panels, most commonly the two fold, three panels per side;three panels per side;– Easy to read and attractiveEasy to read and attractive– Pictures or art highlighting and Pictures or art highlighting and

supporting the ideas presentedsupporting the ideas presented– Should catch the eye of the readers and Should catch the eye of the readers and

hold their attentionhold their attention

Format of BrochuresFormat of Brochures

The brochure should be able to pass a The brochure should be able to pass a “scan-ability” test“scan-ability” test

Can be distributed by hand, mail, Can be distributed by hand, mail, pickup at a desk, etc.pickup at a desk, etc.

Most brochures use a font size of 10 or Most brochures use a font size of 10 or 11 point for the copy with only one line 11 point for the copy with only one line of blank space between the titles and of blank space between the titles and text. text.

Format of Brochures Format of Brochures

Bullets are often used to allow for Bullets are often used to allow for quick reading of main points and quick reading of main points and drawing attention to important ideas.drawing attention to important ideas.

Use the pull quotes, rules and Use the pull quotes, rules and sidebars to highlight materialsidebars to highlight material

Can be creative in foldingCan be creative in folding

Format of BrochuresFormat of Brochures

In the most popular style, 4” x 9” six panel In the most popular style, 4” x 9” six panel brochure:brochure:– Panel one is the “hook” (eye catcher). Panel one is the “hook” (eye catcher).

It includes the name of the organization andIt includes the name of the organization and The idea and a slogan or logo.The idea and a slogan or logo.

– Panel two increases interest with background Panel two increases interest with background of the organization and limited information. of the organization and limited information. It can include cross headlines (stretching across more It can include cross headlines (stretching across more

than one panel), than one panel), But the main text doesn’t run over into other panels.But the main text doesn’t run over into other panels.

Format of BrochuresFormat of Brochures– Panels three and four include the main ideas Panels three and four include the main ideas

and focus of the message. and focus of the message. They can be treated as one page (information They can be treated as one page (information

breaching the folds).breaching the folds). These panels are the most likely to include artwork These panels are the most likely to include artwork

and pictures.and pictures.

– Panel five is also called the “wild card.” Panel five is also called the “wild card.” It can be used as an application, survey, teaser, list, It can be used as an application, survey, teaser, list,

map, etc.map, etc.

– Panel six is most often used as the self mailer Panel six is most often used as the self mailer page. page. It can also be used to give more information, It can also be used to give more information, Or it can be left blank.Or it can be left blank.

Additional PublicationsAdditional Publications PSA – public service advertisements and PSA – public service advertisements and

announcements. Public communication announcements. Public communication announcements for non-profit organizationsannouncements for non-profit organizations

Audio News Release – a news release over the Audio News Release – a news release over the radio. radio.

Video News Release – video version of news releaseVideo News Release – video version of news release

Media Kit – a reference guide, contains every Media Kit – a reference guide, contains every method of communicating a single messagemethod of communicating a single message

Written SpeechesWritten Speeches

Write A Press ReleaseWrite A Press Release

Refer to Press Release Job Sheet

public relations in agricultural communication agricultural communication and leadership

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