Marketing Communications
Media Relations
Working with the media can be both rewarding and challenging to an agricultural operation. On one end, growers and Extension agents can highlight production practices, food safety measures and product quality for key audiences. On the other end, unprepared interviewees can end up making statements that could possibly damage the operation’s brand and business. The resources in this section will help growers and Extension agents more effectively work with the media to create positive outcomes.
Developing Media Materials
- Sample News Releases
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Announcing an Award or Milestone
Media like local business milestones and success stories, so let them know when one occurs for an operation (such as 50 years in business or Good Agricultural Practices (GAPs) certification). Refer to this sample news release for sending to the media. Open the editable Word version to create your own.
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Announcing an Organization Event
When an organization schedules an event or important date, make sure the community knows about it. Refer to this sample news release for sending to the media. Open the editable Word version to create your own.
- Developing a Fact Sheet for Your Operation
- Media often appreciate having background information about a farm or operation up front and in one place. This template includes important basics that can go into a fact sheet for media to refer to when developing an agricultural story. Use this editable Word version to start your own fact sheet.
Media Tip Sheets
- Working with the Media Toolbox
- Cornell University compiled this list of media tip sheets from farmer experiences, media professionals and news reporters. They provide a quick summary and introduction to some of the most common – and important – media situations an agricultural operation could face. Find common media interview questions, 10 things every grower should know about the media, why media relations is important and more.
- Responding to the Media About a Reporting Error
- Everybody makes mistakes, including the media. Contacting the media about a reporting error can be tricky and even damaging to the reputation of an operation if not handled in the right manner. This sample letter can be used as an example should a case of misreporting occur. Use this editable Word version to create your own.
*Acknowledgment: Many of the materials in this section were compiled from Cornell University’s Farm Public Relations site.
