A Continued Strategy for
America’s Land Grant
Colleges
A Two Fold Strategy
• Developing and regularly deploying compelling
message materials, including op-ed contributions,
blog posts, and regional placements
• Focusing on strategically targeted grassroots public
relations events with the target audience.
Media Placements
Grassroots Engagement Plan
• Identified and conducted outreach to all priority
targets
• Site visits
o
Expand list to include non agriculture subcommittee
members – Salazar, Ruppersberger, Ryan, Israel,
McCollum, Honda, Schiff, Lee, Fattah, Calvert, Bonner,
LaTourette, Carter, Crenshaw, Culberson
• Other potential targets
o
University of Arkansas – Sen. Mark Pryor - focus on food
safety; op-ed submitted
• Tentative Events
o Representative Lincoln Davis
o Representative Jesse Jackson
New Media Strategies
• Utilize and Update A-P-L-U
in-house Advocacy Web site
by providing more information
on the Universities research
and programs. Provides a
One Stop for Shop for
Congress Staff and press.
Developing New Media Outreach
• Continue monthly e-newsletter
o
o
o
o
o
o
o
o
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March: Recycling & Compost
April: Jobs/Economic
May: Environment & Natural Resources
June: 4-H & Youth
July: Pest Control
September: Food Safety
October: Renewables & Biofuels
November: Nutrition & Wellness
January: Sustainability
o February: Scientific Discovery
• Important tool to gather good
stories within the system and
market internally
Top Blogs – Cision New Media Analysis
Nutrition
AOL Health – Nielsen NetRating 3,551,915
 eDiets – Nielsen NeRating: 2,552,148
The Diet Dish – Nielsen NetRating1,899,169
Green and Renewable Energy
Treehugger – Nielsen NetRating: 1,112,479
RenewableEnergyWorld.com – Nielsen NetRating: 1,000,000
The Business Insider – Nielsen NetRating: 893,400
Economy
The Corner – Nielsen NetRating: 189,361
The Conscience of a Liberal - Nielsen NetRating: 94,840
The Curious Capitalist – Nielsen NetRating: 77,092
Food Safety
The Green Guide – Nielsen NetRating: 85,334
The Food Institute Report – Nielsen NetRating: 51,375
Culinate – Nielsen NetRating: 30,730
Pending Op-Eds
• Senator Pryor Piece - on Food Safety for placement
in Arkansas newspaper
• HealthBarn – still shopping – child obesity hook
FY 11 Budget Process as newshook
• Discretionary spending
freeze requires renewed
focus to tell our story
• Protect APLU priorities
• Target tangible benefit
of line items to decision
makers
Editorial and Story Ideas
• Economic Recovery
• Job training and professional development
• First Lady’s Childhood Obesity Initiative
• Stated strategies include updating child nutrition
policies in a way that addresses the best available
scientific information and ensuring access to healthy,
affordable food in schools and communities
• Climate Change
• Highlight work of institutions as legislation in
Congress stalls
• Energy Independence
• Renewables, conservation, sustainability
Conclusion
• Full participation within system to maximize success
• Continually look for ways to improve education of
mandating strategies
• Develop regular editorial contributors to tell stories