Public Relations in
Agricultural
Communication
Agricultural Communication and
Leadership
Public Relations
Planned and sustained unpaid
communication between an
organization and the publics that
are essential to its success
Public Relations
A leadership management function
that helps achieve organizational
objectives, define philosophy, and
facilitate organizational change
Nature of Public Relations

Relationships – (build them!) with …
– media, customers, investors,
– community leaders, members, activist groups,
– government agencies, etc.

Influence – both persuasive and purposive
Nature of Public Relations

Publics – a way of grouping to target
messages

Knowledge – about opinion, policy,
attitudes, social changes

Communicate – effectively via writing,
public speaking, group leadership, event
planning
Nature of Public Relations

PR VS Public Affairs, Corporate Relations,
Advertising, Marketing, Journalism

Functions of PR: programming,
relationships, writing/editing, information
production, special events, speaking,
research and evaluation
Ethics in Public Relations

Ethics – the criteria for determining what is right
and what is wrong

Full disclosure – if they don’t ask the right
questions, do I give them all the answers?

Biased story – to sell?

Adversarial conflict – pot stirring
Ethical Values in Public Relations

Advocacy – serve the public, advocate the
company you work for of the client you work for

Honesty – accuracy and truth in advancing the
interest of those you represent

Expertise – will be as professional as possible
and know as much as possible
Ethical Values in Public Relations

Independence – provide objective counsel to
those you represent, accountable for actions

Loyalty – faithful to those you represent while
honoring obligation to serve the public interest

Fairness – deal fairly with everyone and respect
all opinions and support free expression
Tips for Public Relations

Hone writing skills

Start working on portfolio now

Get internships

Learn to think like a journalist
Tips for Public Relations

Consider if you really belong in journalism
– OR public relations (There’s a difference!)

It is easier to go from journalism to public
relations than from public relations to
journalism
Public Relations Specialist

Must be able to speak and write well

Need to be creative, innovative and able
to express thoughts and ideas

Need to be a problem solver and great
researcher
Public Relations Specialist

Must be able to work in a group

Competition is fierce

Need a college degree and experience

Serve as promoters for businesses and
companies and work to build relationships with
communities and publics
Public Relations Specialist

Contact the media

Organize and conduct programs to
maintain relationships between the
company and publics
Working Conditions

35- 40 hours a week

On the job 24/7

Work under deadline

Firms are usually located in large cities
Working Conditions

Earn $22,780 to more than $70,480 a year

Related occupations include:
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Advertising
Marketing
Promotions
Sales managers
Demonstrators
Models
News analysts
Reporters
Correspondents
Lawyers
Police and detectives involved with community relations
Press Releases
All publications build on the basics
learned in Unit 4 – News Writing
Press releases come in a format similar
to news releases or stories
But are written from the organization
or company’s perspective.
Parts of a Press Release

Headings – date and author’s name
appear in the tope left hand corner with
the contact information appearing on the
right

Headline – in all caps, centered or aligned
left, title or the story in one line
Parts of a Press Release

Dateline – the location of the story in all
caps followed by a dash

Lead – first one or two sentences
delivering the point immediately

Body – supports the lead, try to limit to
one page, but no more than two pages
Parts of a Press Release

Ending – include facts or basic
information, keep it simple;
– At very bottom include --30--, --End--, or
###.
– If there is a second page at the bottom of the
first include --MORE– and number the pages

Boilerplate – immediately following the
ending but before ### , information
about the company or organization
Example of a Press Release
Newsletters

Newsletters are publications for conveying
information to publics in a more creative
method than a letter or release.

They are an effective method of
communication.

They may be written to inform, entertain,
or persuade.
Newsletters

Newsletters have more space than memos
or bulletins and so they are able to
provide more detailed information to
publics.

Budget is a large consideration
Types of Newsletters

Employee newsletters
– put out by company to employees

Member newsletters
– but out by clubs for members about
happenings

Community newsletters
– written for people living in the same area to
foster sense of fellowship
Types of Newsletters

Advocacy newsletters – put out by an
organization with a view or side to present

Special-interest subscriber newsletters –
for groups with similar interests, usually
purchased
Format of Newsletters

Stories are written in the inverted pyramid
style, formatted similarly to short
newspapers.

They may be vertical or horizontal with
two, three, or even four columns or text.

Pictures and graphics are recommended
Format of Newsletters

In a standard four-page newsletter:
– Page one (or cover page) should catch the
public interest.
 Must include organizations logo, title of newsletter
(also called the banner) date, volume and issue
number, and a table of contents (also called a
teaser box).
 Two of the most important stories appear on the
first page to draw the reader in by continuing on
later pages.
Format of Newsletters

Inside pages include recurring features
which should be in the same location of
the newsletter each time they recur
– Spotlights,
– Letter from the president,
– Announcements
– Other news stories.
Format of Newsletters

Page four (or back cover) is usually more
structured than the inside pages.
– It is generally split in two so it can be folded,
– One panel including a calendar
– The other panel containing the mailing
information
Design Elements

Color – sends a message to public

Paper stock – paper weight conveys
message of importance

Pull quotes – section of text from the
article set in a larger type and often
italicized
Design Elements

Rules – lines that divide the text

Sidebars – blocks of copy that present a
different view on the article
Brochures
Used to inform, persuade, or express
messages or ideas to a specific public
 Designed to further the distinctiveness of
the message
 Presents a clear and targeted message,
focused on informing or persuading the
audience

Brochures

One piece of paper folded into panels,
most commonly the two fold, three panels
per side;
– Easy to read and attractive
– Pictures or art highlighting and supporting the
ideas presented
– Should catch the eye of the readers and hold
their attention
Format of Brochures

The brochure should be able to pass a
“scan-ability” test

Can be distributed by hand, mail, pickup
at a desk, etc.

Most brochures use a font size of 10 or 11
point for the copy with only one line of
blank space between the titles and text.
Format of Brochures

Bullets are often used to allow for quick
reading of main points and drawing
attention to important ideas.

Use the pull quotes, rules and sidebars to
highlight material

Can be creative in folding
Format of Brochures

In the most popular style, 4” x 9” six panel
brochure:
– Panel one is the “hook” (eye catcher).
 It includes the name of the organization and
 The idea and a slogan or logo.
– Panel two increases interest with background of the
organization and limited information.
 It can include cross headlines (stretching across more than
one panel),
 But the main text doesn’t run over into other panels.
Format of Brochures
– Panels three and four include the main ideas and
focus of the message.
 They can be treated as one page (information breaching the
folds).
 These panels are the most likely to include artwork and
pictures.
– Panel five is also called the “wild card.”
 It can be used as an application, survey, teaser, list, map,
etc.
– Panel six is most often used as the self mailer page.
 It can also be used to give more information,
 Or it can be left blank.
Additional Publications

PSA – public service advertisements and
announcements. Public communication announcements
for non-profit organizations

Audio News Release – a news release over the radio.

Video News Release – video version of news release

Media Kit – a reference guide, contains every method of
communicating a single message

Written Speeches
Write A Press Release
Refer to Press Release Job Sheet