Guide Sheet #13
The image projected by a county Extension program is a reflection of how effectively Extension is marketed to target groups. It is a function of the programs and people involved and the quality of the product that is marketed, but a quality product with great service will not be a success if people don’t know about it or aren’t interested in it.
Every Extension Educator should play a part in the overall public relations program of a county Extension program. The County Extension Director, however, should coordinate the program and message and ensure that the public relations program is carried out and that it is effective.
Walt Disney once said…”You don’t build it for yourself. You know what the people want and build it for them.” This is wise advice when designing a public relations program.
The Audience
It is important for each county Extension professional to understand the county and what clientele want. He/she should then work to meet those needs and let the public know what has been accomplished. Understanding the current image of the county Extension program is an important part of designing a program that portrays the desired image. Both internal and external markets exist. Both should be considered when a marketing plan is developed. In the stages of developing a public relations program the office should determine:
- Whom do you want to reach?
- What do you know about them?
- What else do you need to know?
The Message
When defining what story needs to be told, consider the following:
- Sharing good news
- Addressing challenging situations
- Responding to change
- Attracting and recruiting
- Celebrating accomplishments
- Fundraising and attracting new resources
Some Principles of Effective Communication:
- Be honest and open
- Be consistent with the message
- Be professional
- Be respectful
- Be committed
- Do it consistently
Some things the community wants to know:
- What is being taught and learned?
- What programs are offered and what are the impacts?
- What teaching techniques and methods are used?
- How does the organization operate?
- Where does funding come from and how is it used? (What if funded by levy dollars? What should be done differently?)
Positioning
“Positioning is an organized system for finding a window in the mind. It is based on the concept that communication can only take place at the right time and under the right circumstances.”
Once you’ve defined your message and where it is targeted, proper positioning of your organization can be critical. Setting the stage and preparing the audience to be receptive may be the most difficult step.
- How to Work with the Media More Effectively - http://ct.excelcomm.com/indexer/175/content.htm
- PREPARING TO WORK WITH REPORTERS - http://ct.excelcomm.com/indexer/176/content.htm
- TIPS FOR TV INTERVIEWS - http://ct.excelcomm.com/indexer/177/content.htm
- 10 Principles of Clear Writing - http://ct.excelcomm.com/indexer/180/content.htm
Checklist for dealing with the media:
- Present all material professionally.
- Know your product very well.
- Do your homework. Know to whom you are talking, the media person and the media’s market.
- Accuracy is critical. Their credibility is on the line.
- Learn their language and speak it.
- Go to your source immediately if negative news reaches the media. Anticipate the tough questions.
- Never make a “off the record” comment.
- There is a lot of competition for time and space. Why are you special? What’s your angle?
- Create media events. Include press and local personalities in events as judges, and emcee, etc.
- Don’t play favorites with media outlets.
References:
Building Positive Images, A workshop presented to the North Central Administrative Leadership Workshop by the Walt Disney Company. April, 1996.
Reis, A., & Trout, J. (1986). Positioning: The battle for your mind. New York: McGraw-Hill.
Written by Dr. Daney Jackson, District Director, 1998
Reviewed by: Dr. Nikki Conklin, Dr. Gail Gunderson, Dr. Garee Earnest, Bill Owen, Lou Fourman and Linda Kutilek
2005 Revisions by: Linda Kutilek, Melissa Heiselt
2009 Revisions by: Elizabeth Merkowitz (HR Intern), Dr. Garee W. Earnest