ࡱ> 0(  z Fhttp://www.ars.usda.gov/is/servicesFhttp://www.ars.usda.gov/is/servicesFwww.ars.usda.gov/is/graphics/photosThttp://www.ars.usda.gov/is/graphics/photos/ 00DArialngsRomanlluT0DTimes New RomanlluT0 DVerdanaw RomanlluT0"0DWingdingsRomanlluT0 A .  @n?" dd@  @@``   7>>...... !"#$%&'()*+,-./0123465 0AA@8eʚ;ʚ;g4&d&dp` T0ppp@ <4dddd8!0lu j0___PPT10 *___PPT9 n i-٦CgOM]_PNG  IHDR [A0PLTE91޵k1)cZ!gj!tRNSܘ cmPPJCmp0712Om9IDATcx L= f ի1{^{$W+'BMw8{*IENDB`?  %(The Power of One:7Communicating with Producers, the Public and the Press Names to KnowSandy Miller Hays, Director, ARS Info, 301-504-1636 Sandy.MillerHays@ars.usda.gov Sean Adams, Chief, Current Information Branch, 301-504-1622 Sean.Adams@ars.usda.gov ,5?ARS has a great story to tell!We re a  results-oriented agency Most people can identify with at least one product of ARS research We re a good investment of their tax dollars: $1 research dollar=$1.35 returned to the U.S. economy We work on  real-life problemsWhose Job Is It, Anyway?ARS Information Staff, but also& ARS Administrator National Program Staff Area Directors Center/Institute Directors Research Leaders YOU!!! Talking About Your Research Talk us up! Make a commitment to tell 10 people about ARS this year! Keep it simple make them see  why they should care! Practice your spiel on your spouse, your kids, your bowling buddies Rotary Club, Kiwanis, garden clubs Don t wait for opportunity to knock! The Bottom Line: So What??@Most people really only care about  what s in this for me Make sure you know the  So What Focus on RESULTS, not the PROCESS Connect the dots: Problem& Solution You and Your Adoring FanspWhen people see you, they think they re seeing USDA make us look good! Think:  Why should these people care about what I do? Remember: It s Their Money A world awash in misinformation Growers, Growers, GrowersRemember, they re interested in THEIR problems Again: RESULTS, not PROCESS Emphasize that ARS is in tune with and listens to its stakeholders and customers Key message: There s a lot of strategy behind every ARS project  -The (ahem) Ladies and Gentlemen of the Press..(pDon t be fooled by a title That reporter most likely doesn t call the shots From the Sewer Commission to your science& in one bold leap! Everybody is ignorant& only on different subjects  The $64,000 QuestionsNWho& . What& . When& . Where& . Why& . How& . TDefinitely Worth the Paper It s Written On++(Recipe for accuracy: Paper + Ink Provide real-world definitions of ANY technical terms you use (examples: photosynthesis, transgenic, vector& .) Don t drown them in numbers Provide background on your lab what, what, when& ..  2You ll Never Walk Alone!!$You NEVER have to write your own press release, media advisories, etc. If you re having an event, presenting a poster, speaking at a meeting& let  your writer know ASAP! If you re being quoted in a university or industry press release, contact Sandy Miller Hays IMMEDIATELY! Speaking Academically University PR shops  forget who you work for& .keep  em straight! ARS pays for your research so ARS should always have the first shot at PUBLICIZING your research If the university PR folks want to do a press release, send them to Sandy Miller Hays immediately!5 Speaking Academically, Pt. 2All university, industry or trade group press releases that mention you, your work, ARS or USDA& .MUST be cleared through Sandy Miller Hays office May we suggest a tattoo? 301-773-0215'Last Deck Chairs on the Titanic, Part 1(((Before you talk to the media, talk to us! Before doing an interview, or even AGREEING to do an interview, ALWAYS contact Sandy Miller Hays or (in her absence) Sean Adams if ANY of the following apply:3Last Deck Chairs on the Titanic, Part 1 (Continued)44(FIf it s major media calling, for any reason ( What is major media? ) If it s a controversial subject If you re not sure whether the caller is major media, or whether the subject is  controversial It s OK to talk to local media if you re absolutely, 100 percent sure none of the above apply!$Z$More Deck ChairstUse our name: ARS, ARS, ARS!!! Stick strictly to your area of expertise don t extrapolate, don t speculate Avoid  No Comment like the plague There is NO SUCH THING as  Off the Record Even More Deck Chairs!Never, ever, ever lie to the media! Treat accidental misinformation as a crisis: Fix it NOW!!! Stick to your science& .NEVER  talk policy PTo Heck With Kate Winslet& . She ll Float))( If you are ever in doubt about doing an interview, call us to discuss it! If an interview turns uncomfortable, end the interview, send them to Sandy Miller Hays and call SMH to let her know what s happened so far. The Info Staff is here to serve you& lean on us!:Super-Secret Website& and More(http://www.ars.usda.gov/is/services To find  your writer, click on  Research News & on the next page, click on  CI Writer. This web site puts you in touch with writers, designers, editors, logos& use it to the max! Also& .www.ars.usda.gov/is/graphics/photosZ*#J0#J0Thank You For Your Attention!Any questions?   K 0` \3mRf` PP3` J*TkJ9^k` ZX33L` px-h` MMM̙ff|PP` WXcf̙` 33f>?" dd@,?dd@   @ ` n?" dd@   @@``PR    @ ` ` p>> fF^F--xE(  x@T ~ x "~ x c |B^CDEtF~@ 3  ^f C  D ^0^`  + H ^ @i ts`rXy23<@@`" ~R x c BCDE@FJ@ &mM ~0T/^U"$@`"+~ x c BCw DEF@ bbS}Mu3|n29,Z0GY*Z>E2nv-u5Y qSwq_CA'uR^-8Nw8#i" p  0 T S j t1 y ~ w pK ] D S w J c |i !   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