# Presentation: 050724

## The Power of One:

- Communicating with Producers, the Public and
-  the Press

## Names to Know

- Sandy 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

## 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 tax dollars: According to an ERS study (Sept. 2007), every dollar spent on ag research returns about $10 in benefits to the U.S. economy
- We work on “real-life” problems

## Whose 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 Fans

- When people see you, they think they’re seeing USDA Incarnate—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, Growers

- Remember, 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

- Don’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 Questions

- Who....
- What....
- When....
- Where....
- Why....
- How....

## Definitely 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.....

## Working with the Info Staff

- When you’re working with our Info Staff writers....
- Yes, we may “jazz things up” a bit to “sell” the story to the media; it’s NOT going to look like a scientific journal article!  But....
- Keep us honest, at all costs
- Problems?  Call Sandy ASAP!

## Lights, Camera, Action!-for Men

- For photos, unless you’re doing something really messy--“business casual” is the order of the day.
- Good choices: Khaki slacks, nice cotton shirt WITH COLLAR, loafers (not sneakers).
- Blue is best!
- Sports jackets aren’t necessary.
- About that tie......

## Lights, Camera, Action!-for Women

- Whatever you wear, make sure it looks good *when you sit down*!
- Wear something you feel good in
- Avoid white, red or black
- Makeup: Yes, if that’s normal for you, but *don’t overdo it*!
- Watch the lip color! Use a color that looks good on you even when you’re not wearing any other makeup
- Accessorize, but use the “squint test”

## Best Bets

- For laboratory settings, get a nice light-blue lab coat (with “ARS” embroidered somewhere, if possible) and keep it for “Sunday best”
- If the coat becomes stained, torn, ill-fitting or damaged in anyway—replace it!
- If you’ve got cutting-edge equipment in the lab or field—let’s show it off!

## You’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!

## Speaking Academically, Pt. 2

- All 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:

## Last Deck Chairs on the Titanic, Part 1 (Continued)

- If 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!

## More Deck Chairs

- Use 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”
- “We Support The President’s Budget!”

## To 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](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](http://www.ars.usda.gov/is/graphics/photos)__[/is/graphics/photos](http://www.ars.usda.gov/is/graphics/photos)_

## Thank You For Your Attention!

- Any questions?