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April 22, 2011

 

 

 

 

Media Campaign Report: Policy Issue Brief Release

“Improving Agricultural Research Funding, Structure and Collaboration”

 

The following report details the media campaign conducted by ProActive Communications for the release and promotion of the first in the series of GHI policy issue briefs. If you have any questions or comments, please reply to bennett@getproactive.us.

 

  

news Release and Pitch Calls

At 9:00 AM on April 20, a news release announcing the publication of the research issue brief crossed the newswire to a broad national distribution of media outlets, agriculture-focused journalists, and bloggers. Bill Lesher and ProActive drafted and proposed a quote for the news release from Dr. Jason Clay, World Wildlife Fund Senior Vice President of Market Transformation. More than 120 calls were made to journalists to pitch the story and confirm receipt of the news release, which resulted in several positive responses. To view the news release, please click here.

 

·         News Release Postings: The news release was posted online by more than 200 media outlets across the nation, including print, radio, TV, and web-based news sources. Several of the more notable media placements are featured on the GHI online Media Center. To view a comprehensive media report, click here.

 

·         Earned Media: As a result of a successful pitch call, Dow Jones reporter Ian Berry posted a short news article on MarketWatch.com. In response to Berry’s article, a response blog entry was developed and posted, and an online comment was also posted which links to the study and the Harvest 2050 blog post. Click here to view the MarketWatch article. Click here to view the GHI blog post response. Monitoring for additional earned media placements will continue.

 

Website enhancements

The new Global Harvest Initiative interactive world map featuring select research facts and figures from around the globe was launched in conjunction with the release of the research issue brief. A request was received from Feedstuffs magazine for an image of the map to feature in an upcoming story along with the research issue brief. The map will continue to be updated with facts and figures relevant to the topic of each subsequent issue brief release. To view the interactive map, please click here. The online GHI Policy Center was also updated to profile the research issue brief, please click here to view the changes. 

 

Social Media

With links to GHI’s Twitter and Facebook accounts included in the news release, numerous tweets referenced the release, and the Facebook posts resulted in nearly 130 impressions. Additionally, the Twitter feed and Facebook page were updated throughout the day with media coverage and select facts and figures from the research issue brief.

 

Website Enhancements

The new Global Harvest Initiative interactive world map featuring select research facts and figures from around the globe was launched in conjunction with the release of the research issue brief. A request was received from Feedstuffs magazine for an image of the map to feature in an upcoming story along with the research issue brief. The map will continue to be updated with facts and figures relevant to the topic of each subsequent issue brief release. To view the interactive map, please click here.

 

Stakeholder distribution

A formatted, HTML message was distributed to the GHI stakeholder list, comprised of online users who have registered on the GHI website to receive updates. Subsequent to the news release, ProActive has received numerous new sign-up requests from users interested in receiving GHI updates. To view the stakeholder distribution, please click here.

 

Website Analytics Update

Online analytics from April 20 demonstrate a sharp rise in visits and time spent on the GHI website and blog. The data include:

§  68% of all visitors were new to the site

§  361 pages were viewed

§  3:29 was the average time spent on the site, and an average of 3:51 on the GHI interactive map

 

Upcoming Policy Issue Brief Release Dates

 

Date*

Policy Topic

May 2

Removing Barriers to Global and Regional Trade in Agriculture

May 16

Strengthening and Streamlining Development Assistance Programs

June 6

Embracing Science-Based Technologies

June 27

Enhancing Private Sector Involvement in Agricultural and Rural Infrastructure Development

                                                *All dates are tentative