Header_Wheat Grass.png



May 10, 2011





Media Campaign Report: Policy Issue Brief Release

“removing barriers to global and regional trade in agriculture”


The following report details the media campaign conducted by ProActive Communications for the release and promotion of the second 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 a.m. on May 9th, a news release announcing the publication of the trade issue brief crossed the newswire to a broad national distribution of media outlets, agriculture-focused journalists, and bloggers. ProActive drafted and proposed quotes for the news release from GHI consultative partners Charles “Joe” O’Mara and Susan Sechler. More than 100 calls were made to journalists to pitch the story, which resulted in several positive responses. To view the news release, please click here.

§  News Release Postings: At the time of this report distribution, the news release had been picked up by more than 95 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 report of new release placements, please click here.

§  Earned Media: On May 10th, ProActive was contacted by a Voice of America Africa-focused reporter who expressed interest in interviewing a representative of TransFarm Africa, and ProActive is in the process of setting up the interview. Online article and blog placements include posts at the Corn and Soybean Digest, Western Farmer-Stockman, Farm Futures, Ag Professional, Farm Policy, and Truth about Trade and Technology, among others.


Website Enhancements

In conjunction with the release, the Global Harvest Initiative interactive world map was updated with trade-related facts and figures from across the globe. The map will continue to be updated with data relevant to each subsequent issue brief release. To view the interactive map, please click here. The online Policy Center was also updated to profile the trade issue brief.


Social Media

With links to GHI’s Twitter and Facebook accounts included in the news release, numerous tweets referenced the release, and Facebook posts resulted in over 280 impressions. Additionally, the Twitter feed and Facebook page were updated throughout the day with selected facts and figures from the trade issue brief. Click here to view Twitter mentions of the trade issue brief.


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. To view the stakeholder distribution, please click here.


Website Analytics Update

Online analytics from May 9 demonstrate a rise in page views and international visitors to the GHI website and blog. Below are selected website analytics:

§  66% of all visitors were new to the site

§  426 pages were viewed

§  2:14: average time spent on the site

§  A total of 161 visits from 21 countries


Upcoming Policy Issue Brief Release Dates



Policy Topic

May 31

Strengthening and Streamlining Development Assistance Programs

June 11

Embracing Science-Based Technologies

June 27

Enhancing Private Sector Involvement in Agricultural and Rural Infrastructure Development

                                                *All dates are tentative