Developing news releases

Positive media coverage attracts grant money and legislative support. It may be easier to ignore the mainstream media, but expanding our audience is essential for the success of the OSU Extension.

Working with the media

Working with the media is an essential part of our job. As the state's land-grant university, it's important for OSU employees to share research, teaching, and Extension successes. This not only helps your reputation, but it also elevates the institution.

The Extension and Experiment Station Communications (EESC) provides consultation to county offices and branch stations to help develop meaningful communications with local and statewide audiences:

  • to identify messages and audiences important to OSU Extension
  • to portray a professional image of OSU Extension in state and national media
  • to develop a news release strategy for Extension and the Ag Experiment Station that is consistent with overall communication goals
  • to adhere to OSU’s policy of single-point of distribution
  • to meet media deadlines with accurate, timely information

Your Stories

If your story is interesting to your regional communities and has statewide impact, we’d like to hear from you:

  • send an e-mail to the news and periodicals leader with information about your research, innovation, or success, including a brief note why this news might be significant to Oregonians.
  • an EESC communication specialist will interview you and others and develop a draft news release AND a strategy for answering reporters questions.
  • you and your sources will review the draft, correct errors, recommend changes, and provide photos if possible.
  • the communication specialist will revise and you will review a final draft.
  • EESC sends the completed news release for distribution through OSU’s News and Communications.
  • the release date is scheduled when you and your sources will be available to take reporters’ calls (remember, a news release is a prompt for reporters and is rarely published verbatim).
  • you may use the completed news release in your contacts with industry journals, local weeklies, special interest publications, websites, constituents, etc.
  • EESC may use the news release on the Extension site, the OSU website, in syndicated feeds, or in EESC printed publications or magazines.

If you have questions about working with the media, check with the news and periodicals leader in Extension and Experiment Station Communications. The OSU News & Communication Services site also includes basic media relations information if you have a news story idea.