Publicity: Part of a Successful June Dairy Month Event
by Matt Joyce, WMMB Vice President of Producer Communications and Programs

Hundreds of willing volunteers, months of planning and reams of notes from last year's June Dairy Month (JDM) event, coupled with numerous calls to local and area businesses, organizations and individuals to garner sponsors and financial support. These are just a few of the ingredients that make up a successful June Dairy Month event designed to showcase our farms, our industry and the important role that the dairy business plays in the daily lives of all citizens and the economic health of all communities.

During June Wisconsin residents, along with visitors from other regions, have ample opportunities to sample our fine cheese and dairy products, visit working dairy operations, and share in the pride, heritage and commitment that make Wisconsin "America's Dairyland." But as County Dairy Leader Groups throughout Wisconsin finalize plans for dairy breakfasts, farm tours and community information campaigns, the tried-and-true "5 P's" adage – "Proper Planning Prevents Poor Participation" – becomes more and more important.

Over the past five years, the Wisconsin Milk Marketing Board (WMMB) has seen the number and scope of local June Dairy Month events grow dramatically. The increase in dairy breakfasts, farm tours and other dairy information activities presents new challenges in making sure that attendance at these JDM events will meet and surpass that of previous years. Event organizers may want to consider adding an additional "P" element to the "5 P's" rule for successful events – "Proper PUBLICITY Planning Provides Positive Participation."

Here are some tips on how to build positive media stories from the countless hours of planning and hard work put into each event. Well-planned media coverage can help make an impact on our communities before, during and after each dairy breakfast and farm tour.

1. Prepare a publicity plan
   Form a publicity subcommittee and develop a plan that addresses the five W's of good journalism – who, what, when, where and why. WHO are the members of the media in your area? WHAT information do they need to help provide visibility for your event? WHEN do you need to get information to reporters in order to meet their individual deadlines? WHERE can the media and others get additional information? WHY would it be worthwhile for a reporter or editor to help provide visibility or come to your event?
2. Invite local media representatives to help with the planning process
   Reporters and media representatives can bring ideas to help build traffic at your JDM event, such as live remote broadcasts, special promotions and contests to generate attendance. Local media outlets can help generate story ideas, advertising and public service announcements and, in some cases, they can also help you find additional event sponsors.
3. Make your JDM event "media friendly"
   Consider setting aside a special area near your main entrance or registration/ticketing area for members of the press. If you invite television crews, select an interview area and think about areas that you'd like to see featured on the evening news. Prepare a press packet for members of the media who attend and include a fact sheet on your event, information about the dairy-related businesses in your area, and a list of the key people and organizations that worked so hard to make your JDM activity a success. Also, make sure that there are spokespeople available for interviews. Prepare them ahead of time with a few key messages you'd like the press to report.
4. A good picture is worth a thousand words
   Think about what photo or video opportunities might be available for attending media. Oftentimes, a picture in the newspaper or a piece of videotape on the evening news is one of the best ways to describe a successful JDM event, especially when it shows large crowds of smiling faces enjoying quality dairy products in a picturesque dairy farm setting. Arrange for someone on your publicity committee to photograph your event as well. Pictures can be included with a post-event publicity release and can also serve as a good planning tool for next year.
5. It's finally over – now what do we do?
   The months of hard work, late night meetings and worries about the weather are finally over. Here are some additional thoughts on capturing and capitalizing on your successful JDM event:
   • While the event is still fresh in everyone's mind, survey all committee members to get their input on what worked well and what could have worked better
   • Don't forget to say "thanks" to the many volunteers and other community groups who contributed to your event. Consider organizing a small potluck "appreciation" supper to recognize the extra efforts of key people and organizations.

Finally, here is one other suggestion on how to promote your June Dairy Month event. Each year WMMB assembles a list of June events throughout Wisconsin and makes it available on WMMB's Consumer website. Reporters and media representatives throughout the state use this centralized listing to find out about activities in their local areas and to generate their own news stories. For more about June Dairy Month events in your county, check out WMMB's June Dairy Month events calendar.

Matt Joyce is the vice president of Producer Communications & Programs at the Wisconsin Milk Marketing Board (WMMB). Prior to joining WMMB in 1991, Joyce spent 12 years in the dairy and food industry communications business. He is a University of Wisconsin graduate and was raised on a dairy farm in southcentral Wisconsin.