The following is from Dow AgroSciences in regards to handling media inquiries.  These helpful tools may help you by giving you the right information for your media relations.  Please read and print for future reference.  BACK TO FLAFAC LINKS

Helpful Hints to Remember When Working With the Media

 

·        Overall, don’t “brand” the interview by leading with the product - weave it in!

 

·        Assume the reporter knows nothing about fumigation with Vikane® gas fumigant.  He or she probably doesn’t.

·        Remember whom you are speaking to...the consumer.  Your message must benefit them - information they will find useful and helpful.

·        Avoid using technical jargon and explanation.  Remember your audience.

·        Avoid using terms such as kill, die, smoke, shoot the gas, etc.  Use terms such as control, eliminate, introduce the fumigant, etc.

 

·        Remember the key messages of whole-structure fumigation with Vikane.

 

·           Only whole-structure fumigation with Vikane gas fumigant is proven to completely eliminate drywood termites.

 

·           Get 100 percent assurance that all termites in a structure are eliminated.

 

·           Vikane penetrates deep into the pores of wood in a structure to reach the air that termites breathe, so no termites survive.

 

·           Vikane completely dissipates from the structure after fumigation and leaves no surface residue behind.

 

·           Vikane is only administered by highly trained, licensed fumigators.

           

·        Never go “off the record” when speaking to a reporter.  Everything you say potentially can be used.

 

·        Keep your answers short, especially with TV and radio interviews.  You don’t have the time to give detailed explanations about Vikane to the reporter.  When formulating your answers, remember your key messages, and whom you are speaking with.

 

·        Control nonverbal behavior: keep your hands at your side; keep hand gestures to a minimum; maintain eye contact with the reporter.

 

·        Always frame your answers to questions in a positive statement.

 

·        When asked about a problem, discuss the solution—whole-structure fumigation with Vikane.

 

·        We have a great deal of additional information on Vikane for the media to use.  Feel free to offer it to them.  With television, we have additional video footage of termite damage and how Vikane works.  The media has found this very useful.

 

·        If you don’t know the answer to a question, feel free to offer your local sales rep as a source.  If needed, you can offer Elisha Priebe, the product communications manager for Dow AgroSciences, as an additional source.  You don’t have to answer questions if you are unsure of the correct answer.

 

·        If you are comfortable, feel free to give an example or tell a story to explain something.  Audiences can usually relate to this easier than an explanation of facts.  For example:

 

Q:  How bad is the termite problem in this area?

 

A:  Termites are a serious problem here, as they are in many other areas around the U.S. Several times I have treated houses in this area so badly damaged by termites that the homeowners had to move out until the damage was repaired.

 

·        Bridge your answers.  Whatever the question, bridge back to the main messages.  Stay in control of the interview.

 

·        Relax, smile and be passionate.  Your enthusiasm lends credibility to your message.

 

 

 

®Trademark of Dow AgroSciences LLC

Vikane is a federally Restricted Use Pesticide.

Always read and follow label directions.


 

Questions Asked During Previous Media Interviews

 

Q:  How does fumigation with Vikane work?

-        A professional fumigator prepares the home for fumigation and covers it with tarps. 

-        A warning agent is released to help ensure the home is vacated of people and pets. 

-        All the doors are secured with additional locking devices. 

-        The fumigant is introduced, penetrating deep into the wood of a structure to eliminate the drywood termites. 

-        The fumigator aerates the structure and uses sophisticated detection equipment to ensure the gas is gone. 

-        When the fumigation is complete, Vikane completely dissipates from the home leaving no surface residue behind.

 

Q:  How bad is the termite problem in (geographic area)?

-        In CITY, one in XX homes has a termite problem.  (We will provide you the specific information for your area.)

-        There are two kinds of houses here: those that already have termites and those that will.

 

Q:  Was this house/structure in danger because of the termites?

-        Case-by-case description. 

-        Even if not the case, explain the severity of the damage termites can cause.

 

Q:  How long has this house had a termite problem?

-        Case-by-case.

 

Q:  When are termites most active in (geographic area)?

-        Stress that termites are a year round problem in the area.

-        For example: In Florida, termite swarmers can be seen in spring from February through May, and later in the year from September through November.

 

Q:  What are the different types of termite treatments on the market?    

-        When done properly, whole-structure fumigation is the only way to ensure 100 percent control of infestations throughout the structure, including those hidden in inaccessible wood.  In most structures, 80 percent of the wood is hidden, leaving many areas like wall frames, ceilings, attics and sub-areas inaccessible for inspection or spot treatment.

 

Q:  How can a homeowner tell if they have a termite problem?

-        Drywood termites leave telltale signs that homeowners can look for including

-        Fecal pellets—piles of small six-sided pellets typically found on windowsills, floors and attic members near infestations.

-        Termite swarmers—in flight, or dead swarmer bodies near light sources.

-        Discarded wings.

-        Severely blistered wood or paint and hollow-sounding wood.

-        Pinhead-sized holes in walls and woodwork.

 

Q:  What should homeowners do if they think they have a termite problem?

-        Call a local pest management company.

-        Emphasize that termites are a serious problem and should be handled by a professional.

 

Q:  How much does fumigation cost?

-        There are many factors that determine the cost of fumigation, including size and type of structure. 

-        But what is most important to remember is that only whole-structure fumigation offers the peace of mind that comes with eliminating all the drywood termites throughout the structure.

 

Q:  Is it safer than other treatments?

-        Fumigation is the most common whole-structure treatment method and a proven way to ensure complete elimination of drywood termite infestations. 

-        More than 40 years of practical use, university research and published reports support the effectiveness of fumigation.

Do you have a special fumigation to do soon?  Would it promote a positive image of the industry?  Perhaps a health facility, prison, church, school, military installation, boats, planes, or anything else out of the ordinary?  If you do, you may want to promote a media event.  Dow AgroSciences and Bader Rutter can help you organize and even gauge public interest for these informational events.  Please review the following and contact your Dow AgroSciences rep for further information.

Local Media Relations Questionnaire

 

Please complete the following information or check off all of the steps listed below.  Forward this form to Elisha Priebe via fax at 317-337-4330 or e-mail elpriebe@dow.com for evaluation of potential media relations activities.  The form must be completed and submitted six (6) weeks prior to any potential media relations activities.  The following information will help gauge media interest in the potential news story.

 

FUMIGATOR INFORMATION:

Company:

Main Contact:

Phone:

Fax:

E-mail: 

Company Spokesperson (if different from main contact):

Phone:

Fax:

E-mail: 

SITE INFORMATION: (if applicable)

Site/Organization Name:

Site Contact:

Phone:

Fax:

E-mail: 

Site Spokesperson (if different from site contact):

Phone:

Fax:

E-mail: 

 

Scope and history of termite activity at the site:

 

 

History of termite treatment at the site:

 

 

Significance of the site to the city (if notable site):

 

Visible termite damage:

YES                                NO

Active termites:

YES                                NO

Is the site in the DMA city?

If NO, how far is it outside the city?  (The media will rarely travel more than 20 miles to cover non-breaking news.) 

YES                                NO

Approximate mileage:______________

 

Is site a paid job or a donation?

PAID                        DONATION

Have they had any other type of media relations or event recently?

If YES, what type of event was it and when did it take place?  (It may be unlikely that the media will cover another event if the media recently visited the site.)

YES                                NO

Prior event type:_____________

Prior event date:_____________

Is the site contact willing to talk about the termite infestation at the site?  (They do not have to address the treatment, simply the termite problem, its history, etc.)

YES                                NO

Have you reviewed the Memo of Understanding with the fumigator?

YES                                NO

Have you reviewed the Memo of Understanding with the site contact?

YES                                NO

 

If you have questions about completing this form, please contact Emily Habel at Bader Rutter at (262) 938-5429, via phonemail (ext. 2943) or e-mail to ehabel@bader-rutter.com.

 

 

The following information provides you with the high points to having a successful media event.

The 4 Steps to Successful Local Media Relations

 

Objective of Media Relations:

·        To secure positive coverage of whole-structure fumigation with Vikane® gas fumigant in key markets, while bringing the problem of termites in the area in front of the general public

 

Our Strategy:

·        Provide media an interesting, localized story on termites and what’s being done about the problem

·        Position story as an important, timely public service message for viewers

 

News Hooks:

·        Local angle of consumer interest – noteworthy site, severe problem

·        Termite swarming season

·        Whole-structure fumigation offers drywood termite control

 

The 4 Steps to Success

 

Step 1:                                                           Responsibility:  Dow AgroSciences representative

Complete Media Relations Questionnaire and submit to Product Communications Manager.

 

Step 2:                                                           Responsibility:  Dow AgroSciences representative

Discuss potential media relations activities with fumigator and site personnel to determine interest.

·        Set expectations of the purpose of the media relations

·        Discuss news angles

·        Discuss logistics (permits/waivers needed, ground rules)

·        Appoint a point person at the site for questions/issues

·        Reaffirm expectations with site personnel

           

Step 3:                                                           Responsibility:  Dow AgroSciences representative

Review the Memo of Understanding with the site contact and obtain a signed form. 

·        Be sure the person that reads and signs the form is responsible for approving publicity activities at the site.  This is important because the person who is the contact for Vikane may not be the regular media contact. 

           

Step 4:                                                           Responsibility:  Bader Rutter and Dow AgroSciences

Execute the media relations activity.

·        Bader Rutter to prepare a media list, pitch letter and collateral materials

·        Bader Rutter to fax and call targeted media one-two weeks prior to media relations activities

·        Work with Bader Rutter to provide media training for spokespeople

·        Assist with logistics at the event

 

®Trademark of Dow AgroSciences LLC

Vikane is a federally Restricted Use Pesticide.

Always read and follow label directions.

 

 This next piece is a memo of understanding for you customer to help them understand the media event and to give them some expectations.

Local Media Relations Program

Vikane® gas fumigant

Memo of Understanding

 

What is Media Relations?

Media relations is a concentrated effort to get local, positive media coverage regarding the problem of termites and the solution of the Vikane gas fumigant in select designated market areas (DMA).  We invite members of the media within the DMA to a site fumigating with Vikane, and offer them information and materials on the problem of termites in a local area.

 

Objective:

The objective is to secure coverage of the termite problem in a specific market and to foster positive coverage of Vikane gas fumigant.

 

Our Strategy:

Our strategy is to provide the media with an interesting, localized story on termites and what’s being done about the problem.  We position the story as an important, timely public service message for viewers.  We highlight different aspects of the termite problem in the stories we present:

·        Termite swarming season

·        Whole-structure fumigation offers drywood termite solution

·        Local angle of consumer interest – noteworthy site, severe problem, donation, community service/awareness, problem under control with Vikane

 

Responsibilities of Promotional Site:

·        Site contact will provide information about the site to Dow AgroSciences or its public relations agency, Bader Rutter & Associates

·        Site will provide a spokesperson on the day of the media event to discuss the site’s history as well as its termite history with members of the media

·        Site will allow video footage of the site to be taken; including termites and/or termite damage (if available)

 

Responsibilities of Dow AgroSciences and Bader Rutter & Associates:

·        Work with the site to provide the media with accurate information in the form of verbal and written communications

·        Arrange all interviews at the convenience of the site where the media event is being held

·        Follow up with local media for any possible future story ideas

 

I have read the above information and understand my responsibility as a local media relations site for Vikane gas fumigant.  I give my permission to Dow AgroSciences to host the ________________________ as a newsworthy site for its public relations efforts.

 

 

Signature____________________________________       Date______________________

 

Print________________________________________        Title______________________

 

®Trademark of Dow AgroSciences LLC

Vikane is a federally Restricted Use Pesticide.

Always read and follow label directions.