Case Study
Public Education — National Organic Rule

Challenge
When the National Organic Rule was being implemented in October 2002, our media clearinghouse identified the demand by journalists for background, expert and local farmers contacts, images, and Web site sources.

Strategy
We would supply journalists with the research they need and, simultaneously, promote excellent organic and sustainable agriculture spokespeople.

Methodology
We would contact journalists nationwide, discuss potential stories, provide issue backgrounders, Web resources, and clarification about the ramifications of the Organic Rule, identify expert spokespeople, schedule interviews and photo shoots, and follow up with all journalists.

Results
Feature stories were placed in: the New York Times, USA Today, Associated Press, San Jose Mercury News, San Francisco Chronicle, San Francisco Examiner, Oakland Tribune, Marin Independent Journal, San Mateo County Times, East Bay Weekly, and KSRO-AM. Straus Communications also supplied Newsweek with story leads.








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