The influence of public relations on the news media is extensive. Half of the news in many newspapers, radio and television programs originates with formal statements, news releases or one-on-one media visits by organizations. Media tours can help local pork producers do a number of things. Consider the fact that most local media representatives in your community have never been on a pork production operation. If that is the case, how can we expect them to provide accurate coverage? It's our job as pork producers to keep the local media informed about the pork industry. Among the ways a media tour can be used include:

• Building positive public attitudes toward the pork industry.
• Positioning the organization as a leader and expert.
• Interpreting the impact of emerging issues in the industry and marketplace.
• Promoting the benefits of the pork industry.
• Telling industry stories and issues in greater depth.
• Opening communication channels between organizations and external publics who could negatively affect the growth of the pork industry.

The most commonly desired outcome of one-on-one media visits is positive articles, sound bites or programs on the pork industry. However, fostering relationships with the media is just as important. Establishing local pork producers as an authoritative source of information on issues is critical. Doing so positions the organization as a reliable source that the media can rely on when working on future assignments.