National 4-H Council Creates PR Advisory Committee

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In early 1983, the National 4-H Council established a public relations advisory committee to determine ways to increase 4-H visibility and strengthen understanding and support of the youth program. The committee focused on needs for audience and message identification, media relations, identifying and using 4-H alumni and other ways of giving 4-H widespread visibility, particularly in support of The Campaign for 4-H.

The high level committee included: Margaret P. McKimm, vice president, public affairs, Dart & Kraft, Inc.; Chester K. Lasell, vice president, corporate relations, Deere & Company; Charles W. Parker, Jr., corporate vice president, Allis-Chalmers Corporation; Andrew J. Schroder III, senior vice president, administration, General Foods Corporation; Robert T. Crosby, manager, public affairs operations, Standard Oil Company (Indiana); George H. Kyd, division vice president, public relations, Ralston Purina Company; David J. Metz, vice president and director, corporate communications, Eastman Kodak Company; Peter Allan, public relations, R. J. Reynolds Industries, Inc.; Trecie Fennell, assistant manager, Corporate Communications, General Foods Corporation; James D. Schwaninger, manager of corporate responsibility and community relations, J. C. Penney Company, Inc; William E. Duke, manager, National Programs, Atlantic Richfield Company; Tina Santi-Flaherty, vice president of public affairs, GTE; James A. Fyock, group public relations director, R. J. Reynolds Industries, Inc; and David W. Scott, director of public affairs, North American Automotive Operations, Ford Motor Company.

A wide variety of ideas and suggestions came out of this committee for strengthening and broadening the visibility of 4-H, identifying and making use of alumni and enhancing and expanding the operations of both the National 4-H Center and National 4-H Council. Some ideas were put into operation immediately, while others evolved into marketing programs and 4-H public relations projects that were initiated over the following 2-3 years. Council's Communications Division worked with and "staffed" the committee and was responsible for initiating many of the projects, working with the Resource Development Office.