Detroit Free Press's Noteworthy Special

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It is not uncommon for daily or weekly newspapers to do special features during National 4-H Week or during the 4-H fair, however this story certainly exemplifies "how to do it right."

On February 19, 1987, the "Detroit Free Press" – the nation's eighth largest daily newspaper – ran a special eight page section. It was particularly "special" to those associated with 4-H because the entire section was about Michigan 4-H Youth Programs.

A total of 19 feature articles extolled the virtues of 4-H and the benefits of 4-H programs to kids. They were written by Michigan's Governor James Blanchard; Michigan State University President John DiBiaggio; Ford Motor Company President and Chairman of National 4-H Council Harold Poling; and by Orville Redenbacher and Bob Evans. In addition to other features by key leaders in the state of Michigan, features were included by two other National 4-H Council trustees, Philip Smith, president, General Foods Corporation, and Donald Keough, president, The Coca-Cola Company.

How did it happen that a major daily newspaper with circulation of more than 645,000 devoted eight pages to Michigan 4-H programs? Two important factors were involved.

First, luck. Michigan 4-H was fortunate to have Brenda Schneider on their side. Schneider is vice president and director of community relations for Manufacturers National Bank in Detroit. As a community service, the bank frees her to edit special sections for Detroit Free Press on a regular basis. This was the first time a non-profit youth organization was spotlighted in a section of this kind in the Free Press. Here's where the luck comes in.

Schneider is a big supporter and a great advocate of 4-H. (She also happens to be married to 14-year veteran 4-H agent, Tom Schneider!) Once she got one 4-H foot in the door, Mike Tate, Director of 4-H in Michigan, and others made a presentation to about 125 Detroit Free Press staff members using a six-projector multi-image slide presentation called "Take a look at us now!" The goal of the presentation was to help the Free Press folks see that the Michigan State University's Extension 4-H program is for kids in all areas of Michigan – helping them explore careers, learn to understand and accept themselves and have some fun along the way.

Once the support of the newspaper staff members was garnered, Schneider contacted all the writers featured in the section and asked them to write an article about how they felt about 4-H.

A second factor in the Detroit Free Press success story is the continued excellence of 4-H programs in Michigan and across the nation. It's that fine reputation, the testimonials of successful former 4-H'ers and the continued impact 4-H programs make on kids and communities that helps glean the enthusiasm of the right people at the right time. This time the result was a fantastic and invaluable way to increase public awareness of 4-H programs.