Given the expertise of the membership base and regarding the experience of working in the media KZNP can organize press conferences, including media outlets from these conferences and forwarding the data to professional journalists or representatives of the central media. Club members, especially those in rural areas, can participate in improving media skills of organizations operating in the country, including provision of “media training”. KZNP is also a partner of several regional associations of the National Network for Rural Development in order to improve the current lack of awareness of the countryside towards the general public. Partner agency for KZNP is also currently the most watched specialized agro-food portal www.agris.cz whose creators come from within the membership KZNP. The club therefore can effectively help disseminate professional information, including through new information technologies, and also it does so.