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Handling sticky situations and hard nosed reporting highlighted CanACT's first professional development workshop held earlier this fall. The workshop was held at the University of Guelph in partnership with the Ontario Agricultural College's annual Leadership Conference. Guest speaker, Cathy Lennon, Executive Director of the Ontario Sheep Marketing Association, addressed the dos and don'ts for telephone, print, radio, and television interviews. Lennon suggested that the agricultural industry can increase media credibility by being prepared for the interview and having other reliable, trustworthy sources to redirect reporters. "Reporters are going to find the story," said Lennon. "If you don't do the interview they will find someone who will, regardless of their credibility." CanACT members and agriculture students learned that journalists can be motivated by deadlines, building a reputation or being the first to break a story. Lennon said media professionals need information to fit their format, short clips and quotes, and their time is always of the essence. She explained how to become an active spokesperson by being honest, accessible, knowledgeable and reliable. Lennon discussed how to develop three key messages for any organization and stressed the importance of incorporating them into an interview. She gave suggestions on how to buy time by asking if the interview will be live or taped, how long it will be, where it will be, and if the interview will be printed or broadcast. These techniques can help create time so the interviewee can compose three key messages and plan responses for tough questions. "You have to determine what story you want written and then answer the questions accordingly" said Lennon "By having your key messages ahead of time it is easier to get your message out." During the workshop, participants were able to gain hands-on experience fielding questions and building confident answers. They had the opportunity to critique themselves and their peers which further strengthened the learning experience. Jonathan Zettler, participant, said the workshop was an invaluable opportunity. "It was great to learn skills that we will actually use in the future," says Zettler. "We are future agricultural professionals and need to promote our industry both successfully and positively." |
