Session 1 - Media Training

              Day 2 of Session 1, Class XI participated in a Media Training workshop, presented by Leslie Jones of Ketchum and Jennifer Giambroni of California Milk Advisory Board (CMAB), along with Ketchum IT guy, Paul. The course was centered on preparing class members in the event that we should be approached by a member of the media or an inquisitive consumer.

                One thing that is important for every member of the agriculture to understand is that having a specific message, something specific to share with the consumer population, is vital to being able to convey agriculture in a positive light. When presented with the opportunity to address an issue, there is often a very small window of opportunity available in which to get your message across. Knowing your message in advance and being prepared when the time may arise will help bring your message across in an organized and much more effective manner.

                In the event you may be approached by a member of the media, and requested to provide an interview or a statement, it is extremely important to be prepared and ask the following questions:

1.       What is the deadline for your story?

2.       What are you looking for?

3.       May I contact you back at another (scheduled) time?

It is also ok to remember that at any time it is acceptable to deny or deflect the interview. You are at no time required to provide a statement if you are not comfortable or prepared.

                When giving an interview, it is important to get to the point. Don’t beat around the bush, so to speak. The entire interview may be edited down to a single sentence, or limited to 30 seconds in length. If it takes 42 seconds to get to the point you are trying to make, you may not get the opportunity to share your message. Also, never say anything you don’t want to read/hear about later. By being prepared in advance, having your key message under your belt and on the tip of your tongue, it will come more fluid and you won’t flounder around trying to find the right words.

               Avoid “no comment”. By saying “no comment”, or refusing to answer a question in an interview, you may mistakenly convey the impression that you have something to hide. Instead of refusing to answer a difficult, ugly or awkward question, be prepared to turn it around into a positive, and come back to reiterate your key message. Take your time to answer a question – it is OK to pause before answering a question. By taking a breath before answering, you allow yourself the time to reflect on the question in your mind, consider your answer and again bring your answer back to your key message. It is alright to admit, “I don’t know…” when you are asked a question. Do not attempt to answer a question you if are not 100% certain of the answer. Do, however, be prepared to offer to find the answer and report back, or put the interviewer in touch with someone who can answer the question.

photo curtesy of Mark Looker

                Don’t use acronyms or industry terminology. Use of acronyms or terms that viewers do not understand can make for a confusing conversation. Be sure to layout the terms of an acronym, such as “F.A.R.M. Program certification – which stands for Farmers Assuring Responsible Management” before proceeding with the interview. This will help your viewers feel connected and more inclined to listen to the rest of the conversation. By using industry terminology, routine practices may come across as harmful or abusive. For example, drenching, used to give cows needed fluids by oral injection, may have a different meaning to those unfamiliar with the process.

               The presentation team provided many video excerpts of interviews where interviewees held fast to their key message, used in depth industry lingo that more than confused the panel and took over two minutes to get to the point they were trying to convey. They provided excellent examples before we began the on-camera portion of the workshop.

               Each class member was then given the opportunity to be interviewed on camera. After each interview, the video was reviewed and discussed amongst the class. The first round was pretty rough, as none of the class members had any type of extensive media training. Ms. Jones, having a media background, was able to accurately portray a reporter who would pick pieces of statements and show how things could get out of hand. It can be great to take the opportunity to “lead” the interview. By answering questions in a specific way, the interview can change direction and help you convey your key message.

                For example: should your key message be: We do our utmost to ensure our animals are well cared for; and the question arises: Why are baby calves pulled from their mothers after birth and placed in little cages? The question might be answered in the following way: We do our utmost to ensure our animals are well cared for. Calves on our farm are removed from their mothers within hours of being born, and placed in a special nursery area. This allows us to provide individualized care for both the mother and the baby, by making sure that the baby gets proper nutrition and is in a clean, safe environment where she/he can be monitored during its first days. The mother is also placed under special care, for new mothers, to be sure she remains healthy and receives appropriate nutrition requirements. We do our utmost to ensure our animals are well cared for.

               By presenting the key message up front, highlighting the question and directly answering, without using acronyms or industry terminology, and again reinforcing the key message at the end, “tearing babies from their mothers” does not become an issue, rather the farmer’s priority of individualized attention and care becomes the focus.

                After the initial round of on camera interviews, the class was given a second chance in the spotlight and it was great to see how the topics we discussed following the first round of questions helped each member to improve in their response.

                Should you be asked to give a statement or interview, it is important to remember to ask the focus and deadline of the story, as well as ask for contact information. Immediately contact the CMAB and request a mini-media training review to help determine the key message for the story in question. The team is available and ready to help you prepare to be in the public spotlight.