fisheries council of canada 2010 conference ottawa, on gavin gibbons national fisheries institute...
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Fisheries Council of Canada2010 Conference
Ottawa, ON
Gavin GibbonsGavin Gibbons
National Fisheries InstituteNational Fisheries Institute
Dir Media RelationsDir Media Relations
Fisheries Council of Canada2010 Conference
Ottawa, ON
SEAFOOD ISSUES IN THE SEAFOOD ISSUES IN THE MEDIAMEDIA
(In the U.S. from April to August In the U.S. from April to August there was only one there was only one issueissue in the in the
mediamedia)
Fisheries Council of Canada2010 Conference
Ottawa, ON
•NFI’s press work on the Gulf oil spill issue began in earnest on Friday April 30th with a call from USA Today
•Early on there was a focus on educating reporters and providing accurate perspective
Fisheries Council of Canada2010 Conference
Ottawa, ON
Fisheries Council of Canada2010 Conference
Ottawa, ON
Fisheries Council of Canada2010 Conference
Ottawa, ON
•99% of respondents were aware of the spill
•54% said the spill would have some impact on their seafood consumption
-44% of that group said they would only eat seafood that did not come from the Gulf
•Another 31% said they will eat less seafood regardless of where it comes from
Fisheries Council of Canada2010 Conference
Ottawa, ON
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April May June July
MediaRequests 2009
MediaRequests 2010
During the spill NFI saw media requests jump 358%
Fisheries Council of Canada2010 Conference
Ottawa, ON
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MediaMentions 2009
MediaMentions 2010
During the spill NFI saw media mentions jump 93%
Fisheries Council of Canada2010 Conference
Ottawa, ON
SEAFOOD STRATEGIES FOR SEAFOOD STRATEGIES FOR DEALING WITH THE MEDIADEALING WITH THE MEDIA
Seafood too often Misses the Mark
From their hometown papers to the New York Times consumers are bombarded by confusing and often erroneous messages about seafood.
Fisheries Council of Canada2010 Conference
Ottawa, ON
The Tools of the Trade
Challenge:
•Agreeing to disagree is not enough
•Trust the science, it is on your side
•Take the fight to editors and producers not just reporters and writers
Tenets of Journalism:
•Fairness
•Balance
•Objectivity
Fisheries Council of Canada2010 Conference
Ottawa, ON
Fisheries Council of Canada2010 Conference
Ottawa, ON
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Jan-07
Mar-07
May-07
Jul-07
Sep-07
Nov-07
Jan-08
Mar-08
May-08
Jul-08
Sep-08
Nov-08
Jan-09
Mar-09
May-09
Jul-09
Challenges Mentions
The more we challenge the media the more they look to us as a resource.
EMERGING CHALLENGES IN EMERGING CHALLENGES IN THE MEDIATHE MEDIA
Fisheries Council of Canada2010 Conference
Ottawa, ON
Fisheries Council of Canada2010 Conference
Ottawa, ON
Sustainability and Health
Fisheries Council of Canada2010 Conference
Ottawa, ON
Sustainability and HealthIn the media we must tell our sustainability story, don’t let the media tell it for us.
The independent, peer-reviewed science is on our side. Challenge reporters to look it up themselves– don’t’ believe me believe Harvard.
Fisheries Council of Canada2010 Conference
Ottawa, ON
Gavin Gibbons
National Fisheries Institute
Dir Media Relations