Agricultural and Livestock Crisis Media Communications Training


	Crisis Communication Training
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Agricultural and Livestock Crisis Media Training

It wasn’t that long ago that over four million animals were slaughtered when hoof and mouth disease swept across the UK and Europe. In the year 2000 and 2001, Mad Cow disease worked its way across the European continent, causing government agencies to scramble to deal with the crisis. Even recently, a crisis like Mad Cow disease affected the United States and caused foreign buyers to become reluctant to purchase U.S. meat due to the crisis. These agricultural and livestock crises end up splashed across media outlets all over the world – be they print media, electronic media or broadcast media. An agricultural or livestock crisis can have a broad and sweeping effect and is often of interest to the media and the public due to possible effects on human life. Our Agricultural and Livestock Crisis Media Training workshop is designed to help agricultural organizations, government and agency spokesmen, farmer’s cooperatives, community spokesmen, local leaders and other individuals deal with the difficult situations created by a crisis. These situations can often spiral out of control and land small communities and rural areas in the sights of the world’s media.

The one-day Agricultural and Livestock Crisis Media Training workshop focuses on providing those tasked with communicating to the media with multiple tools, skills and training concepts required to properly handle media relations during a crisis situation. These skills are designed to convey information without alarming the public or causing current public relations damage to worsen. Given the intense media scrutiny that takes place found during a crisis, discussions during this interactive and highly participatory workshop are centered on the possible health issues that are of concern to all parties and are often the focus of media inquiries. These skills can also be used by individuals who must answer to hostile, threatening and inquisitive crowds concerned with the possible effects of a runaway agricultural or livestock crisis. Press conferences, question and answer sessions and presentations are utilized to provide participants with crisis media skill practice. One-on-one coaching sessions provide personalized feedback from a crisis media training instructor. Time is spent working on training modules, application exercises and other training activities to reinforce the learning process in this crisis media workshop.

Agricultural and Livestock Crisis Media Training program participants will learn to:

	Understand the issues faced during an agricultural or livestock crisis
	Deal with the emotions of the concerned public and members of the media
	Properly interact with the media during an agricultural or livestock crisis
	Build a public statement detailing the crisis situation
	Distinguish between fact and emotionally-charged hype
	Enhance image and credibility when conveying crisis information
	Determine media attitudes and needs
	Overcome personal nervousness and anxiety during a crisis
	Use visual aids and other media to reinforce a message
	Conduct face-to-face media interviews during a crisis
	Satisfy the media’s needs during a crisis while focusing on a message
	Present accurate information without appearing misinformed
	Appear knowledgeable and calm under the pressure that results from a crisis
	Maintain control under the most challenging situations
	Distinguish between public frustration and personal attacks