Adrenalin Spring 2017

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GAME PLAN BE PROACTIVE When it comes to media training, Cruthers stresses preparedness. She advises main- taining a list of people across the organiza- tion that can speak to different issues, then train. "If someone wants to interview a volunteer, who have you got?" With traditional media stretched and content-hungry, Stellick encourages groups towards storytelling and content creation. "It's about trying to help [media] get what they need while putting yourself in the best light." Inquire about interview topics before radio and TV appearances, Stellick adds. And if you have an official media spokes- person, he advises keeping that individual informed and close to decision makers. For social media positions, Brian Clapp, director of content for, stresses journalism backgrounds (versus enlisting fans), then spelling out job expecta- tions, brand voice, plus consequences for representing the organization poorly. PRACTICE MAKES PERFECT Cruthers feels media training is useful at all levels. "Twice a year, I'll do a media refresher." She focuses on breaking issues and individual communications challenges. Employees involved in crisis management need extra attention, and the standard format involves classroom learning and skills practice, for example, faux interviews. Says Cruthers: "You can give people a list of key messages and tips on how to perform well in front of the media, but until they have a chance to practice, it can be difficult for that message to sink in." IN THE TRAINING FOR EXCELLENCE CENTRE SPORTIF DE GATINEAU

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