Leveraging media can be a powerful and effective tool for organizations to get their message out to large audiences. But the media landscape has changed dramatically in recent years. Bird Studies Canada hired WorkCabin Communications to provide a customized media training workshop.

The workshop focused on several key areas:

  • How media operates today and decides which stories will be covered
  • How to effectively craft key messaging and control messaging
  • How to quickly recognize the various reporter ‘personalities’ during an interview and how to adapt
  • How to craft effective messaging and swerve stories in a direction that reflects the organization’s goals
  • The key differences between small market and large market media
  • The techniques that reporters use to try to get you to open up and break away from key messaging and how to easily spot these techniques
  • How to help reporters be more accurate in their reporting

Using his own background in environmental work and wildlife photography, Gregg easily connected with BSC on topics and could effortlessly present scenarios related to avian issues during workshop discussions.

Bird Studies Canada is a not-for-profit organization built on the enthusiastic contributions of thousands of volunteer Citizen Scientists. Data from Bird Studies Canada’s volunteer surveys and targeted research projects are used to identify significant population changes and help direct conservation planning

The mission of Bird Studies Canada is to advance the understanding, appreciation, and conservation of wild birds and their habitats, in Canada and elsewhere, through studies that engage the skills, enthusiasm, and support of its members, volunteers, and the interested public.