May 2008
Team Receives Communications Training
By Greg Overton and Amy Roberts
After three intensely focused days of media training, our class is more confident and comfortable meeting the challenges of speaking to groups and reporters, and also during television interviews.
Following a review of the homework assignment and confirming dates for future trips, we were introduced to our first speaker – one of many to begin molding us into reliable messengers for Farm Bureau.
To start building a platform to conduct effective presentations, James Wilder from Allied Insurance, needed to assess our levels of public speaking confidence. While a few in the class expressed a high degree of comfort, others needed to develop the tools and demeanor to calm nerves during this type of stress.
Wilder's first topic, Effective Presentations, covered four areas designed to start shaping us into successful speakers. These included: Support Objectives, Have an Impact, Organized Framework and Polished Delivery. Learning each point, he said, builds a solid public speaking foundation. Next, Wilder introduced the three Vs – visual, vocal and verbal – skills when giving a presentation. We learned to keep gestures to a minimum and use above the waist so the audience can see. He said some movement is good, but constant or a series of routine gestures can be distracting.
Wilder said establishing eye contact with the group, changing facial expressions, speaking loud enough to reach the back of the room and finding a friendly face to turn toward are effective ways to stay on track and keep the audience engaged.
During our lunch break, we were given the task of preparing a three-minute speech using Wilder's guidelines to present before the group. While this was the beginning stage to break down fears, everyone survived and we were able to get valuable feedback to ways to individually improve.
Later that afternoon, CFBF Grassroots Coordinator Casey Cooley went over how to speak effectively when lobbying government officials. Next, staff from the governmental affairs office briefed us on topics in preparation for our legislative visits the next day.
That evening we enjoyed dinner at Ella Restaurant. Owner Randall Selland joined us to talk about his philosophy on using local, in-season produce and how quality over quantity is his goal in presenting flavorful offerings to his guests.
The following day we received on-camera interview training.
Dave Kranz, manager of CFBF media services and Kevin Burke, a freelance cameraman for CFBF's California Country demonstrated tactics on how to avoid ‘gotcha moments' during TV interviews. Effective techniques included developing short sound bites, using pauses, and turning a negative question into getting your message across. After spending 20 minutes preparing for a spot interview, each class member was filmed then critiqued on our performance.
After lunch, the class broke into small groups to visit with legislators on topics important to CFBF including energy, water and labor issues.
With time to spare before attending an evening baseball game at Raley Field, some classmates found time to shop for sheets and kitchen items St. John's Women's Shelter needed. Helping this worthy nonprofit during our April class was such a positive experience that we had decided to gather more goods to share with them the next day.
The next morning, after dropping our donations off at the shelter, Lauren Shoda from the CFBF communications office gave us tips on writing effective messages.
The rest of the day was spent working in pairs with members of Allied Insurance's Emerging Leaders Program (ELP). Each team was responsible for preparing a 10-minute speech on a lesson from ‘Coach Wooden's Pyramid of Success' book. Everyone had a great time listening to the dynamic talks and many new friendships were formed during this bonding experience.