LEADERSHIP BAKERSFIELD

MEDIA DAY

"Leadership Bakersfield participants had the rare opportunity to turn the tables on the media on Jan. 17, during Leadership Bakersfield’s Communications Through the Media Day. The participants asked thoughtful, provocative questions of local media professionals about how to craft and distribute a message, navigate sensitive issues like privacy and ethics and manage crisis communications. The morning started at KGET-TV, Channel 17, which served as home base for the day. Vice President and General Manager Derek Jeffery and News Director Michael Trihey welcomed the class and allowed participants to have fun on set, posing for pictures and experimenting with the famous green screen, used during weather segments. Many selfies later, the class members took their seats to observed a spirited news meeting led by Trihey that included all representatives of the news team: on-air reporters and anchors as well as digital-only reporters and producers. The news crew shared ideas for potential coverage, explaining to the class what constitutes a good story and the importance of finding a unique angle to entice viewers. Joining the class after the news meeting was CSU Bakersfield lecturer and longtime media professional Jamie Butow, who shared her insights and tips on how to manage a comprehensive social media identity. Butow emphasized the importance of knowing your audience, which dictates the platform and content of the message. From KGET, the participants headed to Buck Owens’ Crystal Palace for lunch and a panel discussion of experts from traditional and emerging media: Robert Price, columnist for The Bakersfield Californian; Kenn McCloud, on-air host at KUZZ; Lois Henry, former Californian columnist and founder of SJV Water; and Terry Maxwell, on-air host at KNZR. The panelists tackled a wide swath of topics, from immigration to education, and shared their views on the radical changes taking place in the media landscape today. All the panelists agreed that the days when newspapers, television and radio were the definitive sources of news are gone and that the Digital Age has changed the way the media tells stories and opened doors for non-professional journalists to contribute to the conversation with photos, video and social media posts. A thought-provoking questionand-answer session addressed local, state and national issues on the minds of Leadership Bakersfield participants and sparked lively debate among the panelists. From the Crystal Palace, participants returned to KGET to demonstrate what they had learned – under the bright television lights. But before the participants took the spotlight, they learned from two of the most respected professionals in local public affairs: Michelle Corson, public relations officer for Kern County Public Health Services Department, and Angela Monroe, public information officer for the Kern County Sheriff’s Office. Corson and Monroe said that in an emergency, it is imperative to gather information and get a message out quickly to reassure the public and avoid rumors. They gave the class a list of the essential components that make a news story: • Conflict • Controversy • Timeliness • Impact • Prominence • Uniqueness • Human Interest • Sound / Visual

It was the final and most important piece of advice from Corson and Monroe that prepared the class for the coming exercise: Always tell the truth. LB Media Day advisors Jeremy Price of Alpha Media and Jennifer Self of CSU Bakersfield divided the participants into groups of three and gave each an emergency scenario. The teams had about a half hour to craft a written response, develop a communications plan and go over talking points. The teams then presented their statement and took questions from actual media professionals: Alex Fisher of KGET; Christine Peterson of The Bakersfield Californian; Tony Lee of KNZR and Greg Neft of KUZZ. The teams did a phenomenal job of thinking on their feet under great pressure and communicating a thoughtful cogent message. They remained poised under intense questioning and accepted the constructive feedback of the panel. Though most of the participants don’t work in media relations, what they took away from the day was that the message has never mattered more than it does in the Digital Age, and that we all have the power – and responsibility – to be mindful of the integrity of our brand when communicating on behalf of the organization." - Jennifer Self, California State University, Bakersfield The Chamber would like to thank Leadership Bakersfield Advisory Day Chairs Jeremy Price, Alpha Media, LLC and Jennifer Self, California State University Bakersfield. A special thank you to Alpha Media, LLC for sponsoring the class session and Golden Empire Transit District for providing the day’s transportation.