Spokesperson
Nicola Vallance
Nicola Vallance knows what it's like to be in demand with the media. She's a spokesperson for Forest & Bird. On the day we catch up, reporters have been chasing Nicola for comment on a proposal to mine Denniston Plateau on the West Coast. She's angry about the plan, but grateful for the media interest. The day's interviews will include appearances on the two main TV networks. These are priceless opportunities to voice opposition, and build public awareness.
Nicola is a former DOC media manager who now works as a Conservation Advocate. She knows how to generate public awareness through the lens of a camera. She also knows how to engage her audience, with stories and sound bites.
When I first heard Nicola a few weeks ago, she was on National Radio, lamenting the accidental loss of a large number of New Zealand's rare giant native snails. (*The full interview can be heard here)
Most of us don't care too much about snails. But Nicola's energy captures your attention. When you learn these creatures can "suck worms like spaghetti," you start to take notice. Nicola is what we refer to in broadcasting as "good talent."
I began our interview by asking Nicola about her working relationship with reporters.
G: How do you view the mainstream media? Are they a nuisance? Are they helpful? Or are they a mixture of both?
N: I view the media as necessary to do my job, to get the word out to the public about our natural heritage.
G: What is the value in engaging with reporters and doing interviews?
N: I have worked in and around the media (particularly television) for a really long time. I know how busy the journalists are; how little detail they tend to know about the stuff I work on. So i spend a lot of time providing them with correct and credible info - and also other contacts - they can use. I also go out of my way to provide television media with strong visuals. Today I've helped both TV One and TV3 News source shots of Denniston Plateau. I also reminded them to use footage of last year's mining protest march.
G: Do you plan your messages before interviews, or do you rely more on spontaneity?
N: I generally write down two or three points that I DEFINITELY want to say, and I try to make sure I get these in as a priority.
G: Do you have any other specific media strategies?
N: I always smile, no matter what. I also make sure that no matter what the question, I frame my answer in terms of my key messages. To pinch a tactic of Winston Peters, if i’m really trying to get a specific point across, I say “What i can tell you is..” I try to be reasonable, warm and moderate most of the time.
G: Your radio responses are quite descriptive - is this deliberate?
N: If you haven’t worked it out yet - I REALLY love nature. And i want people to love it too. So I get quite excited when talking about it.
G: The description of the snail "sucking worms like spaghetti" was particularly descriptive. Was this pre-planned?
N: Yep – it’s hard to get people excited about snails – I didn't want the public to think they were like the snails you find on your lettuce.
G: Is Forest and Bird mainly proactive or reactive to media?
N: We are generally very proactive, but we react where necessary to some things - we try to be quick on our feet in that regard. Being proactive means you generally have the upper hand in the media, because everybody else has to react to it e.g. Forest & Bird released the leaked information about where the govt wanted to mine in March 2010 – and the battle was basically won from that point on.
G: Do you ever challenge or correct media mistakes?
N: Yes, but i choose my battles – not enough time in the day.
G: Do you have any advice for others who might one day deal with the media?
N: I love working with media, and the key is to always be timely (be aware of their deadlines and workload), friendly and helpful.
*Nicola's appearance today on TVNZ breakfast re West Coast mining can be viewed here
**Nicola's appearance today on TV3 news re West Coast mining can be viewed here
Contact: N.Vallance@forestandbird.org.nz
Web site: www.forestandbird.org.nz
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