1. Fisheries Council of Canada 2010 Conference Ottawa, ON Gavin Gibbons National Fisheries Institute Dir Media Relations

2. Fisheries Council of Canada 2010 Conference Ottawa, ON SEAFOOD ISSUES IN THE MEDIA In the U.S. from April to August there was only one issue in the media (In the U.S. from April to August there was only one issue in the media)

3. Fisheries Council of Canada 2010 Conference Ottawa, ON NFI’s press work on the Gulf oil spill issue began in earnest on Friday April 30 th with a call from USA Today Early on there was a focus on educating reporters and providing accurate perspective

4. Fisheries Council of Canada 2010 Conference Ottawa, ON

6. 99% of respondents were aware of the spill 54% said the spill would have some impact on their seafood consumption -44% of that group said they would only eat seafood that did not come from the Gulf Another 31% said they will eat less seafood regardless of where it comes from

7. Fisheries Council of Canada 2010 Conference Ottawa, ON During the spill NFI saw media requests jump 358%

8. Fisheries Council of Canada 2010 Conference Ottawa, ON During the spill NFI saw media mentions jump 93%

9. Fisheries Council of Canada 2010 Conference Ottawa, ON SEAFOOD STRATEGIES FOR DEALING WITH THE MEDIA

10. Seafood too often Misses the Mark From their hometown papers to the New York Times consumers are bombarded by confusing and often erroneous messages about seafood. Fisheries Council of Canada 2010 Conference Ottawa, ON

11. The Tools of the Trade Challenge: Agreeing to disagree is not enough Trust the science, it is on your side Take the fight to editors and producers not just reporters and writers Tenets of Journalism: Fairness Balance Objectivity Fisheries Council of Canada 2010 Conference Ottawa, ON

12. The more we challenge the media the more they look to us as a resource.

13. EMERGING CHALLENGES IN THE MEDIA Fisheries Council of Canada 2010 Conference Ottawa, ON

14. Sustainability and Health

15. Fisheries Council of Canada 2010 Conference Ottawa, ON Sustainability and Health In the media we must tell our sustainability story, don’t let the media tell it for us. The independent, peer- reviewed science is on our side. Challenge reporters to look it up themselves– don’t’ believe me believe Harvard.

16. Fisheries Council of Canada 2010 Conference Ottawa, ON Gavin Gibbons National Fisheries Institute Dir Media Relations