1. Kim Kester 2016 American Honey Queen
Speaking to the Media
Kim Kester
2016 American Honey Queen

2. Who Am I? National spokesperson for beekeeping industry
Central Wisconsin
Bachelors from University of Wisconsin – Madison
Pursuing Masters at Iowa State University in Agricultural Education
I serve as a national spokesperson for the beekeeping industry. This year is my job to travel the country and share my knowledge about pollination and honeybees with the public. I am originally from central Wisconsin where grew up on a small hobby farm. We had a little bit of everything – horses, poultry, even llamas. No one was really too surprised when I set up my first two hives of honeybees. My bachelors was earned at UW-Madison in dairy science and poultry science, and I am currently pursuing a masters at Iowa State University in Agricultural Education.

3. Media Training Recently completed one week of training
Gained valuable skills for interacting with media
I spent a week in training after being selected as American Honey Queen. We focused very heavily on media training. We learned how to prepare ourselves, maintain control of an interview, and get out a positive message to the public.

4. Why give presentations or talk to media?

5. Purpose The day is coming! People recognize you as a beekeeper
Our responsibility to provide accurate information
Be prepared!
Radio, TV, newspaper, beekeeping meetings
Why do we need to know this? The day is coming! If it hasn’t happened already, there will come a time when you will be approached by TV, radio, or newspaper. People recognize you as a beekeeper and will look to you for answers about beekeeping and the industry in general. As beekeepers, it is our responsibility to provide accurate information to the public.

6. Preparing for an Interview
Determine your audience
Age range
Specific interests
Develop an outline
Can be added to as necessary
Altered to suit audience
Helps you stay focused
Keep it simple!
The first step is to prepare for your interview or interaction with the media. If possible, determine your audience. This may include the target age range, or whether the group has specific interests or professions. Develop and outline based on any audience information you have and what beekeeping or honey information may apply to them. The interviewer may also be able to provide some guidance with regards to specific content they are looking for.

7. Preparing for an Interview
Ask yourself some questions…
Who?
What?
When?
Where?
Why?
How?
What do you want the result to be?
Ask yourself a few questions. Who, what, when, where, why, and how? These may seem like common sense, but it’s a great start for establishing a basic foundation of what you are going to talk about. Also ask yourself what you want the result of the interview or presentation to be. Do you want the public to visit your booth at the farmer’s market and buy local honey? Do you simply want to inform the public about honeybees? Or maybe you want the public to take more action or responsibility with protecting the honeybee. These are all things to consider when creating your outline.

8. Example Outline
The queen is the mother of the hive. All of the other bees are her children. A queen can lay up to 2,000 eggs per day, and she has an average lifespan of 2 – 3 years. She relies on a court of attendant bees to care for her.
Introduction
3 Types of Bees
Queen
Drone
Worker
Pollination
Hive Structure
Outlines do not need to be too complicated. If you have too much information on your outline, it may result in plain reading or droning. Instead, use words or phrases that will help prompt your thought if you get lost. Here is an example. The line simply says Queen. You know the information, so all your need is a reminder and you can jump into “The queen is the mother of the hive. All of the other bees are her children. A queen can lay up to 2,000 eggs per day, and she has an average lifespan of 2 – 3 years. She relies on a court of attendant bees to care for her.” With just a one-word prompt, I was able to fill 15 to 20 seconds.

9. During the Interview Express key messages in sound bites Be quotable
Do not repeat negative or incorrect information
Example: “Killer bees” vs. “Africanized honeybees”
Keep it positive
During the interview, try to express your key points in sound bites. Unless they are airing the complete interview, your responses will likely be cut. It is important to be quotable and do not repeat negative information. For example, someone may ask you if “killer bees” are a problem in your area and should people be concerned? Do not repeat “killer bees.” Begin your response with “Africanized honeybees.” You may even place a little extra emphasis on “Africanized” to indicate the correct term without saying directly to their face, “That’s wrong.” We want to keep the interviews positive if possible. In the case of the Africanized bees, perhaps highlight their honey producing abilities. Do not be afraid to say “I don’t know.” You don’t want to provide incorrect information or speculate.

10. During the Interview Do not be afraid to say “I don’t know”
Use your discretion for topics and content
Pace yourself!
During the interview, try to express your key points in sound bites. Unless they are airing the complete interview, your responses will likely be cut. It is important to be quotable and do not repeat negative information. For example, someone may ask you if “killer bees” are a problem in your area and should people be concerned? Do not repeat “killer bees.” Begin your response with “Africanized honeybees.” You may even place a little extra emphasis on “Africanized” to indicate the correct term without saying directly to their face, “That’s wrong.” We want to keep the interviews positive if possible. In the case of the Africanized bees, perhaps highlight their honey producing abilities. Do not be afraid to say “I don’t know.” You don’t want to provide incorrect information or speculate.

11. You are in Control!

12. Connect with the Audience
Confidence is important
Speak as an equal
Do not drone on if your listeners seem uninterested
Ask questions, initiate involvement
Be flexible!
Reporters can throw you a curve ball

13. Add Visual Interest Jars of honey Beekeeping equipment
Posters or photos
PowerPoint
Observation hive

14. After the Interview Leave behinds Thank the interviewer for their time
Honey
Recipe brochures
Additional information
Thank the interviewer for their time
After your interview has wrapped up, it never hurts to have leave behinds. This could be anything from a honey bear, honey recipe brochures, or additional information about any topics covered in your interview. Lastly, thank the interviewer for their time. They gave you time on their radio show, TV segment, or column space in their newspaper. Every bit of time is an opportunity to spread information about our industry.

15. American Honey Queen Program

16. Objectives Promote honey and the beekeeping industry nationwide
Increase consumption of honey
Teaching students and public about importance of honeybee pollination

17. Selection Interview process Marketing presentation Professionalism
Beekeeping knowledge
Communication skills
Marketing presentation
Professionalism

18. Promotions School presentations Fairs and festivals
Interviews with media
Beekeeping meetings
Social media

19. Our Work in Numbers
$500,000 – average media attention garnered for industry
7,500,000 – average people reached with educational messages
340 – average collective promotional days each year

20. Program of American Beekeeping Federation
National organization with 1,200+ members
Acts on behalf of the beekeeping industry to address issues affecting the interest and economic viability of various sectors of the industry
Work toward better education and information
Ensure the future of the honeybee

21. Funding
Annual quilt raffle
Auctions
Donations

22. Follow Our Travels Facebook YouTube Blog AmericanHoneyQueen
American Honey Queen Program
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AmericanHoneyQueen
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BuzzingAcrossAmerica.com