Dairy Leaders kick off Class VI with media, marketing sessions

Learning how to be media-savvy so they can speak effectively on behalf of the California dairy industry, members of the California Dairy Leaders Class VI plunged into a three-day immersion in media training and marketing at sessions held in South San Francisco at the offices of the California Milk Advisory Board. Learning how to deal with the media is a key component of the leadership training program. Participants get a real-life taste of life under the TV lights as they are grilled by a reporter, in this case Janet Greenlee of Fleishman-Hilliard. They get to review and critique the not-always-flattering results on tape. Leaders learn how to anticipate questions, how to formulate responses that lend themselves to the “sound-bite” mentality of reporters, and how to “stay on message” with key talking points about the dairy industry.
The Milk Advisory Board’s extensive promotional efforts and research program were outlined by CMAB Chief Executive Officer Stan Andre. Best known for its “Happy Cows” and “Real California Cheese” TV advertising campaigns, the Advisory Board is funded by the state’s more than 2,000 dairy families. CMAB provides generic advertising, publicity, retail and foodservice promotions, and research programs on behalf of California dairy products.
The next session for the Dairy Leaders will take place in Sacramento on June 19-21. There the group will learn about political advocacy in the state Capitol. This year’s class members are: Luis Borba, Lumar Dairy Farms, Turlock; G. Patrick Johnston, Rocking S Dairy, Modesto; Ezequiel Correia, Jr., EzeView Dairy, Gustine; Ray Prock, Jr., Ray-Lin Dairy, Denair; John Goyenetche, Goyenetche Dairy, Buttonwillow; and Barbara Martin, Tony Martin Dairy, Lemoore.