First Nations looking to media training for success

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Romeo Crow Chief, president and executive director for the Alberta chapter of the Aboriginal Financial Officers Association (AFOA) invited delegates to Calgary on Feb. 23 and 24 to learn about building relationships with media in order to maximize an Aboriginal organization's chances for success.

Throughout the two-day gathering, Aboriginal leaders, communication officers, public relation representatives, radio owners, directors of communications and administrators shared their views on the importance of communications.

Chief Ron Morin of the Enoch Cree Nation said part of his nation's success is linked to the communication he has done through the media.

"We have to take the risk to talk to the media as First Nation leaders because if you don't take that risk you run the risk of being slammed all the time," Morin said.

"You have to kill the rumor mills before they start happening in your own community and the people you do business with."

Crow Chief said AFOA wanted to invite speakers to present sessions on how their First Nation or Aboriginal organization has been affected by good and, in some cases, bad communications.

"AFOA Alberta hosted the conference to provide experienced and new communication staff with the best methods available in communication to advance their efforts in their communities," Crow Chief said. "It was also to provide an opportunity for networking, sharing ideas and the challenges that have been faced by fellow First Nation reporters, announcers and public relation officers. It was a beginning."

Keynote speaker Paul Kuster, a reporter for Calgary's Global Television for the past 12 years, said it is a tough sell to get Native stories on the evening news.

"We don't do a lot of stories that affect Native people at Global," said Kuster. "If I want to follow-up on a story that affects the Native community, I have to run it by the news director who ultimately makes the final decision. In most cases the Native stories that could make an impact don't ever see air time."

A suggestion was made that more information sessions should be held in the future and that was coupled with a recommendation that public relations certificate training programs for First Nations be developed.