Scotian Pride 2009 Ruth Salmon, Executive Director, CAIA
Aquaculture Sustainability Checklist • Written in response to Greenpeace • Distributed in partnership with Canadian Council of Grocery Distributors
Communications Strategy • Intelligence • What’s being said, who’s listening? • Establish a national voice • Compelling message platform • Web presence • Proactive editorial outreach • Nimble media relations • Coordination with regional associations
White Paper • ‘A Canadian Opportunity’ • Bright light in Canadian economy • Poised to become a world leader • Call to action: Efficient regulation, public infrastructure, R&D • Outreach strategy • Priority: National editorial board meetings • Wider distribution: Business reporters, business councils, chambers of commerce, boards of trade, university researchers, government, trade publications.
Media Relations • 2 Strategies Proactive media • pitching news & interesting stories Reactive media • correcting misinformation
Media relations • New species (in progress) • Arctic Char, Atlantic Cod, Halibut, Sablefish • New technologies • Women in aquaculture • First Nations in aquaculture
Seafood Roadshow • Markets: Toronto, Calgary, Vancouver, Halifax • Purpose: Diversity / quality of farmed seafood • Targets: Media / stakeholders
Sustainability Outreach Joint initiative with DFO & Fisheries Council of Canada • Aimed at bringing the Canadian Seafood sustainability message to buyers and key influencers in selected US cities. • The meetings help to open a dialogue with buyers