34 PRIVACY concerns


other issues outlined in sections in the act. The only factor that may


override this release of personal information is an issue of general public safety. This is of particular importance to marketing boards when the public interest is paramount, such as a private farm with a disease outbreak. Loder said the release of private information under this criteria is only appropriate when withholding it risks significant harm to the public. This would apply in the case where the health or safety of a group of people is at risk or when the disclosure of information is in the public interest. “It’s a pretty high


threshold because you’re pushing information out there proactively,” he said. Loder advises


Field media requests with confidence Communications specialist Tamara Leigh recently spoke to the Centre for Organizational


Governance in Agriculture about media requests and how to provide journalists with the best information to create a good story. She advised that those pitching a story idea need to understand that journalists are increasingly under pressure due to fewer resources and greater work demands. She also outlined the elements of a good media story – which, interestingly, are similar to that of good fiction – a protagonist, antagonist, inciting action, conflict and resolution. "People talk about wanting to get the good story of agriculture out to media, but in order for those stories to get picked up, they need to have the elements of a news story,” she said. “You can't expect media to pick up slick PR stories about shiny happy people – they need conflict for a good story, so let them know what the conflict is; let them know what the farmer or industry has to overcome." Leigh further noted that being helpful goes a long way. "If you are going to engage with media, make sure you have your own reason for being there


and you have something relevant to add to the story,” she said. “If you don't, the most helpful thing you can do is help a reporter find the right person to talk to." Being prepared to speak to the media is key. Leigh advised farmers to be available but also to


take the time needed to prepare to engage. It’s acceptable to ask for the focus of the interview and basic questions prior. "If there's a question that you are afraid a journalist will ask, you have to be ready to answer it,”


she said. “In agriculture, we need to be willing to talk about hard issues and answer difficult questions – that's the essence of a news story, and that's how you build relationship and credibility with journalists and news sources that help you tell the stories that you want to get out later." Leigh reminded COGA attendees that they are the subject-matter experts and that if they


organizations to work with someone experienced with FIPPA to ensure the releasing or withholding of information is done correctly, with the right application of the rules. He added that the burden of proving compliance lies with the public body. In summary, Loder explained new processes should include considerations of privacy. “You’re responsible for understanding the privacy risks or freedom of information risks,” he said. “Establish the process and ensure you have controls in place.”


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don’t do the interview, the journalist will contact someone else. As the expert, start the interview with the most important and relevant information and stick with key messages.


Understanding conflict of interest and ethics


Vancouver consultant Terry Clark of Real Board Solutions, which works with not-for-profit organizations across North America, spoke about ethics and conflicts of interest, saying all boards should establish a toolkit of best practices. “A conflict of interest is when a person’s duty and


loyalty for one thing (a person, client, his or her position) is disregarded for another thing,” he explained.


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COUNTRY LIFE IN BC • DECEMBER 2017 nfrom page 33


These conflicts can lead to frustration, wasted time, micro-managing, excess turnover and even a loss of revenues. A “good, clear, up-to-date” conflict of interest policy that all board members understand can foster a corporate culture that recognizes conflicts and will take steps to avoid and resolve issues. When there is a conflict, the best way to deal with it is through transparency. Clark advised recognizing the conflict, disclosing it and then removing those involved from any decision- making regarding it.


Clark advised obtaining a


self-evaluation questionnaire when the board begins drafting a conflict of interest policy and setting expectations for ethics. This must all begin with the board chair, who establishes the tone. This is meant to be a living document that changes as needed.


“The board chair can ask, ‘how did we do today’ and go around the table and ask what we could do better,” Clark suggested. Sponsored by the BC Council of Marketing


Boards, COGA hosts sessions to provide continuing education and professional development opportunities to board members of the province’s eight regulated commodities. COGA session dates for 2018 include January 11, February 1 and February 14. Details are available at [bccoga.ca].


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