Gypsy moth trappers learn public relations ropes

Hannah Street
Communications

In WSDA’s Cleveland Lab in Tumwater, seven gypsy moth trappers gathered around a conference room table crowded with paper plates of pizza remnants and training materials. Karla Salp, WSDA outreach and education specialist, stood before them, infographics and informational materials in hand, to talk public relations strategy.

This presentation was familiar territory for Karla, who joined the WSDA gypsy moth program in November 2015. Her role grew and necessitated a position in the communications department, where she now works with everything from press outreach to social media. 

Karla Salp delivers a presentation to gypsy moth trapper training
 attendees at the Cleveland Lab building on June 1.

Moths and the media

Karla’s presentation was especially significant for gypsy moth trappers considering the media attention moth trapping (and instances of subsequent spraying) garners. There’s a history of protests and public distrust of pesticide-related events, and gypsy moth season has seen its fair share of coverage.

The WSDA’s response to the media attention has been proactive and largely positively received – Communications Director Hector Castro received a national award for gypsy moth public outreach programming in 2016 – but the need to inform and prepare trappers for public relations situations remains.

Gypsy moth trappers review presentation materials.
Left to right: Field Supervisor Tracy Shirek, Bob Devine, and Frank Geib.

On the record

Karla’s presentation prepared trappers for myriad publicity situations. When every comment reflects on the WSDA, it is important trappers feel comfortable with answering or deferring questions and understanding interview etiquette.

Karla said reporters might approach trappers for an interview while they are on the job, which can catch workers off-guard. She emphasized the technical components of media relations, like knowing when to refer someone to a public information officer (PIO) and what information to ask reporters (name, contact information, and deadline). 

Some journalism practices aren't general knowledge to the public, like how closing a notebook or lowering a recording device does not indicate the end of an interview. Everything is on the record, Karla said, until the reporter is gone. 

Bob Devine compares information on his phone with 

another training attendee.

Concerned citizens

Karla also touched on the more human impulses related to public relations, like the desire to deescalate tense situations with absolute statements (“We would never allow pesticide to drift outside the treatment zone.”) or hazard a guess in response to a question.

Instead, Karla suggested using calming communication tactics, like validating concerns or finding a common ground, and steering the conversation in a more productive direction by providing more information or relaying questions to a public information officer. 

One training attendee said that in his experience, trappers are often asked about DDT spraying, even though the chemical hasn’t been used in decades (the EPA banned the pesticide in 1972).

“People hear ‘pesticide’ and just immediately think ‘DDT’,” he said.

Acknowledging the concern, Karla said, is a good approach. The public has the right to and often greatly appreciates information, especially when their property and community is involved. This is where trappers can be a helpful public communications resource. Knowing the agency's communication channels, Karla explained, allows trappers to be the connection empowering the public with information and informing WSDA managers what concerns citizens have regarding their programs.

If you would like to read some of the tips Karla shared with the gypsy moth team, visit the Communications Office webpage on our intranet and review the Connecting with the News Media fact sheet. 

Trappers react to photos pf gypsy moth devastation during a public relations training presentation on June 1. From left
to right (around table): Kimberly McGinnis, Kami Koyamatsu, Diane Tarver, Allyn Oligher, Tracy Shirek, and Bob Devine. 

In summary: WSDA’s gypsy moth trapper training covered every practicality of the seasonal job. It also featured a training session that equipped trappers with the skills and resources needed to effectively communicate with the media and the public.