TORONTO — A conversation with a reporter is unlike any other discussion.

That’s one of Jordan Kerbel’s first lessons in the media training seminars he gives as part of his duties with the Centre for Israel and Jewish Affairs (CIJA).

For the past five years, Kerbel, CIJA’s deputy director of communications and training, has been helping Canadian Jewish leaders and pro-Zionist campus groups articulate a clear message about Israel to the media.

Initially an outreach program of Canadian Jewish Congress – which was replaced by CIJA last year – the seminars continue to be offered free of charge to organizations and individuals who speak to the media about the Jewish state.

“I help prepare our community spokespeople to be effective media communicators,” Kerbel said. “It is [CIJA’s] responsibility to the community to be able to offer value-added services, workshops and educational opportunities like this.”

Giving the seminars isn’t just a duty, it’s a passion, he said.

A reporter by training, Kerbel worked for 10 years as a news and sports anchor at the CBC and conducted hundreds of interviews during that time.

“I was often surprised at what people shared with me,” he said, adding that his interviewing style was never that of the hard-hitting, relentless interrogator. “That’s not in my character, and it would have been false to have acted that way.  I tried to be more friendly and have engaging, meaningful dialogue.”

Kerbel believes anyone who could potentially speak to the media about Israel should learn how to speak in a way that bolsters the state’s image, and the training shows how to deliver clear information about Israel.

“We work a lot on message development and deciding what story it is we want to tell. I look at media as a partnership. You’re offering me an opportunity to help craft a story that you are going to be telling. So I have to know beforehand what it is I want to say and how I want to represent myself or my organization.”

 Kerbel said the training helps people feel more confident and comfortable in front of a microphone or camera.

As part of the process, participants are put through a series of mock interviews, from friendly to very hard-hitting.

“Generally people make mistakes at the beginning. A media interview is not a natural conversation. Someone putting a microphone in your face is not natural. But that’s why this training is available,” he said.

The seminars stemmed from a call by Jewish campus groups for help to fight the rise of “Israeli apartheid week” (IAW) on campuses around the world.

Kerbel said he’s since done a lot of work with various Hillel groups, as well as the Canadian Federation of Jewish Students (CFJS) and unaffiliated students.

The campus groups were the first to take advantage of the training, he said, because they were on the front lines of the effort to counter IAW.

Former students of the course include Justine Apple, executive director of Kulanu Toronto; Esther Mendelsohn, treasurer of Israel on Campus at the University of Toronto, and Rebecca Cherniak, former vice-president, internal, of the CFJS.

They all praise Kerbel and the seminars.

“I use Jordan’s tips to this day. I highly recommend his sessions to anyone, new or seasoned with the media, who plans to speak to the media,” Apple said. “I love how Jordan is really warm, approachable, and professional, and his workshops are fun, educational, thought-provoking and very hands-on.”

Mendelsohn said she also “benefited greatly” from the training.

“His training has made me more media savvy and confident. I simply would not be able to do what I do on campus were it not for his help,” she said. “He really understands the challenges we face. Practising and getting feedback from a real journalist gives students the skills and confidence to do real interviews where there are no second takes.”

Cherniak concurred, saying the training, which she first took in 2008, helped demystify the media. “Since then, I’ve listened to Jordan’s presentation five times and I always learn something new. … [he] helped empower me to deliver the same training to local student leaders, which helped them deliver powerful messages,” she said.

Cherniak said Kerbel helped her learn how to not let others define her message and how to prepare for an interview.

Past trainees include federation leaders and presidents, and their spokespeople, he said.

 Kerbel emphasized that he never tells people what to say.

“I let the participants come up with their own messaging. Sometimes they come up with wording that will blow your mind, and I love that. People have to be comfortable with their own words. It’s not about regurgitating what [CIJA] wants them to say,” he said.

He added that CIJA offers the seminars to any pro-Zionist group or individual – whether they’re right wing or left wing isn’t a consideration.

The training can also cover “citizen journalism,” offering individuals instruction on how to write letters to the editor or to their political representatives. “This workshop is geared toward getting community members involved in the conversation, whatever it is. But whatever vehicle one chooses, the question to ask is always, ‘What do you want to say and how do you want to represent yourself?’”

While the training is readily available, Kerbel said many people still aren’t aware of it, and they often find out about his seminars via word of mouth.

“Hopefully, this story will help make our service more known. All community members need to do is e-mail me or call me. At the end of every session, I leave people with my card and I say, ‘If you have an interview scheduled and you just want to practice, we can do a mock run.’”

For more information, contact Kerbel at [email protected] .