At a news conference in the Sheraton Ottawa Hotel on Monday, opened to media other than solely conservative-leaning news outlets for one of the first times, there was an air of gravitas in a room that echoed with the constant coughing of dozens of maskless supporters.
“Some of you might oppose our grievances,” Tamara Lich, one of the most visible group leaders, said to the television cameras. “However, democratic society will always have non-trivial disagreements, and righteous dissidents.”
But when a television reporter, Glen McGregor, asked about a large cache of weapons found that day at a protest in Alberta, others in the conference room became enraged, shoving the reporter and calling for his ejection with yells of “how dare you!” as Mr. McGregor and his television crew fled into the street. Tom Marazzo, a spokesman, later defended the action.
What messaging discipline exists comes from the early public face of the effort, Ms. Lich, said Jay Hill, the interim leader of the Maverick Party, a small right-of-center group based out of Calgary, Alberta, created to promote the separation of Canada’s three western Prairie Provinces from the rest of the country. Ms. Lich has deep ties to the group.
Even before the convoy assembled, its messaging was Ms. Lich’s preoccupation, according to Mr. Hill, who said she called him several times even before arriving in Ottawa to strategize.
“We had a number of discussions about staying on message, about the need in this modern-day world of politics to have a very clearly defined message that is understandable and simple, a message that people can grasp hold of and run with,” he said. “Tamara clearly understands that.”
Ms. Lich played a leading role in organizing a GoFundMe campaign for the protests that raised $7.8 million before the crowdfunding site shut it down after receiving “police reports of violence and other unlawful activity,” GoFundMe said.