One common phrase used in the creative biz to describe the challenge of reaching your target audience is “cut through the clutter.” In a world of flashy, full-color ads, in-your-face “SUNDAY SUNDAY SUNDAY!” radio and big-budget TV, getting your message heard is a pretty tall task.

But what about in the Public Relations (PR) world? Everyone knows sending out press releases can be a great buzzbuilder for an upcoming newsworthy event, and between TV, radio and print media, there are plenty of outlets to help spread the word. But talk with Armstrong|Shank Director of Marketing Mark Chamberlin, and you might see that where PR is concerned, “cutting through the clutter” is often more of a literal challenge than a metaphorical one.

“Sometimes the editor’s desk is like a trash dump,” says Chamberlin, who served as assignment editor at KAKE-TV for five years. “Just stacks and stacks of papers and press releases and other leads. You may have crafted the greatest press release ever, but if the editor has 400 others to go through before he gets to yours, you may not get the timeliest of press coverage.”

That’s why Chamberlin recommends taking some of the creative thought that you’re used to putting into your other marketing efforts and applying it to your PR projects. For a desk editor who spends day after day sorting tediously through stacks of black-and-white letter-size printouts, that glow-in-the-dark paper maché octopus with your PR inside of it is not likely to get lost. When presenting at Armstrong|Shank PR seminars, Chamberlin’s favorite analogy is that of a tire in a landfill.

“Throw a tire into a trash dump, and what happens? It may start out buried, but it’s so hardy that amidst the constantly shifting landscape, it always works its way to the top.”

Example: When Wichita Mid-Continent Airport was holding a press conference after the launch of their “It’s A Breeze” campaign to introduce the new Courtesy Crew, Chamberlin and the Armstrong|Shank Advertising creative team wanted to make sure this customer-friendly move got the attention it deserved. They started by designing a colorful invitation, folded it into a paper airplane and inserted it into a plastic tube filled with cottony clouds to create a piece that captured the freedom of flight. They then delivered it to media outlets, along with an updated PR packet. It was a bright, fun piece, and judging by the attendance at the press conference, it successfully garnered attention.

While we encourage you to be a little creative with your PR, remember that the basic rules of PR still apply. The topic of your news release needs to be newsworthy, and there is no substitute for a PR practitioner who has a good and ongoing relationship with the media.

For immediate release

Wichita, KS, June 22, 2009 - Karis Marsh has recently joined Armstrong|Shank Advertising Agency as a graphic designer.

“We’re excited to have Karis join the team,” says Susan Armstrong, President and CEO of Armstrong|Shank. “We know our clients will benefit from her strong design skills and her personality will add to our company’s very special creative culture.”

Marsh graduated with a Bachelor of Fine Arts in Graphic Design from Wichita State University in May of 2009.

“I look forward to expanding my knowledge of the agency world, and I am excited for the opportunity to work for a company with such a diverse client base,” says Marsh.

While in school, she worked as a graphic design intern at The Strategy Group, LLC, a strategic marketing firm located in Wichita. Marsh was also a design intern at Eastminster Presbyterian Church for two years.

“I believe design is all about communicating effectively, not just looking pretty…although that is always a plus,” she said.

Armstrong|Shank is a full service marketing, advertising, public relations and interactive firm. The company has been in business 28 years.

Contact:
Susan Armstrong
316.522.3000
susan@armstrongshank.com

Everyone is talking about becoming more consumer-centric as we move into the New Year.

Case in point: The Lenox company. Here’s an organization one might categorize as a leader in their industry. They have been around since 1889. You know them — the first American china to be used in the White House?

Turns out they also own Department 56, where Christmas Village collectors go for all the best stuff.

You would think these folks would have the customer service model polished to perfection.

Think again.

A year ago, I broke a small accessory piece for a Village house that came from Department 56. I did what any computer-literate consumer would do — I sent an e-mail, requesting information about the replacement part. There was no response. None.

This year, I received an e-marketing message from Department 56. “Aha,” I thought, “they want me to be their customer.” So, I again became motivated to replace the broken part. Eagerly, I searched the website for the correct number, and I called. A recorded message informed me that the customer service representatives are available from 11 a.m. to 2 p.m. Central Standard Time. That’s right: 11-2. Hmmm.

So, I waited and called back at 11:20. This time, a recorded message informed me that the holidays are a busy time for them. There was no one available to take the call. I was asked to call back another time, when they might not be so busy.

This was becoming more entertaining by the minute.

Since there was no opportunity to leave a message, I e-mailed. (Just like I did last year.)

In the twinkling of an eye, there was a response. Happily, I opened their very Christmassy message. Here’s what it said:

“Tis the season to be busy! Santa’s elves are busy at this time of year and so are the Consumer Services representatives at Department 56. It may take a little longer to respond to your question so we appreciate your patience!
- Department 56 Consumer Services”

Yes! A response. They are way more consumer-centric than they were last Christmas.

Ok, I know it still isn’t an answer, but I still felt all warm and fuzzy inside. I think they really do care about customers like me. I have visions of a further communication from them in the near future … maybe February?

I’ll keep you posted.

How to start getting the kind of press coverage your company deserves

When news comes your company’s way — whether it’s good or bad — reporters have a job to do: get the scoop … which means you could get stuck dealing with a barrage of uncomfortable phone calls. But with a solid PR plan and trained employees, you can maximize your chances at getting positive exposure.

“When dealing with the media, preparation is key, whether you’ve had a groundbreaking success or an unfortunate occurrence,” advises Mark Chamberlin, Director of Marketing for Armstrong|Shank Advertising. “You have to realize that reporters will get their story one way or another. So if you’re ready to cooperate when they call, you can communicate your position and help guide interviews in a direction more beneficial to you.”

Mark’s 30 years of experience in the TV business makes him the perfect resource for leading your company through media coaching workshops that are helpful for every level of employee, from the board of directors to the receptionist. Key elements of the training include:

• Understanding the reporter’s job
• Preparing a company history and bios on all key employees
• Tips on issuing news releases to the media
• Tips on preparing for media interviews
• Training employees to refer media to designated company representatives
• Developing a detailed crisis communication plan

“If you know in advance how to handle that call when it comes, you can calmly and confidently send the message you want to the media,” says Mark. “That improves your perception in the public eye, which is always good for business.”

If you’d like more information about our media coaching workshops, call Mark Chamberlin at (316) 522-3000.