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.

My father used to keep a sign on his desk at work that said, “Brevity is a virtue.” He was a busy man — always more of a doer than a talker, and was constantly annoyed by people who liked to spend hours talking about a problem rather than doing something about it. At age 70, he still has more energy and initiative than any three other people I know, combined.

If I didn’t look so much like him, I would swear we weren’t related. As a writer, I am prone to the obligatory pitfalls of excessive daydreaming, procrastinating and general goofing around that seem to plague the profession. But, as fathers usually are, he is right. And if you are trying to attract new customers, you should listen to him.

People are busy. They may not be getting anything done, but they are busy nonetheless. And if you want to interrupt their lives and expect them to listen to what you have to say, you had better get their attention…and you’d better be brief.

People make split-second decisions about businesses in the same way that they do with people — through first impressions. In advertising, these first impressions are the print ads, the radio and television spots, the outdoor boards, the Web banners.

When meeting someone at a party who won’t shut up about themselves, most will label them a bore and tune out. It’s the same with advertising. You want to leave them intrigued, inspired, and maybe even enthused about wanting to get to know you better. But you want customers to come to you for that information. You want them to initiate the contact.

Which leads us to the places where it is actually good form to prattle on exhaustively about the benefits of your product or service. The Web sites, the 800 numbers and the brochures work great for answering all the questions (though even these need to be well-organized and to the point.) The trick is to get people asking YOU for the answers. To do that you need to be brief, among other things.