BALTIMORE, MD (February 12, 2007) -- Sawmill Marketing Public Relations provides readers of the current issue of PR Week media relations advise in the magazine's popular 'PR Tool Box' feature.
PR Week Question : How can listening to voice mail messages serve as an important media training tool?
Answer : "One of the most important - and challenging - aspects of media training is boiling down a client's key messages to 7 to 12 seconds each," says Susan J. Anthony, a partner with Sawmill Marketing Public Relations. "This brief window will likely be the maximum amount of time they'll have to convey an important message in a typical TV story.
"During training we'll often highlight a powerful anecdote from a veteran TV reporter as a way to dramatize the importance of this message window: 'Check your cell phone for messages and notice the point when you get irritated that the person is going on too long -- it's about 15 seconds.'
"We find that clients can relate to this example and that it helps them appreciate that 12 seconds is indeed ample time to respond to any reporter's question with an answer that clearly, concisely and accurately communicates a key message," Anthony added.
About Sawmill Marketing Public Relations
Sawmill Marketing Public Relations, headquartered in Baltimore, was established in 1995 and specializes in the development and execution of marketing public relations programs as business development strategies for business-to-business, business-to-consumer and professional services clients. For additional information, visit http://www.sawmillmarketing.com.
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