November/December 2007

Hey Buddy! Can You Spare 98 seconds?

As many of us make a mad dash to the finish line of 2007 while also finalizing plans and budgets for 2008, Buzz hopes that you have a spare 98 seconds to read the last issue of BuzzCuts for the year. We join with Buzz in thanking our readers for a great year and wishing everyone success, health and happiness in the New Year.

As a reminder, you can go to www.sawmillmarketing.com and click on the BuzzCuts button on the upper left hand side of the home page to review our archived issues. And don't forget to check out the Buzz Blog, also accessed via the Web site.

- The Sawmill Team - Susan Anthony and Jeff Davis 

Media Relations Tip #8 - Keep E-Mail Pitches Short and to the Point

Give the Media What They're Looking For

We've had some high-profile successes pitching the national media in recent weeks, and if there's one common theme, it's the shorter the media pitch the better.

In the last month alone we've worked with USA Today, NPR, CNN and the CBS Early Show. One secret to our media relations success is that the email pitches averaged about 120 words each. No attachments and no extra words. Just a personalized story idea sent to the right person and that gets right to the point. That's what the media wants so that's what we provide.

Target and make your point. Quickly. And you'll be on the right track.

Media Training Tip #19 - Creating Right Impression is Key to the Interview

Don't Get Too Wrapped Up in Simply Memorizing Stats and Talking Points

How many times have you watched a television interview and - while you had no recollection of what was actually said - you did come away with an absolute impression of the interviewee?

The opinions can vary: What a jerk! She really knew her stuff. What's up with his hair? She seemed so nervous. How arrogant was he? I really liked him! What was that necklace all about?

A veteran televison reporter reminds us that when prepping for a TV interview, it comes down to this: Figure out the impression you are trying to make, and then build everything you do [during the interview] around that impression.

"It's not just the words we say - people don't remember what you say anyway - but they always remember the impression," he said.

The lesson for those of us conducting media training is don't get too wrapped up in having the spokesperson memorize stats and corporate talking points - at least when prepping for a TV interview. Instead, focus more on "impression points" than on your "bullet points."

While it's important to have a solid grasp of the topic, remember that viewers aren't looking for perfection. What they really want is someone they can relate to, and that means paying attention to details that could leave the wrong impression.

Crisis Communications Tip #29 - Your Plan Can Have a Measurable ROI

Take Steps Now to Preserve Your Company's Valuable Reputation

We are familiar with a company that in the past 120 days declared bankruptcy and had its license revoked - all in the public eye and without having a crisis communications plan in place.

The company provided a high value consumer service in a regulated market segment. For the past several months it received several "non-compliance" notices which sparked an interview with the local newspaper. During it, the co-owner exploded with juicy sound-bites galore and the reporter walked away with a story that landed on page one.

The article marked the beginning of an exodus of customers as well as a decrease in new customers. Additionally, its "non-compliance" hearing date was set and its customers were notified of the hearing. The few remaining customers began putting fall-back plans into place.

Basic accounting could quickly tally up the hard costs of this situation as well as forecast the company's income for the immediate future. Beyond that?

A well-thought-out, forward-looking crisis communications plan would have provided the company with a detailed roadmap including recommendations for customer retention and outreach, as well as comprehensive media, industry and government relations strategies.

We aren't suggesting that a crisis communications plan would have prevented the bankruptcy and/or the loss of the business license. But a well-executed plan would have let the company exit with its reputation in better shape than it's in today, and its management and staff positioned to move forward with a slate cleaner than it will be for the forseeable future.