Bad News Put in Good Light
Communicating bad news always requires special handling. When one of Maryland oldest and more prominent companies was forced to close its doors, Sawmill Marketing Public Relations was asked to devise an announcement strategy that would allow the CEO to tell the story in her terms, as employees, clients, vendors, and the regional business community needed to understand what led to this decision. SMPR arranged one-on-one interviews with regional business reporters and the company’s industry press so they could follow with stories of their own.
Preparing Now for a Disaster — They Hope — Never Comes
A large institution serving the general public spent months outlining a comprehensive plan as a wise strategy for anticipating and preparing for a disaster everyone hopes never happens. One of the elements is regularly scheduled media training sessions for their spokespeople. SMPR conducted its first training session that included an overview of who the media covering their institution are – reporters’ beats, type of media outlet and what they’re looking for. The media training then focused on a series of videotaped mock interviews that were customized according to the areas of expertise of each of the designated spokespeople. These mock interviews are always eye openers for the spokespeople: “Wow, you were really tough!” or “I had no clue how to answer those questions!” The sessions also helped the institution identify who the better spokespeople would be. SMPR will conduct mock interview sessions for the spokespeople each quarter to keep their interview skills honed, information updated and their readiness top of mind.