Taking a Solid Message to the Bank
Media training was a priority component of Sawmill’s launch recommendations for a recently opened community bank. Senior executives met for a full day of training and coaching that included the basics of message development, interview preparation and mock interview sessions.
While the training session equipped them with techniques and strategies to incorporated into interviews with reporters, the executives also agree that it helped them to carefully craft and consistently communicate messages about the bank that are the essence of its brand identity. In just the first year of existence, the bank has an impressive record of successful interviews to support this success in brand messaging and, importantly, recognition by the media of its brand value. It has established itself as a key resource for expert opinions on the relevant financial issues that affect the business and consumer market.
H1N1: Telling It Like It Is
H1N1 (Swine Flu) is an issue that everyone is concerned about, including organizations such as colleges with a student body that lives on campus as well as those who reside in the community. SMPR worked with a college to help craft its many and various communications pieces about H1N1 – what it is, what to do about it, tips to avoid it and tips if you have symptoms – while also making sure important constituencies such as parents and college staff, were fully informed. It was imperative that the communications and distribution strategies for them were in place when the college welcomed students, parents, faculty and staff to the new academic year. Among other duties, SMPR conducted qualitative research as its first step to developing the H1N1 message strategy that served as the guide for writing the communications pieces – letters, pamphlets, e-mails, other – and that also provided the important consistency in what the college was saying about H1N1. To reach students directly, Facebook and Twitter strategies were put in place by SMPR, and an H1N1 message matrix was created to provide consistency and communications direction.