Page 0079

Page 78 JULY 2018 | RETAILERS FORUM MAGAZINE

forumworkshop

FORUM WORKSHOP

continued...

When the media calls, come through with good

information and good contacts. Be bold in what

you say, because boring interviews will not be

used. Also, respect journalists' deadlines and

keep them holy. Always get back to a media call

within one hour. Train the people who work

with you to red flag such calls and put you in

touch immediately. When a journalist is on

deadline, often the first expert she can reach is

the one who gets used.

Te l e p h o n e

index cards

work. Suzan

Berns, media

relations director

for the

San Francisco

Jewish Community Federation,

had a bright idea when she

printed up Day-Glo-colored cards. She emblazoned just

the word "Jewish" on the card tab.

Although she admits that people laughed

when they first saw it, she knows it made her

stand out in their phone files. An article in the

San Francisco Chronicle was among the results

of the eye-shocking card.

Back to who should receive the cards. Let's examine the

local level; however, the same rules

of thumb apply to the national level. In those

cases, just substitute Ted Koppel's "Nightline"

for your local TV news, USA Today for your

town's newspaper, and the "Oprah Winfrey

Show" for the hometown interview show. Reporters

change jobs frequently, so send new

cards out every six months.

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