We scour the Internet for breaking news related to our clients. When something big hits, we are ready to help our clients take advantage of the publicity opportunities. Recently, public concerns about student-athlete safety led to new legislation regarding coaching certifications. We made sure that the trade magazine reported that our client is one of only two associations that meet the new law’s accreditation standards. This article, which ran in the nationally distributed publication Training & Conditioning, reached an audience of more than 32,000 readers.
Our media outreach often takes us on concurrent paths, as we seek to educate reporters, members of the trade and consumers about a client’s product or service. All three need to hear/see/read integrated messaging that is always on point. We can’t ever lose sight of the fact that reporters and industry members are also consumers. In this case, for example, the child of a trade journal editor may play a Division One sport. One of our roles is to ensure that our clients’ messaging is clear and consistent no matter what the context may be.
It’s sometimes a challenge, because our clients’ businesses are always evolving, but that’s what also makes our jobs so much fun. We get to learn and grow along side of them.
