Just because an announcement is shared internally doesn’t mean it’s appropriate to communicate outside the agency. The news media is one of the most important objective conduits of information about Frankel for the rest of our important audiences.

Let’s take a look at how we relate to the media. Before we tackle how we communicate to reporters, we need to cover what we communicate to reporters.

Not everything that happens at Frankel is “news.” If you think that your story is, put it through two quick screens:

Is my story new? Is this a program that is about to take place, or did it happen three weeks ago? Is this program based on new thinking, a never-before tried tactic, or with a tie-in partner who has never had one? Is my story large in scope? Is this a national program or is it being done in one market? Does this program support a large, national brand? Is this new hire filling a key leadership position? Is my story evidence of the beginning of a larger trend or industry way of thinking?

Take a look at the media outlets that cover our industry like AdWeek, BrandWeek, Advertising Age, Promo, The Wall Street Journal or George Lazarus’ column. You’ll typically find their stories can fall into one of these two categories. By supplying reporters with the type of information they’re looking for, you’re far more likely to see their interest increase along with the likelihood of them writing and running your story.

As you become more familiar with the media that can deliver your key messages, you should start thinking about your news the way a reporter would. Does your story have:

1) Interest—unusual, entertaining or human interest angle?

2) Timeliness—is it current or is there a way to give it a     “facelift”?

3) Proximity—is it local?

4) Prominence—events and people of prominence make news

5) Consequence—the story must be important to the
    prospective reader, listener or viewer

As you continue to provide a reporter with reliable and interesting information, you’re relationship with that reporter will improve and they will start to consider you a valuable source and an industry expert. You’ll find that they will start turning to you when they have specific stories in mind that they’re trying to build.

This type of relationship is the key to effective media relations and one that Corporate Communications has worked hard to build with the publications important to our industry. As such, all media calls and inquiries should be directed to:

Liane Adduci Urevig	312-552-4856 (work) 312/713-4856 (page)
Brad Drew	312/552-3772 (work) 312/713-3772 (page)