Mike Smith, president of Upstart Vision, a technology PR and new business development firm, kicks off a new column we've dubbed "On Budget." The concept: to provide advice on
building PR campaigns and implementing communications strategies that make economic sense - while still delivering on core objectives.
Media training is a core component of your communications program. But the price tag for a training session with many agencies and expert consultants can run you $10,000, if
not more.
When four companies in the area recently approached Upstart Vision in need of inexpensive media training, we decided to take a creative - and thrifty - approach. The CEOs of
the technology start-ups were all looking for message development and basic media training. They were members of a business incubator, so their messages and their interaction with
the media would reflect on the chamber of commerce.
We used that leverage to score a partnership with that chamber of commerce (outside of Washington, D.C.) to build a collective media training program for the four companies in
question.
Chamber executives helped us with the next step: negotiating with our local Comcast cable franchise to bring studio quality cameras, a cameraman, taping/playback equipment and
monitors to an office conference room.
As luck would have it, the franchise has a regional business program, which is constantly looking for programming fodder. The producers of the business show helped push for the
free taping to help the CEO subjects improve their on-air presentation skills.
Upstart Vision offered our time as a service to the Chamber, running four executives through training in about four hours. The session was also great for our own business
development. Most agencies are focused on rainmaking these days, and many are willing to provide services at lower costs in order to expose themselves to potential new clients.
The value of our new business with two of these firms, which signed on following their training, far exceeds the $10,000 in PR value.
Since we have "trained and retained" the two firms, one a telecom software firm and the other an award-winning Web design company, stories - featuring the newly-media trained
execs - have appeared in Washington Business Journal, Washington Business Forward, and in The Wall Street Journal. And TV tapings are much improved.
Other tips for the penurious PR pro:
- Hire Broadcast Professionals to Conduct Media Training - Television anchors will often moonlight as media trainers. That "real world" experience can be critical to your
client. My friend Karen Ryan, who has 15 years with ABC and CNN, is presently between assignments with those two stations. By offering her training skills, I can assist her
(improving a media relationship for future pitches) and also get media training expertise for far less than a media training consultant would charge. - Work with Production Studios for Space - In larger markets, there are a plethora of studios with time and space available. Upstart Vision has made a deal with a local
production company, EFX, to have space available at a "group discount" price. We drive potential VNR clients and the studio can recoup some costs on the downtime. - Take Advantage of Media Training Offerings During Trade Shows and Other Industry Events - We were recently asked to do media training during a convention of bail bondsmen in
Las Vegas. The bail industry is looking for more positive coverage as extensions of law enforcement. The association first trained its board of directors and then planned to
offer the session to its membership. The nonprofit group here was able to charge a modest add-on fee to the convention dues for this extra class and pay the trainers. - Pair up with partner organizations or fellow association members. Conducting a single training session for several execs can help reduce your costs.
- Practice on the Trades. We certainly don't advise wasting any reporter's time with an executive who is unprepared - bad press in the trades can lead to even worse press in
mainstream pubs and the business press. But once you've run through basic messages and you are confident your execs are ready to get their feet wet, start with less critical
interviews (a reporter with whom you have an established relationship and who you know will be understanding of any minor gaffes always helps). Run through an evaluation of each
interview with the exec. Keep the training going on an informal basis.
The Frugal Facts
On the day of the training session for the CEOs of the four tech start-ups:
- First, we held a general media training session for the chamber members using AV graphics to illustrate key points. About 25 people attended including larger area tech
companies and government spokespersons. - Second, we broke out the four CEOs and did individualized, on-camera training with them. Because each exec was part of the same incubator, there was a camaraderie and mutually
supportive environment. The training en masse permitted everyone to laugh at mistakes and learn from each other. - Feedback was provided by Upstart Vision and at least one key area for improvement addressed. But we also wanted to provide dubs of the videotape to allow participants to
watch the lessons at home or later at the office. Comcast offered to make a half dozen dubs if we provided the tape stock. So, I went to Target and bought bulk-packaged VHS stock
for about $10. We think $10 vs. $10,000 is a pretty good deal.
Mike Smith
Mike Smith is president of Upstart Vision, Inc., of Reston, Va., a technology PR and new business development practice. He has been in the field for 20 years including: crisis
PR work at Dow Chemical, consumer PR at Burson-Marsteller, public affairs at the National Association of Manufacturers, and high tech at Edelman PR Worldwide. Contact him at [email protected].