Stories by Iris Dorbian


Brevity is Poetry: Talking to the Media

February 4th, 2009 by

We have a cardinal rule in effective media training: Be brief.  By knowing our audience, we can communicate more effectively, delivering a 10-word message rather than a 50-word ramble. We understand whom we are trying… Continued

New Study: Digital Increasing Online Social Awareness

January 22nd, 2009 by

The 2008 Digital Future Project, conducted by the Center for the Digital Future at the USC Annenberg School for Communication, identified several trends pertaining to Web usage, including increasing online community membership and the role… Continued

Crisis Communications in a 24/7 Media World

January 20th, 2009 by

For PR professionals, if there is no communications plan in place during a crisis, a little tempest in a teapot can combust into a full-blown disaster. Suffice it to say, that is never a viable… Continued

How NBC Universal Shows it Means Business with Green Efforts

January 14th, 2009 by

To implement an effective green campaign within an organization, the first order of business is to establish a green mission. What are your company’s objectives and how can they be achieved? NBC Universal’s mission is… Continued

Improve Your Brand’s Image with Corporate Giving

January 7th, 2009 by

Every corporate entity (or individually run business) should make it a priority to be socially responsible and give back to the community in which it operates. Besides being the right thing to do, corporate giving… Continued

How to Tell the Boss He Needs Media Training

January 6th, 2009 by

It happens every time your boss is interviewed by a reporter. You hear about it from your co-workers, your fellow public relations practitioners, even from some reporters. The boss needs to smooth some jagged communications… Continued

Clever Contests That Will Tempt Reporters to Cal

January 5th, 2009 by

Celebrating a business anniversary soon and hoping the media will jump on the story? Dream on. Nobody but you cares how long you’ve been in business. If you really want to catch the media’s attention,… Continued

First Year of Mobile Giving Outperforms First Year of Online Giving

January 5th, 2009 by

In 1997, online donations in the United States totaled a mere $300,000. In 2007, online donations were pinpointed at $10.44 billion reflecting exponential growth in overall giving and technology, according to a Harvard University study… Continued

What To Do If You Know You’ll Be On Camera

December 30th, 2008 by

Facing the press to get your message out can be unnerving if you’re not well-prepared. Following are four best practices that should make you media-ready for all types of scenarios: Be ready: In addition to… Continued

Media Training for a Podcast Interview: Four Tips

December 30th, 2008 by

Whether you’re a seasoned upper-echelon exec or an entrepreneur who has just launched a new product or service, media training is an iimperative when being interviewed by the press. But suppose the medium you’re approaching… Continued