How to really help a reporter

     Rule No. 1? Be prepared to drop everything and move fast. 
     Depending on the reporter, journalists only have a couple hours to collect everything they need and create a story.

     That means finding two to three people from differing angles to talk about the issue.

     In the case of television, it also means finding 20-plus different shots.

     Some of the still shots can be culled from the library or from the “morgue” where head shots of well-known people are kept.

     Companies can help by providing background material, including b-roll, experts in the field and people who are affected by the issue.

     While finding an expert at a company is pretty easy, coming up with a “man on the street” who isn’t at work and willing to go on camera can be a challenge.

     We’ve done this many times for our clients, but even so, it’s always a scramble.

     It’s hectic and crazed—and one of the most exciting parts of the business.

     It’s also one of the best ways to make friends with the media.

     For more information, visit us at www.dellrichards.com.

Articles last a long time

On April 30, 2010, we published an article for a client that manufactures hand-washing monitors about the health problems that come up in restaurants without them. 

It was short, to-the-point and had a catchy title.

We told the client they could expect people to read it for a year or so.  

Even we were surprised at the results.

Last month, views finally stopped, topping out at 1,152.

That means people viewed our client’s article not for one year, but five.

Getting an article published is not as easy as advertising, but it has enormous credibility and lasts for a long time.

Your Open Rates
Title	Date Published	Total Opens	Opens - Last 30 Days
Is your restaurant handwashing a lawsuit waiting to happen?	04/30/2010	1152	0
Total Open Counts: 1152

For more information, visit us at www.dellrichards.com.

In business, planting seeds has nice surprises years down the road

Because we were asked to speak on public relations at a dental conference when we first opened in 1993, we had many dental practices as clients for years.

Since one of our clients, Gary Demerjian, D.D.S., who later founded the Center for TMJ and Sleep Therapy, was particularly interested in sleep apnea, we worked with him on that subject.  

In one of the articles we wrote, we quoted Gary Sagiv on Itamar Medical’s WatchPAT—a watch-like monitor that can diagnose sleep apnea at home by measuring blood artery volume while the person sleeps.

As Sagiv tended to work for interesting medical start-ups, I continued to touch base with him.

Fast forward to 2014 and our LinkedIn connection.

Now vice president of global sales for Ornim Medical, Sagiv remembered the article and contacted me about company’s non-invasive blood-flow and oxygenation monitor.    

Not only was it great to hear from a colleague from that long ago, but the technology could have revolutionary implications for hospitals and the healthcare system around the globe.   

As I was writing about the c-FLOW, I thought you never know where or when the seeds you plant in business will come up.

But, sometimes, the longer they take, the more interesting the surprise.

For more information, please call Dell Richards Publicity at (916) 455-4790 or visit us at www.dellrichards.com.