The Talk Shop Media offices are open concept, team driven environments filled with clicking of computer keys, ringing phones, creative people sharing ideas and countless (silent) Google alerts. We pride ourselves in the strong team environment that we have built. It leads to a better work environment for all of us and great results for our clients!
The Talk Shop team focuses on creative brainstorming sessions and supporting our team members professionally and personally. We had a great example of the teamwork that goes into landing media coverage for a client recently and we wanted to share it with you so you can see some of what goes into landing what peeps in PR call a ‘media hit’.
We have been focusing on finding interesting timely articles and opportunities for reactionary comments by Chrysalix Energy Venture Capital this summer. Chrysalix’s president and CEO Wal van Lierop is a world renowned expert on cleantech, investments, and innovation. His expertise is vast and he can passionately speak to any number of topics in these areas. Our focus has been to search the media (by media we mean: newspapers, trade publications, televised news, blogs and more) for opportunities for Wal to speak and to be recognized in large publications and outlets. We set our Google Alerts and scoured the media daily.
A team member brought an interesting article to the attention of our Chrysalix team lead. It was a great find and we thought it was the perfect opportunity for our client to lend his expertise with a Canadian perspective.
Next up, our team discussed the article, did some brainstorming and really nailed down how we would share the story idea with media. A team member was assigned to create a tailored story pitch that could be sent to select media connections that we thought would be most interested. In this case, a junior team member fresh from Simon Fraser University’s PR program was given the opportunity to create the pitch. We were excited for her to have her first experience writing a real world, broadcast pitch. We let her have a go at it and she did a great job! The team reviewed the pitch and offered tips from their professional experiences.
With guidance from senior Talk Shop team members the junior team member pitched out the story to the media, the phones started ringing and emails coming through- the pitch had generated some media interest. Sometimes there are negotiations to be done regarding time slots, time of release, who will be speaking, topics at hand and many other details. When all parties have agreed on the who, what, when and where, we have ourselves a media hit. Each time a new media hit is confirmed we write it up on a giant chalkboard and congratulations are in order!
The team had worked successfully together to land coverage with the CBC on The Exchange with Amanda Lang, but that’s not where the teamwork ends. Our Chrysalix team lead guided the process in securing the coverage and coordinating the details of the remote interview and she also ensured the junior team member was able to be at the studio for the taping of the interview to witness the fruits of her labour.
This is a simplified example to demonstrate the teamwork that goes into landing a media hit. Teamwork is at the core of our success. We pride ourselves on the ability to recognize the future of the industry by sharing our knowledge with the up and coming talent in PR. It is an extra cherry on top, when that shared knowledge is a momentous milestone in a young PR professional’s career!