About Us
What We Do
Resources
<< Home <<
Frequently Asked Questions
Note from Al: These are the questions I am normally asked when potential clients first call. I am happy to answer these in more detail, along with any other questions you may have. You are welcome to call, e-mail or fax me personally. Fee information is not included here because of the variables involved.
FAQ for Media Relations Campaigns
How long is a media campaign?
It can vary. In order to be successful, a media campaign must be consistent in both message and placements. We will not do sporadic, hit-and-miss campaigns. They are a waste of your media relations dollars.
What is the purpose of a media campaign?
To help you or your organization reach your goals, whether it be an enhancement of your bottom line, your reputation, promoting a cause, or membership in an organization. This is accomplished by news media exposure, whether it is broadcast, print, or Internet.
How do you measure the results of media coverage?
Many public relations practitioners measure success by column inches. We measure by whether you see results in the goals and objectives set.
What advantage does media relations have over advertising?
News is more believable than advertising because it is not paid for and because a positive news story amounts to a third party, objective endorsement. The right kind of story, which we specialize in placing, will motivate the public into action that is beneficial to you.
FAQ for Spokesperson Training Seminars
What does the fee include?
The fee includes the following:
- a pre-training telephone conference to help customize the seminar. During this conference, I will want to know about the previous experience of the participants, the issues you are concerned about, and your media relations goals.
- your media training seminar
- my "Master Your Media Message" easy-reference manual
- a subscription to my media tips newsletter
Does the fee include travel and other expenses related to the seminar?
Expenses are separate from the fee. I am happy to work with your travel agent.
What if we only have between 45 and 90 minutes to devote to a seminar/breakout session? Is that enough time?
Yes. However, not everyone will get a chance to be on camera. In this case, I normally divide the participants into groups and pick as many representatives from each group as time allows. Even in a short seminar, everyone will leave having learned a great deal about how reporters think, how to handle interviews, and how to develop an effective media strategy. My recommended length for a seminar is four-to-eight hours.
What is the ideal room set-up?
A U-shaped room allows for maximum training, since the seminars are highly interactive. However, I can and have trained people in all kinds of settings.
What equipment will we, the client, need to supply?
You will need to furnish the training facilities, TV/VCR combo, and microphone. I prefer a hand-held, wireless microphone because it allows me to simulate the circumstances of a realistic TV interview.
What equipment will I, Al Rothstein, supply?
Normally, I will bring the camera to interview and play-back for critique of the participants. I will also provide video of good and bad interview examples, and an original copy of my "Master Your Media Message" easy-reference manual.
Do your seminars teach skills on how to work with newspaper, radio, Internet and trade publications as well as television?
Absolutely. This is part of what we will discuss in our initial pre-training conference. We will customize the seminar according to the type of media you will face.
How interactive is the seminar?
The entire seminar is interactive. The participants learn by doing. However, although I encourage participation, I am sensitive to those participants who do not want to be on-camera.