Stretch Communication

Media and Stakeholder Relations

Translating your story through media

Proactive media relations

As newsrooms shrink and the journalism business gets tougher, crafting a newsworthy story and media relations strategy is more important than ever. Traditional media stories, whether print, broadcast or online, paradoxically can have greater reach than they did in the pre-digital age, thanks to amplification by search engines and social media. But you need a well-crafted story conveyed through a highly targeted pitch to the right outlet and the right journalist. The days of PR interns pitching every outlet in town are long gone. 

Media and presentation training

As a former corporate spokesperson myself and an experienced media trainer, I help senior leaders and spokespeople understand the job of the reporter, and coach them to give outstanding interviews. My media training style, like my leadership style, is empowering. I believe that almost anyone can learn to be an effective public voice for his or her organization.

I also enjoy presentation training, and I offer a service which combines the two in one session. That training drills down on the difference between stories and key messages, and how they can be combined depending on the communications opportunity.

Stakeholder relations

Developing an effective stakeholder relations strategy requires a clear-eyed view of the situation in question, starting with an assessment and map of the organization's stakeholders. Ideally, an effective stakeholder relations program will build constructive, long-term relationships so that there is a foundation of mutual trust to underpin any changes in operations or new developments. But that's not always possible. 

My stakeholder relations experience ranges from assisting a non-profit organization to overcome local community opposition to a transitional housing facility, to supporting a major pipeline company with stakeholder relations for a multi-billion dollar proposed new energy pipeline. I have assisted organizations to make effective use of their stakeholder management software systems, planned programs of open houses and on-line engagement, coached project teams before stakeholder interactions, and commissioned public opinion research programs.