Ed Shiller Communications Inc.

(The following article was published in the November 11, 2003 editions of The Toronto Star) Running government like a business may sound like a good idea at first blush. It certainly seems to have ...more

An argument against boilerplates

Boilerplates - the often self-serving, general-purpose descriptions of organizations and their primary activities and achievements - aren’t exactly the stuff that dreams are made of; nor does profic...more

A crisis by any other name . . .

Crisis communications looms large in the public relations body of knowledge, and theories abound about what constitutes a crisis and how crises differ from other challenges with which the PR practitio...more

A new approach to media training and fielding difficult questions

You’re nervous about facing the media, especially those tough reporters who always seem to ask loaded questions, twist your words or misrepresent your meaning, and you want to get media training that ...more

Dealing With 21st Century Media: It's Back to Basics . . But What Are the Basics

Following is a presentation by Ed Shiller to the Calgary Chamber of Commerce Speakers Corner Luncheon on October 30, 2001. Good afternoon ladies and gentlemen: I’m an American by birth, and when...more

Art and text: Making the medium fit the message

Hiring a clown to deliver a news release may be alright - if you're publicizing a circus - but if it's to get the media to cover an IPO, you'll be sending the wrong message. It's the same with design:...more

Building 'residual goodwill'

The general news media are more impressionistic than didactic. It's more likely that a person will walk away from a news story with an opinion of, or attitude about, the subject matter rather than wit...more

'It's before the courts'

What's your first reaction to a corporate executive or other public figure who refuses to comment about allegations of wrongdoing because "the matter is before the courts"? Be honest! Can you truth...more

Negotiating with the media: Debunking the myth

A reporter calls you for an interview with your new CEO. She'd like to do a profile for the weekend business section and was wondering whether it would be convenient to come to your office next Tuesda...more

Aping George W. Bush

The more things change the more they remain the same - or so it seems in the realm of media training and interview performance. Ask just about anyone what he or she thinks of the way politicians ha...more

Choosing the Right Spokesperson, Part II: The Prime Media Contact

No one - regardless of title, rank or level of expertise - should be called upon to speak to the media on behalf of an organization unless that person meets two criteria: One, he or she is skilled in ...more

Choosing the right spokesperson: Part I - Dispelling the myths

The task of choosing the right spokesperson is often clouded by mythic assumptions that overshadow underlying reality and may lead organizations to pick the wrong person to speak to the media or to es...more

Staying on TRACŞ How to answer difficult questions in trying times

Extensive preparation is essential for any interview. You'll identify your objectives and the messages you want to convey on a wide variety of topics. You'll anticipate the kinds of questions you're l...more

The do's and don'ts of dealing with the media

Do: Reply immediately to reporter's enquiries with relevant information. Don't: Put off reporters or ignore or postpone returning their calls....more

What you shouldn't do in media interviews

Negotiate with the media! Deflect questions! Zoom into your key message! Steer the reporter to the questions you want asked! Sound familiar? Well, to many executives, spokespersons, media trainers ...more

What nonspokespersons should do when the media call

You're not a spokesperson for your organization, but there are times when you will pick up the phone and find a reporter at the other end of the line. What should you do? 1. Screening calls The ...more

Writing a news release

1. Be focused, lively and brief (500 words maximum). 2. Avoid jargon - but if you've got to use it, explain it. 3. The lead paragraph must:

Contain the most newsworthy inf...more

How to prepare for your news release: The Critical Path

Follow this eight-step Critical Path to identify the messages that you want to include in the release and to establish the foundation for evaluating the newsworthiness of the topic. 1. Identify y...more

What makes a story newsworthy

News is to the media as key messages are to you: They are bits of information designed to influence key publics. In the case of the media, they key publics are potential viewers, listeners, readers an...more

How to format a news release

Write the release on your organization's letterhead or special news release letterhead containing your organization's name, address and telephone number.
Place "FOR IMMEDI...more

Axioms for effective media interviews - Part II

The following tips will be helpful when added to the information contained in all earlier Media Tips. You can view them by clicking here. The following three "axioms" of media interviews - and the ...more

Axioms for effective media interviews - Part 1

There is no doubt that the literal meaning of the words you use in a media interview will have an effect on the reporter and other publics you are trying to reach. But equally, if not more, important ...more

Special tips for interviews with radio reporters

The following tips will be helpful when added to the information contained in all earlier Media Tips. You can view them by clicking here . In the meantime, here are the special tips for interviews ...more

Special tips for interviews with print reporters

The reporter is more than a static conduit that carries your messages to the publics you are trying to influence. He or she is an interpreter of the literal meaning of your words and of whether your w...more

Special tips for television interviews

Because the television camera picks up even the smallest detail, how people perceive you, your organization and your message will depend not only on what you say, but also on how you say it, how you l...more

The Critical Path - how to prepare for media interviews

Follow this six-step Critical Path for establishing and adhering to your own agenda in any type of interview situation with any type of reporter: 1. Identify the specific organizational objective...more

What to tell the media when disaster strikes

The goal of crisis communications is to prevent a crisis from becoming a public relations disaster. The following tips will give you a head start in attaining that goal: Respond quickly and helpf...more

How to field difficult questions - Part III

Don't get unnerved if the reporter repeatedly asks the same question - if the question is the same, so is the answer. Don't get penned in by the way the reporter phrases a question - answer by givi...more

How to field difficult questions - Part II

Don't run on - when you've given the answer you want, stop talking. Spokespersons most often make their biggest mistakes when they impulsively add something to their answers, usually because they beli...more

How to field difficult questions - Part I

Follow these suggestions and you will be the master of every media encounter: The interview begins the moment you utter your first word, so make sure that everything you say - from "hello" to "g...more

How to end a news conference

Ideally, a news conference ends itself. That is, the reporters just stop asking questions. When this happens, the spokesperson - or the PR person, if he or she is acting as "host" or "hostess" - thank...more

How to conduct your news conference

Now that you've set up the room properly (so that reporters, photographers and video cameras won't get in each other's way; everyone will have a good view of the speaker, and public address and lighti...more

News conferences: How to set up the room

Now that you've decided to hold a news conference (on the basis of the criteria discussed in When to hold a news conference, you ought to do it right. That mean...more

When to hold a news conference

News conferences are fraught with danger. Demonstrators or hecklers will steal the thunder of your message and grab the spotlight on the 6 o'clock news. A reporter with an axe to grind may harp on neg...more

For more information about our services, please send us an email or contact:

Ed Shiller Communications Inc.
12 Tepee Court, Toronto, Ontario M2J 3A9
Canada
Tel.: 416-496-2243
Fax: 416-492-7676