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February Newsletter: PR & The Power of Story

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PR & The Power of Story


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Dear Friends,

In this month's newsletter, our focus moves towards public relations and crisis communications. We're also welcoming Madison Lee to our team at the agency and you can read more about her background, including her career as a news producer, in this month's issue. She also shares interesting and timely tips for your company or organization in Getting Attention from Television Media: 101

As you skim through today's news, the headlines, more often than not, are telling stories of people or organizations in crisis. Is your organization prepared? It's no longer a question of "if", but "when" will a critical situation occur. From our earliest days in business, we have helped companies prepare crisis statements. Thankfully, most were not used. But if they had been needed, that need would have been immediate.

Having written statements prepared in advance for various crisis scenarios helps the stewards of those brands and organizations sleep better at night. It also provides financial stability, because if a crisis isn't managed properly, the stock typically plummets, quickly. 

On March 1st, during "Lunchtime Live with Laura", I shared strategic actions that every responsible company needs to do in the first 24 hours after a crisis happens. If you missed this Live event, you are in luck as you're able to watch the recording here. Be sure to stay tuned for our next FB Live event. 

Last but not least, I'll be the master of ceremonies for the Schools for Haiti Gala happening on April 27th at the Madison Marriott West. There are 1,800 children in the poorest country in the Western hemisphere who are counting on our support. I hope you'll join me there! We have a really fun night planned and I know you'll enjoy hearing from former All-Big10 Badger and NFL Wide Receiver, Brandon Williams, the keynote speaker for the Gala!

I'm proud to announce that The Creative Company has been re-certified by the State of Wisconsin as a
Women Owned Business.

If you are a woman-owned business, it's absolutely worth going through this process. To learn more, go to https://wisdp.wi.gov/ to apply.

As we lean into March and await signs of spring, I hope this new year is bringing good things to you and yours. When I reviewed my corporate taxes yesterday, my CPA reminded me that it's now less than 30 days until the official first day of Spring! This is good news and I think a perfect way to end this month's issue.

Spring means new life and new beginnings. As the birds begin to chirp, the snow melts and we're able to get outside to walk, think and dream again, I hope we're more awake than ever to the wonder of it all. Life is remarkable. And short. May we be good stewards of the stories for which we've been entrusted.


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"The beautiful spring came; and when Nature resumes her loveliness, the human soul is apt to revive also. "

Harriet Ann Jacobs


Getting Attention from
Television Media: 101

written Madison Lee


Coordinated by The Creative Company, Michelle Hanley and Kristin Uttech, of Shelter From The Storm Ministries, spoke with NBC15's Gabriella Rusk on the Weekend Morning Show. Watch the interview HERE.

Is your business getting attention from the media?

What can you do differently to get more coverage? There are not simple answers to these questions, and they could be different on any given day.

  1. Timing is everything. In most cases, reporters wake up every day looking for a story. Most stories are not planned several days ahead, and even more rarely, weeks in advance (unless it’s a special report.) First, you’ll want the news organization to know about your event or story. If it’s an event, send out your initial press release just one week prior. That way assignment editors will put it on their calendars as they look ahead. If you send it too soon it could get lost in translation. Then you’ll want to follow up with a phone call or email on the day of your event or the day before. If it’s a story that doesn’t have a time stamp, think about how it could be relevant to the “news of the day.” For example: say you are pitching a new sustainable effort or product, wait until a relevant day like Earth Day to email your pitch.
  2. Can’t emphasize this enough: think about the news of the day. Is it a bad weather day? If so, news agencies will be focusing on the weather. If you have a story that can be used as a “sidebar” to the “news of the day,” they will want to talk to you. But if you’re trying to pitch a dinner gala when a winter storm is wreaking havoc on the area, your story unfortunately will get overlooked.
    Sidebar: There are ways around this. Producers don’t want to fill every minute of their entire newscast with the “news of the day.” If they can’t send a reporter/photographer to your event, take pictures or videos and send it to them with information. Journalists work in stressful “go-go-go” environments, and anytime you can make their lives easier they will appreciate it.

  3. Be persistent, but not annoying. If you find that the media isn’t running your stories, it not be that you have bad ideas, but you may be pitching it wrong. Don’t continue to call the newsroom. You want a good relationship with the press. Take a minute to think about what you’re pitching, and rework it to be more appealing.

  4. Think about digital. Priority on content for print and television news is greatly placed on digital. Will your pitch make for a catchy online article? Will it get clicks on social media? Ask yourself those questions while writing to the press.

The Creative Company recently executed a successful media campaign for Shelter from the Storm Ministries “Hearts for the Homeless” gala and was able to get at least 3 interviews on several different local newscasts.


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Do you want to know more about how The Creative Company can help your business/organization stand out to the press?


Let's Talk!

Is your Company prepared
for a crisis?  


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Do you know the three common mistakes companies and organizations make in the first 24 hours of a crisis?

On Friday, March 1st, we talked about these questions and more during a fast-paced, fun-filled FB Live event. If you missed it, or just want to hear the highlights again - watch here.

We live in a world where news travels very quickly. Organizations that are prepared, retain and can even gain stock value, earn trust and prosper in multiple ways. 

Here's a quick lesson on framing:

Ineffective framing happens when people are rushed. The research shows that the first window of time after a crisis happens is only 45 minutes. Having a statement prepared in advance as a guideline can help tremendously. A statement should include the following:

  • Acknowledgment
  • Empathy
  • Values
  • Approach
  • Commitment

During "Lunchtime Live with Laura", a recent case of Crisis PR by the slowcooker company, Crockpot, was used as an example. Here is the story: This is Us: Crockpot response.


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To arrange a consultation to learn more, please contact us today.


Meet Our New Publicist


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Madison Lee Joins The Creative Company


Madison Lee has joined The Creative Company in its Public Relations department. Madison has several years in television production experience and can help clients communicate their messages to the media.

The majority of Madison’s career was spent producing newscasts for local television stations in the midwest and the south. Through the years she has read through countless pitches and press releases and knows which ones work and don’t work. “I started a career in journalism because I want to help people tell their stories,” said Madison Lee. “What I found is not many people know how to tell their best stories and to get others to listen.” Madison hopes in this transition from Journalism to Public Relations she can help clients reach the media in ways they hadn’t considered before.

Madison is most excited to join The Creative Company for its important work with non-profits. She spent a rewarding year working in Media Relations for an animal shelter. Now she can combine her passion for helping others and storytelling with The Creative Company.

"Maddy shares our values and she knows how to bring a story to life across multiple platforms. Her background as a news producer combined with her understanding of how real-time analytics and audience insights work will help her to develop a newsroom like experience producing timely and relevant stories, visuals and short-form video that are on brand and built for sharing." said Laura Gallagher, President of The Creative Company. "We're very glad to have her join our dynamic team and work with clients to create a new model for captivating, authentic storytelling."

Does your business need some professional PR? Madison’s talents can help tell your story in fresh and engaging ways.  

Connect with us to learn more!

Schools for Haiti 6th Annual Fundraising Gala


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We are excited to invite you to join us for the Schools for Haiti 6th Annual Fundraising Gala on April 27th to support a brighter future for children in Haiti while enjoying an evening of fellowship and philanthropy. Now more than ever, Haiti needs hope and you can help!

The Gala includes dinner, silent & live auction, great presentations on Haiti, and live music.

Today, Schools for Haiti educates over 1,700 students in the poorest nation in our hemisphere at 10 schools and provides nutritious daily meals, school clothes, and most importantly, hope! We also employ a staff of 159 which are entirely Haitian, greatly contributing to the local economy.

Evening Schedule: 

  • 5:00 p.m. Social Hour/Silent Auction
  • 6:30 p.m. Welcome & Dinner
  • 7:30 p.m. Program featuring  Brandon Williams, former All-Big10 Badger & NFL Wide Receiver. 

$75 per Person | $140 per Couple

Doug & Lois Fearing of Fearing's Audio Video Security are personally dedicated and passionate about this cause and would love to see you at the Gala.

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Laura Gallagher

Master of Ceremony
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Brandon Williams

Keynote Speaker

April 27th, 2019
5:00 PM
Madison Marriott West 
1313 John Q Hammons Drive 
Middleton, WI 53562