Every company, and every story, is different. Here are just a few.
In a display of patriotism, a Naval officer put a large American flag in the front window of his apartment. Unfortunately, the rules allowed only white curtains; the manager felt that making an exception could encourage less appropriate displays from others. Frustrated, the resident called the newspaper, which reported on the story. When Thornton Communications became aware of the situation, we suggested that our client buy him a portable flagpole so that he could display the flag outside. The result: a happy ending, and coverage that ended on a positive note.
The Condo Craze
During the height of the real estate boom, hundreds of people signed up to buy a limited number of condominiums in a hot new location. It was a great story – perhaps too great. Several TV stations wanted to cover an upcoming sales event. The client was concerned that cameras and microphones would make prospective buyers uncomfortable, but saying “no” could alienate the media. We hired a professional video crew with news experience to shoot the event and deliver it to the TV stations. The result: everyone was satisfied and the international coverage the story received helped put the client on the map.
A nonprofit group founded a new outreach to provide technology to organizations dedicated to helping others. The volunteer they chose to lead the effort was well-known and very well-respected in the community. We presented the story to a local business publication, which ran an item. The result: someone who knew and trusted the effort’s leader saw the coverage and immediately donated 10% of the total fund-raising goal.
When it came to media attention, the new CEO of a mid-sized regional firm preferred to stay in the background. Thornton Communications gave him media training and coaching to help him understand that meeting the media’s needs could also help his company. He is now one of the best-known figures in his industry; leading national publications call for his opinion, and trade magazines have featured him on their covers.
A reporter on deadline called, needing information immediately for a story she'd never before covered. We set up an interview right away with an expert on the topic. Since the reporter now knew us as a reliable resource who represents knowledgeable sources, they called back again and again. The result: ongoing local and national coverage.
A client's high-profile real estate development was on fire, but we couldn't get a flight back to town before the media arrived. By phone, I prepped the firm's leader for the reporters' questions, consulted on reaching out to the people who would be most affected, and alerted the PR firms representing other partners in the project (who did an incredible job with the media at the scene.) It was a terrible loss, but it turned out as well as it possibly could under the circumstances. A trade publication later cited the firm's overall efforts as a good example of how to manage a crisis.
An exclusive trade organization had prestigious members and exceptional programs. But despite years of effort by the members, few people outside its immediate circle knew it existed. We helped educate its board members about the news media’s interests and needs, then began arranging meetings and interviews with reporters and editors. The result: more coverage, higher turn-out for events, and greater awareness among potential members.