Fendler Communications

While we are big fans of getting our news across electronically, there is nothing like getting face time with the media.

We recently held our annual PrimaLoft NYC media event – and while in the past attendance has been a bit off due to layoffs, fear of leaving one’s desk, or just being too plain busy – this year’s event drew top-notch media to include the Today Show, O, The Oprah Magazine, Newsweek, InStyle, House Beautiful, Self, Shape, Good Housekeeping, Field & Stream, Lyramag.com, among many others. The journalists who attended were very appreciative of our effort to present the latest in outdoor apparel/gear, fashion and luxury bedding trends, along with numerous story ideas.

No doubt, media events in New York are an investment.  In our 20 or so years of producing them, we recommend a few tips to make sure you achieve your anticipated results.

Make it convenient.

Select a venue that is easy for the media to get to and hold it during hours that work within their schedules.

Be creative and choose a theme.

Take the time to make the event a special occasion for the media.  Selecting a theme will help you set the stage for props and decorations, catering, invitations, and music.

Allocate enough time for planning and set up.

Events always take more time than expected.  Build in extra time so you are not stressed and exhausted when it’s time to meet with the media.

Expect the unexpected.

Inclement weather, detained guest speakers, missing deliveries, broken elevators…we’ve experienced them all!  The best way to keep your cool, and sense of humor, when this happens is to come up with a list of “what ifs” and develop a back-up plan for each.  And speaking of elevators…

Know the specs of your venue space.

There’s nothing worse than not being able to get your products or props into an elevator or doorway of your venue space.  Get the measurements of elevators, doorways, and ceilings along with where light fixtures and outlets are placed.

A give-away or gift bag helps.

Who doesn’t like a gift?  We have found that when a gift is offered, more media show up.  It does not have to be extravagant, but a token of appreciation helps.

Remember the importance of the invitation.

You’ve sent your invitations and followed up. Your RSVP list is impressive.  You’ve called everyone to confirm.  Yet, the day of the event, only about half of those who said they would come actually came.  A PR person’s nightmare!  Words of wisdom and comfort from Richard Bangs, our friend, adventure traveler and author who has spoken at events all over the world help.  “The real value of an event is your invitation and its reach as it sends the right messaging and raises awareness…the event itself is a necessary evil, but the promotion for the event is the real deal.”  View those media who wanted to come but could not as a great opportunity to get back in touch.

Leverage your event.

Take photos and/or video of the event and post them on your website.  Send the link to media who could not attend the event to give them a sense of being there.  Send newsletters to customers or other constituents to let them know what you are doing to build your brand.

Hope this helps.  We would love to hear some of your tips!

In it’s effort to better educate retailers and consumers about PrimaLoft^® products, PrimaLoft^®, a division of Albany International Corp., has signed on to be the technical insulation and sleeping bag sponsor of Backpacker Magazine’s 2009 Get Out More Tour.

Full Story: PrimaLoft® Products and Backpacker Get Out More Tour (PDF)

Another season of season of hiking, biking, fishing, boating, and all of the many outdoor activities we look forward to,is on our doorstep! As we prepare to enjoy our summer outdoors, it seems appropriate and timely that we introduce you to Donn Fendler.

Donn Fendler

In addition to being the uncle of our founding partner Nancy Fendler he is a legend in Maine and one of the reasons we at Fendler Communications, take safety in the outdoors very seriously. As a young boy Donn was hiking Mt. Katahdin with his father and brother and became separated from them and was lost for 9 days. This link will take you to a website that will allow you to enjoy some of Donn’s true and inspiring story of his incredible 9 day journey entitled “Lost on a Mountain in Maine”.

We hope you will be inspired by Donn and always remember that safety is the most important key to enjoying our beautiful outdoors. We would also like to express our heartfelt thanks to John Thurlow for creating and maintaining this website as a tribute to Donn and his contribution to children and their education over the years.

As outdoor enthusiasts we are welcoming Spring with open arms!  One of the things that makes Spring such a special season is that it serves as our bridge from Winter to Summer.   As we travel across this bridge we are busy making plans to once again pursue our favorite outdoor activities and perhaps considering a new adventure we want to experience this summer.

One of the most important things we can do to insure that our outdoor experience is the best it can be, is also one of the things we sometimes overlook – SAFETY.  Some easy pre-planning at the beginning of the season will prove to be very valuable, maybe even lifesaving, if something goes awry on an outdoor adventure. Now is the time to put your Gear Bag together and here is a link to “It’s In the Bag” which appeared in our local paper.  This is a quick and easy guide to the items we should have in our Gear Bag.

So pack your Gear Bag, get outdoors and enjoy the season!

Years ago when I was urged to get my APR (Accredited in Public Relations) designation, I always had a number of excuses as to why I wasn’t interested.  It wasn’t until I got a strong kick in the pants from our SAGE, Dick Truitt that made me reconsider. Two years ago, I attended an APR preparation meeting, made the commitment to the process, and finally got my accreditation one year later. It was one of the best decisions that I made in my professional career, and for our firm.

APR is a mark of distinction for public relations professionals who demonstrate their commitment to the profession and to its ethical practice, and who are selected based on broad knowledge, strategic perspective, and sound professional judgment.

You see, many people think of public relations professionals as merely publicists or product placement people – and some are just that. However we like to think that our profession involves much more – namely strategic thinking, reputation and message management.

So, if you are fortunate to have an APR preparation course offered in your area this month, I encourage you to go for it. Help your public relations career. Help our profession.

And if you are reading, “Thanks Dick!”

Isn’t it wonderful when you find an article that is truly thought-provoking and motivating? I finally got around to reading a piece published in The McKinsey Quarterly that my partner gave me a few months ago – Centered leadership: How talented women thrive (funny how one reads things when the time is right).

The article explains a new approach to leadership based on a study that was conducted by The McKinsey Leadership Project to learn what drives and sustains successful female leaders in hopes to help younger women navigate the path to leadership.

The centered-leadership model is comprised of five interrelated dimensions: meaning, managing energy, positive framing, connecting and engaging. As the article explains, “It’s about having a well of physical, intellectual, emotional and spiritual strength that drives personal achievement, and in turn, inspire others to follow.”

During these challenging times when our well sometimes feels a bit dry, it is a joy to come across a golden nugget such as this to give us little perspective. What do you think?

While we all love winter (why else would we live in Maine?), longer days and warmer temperatures tempt us  to hang up our skis and pull out the boats.

There are many ways to effectively incorporate social media into your company’s marketing communications mix.  A Facebook page here.  A Twitter account there.  But up until now, most businesses have taken an incremental approach.

And then there’s Skittles. More–>

Our marketing communications agency is privileged to work with clients in the outdoor industry.  Stepping outside our office for some fresh air after a recent snow storm, we’re quickly reminded why we love our area of expertise.

Fendler Communications has worked with media for many years.  We’ve witnessed the rise of the internet, wireless, and social media, and we know media relations will continue to evolve alongside new communications technologies.  That’s why we constantly knock our heads together to discover what works and what doesn’t.  A recent survey of our team members reveals several universal truths More–>