This column first appeared in Inside Business news journal, February 2014. The company name is fictitious.
Another news article deadline loomed and I'd yet to verify the source company's name. The body of the press release read SMITT Intergalactic Veterinary Services, which established SMITT as an acronym - perhaps for something like Smith, Monroe, Inred, Thomas and Troy - but I'd always understood that the company had been named for owner Dr. Smitt, in which case the name should be written with a capital "S" and lowercase "mitt."
Awaiting a response from my contact person about the matter, I turned to the company's website.
The name resurfaced as SMITT in the body of content, but now within several variations: SMITT Intergalactic Animal Clinic, SMITT Intergalactic Veterinarians, SMITT Intergalactic LLC. Now I had two concerns, which essentially boiled down to one important question: What's your company's full, official name, really?
Tick-tock, tick-tock, tick-tock ...
Another news article deadline loomed and I'd yet to verify the source company's name. The body of the press release read SMITT Intergalactic Veterinary Services, which established SMITT as an acronym - perhaps for something like Smith, Monroe, Inred, Thomas and Troy - but I'd always understood that the company had been named for owner Dr. Smitt, in which case the name should be written with a capital "S" and lowercase "mitt."
Awaiting a response from my contact person about the matter, I turned to the company's website.
The name resurfaced as SMITT in the body of content, but now within several variations: SMITT Intergalactic Animal Clinic, SMITT Intergalactic Veterinarians, SMITT Intergalactic LLC. Now I had two concerns, which essentially boiled down to one important question: What's your company's full, official name, really?
Tick-tock, tick-tock, tick-tock ...
My contact hadn't responded, so I called the company.
This should have resolved the issue within 90 seconds. I held while the receptionist sought "someone who could help" me.
Help me, yes!
Imagine my surprise to hear that she couldn't find anyone "authorized" to answer my question.
Tick-tock, tick-tock, tick-tock ...
I eventually confirmed the name being Smitt Intergalactic Veterinary Services, but it shouldn't have been so difficult or time-consuming to accomplish this.
Shouldn't one of the company's goals be to help members of the media identify the organization and convey information about it with accuracy?
I've been writing, presenting and advising people about writing for business and media relations for a few years, and I devote an entire section of my new book to expansion of the concept that I call "being media-friendly." This means being recognized by members of the media as someone who speaks their language, upholds a high standard of professionalism and respects the purpose, deadlines and professional needs of reporters, editors and others in the field. Click here to read an excerpt of that section.
Why not help members of the media help you?
This should have resolved the issue within 90 seconds. I held while the receptionist sought "someone who could help" me.
Help me, yes!
Imagine my surprise to hear that she couldn't find anyone "authorized" to answer my question.
Tick-tock, tick-tock, tick-tock ...
I eventually confirmed the name being Smitt Intergalactic Veterinary Services, but it shouldn't have been so difficult or time-consuming to accomplish this.
Shouldn't one of the company's goals be to help members of the media identify the organization and convey information about it with accuracy?
I've been writing, presenting and advising people about writing for business and media relations for a few years, and I devote an entire section of my new book to expansion of the concept that I call "being media-friendly." This means being recognized by members of the media as someone who speaks their language, upholds a high standard of professionalism and respects the purpose, deadlines and professional needs of reporters, editors and others in the field. Click here to read an excerpt of that section.
Why not help members of the media help you?