From Tom Spalding

• Prepare you to be your media’s go-to contact and No. 1 local source for chimney safety awareness and education

• Teach you the importance of being flexible

• Provide you with resources on how to introduce yourself to the media so they know where to find you when they need you

• Show you what to wear and what to say during the Q&A!

• Determine whom at your company is going to be the “face” or “spokesperson” – the person authorized to communicate to the media.

• Today’s media: quicker deadlines, less time, more work

• Journalists have a Mary Poppins-era impression of chimney sweeps. Embrace the nostalgia while promoting your modern-day expertise and education.

• Promote public safety and CSIA. Your company will benefit from that association.

• Prepare like you’ll be the lead story at 6 p.m. or on the front page, even though you probably won’t. Either can happen!

• Be ready to pounce on publication and promote it for your own special interests! Set “chimney fire” as a Google Alert.

On your website, list a cell phone or after-hours number where only reporters can call or send a text. (If you are too busy to answer the phone, ask office staff or family member to be in charge of it!)

A reporter wants a chimney sweep. They’ll call you – or a competitor.

• A journalist may have 5 hours or 5 minutes. Start simple, add complexity as needed.

• A journalist may want to interview you at a job site. Accommodate them. (Work with the client to gain permission. Visuals are very important! )

• Reporters will dictate the questions they want answered, but you can have talking points available. Reinforce the difference between hiring a CSIA Certified Chimney Sweep and the non-certified person, that doesn’t abide by the CSIA ethics pledge nor understanding of the levels of inspection.

• Tips on preparedness

Your appearanceKeep a clean work shirt handy. It should have your company logo and the CSIA Certified Chimney Sweep credential.Suggest conducting your interview next to your work truck or in front of a fireplace, if a photographer or camera attendsSubstance is more important than style, but clothing shouldn’t cause a distraction. (So no shorts and no flip flops! Top hats are OK, but only in context with the angle of the journalist’s story.)Don’t chew gum or tobacco during the interview.

Pay attention to safety procedures during the “B-roll” moments, when they are not interviewing you but they are still filming.

Your messageThe modern day chimney sweep cares as much about the customer as they do the chimney … so say, “We get certified through the Chimney Safety Institute of America, the venting authority, and the education and learning never stops.”Chimney sweeps certified by CSIA with the Certified Chimney Sweep credential have to sign an ethics pledge and promise to “do right” by the customer.

Steer people to csia.org to find a CSIA professional who can service your zip code, or view CSIA’s collection of free homeowner resources.

Cold weather is when people think to use their fireplace, but to a chimney sweep, every season is flue seasonBe positive. Rely on your expertise.

Your strategyWatch casual remarks and gestures. Nothing is off the record.Answer every question. Never use the phrase "no comment." You can say “I am here to help” and e-mail the info later.Flag key points. Outline crucial pointers before you utter them, such as “The important thing to remember is ..." This helps ensure that reporters won't miss your key points while making notes about something less important you just said.Avoid jargon on-camera … Your mission is to convey information, not be confusing.… but explain off-camera. Educate reporters about why chimney inspections, provided by a CSIA credentialed sweep, are vital.Use your expertise for great visuals. Open and close a damper. Keep a seasoned wood log handy when you talk about creosote. Chimney inspections are very visual!Be energetic. If you are passionate about your subject, it will help make a better story. Remember that the reporter is the pipeline to your audience.

• Leverage the publicity

Your after-action

As soon as the news story is published, make sure and verify accuracy of the story. Don’t be surprised if there’s an error. It happens. Just send a nice note to their e-mail address advising if there’s a name misspelled or bad fact, so it can be fixed on their web site.

Get an air date for television stories and a “run date” for web-based articles or newspapers.

Make sure that your company’s in-house or external marketing partner is aware of the new publicity. Promote it on your channels! Tell Tom at tspalding@csia.org and we’ll share your experience on CSIA channels. Thank-you notes go a long way. You are establishing a potential relationship for years to come, so they’ll know whom to call!

Contact Tom Spalding at tspalding@csia.org