My brand story began 10 years ago when I built an online niche business called WorkCabin that leapfrogged the competition to become the biggest service of its kind in Canada. Today, that expertise is channeled into my other business, WorkCabin Creative, an agency founded in 2010 and based in southwestern ON. I help clients grow trusted brands, build wildly effective communication strategies, & create unforgettable experiences. I can say that with confidence because I've been there and done it with my own startup 10 years ago. And I've helped organizations and businesses do it too. Over and over again through WorkCabin Creative since 2010.
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Media training

Bird Studies Canada receives media training

Leveraging media can be a powerful and effective tool for organizations to get their message out to large audiences. But the media landscape has changed dramatically in recent years. Bird Studies Canada hired WorkCabin...

Media training: You can help improve accuracy of being quoted

One of the biggest complaints I hear from organizations dealing with media is the beef that they are frequently misquoted. While this does  occur, my personal experience is that many organization spokespeople are often so unprepared when media comes calling that they ramble and forget what they said. Hence, the common belief that they were misquoted because they don’t recall saying something in that way.

4 steps to take before a reporter calls you

telephoneEvery organization and business needs a plan to handle media phone calls. These are the procedures you have in place to ensure only the appropriate people are commenting, and that such discussions are controlled at your end to the best extent possible, not vice versa.

Media can put your organization before a large audience. You want to handle such opportunities efficiently and professionally.
Here are four key points:

5 ways to tick off a reporter right from the get-go

What not to say to a reporterPlanning to telephone a reporter? Here are 5 opening lines to avoid (unless your plan is to be like a pit bull from the beginning!):

1. It must’ve been a slow news day! This one really raises the hairs on any reporter’s neck. There are very few “slow” news days. Most reporters or editors put potential stories through a vigorous analysis before they are tackled. If anything, dramatic staff cutbacks are seriously impacting how much a newsroom can cover on any one day.

Media relations guide: Why your organization needs one ASAP

Media relations: 4 reasons you need a strategyIt’s a common pitfall made by many organizations and businesses. What is it? It’s having no media relations guide. Instead, dealing with media is left to a fly-by-the-seat-of-your-pants approach. That’s risky. Especially, when your organization’s reputation is on the line every time a media outlet reports on it.

A media relations guide, customized to your organization, is an essential marketing tool. It becomes your template for all future dealings with media. It will also arm you with tactics and strategies to maximize opportunities to promote your organization or business and manage your reputation and public profile.

4 reasons your organization needs a media relations guide: