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Real Estate Public Relations Southern California - Anton Communications

Posts Tagged ‘news media’

The 10 Commandments of a Successful Media Interview

October 20th, 2017


The 10 Commandments of a Successful Interview

1. Never take a cold call from a reporter

Even if you know the topic cold and you feel you can handle the questioning, you need time to prepare yourself for the interview; you need to go into battle with a game plan.

2. Be prepared with a message

Research the situation, gather all the facts, develop key message, anticipate tough questions, practice your responses.

3. Don’t lie to the media

Never lie, mislead or manipulate the media. Don’t underestimate a reporter’s ability to find out the truth. You are never their only source of information.

4. Never say “no comment”

This is loaded word that to most people means you’re hiding something. If you plan to comment later, say so. Or politely tell them you are not going to answer that question.

5. Exude honesty and confidence; don’t appear defensive

Good interview preparation will allow you to speak with confidence. Control your emotions so that you neither attack or defend.

6. Show empathy or compassion where appropriate

Particularly in crisis situations, emphasize that your first priority is taking care of the people involved, not pointing fingers or assigning blame.

7. Do not speculate about the motives or opinions of others.

Reporters often do this to bait you into making antagonizing remarks about your adversary or competition. Politely tell reporters to ask them instead.

8. Forget about “off the record”

This is not a legally binding agreement, but a technique the media uses to get sensitive information. The rules aren’t always clear and your protection relies entirely on the integrity of the reporter.

9. Don’t joke or make wisecracks

Saying something in a joking manner never translates well in print, and sometimes not even on camera.

10. Remember, you don’t have to answer every question

If you don’t know, say so: “I don’t know the answer to that, but I’ll try to find out and get back to you.” Then do it. You don’t have to talk about your personal life, pending litigation or competitive information

Crisis Management: Salvaging the Reputation of American Suzuki

March 5th, 2013

This post is part of a series on how good public relations can help businesses make a name for themselves, promote their products & services, land speaking engagements for executives, influence public opinion or handle crisis situations.

When Suzuki entered the U.S. market in 1988, its Suzuki Samurai was tested by the staff at Consumer Reports, a trusted source of consumer advocacy. But when the magazine published its findings, the Samurai was rated a “Not Acceptable” safety hazard because it allegedly rolled over in turns. The cover story decimated sales and damaged the reputation of American Suzuki Motor Corp. and all of its new vehicles for years. Consumer Reports continued to exploit the Samurai evaluation over time for financial and promotional gain until 1996, when Suzuki filed a product disparagement lawsuit alleging that the testing was rigged and the magazine staff so biased that it force the vehicle to tip over and maliciously published the false results.



The public reputation of Consumer Reports was so high that Suzuki hired Gladstone International, a crisis management firm in Southern California. We were brought on as media consultants to help Suzuki present its case to the public, prepare for media challenges and provide compelling information about Suzuki’s side of the story. We produced a video with enhanced audio that revealed incriminating comments by Consumer Reports staff, a lengthy Q&A to prepare for media interviews and a 12-piece media kits. We coordinated a news conference in Washington D.C. when the case reached the U.S. Supreme Court. And we engaged long-time Samurai owners and fan clubs to defend the vehicle’s safety record in a viral online campaign..


Our efforts generated coverage from the Wall Street Journal and the New York Times to the BBC and a special on CBS-TV’s “60 Minutes” where Suzuki’s general counsel appeared to challenge the publication. Although Suzuki settled the lawsuit in 2004, our efforts contributed to the restored reputation of the carmaker and media analysis showed media references to the Samurai as a dangerous vehicle virtually disappeared as a result.

Two Wood Partners Developments to Receive 2012 PARAGON Awards From National Apartment Association

May 17th, 2012

Alta Henderson, Alta 1900 Lofts Honored As Best New Communities Nationwide

DALLAS – (May 17, 2012) Wood Partners, one of the nation’s largest and most active multifamily developers, announced today that two of its apartment communities in Dallas have been recognized for their excellence by the National Apartment Association (NAA).


The two communities, Alta Henderson and Alta 1900 Lofts, were recognized in the Builders, Owners and Developers category in the prestigious national competition. Alta Henderson was recognized as the Best Community under 150 units and Alta 1900 Lofts was honored as the Best Community over 150 units. Both apartment developments are located in Dallas.


“We are extremely honored to receive these awards from the National Apartment Association,” said C. Todd McCulloch, director of Wood Partners’ Dallas office. “The PARAGON Awards highlight the ideal locations and exceptional quality of Alta 1900 Lofts and Alta Henderson. But more importantly, they speak volumes to the wonderful staff and the people who work in these communities every day. They have transformed these projects into communities where our residents feel as though they have selected a home in a great neighborhood rather than having simply rented an apartment.”


Alta 1900 Lofts is located at 1900 Hi Line Drive in Dallas. The development includes enclosed gated parking with direct resident access, an onsite dog park, a media center, an executive 24-hour business center featuring high speed Internet access, printers and faxes, and a resort-style pool with an underwater speaker system.


Alta Henderson is a unique combination of Craftsman style and contemporary finishes. Located at 5222 Belmont Avenue in Dallas, the 106-unit community offers studios, one-, two- and three-bedroom units ranging from 651 to 1,944 square feet. Its  communal amenities include a resident club room featuring a cozy media lounge with plasma television and a 24-hour fitness center with premium Technogym® equipment, iPod® docking stations and built-in touch screen TVs.


The PARAGON awards recognize the multifamily housing industry’s top communities, executives, employees and affiliate programs. Both Alta Henderson and Alta 1900 Lofts are finalists for NAA Community of the Year, which will be selected from among the communities that won category-specific PARAGON Awards.


“The PARAGON awards recognize the outstanding contributions of multifamily builders, professionals and affiliated associations,” noted NAA President Douglas Culkin, CAE. “By shining a light on these winning individuals, communities and organizations, all members of our industry benefit.”


The awards will be presented during the opening general session of the 2012 NAA Education Conference & Exposition, June 28-30 in Boston.

About Wood Partners

Wood Partners is a national real estate company that acquires, develops, constructs and property manages high density and mixed-use communities. Through quality construction, responsible land development and intelligent design, our communities reflect the aesthetic and social fabric of the community and provide a luxurious living experience at a fair price. The company has been involved in the development of more than 36,000 homes with a combined value of more than $4.5 billion nationwide. To learn more about Wood Partners, please visit our Web site at


Entitlement Battles: The Irvine Company

March 20th, 2012

This post is part of a series on how good public relations can help businesses make a name for themselves, promote their products & services, land speaking engagements for executives, influence public opinion or handle crisis situations.

Challenge: Anton Communications has been a consultant for The Irvine Company since 2000, working on entitlement and new community projects that include Turtle Rock, Shady Canyon, East Orange and the Northern Sphere near the Saddleback Mountains. New developments of this size are often difficult to entitle in California and require strong community support.

Action: We have assisted with community surveys and focus groups, participated in strategy meetings, organized supporters and speakers at local hearings and provided written copy for several publications designed to share information about the planned communities.

Results: All of these projects were ultimately approved with strong community support and sales have been brisk even in the most recent neighborhoods that opened during a downturn in the housing market nationwide.


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