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Better English 32
Timely Communications Tips
June 18, 2009
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HOW TO REACH THE TOP
-- THE INVISIBLE SHERATON MANAGER
-- HOW TO FIND THE PRESS RELEASE

More and more it seems, our communications are expressions of complaints and protests.

You can write the best letter in the world, but if it doesn't reach the right desk, it's worthless. Here's my tip for reaching the right desk when you have a complaint.


THE INVISIBLE SHERATON MANAGER
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After my wife and I checked out of the Sheraton Atlantic City Convention Center Hotel last summer, we discovered that Sunday evening that we had left car keys in our room safe. We telephoned to arrange for the return.

But the attendant said that she couldn't disturb the new guests in the room. We would have to wait for the manager to call us back. By Monday afternoon, we still hadn't heard from the manager.

I was in the mood you acquire when you know you that you are not getting good service and you need good service. But how could I get in touch with someone at the Sheraton who could encourage--or tell--the manager to act responsibly?

How do you reach someone at a large corporation to communicate your complaint? And how do you find the someone who has some clout in the company?

Find a Press Release
Try finding a recent news release about the corporation. That release will usually list a member of the public relation staff. That person usually has immediate access to corporate managers and knows the importance of keeping its consumers happy.

So I found a public relations manager at the Sheraton Corporation. I called her and expressed my dissatisfaction. At first she said that it wasn't a public relations matter. I argued that it was, and that...well I blog about these issues all the time in my newsletter. Our keys were delivered to our home by FedEx the next day.

I never did hear from the manager.


HOW TO FIND THE PRESS RELEASE
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How do you find these people in public relations? Check out the news releases at the two major online wire services: www.prnewswire.com and www.businesswire.com. Do a search in their "keywords" box by putting in the name of the company.

Here is the recent information I got at businesswire.com for Macy's and Rite Aid after I searched. I'm annoyed at both because a Macy's gift card I bought for my cousin at Rite Aid had no value when my cousin tried to use it at Macy's. Both claim it's the other's fault. We'll see.

Here is the contact information I found from these press releases:

  • "Rite Aid and The Skin Cancer Foundation Help Customers Have Safe Fun in the Sun with Free Skin Care Guide, Online Info and Free Skin Cancer Screenings"
Rite Aid Corporation Cheryl Slavinsky, 717/975-5718 [email protected]
  • "Macy's to Open Two New California Stores"
Macy's, Inc. Media - Jim Sluzewski, 513-579-7764 or Investor - Susan Robinson, 513-579-7780

Macy's even has a pressroom at www.ma cysinc.com/pressroom where you can find the names of the board of directors and biographies and photos of officers. Did you know that vice chair Janet E. Grove is chairman of the Macy's Merchandising Group (MMG)? I think she might be interested in gift card fraud.

Try contacting somebody higher up if you really want results.

Yours Sincerely,
Barry Beckhkam


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