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Extend Your Media Coverage

Lots of news is being made and reported in Geneva this week. If you’re one of EBACE16’s newsmakers, ensure the coverage you worked so hard to generate reaches as many people as possible, for as long as possible.

Talk It Up

Share the coverage through word of mouth. It’s not bragging if you’re at a cocktail party and ask if someone caught the great feature that just ran about your business/product/company. No? Then you can provide a few key points. Yes? Then ask their thoughts about it. Add some insights of your own. This could be a chance to talk about next steps or other things on the horizon.

Leverage your social-media channels. Tag individuals in the article to give credit where it’s due and to encourage them to share through their social networks. If you see others have shared it – thank them – and share it again. If it’s a blogger or someone in the industry you ought to know, but don’t, use the opportunity to start a conversation and to connect. Follow their stuff. Send a LinkedIn connection request. If the reporter or news outlet shares the article on their social-media accounts, like, share, retweet and comment. This extends the discussion – and shows you pay attention.

Work It

Think about the content you routinely create. Include a write up about it in your next company newsletter. Send a link to it in a follow-up email to an industry contact or prospect you met at EBACE. Place a blurb on your homepage. Pull out quotes or key graphs and weave them into your marketing materials. Add an update to your company’s LinkedIn page profile, either as text only or with a visual of the publication/article. Tell the world. Drive people to the story

Drive people to the story. If it’s particularly compelling, boost your readership by putting some marketing dollars behind it. This may be an example of journalism at its best, but paid promotion doesn’t degrade the integrity of the piece. It shows you value the reporting, find it accurate, and think it merits a larger audience. Most media outlets today track their coverage with analytics. All those clicks and shares generate metrics that help reporters quantify their readership to editors. They also help publications demonstrate relevance and impact to publishers, shareholders and advertisers.

Display the coverage in your office(s) – either by framing and mounting it on the wall or adding it to your lobby monitor as video or motion graphics.

Increase Its Findability

Add appropriate hashtags and social links so your posts show up in the right places and searches. Include a link to the article on your company’s website, preferably with a summary of the article and excerpt on your media center. MediaCoverage-Illustrations_01-03Tag with good keywords and phrases for search-engine optimization (SEO) and you could extend the article’s life tenfold. Link to the publication and, if editors haven’t already, ask if they’d link back to you. If yes, this boosts your authority and ranking with the search engines. If no, at least you tried.

Thank the Reporter

Reporters are human and like feedback. There’s a growing trend to send written thank-you notes. I would never advise against that, but nothing beats email for fast response and the ability to copy others.

Thank the reporterI always try to send follow-up emails – and to copy the appropriate editors. You don’t need to say, “I liked your recent article.” But you can thank them for being thorough in their research, interviewing a variety of sources and getting things right. You can share what you’ve heard from colleagues and others in the industry. Thank them for the passion they brought to the project – and offer to be a source in the future.

News coverage can’t be (and shouldn’t be) bought. But it can be earned by nurturing relationships and building trust. So when you achieve positive press coverage, make the most of it. Its value exceeds any price. Ray Bradbury famously said, “Journalism keeps you planted in the earth.” That’s a powerful foundation for aviation companies working globally, launching ever more innovative products, navigating shifting political winds, and preparing for a more-connected tomorrow.

Wichita Artists In Their Studios

I believe in art, storytelling and celebration. And in people with vision and the tenacity to make things happen. Sondra Langel has both. She came to our agency last fall to talk about her dream project: a book that celebrates Wichita’s creative community. You could say she had us at hello.

We jumped onboard. Fast. Sondra got right to work, too. She quickly assembled an advisory group made up of art museum directors, scholars, curators, patrons and collectors. Its task: select 50 artists from our community’s boundless pool.


Look Inside

She chose Larry Schwarm to photograph these artists in their studios. To capture their distinctive personalities whiling providing an inside view to both place and process. The inspiration and the sweat. Larry shot and Sondra interviewed. The artists submitted photography of their favorite pieces.


In a matter of months, Greteman Group had the raw elements to put the book together. Art director Marc Bosworth and I labored over every page. A fine artist himself – who is also featured in the book – Marc kept the focus on their artists and their work. No tricked-up layouts or unnecessary embellishments.


The finished, hardbound books rolled off Donlevy Lithograph’s presses in time for the Wichita Art Museum’s recent art and book fair. Watermark Books features a prominent display as you enter its doors. And you can buy it online.

Telling It True

Virginia Woolf famously wrote about a room of one’s own. The space to think and create. There is something special about looking at these individuals so at home in their workrooms. Where they paint, sculpt and photograph. Collect, construct and deconstruct. Where they invent. Look close. Blood is probably sprinkled along with the paint and chips and dust on those studio floors.

Yet an overwhelmingly joyous spirit animates this book. Pick it up and let it take hold.


Publisher and author Sondra Langel with her husband, Richard Smith, at the recent Friends of the Wichita Art Museum Art & Book Fair.
Publisher and author Sondra Langel with her husband, Richard Smith, at the recent Friends of the Wichita Art Museum Art & Book Fair.

Champion for Aviation

Sixty days into his new position as director of the Kansas Department of Transportation, Merrill Atwater took time to share his vision for the days ahead. In his address at the May meeting of the Wichita Aero Club, Atwater touched on his priorities. Chiefly: to serve as a champion of aviation.

Aviation’s fiscal impact on the state amounts to $13.5 billion or 10 percent of its economy. Atwater wants to ensure that business owners, entrepreneurs and manufacturers know that, “Kansas is here for you.” He sees his role, his department’s and indeed the state’s as one of support to advance growth and industry improvements. “We’re here to help you. We’re a tool.”

It’s also a financial resource. The state’s airport improvement program provides matching grants to the state’s 138 public-use airports. To date, a sweet $90 million has been distributed. Funding everything from paved runways to needed equipment accomplishes many objectives. Economic stimulation. An inviting front door for business. One key goal is greater access to air ambulance services. Atwater’s working to see that 94 percent of Kansas can be reached within 30 minutes. No small feat considering Kansas’s expansive rural landscape.


The recently appointed director of the Kansas Department of Transportation – Merrill Atwater – is the great grandson of former President Eisenhower. The Air Capital renamed its airport in 2015 to Wichita Dwight D. Eisenhower National (from Wichita Mid-Continent). Photo credit: Ricardo Reitmeyer, Visual Media Group.
The recently appointed director of the Kansas Department of Transportation – Merrill Atwater – is the great grandson of former President Eisenhower. The Air Capital renamed its airport in 2015 to Wichita Dwight D. Eisenhower National (from Wichita Mid-Continent). Photo credit: Ricardo Reitmeyer, Visual Media Group.

During the post-presentation question-and-answer session, Atwater razzed Victor White, director of the state’s largest airport, Wichita Eisenhower National. “Victor doesn’t need our money,” said Atwater, referring to the airport’s stunning new terminal, parking garage and other improvements that have led to its ranking as the nation’s fourth-best small airport. White gamely shouted back, “Yeah we do!”

A Truly Great Great-Granddaddy

Atwater spent a good portion of his presentation talking about his great grandfather, the 34th president of the United States, Dwight D. Eisenhower. He’s rightfully proud of Eisenhower’s accomplishments and his Kansas connections.

He was born in 1890, well before the Wright brothers’ historic flight. But aviation played a major role in his legendary life. As WWII Supreme Allied Commander in Europe, he had final say on how to use thousands of warplanes (mostly built in Kansas). He was the first president to have his pilot’s license. (He never had a driver’s license.) The first to ride in a helicopter. The first to fly in the jet called Air Force One. He passed the law that led to the creation of the Federal Aviation Administration. He propelled the world into the space age by establishing the National Aeronautics and Space Administration (NASA). President Eisenhower grew up in Abilene, Kansas, but he lived his life on the world stage. Fighting for peace. Laying the groundwork for innovation. We like Ike.

Buzz for Unmanned Aerial Systems

Atwater reminded the audience that his department’s conducting a search for a director of unmanned aerial systems. It’s an industry poised for growth, he said, with projections calling for $2.9 billion in applications by 2025. He acknowledged there are issues, but communicated confidence that they will get worked out, especially with support. He looked around and said, “We need everybody in this room to participate.”

“Kansas is open for business in aviation.”

Featured at top: Merrill Atwater served as keynote speaker for the May meeting of the Wichita Aero Club. Photo credit: Ricardo Reitmeyer, Visual Media Group.

Wichita Business Journal; People on the Move

Barry Owens, writer/producer and Joshua Wood, senior writer/editor join Greteman Group.
Melissa Cox, office administrator and Heather Newell, digital developer join Greteman Group.
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