Don’t Wait ’til News Breaks–Anticipate the Break, Break Through With Coverage

“I skate to where the puck is going to be, not where it has been.”
–Wayne Gretzky

That philosophy surfaced on the PR front last week with a news release providing insights and counsel on snow and ice management. The release had been in the works for over a week for McAdam Landscaping, a longtime Inside Edge PR client.

Then Old Man (Early) Winter cooperated with the blizzard to make it especially timely. You can see the release online at TribLocal.

Here is a particularly interesting detail that I learned in the course of developing the release:

Clients must also be conscious of new legislation in the state of Illinois. With the passage of the Snow Removal Service Liability Limitation Act in 2016, property owners can no longer transfer liability to a contractor for losses that were not the fault of the contractor.

“This is very important legislation for our industry and even more important for clients to be aware of,” said (Scott) McAdam Jr. “Prior to this Act’s passing, a property owner could transfer all liability to the contractor, even if the contractor fulfilled their obligations and were not at fault. With this Act, the client assumes some of the liability for potential losses, so choosing a quality contractor will greatly reduce that liability.”

Speaking of liability in another vein, you don’t want to get caught flat-footed when a “change in the weather” (metaphorical or literal) offers an opportunity to serve your client’s want (coverage) while also taking care of the media’s need (timely, newsworthy content).

The media relations moral of the story: don’t wait until news breaks–anticipate the break, and be ready to deliver quality content when it does.

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Advertising Benefits From Timely Tie-Ins

Timeliness isn’t only for stories–it’s a key element in advertising, too.

With that in mind, I have been inserting information about upcoming events in print advertising for a client, McAdam Landscaping.

In the pages of Wednesday Journal, Inc. and Pioneer Press publications, early this month it was a Mother’s Day special, last week it was a musical performance held at its Nursery & Garden Center and this week it’s an incentive to become a Facebook Fan of the Forest Park firm (how’s that for some ambitious alliteration).

Want to win a $25 gift certificate from the Nursery & Garden Center? You have until June 1st to get onto Facebook and then type “McAdam Landscaping” into the search box and become a fan.

Or you can simply go directly to the McAdam Landscaping page here.

More importantly, if you advertise in any forum, capitalize on every opportunity to make the content relevant and timely. It’s a great way to engage your audience and move them to action, rather than to settle for making a simple one-way statement that is more prone to go absolutely nowhere.

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McAdam Featured in Earth Day TV Segment

Last night, on the eve of Earth Day, Jackie Bange of Chicago’s WGN Channel 9 filed a report with a refreshingly different take on environmental stewardship: not only honoring the stuff of the Earth, but also some individuals who are in need of a fresh start.

As part of her reporting, Bange came out to Forest Park-based McAdam Landscaping and its Nursery & Garden Center last week. For years, McAdam has hired graduates of the Greencorps Chicago program profiled in the piece.

In 1997, brothers Scott and Rob McAdam, along with two other partners, started WRD Environmental, Inc. The company provides consultation for native landscapes and currently oversees the Greencorps program of Chicago’s Department of Environment.

As the WGN report notes, the city of Chicago has partnered with WRD “to create a green jobs program for those who have a difficult time finding employment, many of which are ex-offenders.”

Some elements of that visit are evident in the segment below, including interviews with Scott McAdam, the company president, and employees Anthony Harris and Rosa Montes.

Clearly, they are among a larger group of individuals, including some others interviewed on camera, that have played instrumental roles in this successful initiative. Kudos to the entire team for its collective willingness to do “the right thing,” as Scott McAdam told Bange.

To learn more, you can read the summary here .

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A Fun, Feel-Good Story For Christmas

Heart-warming, feel-good stories are great to share all-year round, but especially so around Christmas.

That’s why one of my favorite activities this month was telling the story of one local family that moved back into their home after nearly a year away, to accommodate workers building an addition.

One of Inside Edge PR’s clients, McAdam Landscaping, helped the mom put a festive, creative touch on the moment.

You can read the story here at and see a related video below.

Merry Christmas and Happy Holidays!

McAdam Landscaping At 30: Sowing & Reaping

For the last two years, I have had the pleasure of providing public relations service to McAdam Landscaping, a leading company that has accomplished much in its 30 years in business.

To take a look at some of its history, check out a news release I wrote and posted the other day on, McAdam Landscaping: Sowing and Reaping for 30 Years.

I also posted a photo gallery on the Tribune site.