By Joel Rubin

CEO, Rubin Communications Group

After working in the news media and then working with the media to place stories — in total about 40 years — I have a sense whether the newspaper or a TV station will air a story or not. And how it will appear.

We tell our clients that, and sometimes we nail it.

Like recently when Bay Automotive owner Walter Wilkins asked us to promote his company’s sale of his Kia dealership on North Military Highway to First Team Auto and an accompanying change of direction for his longtime firm.

I told Walter: “I will speak to the business editor of the newspaper about playing up Bay Automotive’s change from a new car dealer to focusing solely on independent car repair. But I am sure the headline will be about First Team, not Bay Automotive.”

Walter’s response: “Do the best you can.”

Sure enough, the larger firm’s acquisition was the subject of the headline on the business page, but they loved Bay’s storyline and our press release, based on the company’s 76-year history in the automotive business in the region. In that way, Bay’s message dominated the content.

Walter was pleased with the coverage, as were we. As he grows his repair business, I hope we’ll be able to keep telling his story.