Share as many details as possible
Machul tries to make sure there are no unnecessary surprises at the media event. If the event has been held at other locations, she shares videos and press clippings of the event. “Watching their peers helps them be more comfortable,” she says. “But it also helps from a consistency standpoint.” Machul also gives first-timers a one-on-one phone call to quell any jitters.
To help the Fogo de Chao team be better brand advocates, Wood sends along a guest list. “By sharing information about who will be in attendance and the reach of the media, it helps the team to understand the impact it can have on business.”