This document provides tips for chimney sweeps on engaging with media for publicity purposes. It outlines how to prepare as a spokesperson, what messaging to convey about chimney safety and certification, and strategies for conducting interviews. Recommendations include being prepared, staying on message about the importance of hiring certified sweeps, and following up after interviews to leverage any resulting publicity. The goal is to establish the chimney sweep as the local expert source on chimney safety issues and promote their business.

1.  From Tom Spalding

2. • Prepare you to be your media’s go-to contact and No. 1 local
source for chimney safety awareness and education
• Teach you the importance of being flexible
• Provide you with resources on how to introduce yourself to
the media so they know where to find you when they need
you
• Show you what to wear and what to say during the Q&A!

3. • Determine whom at your company is going to be the “face” or
“spokesperson” – the person authorized to communicate to
the media.

4. • Today’s media: quicker deadlines, less time, more work
• Journalists have a Mary Poppins-era impression of chimney
sweeps. Embrace the nostalgia while promoting your modern-day
expertise and education.
• Promote public safety and CSIA. Your company will benefit from
that association.
• Prepare like you’ll be the lead story at 6 p.m. or on the front page,
even though you probably won’t. Either can happen!
• Be ready to pounce on publication and promote it for your own
special interests! Set “chimney fire” as a Google Alert.

5. On your website, list a cell phone or
after-hours number where only
reporters can call or send a text. (If
you are too busy to answer the phone,
ask office staff or family member to be
in charge of it!)
A reporter wants a chimney sweep.
They’ll call you – or a competitor.

6. • A journalist may have 5 hours or 5 minutes. Start
simple, add complexity as needed.
• A journalist may want to interview you at a job site.
Accommodate them. (Work with the client to gain
permission. Visuals are very important! )
• Reporters will dictate the questions they want
answered, but you can have talking points available.
Reinforce the difference between hiring a CSIA
Certified Chimney Sweep and the non-certified
person, that doesn’t abide by the CSIA ethics pledge
nor understanding of the levels of inspection.

7. • Tips on preparedness

8. Your appearance
Keep a clean work shirt handy. It should have your
company logo and the CSIA Certified Chimney Sweep
Scruedgegnetiasl.t conducting your interview next to
your work truck or in front of a fireplace,
if a photographer or camera attends Substance is more important than style, but clothing
shouldn’t cause a distraction. (So no shorts and no flip
flops! Top hats are OK, but only in context with the angle
of the journalist’s story.)
Don’t chew gum or tobacco during the
interview.
Pay attention to safety procedures during the “B-roll”
moments, when they are not interviewing you but they
are still filming.

9. Your message
The modern day chimney sweep cares as much about
the customer as they do the chimney … so say, “We get
certified through the Chimney Safety Institute of America,
the venting authority, and the education and learning
never stops.”
Chimney sweeps certified by CSIA with the
Certified Chimney Sweep credential have
to sign an ethics pledge and promise to
S“tdeoer rpiegohplte” t ob cys itah.oerg c tou fsintdo am CeSrIA. professional who
can service your zip code, or view CSIA’s collection of
free homeowner resources.
Cold weather is when people think to use
their fireplace, but to a chimney sweep,
Beev peorsyit ivsee. aReslyo onn iyso ufrl ueexp seretisaes. on

10. Your strategy
Watch casual remarks and gestures.
Nothing is off the record.
Answer every question. Never use the phrase
"no comment." You can say “I am here to help” and e-mail
the info later.
Flag key points. Outline crucial pointers before you
utter them, such as “The important thing to remember
is ..." This helps ensure that reporters won't miss your
key points while making notes about something less
important you just said.
Avoid jargon on-camera … Your mission is to
convey information, not be confusing.
… but explain off-camera. Educate reporters
about why chimney inspections, provided by a CSIA
credentialed sweep, are vital.
Use your expertise for great visuals.
Open and close a damper. Keep a seasoned wood log
handy when you talk about creosote. Chimney
inspections are very visual!
Be energetic. If you are passionate about your
subject, it will help make a better story. Remember that

11. • Leverage the publicity

12. Your after-action
Get an air date for television stories and a
“run date” for web-based articles or
newspapers.
As soon as the news story is published, make sure and
verify accuracy of the story. Don’t be surprised if there’s
an error. It happens. Just send a nice note to their e-mail
address advising if there’s a name misspelled or bad
fact, so it can be fixed on their web site.
Make sure that your company’s in-house
or external marketing partner is aware of
the new publicity. Promote it on your
channels! Tell Tom at tspalding@csia.org
and we’ll share your experience on CSIA
channels.
Thank-you notes go a long way. You are establishing a
potential relationship for years to come, so they’ll know
whom to call!

13. Contact Tom Spalding at tspalding@csia.org