By Leslie A. Rodriguez, Contributing Writer

The Pittsburgh-based firm, FosterHyland & Associates, was formed by Debbie Foster and Sheila Hyland in response to an ever-growing need for companies and other organizations to understand how to work with both traditional and new media representatives in a media saturated world.

According to Foster, recent crises such as the Virginia Tech massacre, the Sago Mine disaster and the nationwide pet food recall made evident the strong need for all types of organizations to have crisis-response plans in place to deal with the media.

“Only a small percentage of crises are truly accidental; most come from the mismanagement of small issues that smolder and become big issues. Knowing how and when not to create the news is just as important as knowing how to give a great interview,” said Foster.

Left to right: Sheila Hyland and Debbie Foster.

Both Foster and Hyland are familiar with the world of media relations and boast an impressive 54+ years of combined experience in two different capacities. Foster, a former H.J. Heinz Company corporate spokesperson spent 32 years with the fortune 500 company and supervised crisis and issues management for Heinz worldwide. She was also responsible for developing and implementing the company’s crisis management training program. As the company’s corporate spokesperson Foster experienced first hand encounters with the media weekly.

While Foster has a corporate background, Hyland comes from the other end of the media scope as a former TV news anchor and managing editor. A familiar face to Pittsburgh television viewers, Hyland spent 22 years in broadcast journalism with network affiliates that included ABC, CBS and FOX. As an anchor, reporter, managing editor, writer and producer Hyland covered all major national crises in the last 20 years and conducted more than 10,000 interviews.

According to Hyland preparation began for the formation of FosterHyland and Associates 8 months ago when Foster and Hyland were introduced by a mutual friend who discovered they were each looking to start a media training business. Both women knew their full-spectrum perspective would give clients a more in depth understanding of the issues because they know what each party needs to be successful in media situations.

“Deb has extensive media training experience through her work with Heinz and I did some media training years ago when I was still a reporter and really loved it. I wasn’t ready to jump back into a TV job and when I thought about what I really enjoyed doing, I decided to try a media training business,” said Hyland.

Today, FosterHyland & Associates is a swiftly growing company that provides a customized approach to media relations, crisis management, executive coaching, and message development while assisting with relationships with all forms of the media. Through the use of management strategies, on camera mock interviews and proven message development techniques, FosterHyland provides clients with the skills and insight necessary to successfully work with the media.

While FosterHyland teaches executives to understand how the mind of a journalist works as well as understanding their needs, the firm also works to have clients establish relationships with reporters that will ultimately prove beneficial for the client’s organization and the media outlets covering it.

For more information about FosterHyland & Associates and the services that they provide please visit the firm’s website at http://www.fosterhyland.com.

July 2007