Media Relations for Early Stage Companies
13
Spread the Word Do’s and Don’ts for Early Stage Companies #bcn14word Pamela Coyle @Content Rocks
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Presentation for BarCamp Nashville 2014 #bcn14 on Media Relations do's and don'ts for early stage companies. Some highlights: Crumbs can help make a beautiful loaf of bread; don't snub the small outlets; be prepared for the money questions. The more successful you get, the more difficult the questions will become. Prepare and get your talking points prioritized.
Transcript of Media Relations for Early Stage Companies
Spread the WordDo’s and Don’ts for Early Stage Companies
#bcn14wordPamela Coyle@Content Rocks
The Media Food Chain
• Then: top-down or bottom-up
• News cycle redefined
• Now: ideas, stories catch fire anywhere along the chain
• Think follow-up
Prepare Talking Points• Refine messaging
• Prioritize (in order) 6 talking points
• Create different versions of them
• Use “we” not “I”
• Keep list with you
• Default to points if conversation strays
Role Play and Practice• Yes, really.
• Have team members question you.
• Record it
• Reduce rambling
• Aim for 3 talking points in 5 minutes
• Invite cold call from a “reporter”
Serve Up a Full Package• Contact information
• Context
• One-sheets
• Third-party research
• Vetted customers to help tell your story
• Images or screen shots
Money Changes Everything
You WILL be asked:
• How much do you have?
• Who has invested?
• VC-what equity stake?
• VC-influence/board membership?
• What will you spend it on?
Don’t Snub the Crumbs
• Hometown media
• College media
• Alumni publications
• Lesser trades
• Neighborhood blogs
• Member profiles
SEEK, COLLECT and SAVOR the crumbs
No Trashing Competitors
• Makes you sound petty
• Will haunt you forever
• Stay above the fray
• Memorize some responses
• Today’s competitor is tomorrow’s partner
The Beast is Hungry• Ask about guest
posts on industry and trends – not YOU
• Short updates can help fill out a story
• Be generous with your time
• Offer expertise on deadline
Top 6 Media Missteps• Ask to approve copy
• Profusely thank for coverage
• “No Comment” rudely
• Repost story on blog or site
• “Nice to have someone on our side”
• Threaten to go elsewhere
Build Relationships• Ask for preferred
method of contact
• Check in when you don’t need coverage
• Alert reporters to news not about YOU
• Be generous with introductions
• But don’t assume BFF
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