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

Pamela Coyle615 Main Street, Suite 104B, Nashville 37206

@ContentRockspcoyle@content-connects.com

content-connects.com

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