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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.
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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
CHECK OUT #HumpDayHaiku every Wednesday
