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No News?How to Get into the Media Anyway
STARTUP PR SECRETS
How do companies get in the media?
Do Something BadReal BAD News
Do Something NiceCSR
Do Something BigReal News
Comment on any of theseThought Leadership
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Putting it into Practice
Provide context to make your statements more relevant to the story
Help the journalist tell a great story, don’t try to directly promote your product
Make bold statements and predictions, but back them up with evidence
Demonstrate your experience, presenting your unique point of view
Example
After years of consumer complaints, airlines have found a way for passengers to see value in add-ons, even if not so long ago, they were included in the price of the ticket, said Jay Sorensen, president of the airline consulting firm IdeaWorksCompany.
“It’s on the rise because it works, it generates more revenue per passenger and it seems to generate fewer complaints as well,” Mr. Sorensen said.…A recent IdeaWorksCompany report noted the growing importance of bundled or branded fares to the bottom line at airlines — not only major airlines but also low-cost carriers, which use them to lure business travelers.…“Anytime you give the consumer three choices, more often than not, they’re going to choose the middle choice because it feels like a safe compromise,” said Mr. Sorensen of IdeaWorksCompany. “And that’s the magic in this method.”
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Thought Leadership Process
Research Outreach
Backgrounders
Solicited Responses
Unsolicited Responses
Your objective is to build relationships with reporters so that you and your company become a trusted, first point of contact to comment on news.
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Learn more on slide 6 Learn more on slide 7
Learn more on slide 8
Thought Leadership Process
• What kinds of stories can you comment on, based on our expertise?
• What publications are covering these kinds of stories?
• Are these stories and publications relevant to our target audiences?
• Which reporters at these publications are most relevant to us?
• Who are the right spokespeople inside of your organiztion for each topic?
Research
Find out where it is best to direct your resources for the best Thought Leadership results.
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Thought Leadership Process
I really enjoyed reading your article on XYZ.
At GLOBAL CO., we’re deeply involved in industry X because we supply the companies with Y.
Based on our expertise in XYZ, we believe X, because Y.
Next time you’re writing an article on XYZ, please let me know. I’d be happy to connect you with one of our executives or engineers who can provide some background information.
Outreach
Make initial contact with reporters to let them know that you exist. Email reporters after they have written a relevant article.
Express interest and admiration
Briefly and relevantly introduce your company and expertise
Provide a unique perspective
Set the stage for further communication.
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Thought Leadership Process
Most of the time, your first comments for a story you pursue will be on background – i.e. no one from your company will actually be quoted.
This is an opportunity to build a relationship with the reporter.
Backgrounders Solicited Responses
Once you’ve established a relationship with a reporter, you’re likely to get asked for comment whenever the reporter feels there’s a relevant story.
These comments will be published as actual quotes in a story.
Unsolicited Responses
Sometimes you’ll feel that a story is just too good to pass up and that your company must comment. In this case you can pro-actively pitch your expertise to a reporter.
Be careful though. If you come across as pushing an agenda, the reporter will see you as overly biased or self-serving.
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How to get quoted
Start with your conclusion.Make statements. Don’t build arguments. Assert an idea, backed up with an example that proves it.
No commas!Make short, declarative statements, rather than speaking in long, complex sentences that are filled with punctuation.
Have a strong point of view. Be bold. Don’t get complicated. Express your view with conviction and enthusiasm, repeatedly.
,
“!
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What Not to Say
Avoid criticizing othersThat includes your competitors
Stay on neutral groundDon’t take stands on issues not related to your business
Don’t give personal opinionsKeep it all related to your business and your area of expertise
Avoid technical jargonKeep things simple or you’ll lose your audience
Don’t speculate on what other people thinkAvoid hypotheticals in general
Nothing is EVER “off the record”Reporters can and will use anything you say, even in casual settings
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ABOUT THE AUTHOR
Erik CorneliusCo-founder | G3 [email protected]
Erik is G3 Partners’ COO. He has more than a decade of PR, marketing and market research experience in Korea, serving clients ranging in size from startups to Samsung. His professional passion is telling the stories of Asian startups to the rest of the world.
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CONTACT [email protected]
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