Want media? Think like an entrepreneur

Want media? Think like an entrepreneur

Karen UnlandIgnite Edmonton Festival

Sept. 9, 2015

What do I know?

● Former journalist● Student of

entrepreneurs● Budding

entrepreneur

Image credit: Capital Ideas Edmonton

What we’re talking about

When people ask about how to get media attention, they mean “earned.”

Image credit: Jay Palter, jaypalter.com

Three principles

1. Solve a problem2. Know your market3. Create a good user

experience

1. Solve a problem

● Good stories.

● Quotable experts.

Image credit: @JournalistProbz

Solve their problem, not yours

● “I need attention” is like “I need money”

● Who cares?

Your customer’s customer wants...

● Interesting stories● Delight● Useful information● Something to share

Exercise

● What would normal people would find interesting, useful or delightful?

● “Why are you telling me this now?”

Exercise

● What are you an expert in?

● When could your expertise come in handy?

2. Know your market

● Press release = waste of time

● Target your message to receptive audience

Research and connect

● Their work is public — look it up.

● Build the relationship before you need it.

Know what you’re asking for

● News vs features● News vs current

affairs● News vs trade● Mainstream vs indy

Exercise

● Who does stories about your kind of business?

● Who does stories that could use your expertise?

3. Great user experience

● Make it easy to do the story

● Make it desirable to come back to you again

What makes it easy?

● Reachable● Visuals

○ photo op○ video○ graphics

● Hook

Image credit: lisaharrispantryblog.com

Just like your customers...

● Make it easy and you’ll come to mind next time.

● Remember, everybody talks.

Image credit: the-clothing-shed.com

Spread the word

● What channels do you have?

● Journalists want audience. Deliver some.

Exercise

● How would you illustrate your story?

● How would you spread it?

Image credit. Pocoyo

Are you sure you want media?

Questions?

[email protected]

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