want media? think like an entrepreneur
TRANSCRIPT
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?
