In startup circles, a feature on Techcrunch seems to be the focus of many tech companies. Everyone wants in on it, until they get featured, enjoy the brief limelight and everything goes back to their previous levels.
What Ben Kaplan talked about at today’s Startup Chile meetup, however, was much different. He talked about a more strategic effort to be a partner of media agencies and positioning yourself as the expert in your field. The kinds of continual media coverage that provides could actually be the key to keeping startups alive and growing.
His story relates to his journey getting his book, how to go to college almost for free, featured in the media, including spots on CNN and Oprah among many others.
Ben structured his advice on how to become a media superstar using 5 Ps; Plan, Pitch, Prep, Perform, Promote.
Plan -You make your company ‘newsworthy’
A media strategy is not just something you outsource to a PR firm. In fact, no one probably cares about it more than the startup founder, which puts him/her in the best position to pitch media stories.
Ben says:
- always have a great peg or perspective for what is newsworthy everytime of the year. (something related to new years resolutions, something that helps in a crisis, something for the holidays, something for key periods in your industry).
- Anticipate breaking news stories and pitch your perspective in advance. (be part of the story, rather than reacting to it too late)
Pitch – It’s all about the numbers
Ben talked about how he got on CNN. He had pitched producers his story, but had not gotten any response, but he also reached out to one of the major news anchors, who liked his story, and forwarded it to the producers to have it covered.
Ben says:
- when reaching out to media, cast a wide net, and use email. It allows gatekeepers to respond immediately.
Prep – Save the celebrations for after the segment
There’s a lot of work after getting booked that’s not immediately obvious to most. Ben has been featured on a lot of news / TV spots, which very quickly moves between segments and stories.
Ben says:
- Shape media interviews by providing quality materials (sample questions, materials, bullet points, an intro to use, your title)
- Provide incentives for people to respond immediately (Ben provided a scholarship guide which was available for download the day of the segment)
Perform – understand different media formats
Understanding how different media formats work influences your media strategy. Knowing details like whether the interview is live or taped and the time you have, helps you shape the interview better.
Ben says:
- be involved in shaping the interview (quickly move out of questions outside your scope and quickly reel the conversation back in)
- transform promotional content into an editorial one (instead of constantly talking about features or your website address, make the story about your users, and what it did for that 1 person who had a real need).
Promote – Leverage your media appearances
Wouldn’t it be nice to have that 1 appearance turn into a regular spot like it did for Ben? It wasn’t just the charisma, but a concerted effort to keep providing perspectives, stories and recommendations for other stories.
Ben says:
- keep offering something of value. Providing interesting stories and angles media producers can use. (He talked about how Oprah’s producers kept a file of stories he sent them, and when a spot opened up, they had him on the show)
- tell partners about your upcoming media appearance. Leverage the media you’re getting to close deals / secure more business.
I’m sure Ben has more tips that he’s saving for another time. But feel free to contact him at Ben@learndipity.com where he’s working on an appl that makes finding and securing college scholarships much simpler.
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