Media For Start-Ups:Understanding MediaRelationsN Bringi DevJune 01, 2013
Session Objectives To introduce you to The media relations milieu How the news reporting process works Types of media ...
What is Public Relations?Public relationsvs. media relationsHow is it differentfrom Advertising?Advertorial vs. Editorial
Types of Public Relations Offline Online SocialSource: Alok Kejriwal
Does Offline PR Still Matter? There is a market of decision makers (CEOs ofCompanies, Heads of Departments, SeniorGovt. O...
What can Media Publicity Dofor You? Build awareness Potential Employees Investors and Banks Possible Partners The pub...
Caveat:There are No Free Lunches! While media relations appears to be ‘free’,there are costs involved: Financial costs ...
THE MEDIA MILIEU
The Media Milieu• Time is always short• Media channels compete• E-relationships• Low attention span• Technology massivelyp...
The News is a Product• The news is a product which mediacompanies sell, and people have attached avalue to it with paid su...
What media wantsConflict of Interest?What ‘sources’ want
The Bottom Line The relationship between source and mediais symbiotic There are skews Publications decide what their re...
Messaging Model - OldMessagesTargetAudience
Messaging Model - NowMessagesInfluencer/OpinionLeaderTargetAudience
Opinion Leaders Opinion leaders serve as a powerful conduit in the flow ofinformation Opinion leaders may have more dire...
BEHIND THE NEWS
Behind the Scenes
Who Decides? Editors commission stories/columns Journalists/writers file The Editors decide Sub-Editors hack the story...
Journalist Roles20journalist has a personalrolepersonal approach is allowed forthe journalistjournalist must beobjectivene...
Channels and challengesPrint daily Internet Mobile TVUpdateKeep your newsalways up-to-dateWrite your story fornext morning...
Types of media interactions Press or media releases Media conferences Media briefings/Junkets One-on-one meetings F2F...
Interaction ModelSpokespersonPRAgencyReadersWire/NewsServicesSpokespersonSpokespersonIn-houseMarCommJournalistsEditorsAnal...
MEDIA RELATIONS FORSTART-UPS
Fundamentals Know thy TA! Whom are you talking to? How do I reach them? What do they read? Know thy messages!! Find ...
Getting Past the Gatekeeper What will excite the media? Read all the papers, magazines and websites you would like to be...
Connecting Who are the journalists that write in yourarea? What kind of stories do they write? Comment on their stories...
Connecting -2 Network, network, network: haunt the placesjournalists will see you Attend conferences and seminars Becom...
Connecting Online Develop serious blogs Have a trenchant point of view Comment on relevant issues Develop a Personality
Be Prepared Develop a pitch for the media Focus on highlighting the aspects of your offeringthat they think will be usef...
Some Bright (?) Ideas Is there a media-savvy person in yourfounding team? Why Not? No Idea? Get Idea Can you find a med...
More Bright Ideas MR Now – Pay Later Find a PR agency that will provide consulting nowfor a slice of the business or lat...
Stay the Course Like all relationships, building media relationstakes time Be prepared for the long haul –it is worth it...
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Media For Startups: Understanding media relations
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Media For Startups: Understanding media relations

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Media For Start-ups: (Understanding Media Relations)

Having made the bold move of launching a start-up business, it is likely that you are faced with the challenge of spreading the word about your products or services to potential customers. Most start-ups look enviously at the big brands, wishing they could emulate their marketing activities. Of course, they are never able to do so due to an acute lack of funds to invest in marketing, especially in the early stages.



The goal of media relations is to get positive coverage in the mass media without paying for it directly as by advertising. Media relations involves working with media for the purpose of informing your potential customers about how your offering will benefit them, and doing so in a credible positive and consistent manner. Typically, this means coordinating directly with the people who influence, generate and distribute news and features in the mass media.



One of the most cost-effective ways to build buzz around your start-up is to get it covered by the media, either local or national. But how does one go about doing that on a shoe-string budget?

Published in: Business, News & Politics

Media For Startups: Understanding media relations

  1. 1. Media For Start-Ups:Understanding MediaRelationsN Bringi DevJune 01, 2013
  2. 2. Session Objectives To introduce you to The media relations milieu How the news reporting process works Types of media interactions Frugal media relations strategies
  3. 3. What is Public Relations?Public relationsvs. media relationsHow is it differentfrom Advertising?Advertorial vs. Editorial
  4. 4. Types of Public Relations Offline Online SocialSource: Alok Kejriwal
  5. 5. Does Offline PR Still Matter? There is a market of decision makers (CEOs ofCompanies, Heads of Departments, SeniorGovt. Officials, etc) who only read print. The online websites of large publications havelarge audiences and once you are written up inprint, you automatically get featured online too. Think of it as ‘proof of concept’ test. The day youcan make it in the Fortune or Time or TheEconomist, you have done somethingworthwhile.Source: Alok Kejriwal
  6. 6. What can Media Publicity Dofor You? Build awareness Potential Employees Investors and Banks Possible Partners The public at large Build Brand and Value Generate Business?
  7. 7. Caveat:There are No Free Lunches! While media relations appears to be ‘free’,there are costs involved: Financial costs Media Kits, travel, etc. Outside resources.. Non-financial Time! Work! Consistent Focus!
  8. 8. THE MEDIA MILIEU
  9. 9. The Media Milieu• Time is always short• Media channels compete• E-relationships• Low attention span• Technology massivelypropagates pictures,videos and ephemera
  10. 10. The News is a Product• The news is a product which mediacompanies sell, and people have attached avalue to it with paid subscriptions a tangiblemeasure.
  11. 11. What media wantsConflict of Interest?What ‘sources’ want
  12. 12. The Bottom Line The relationship between source and mediais symbiotic There are skews Publications decide what their readerswant/get Online media is only slightly better Sources need to understand this relationshipand how to leverage it
  13. 13. Messaging Model - OldMessagesTargetAudience
  14. 14. Messaging Model - NowMessagesInfluencer/OpinionLeaderTargetAudience
  15. 15. Opinion Leaders Opinion leaders serve as a powerful conduit in the flow ofinformation Opinion leaders may have more direct access to the mediaand/or a better media literacy than the masses They have credibility with individuals that the mass media maylack Political figures Celebrities Community or religious leaders Teachers Media analysts Industrialists/Investors Journalists
  16. 16. BEHIND THE NEWS
  17. 17. Behind the Scenes
  18. 18. Who Decides? Editors commission stories/columns Journalists/writers file The Editors decide Sub-Editors hack the story Priorities change all the time
  19. 19. Journalist Roles20journalist has a personalrolepersonal approach is allowed forthe journalistjournalist must beobjectivenewsroomwork onlycommentary, note,columns, opinionnews, news featurestoryreportinginterview
  20. 20. Channels and challengesPrint daily Internet Mobile TVUpdateKeep your newsalways up-to-dateWrite your story fornext morningBe faster than your competitorsTimeMind the deadlineto deliver the dailyby breakfastreading15 min /newspaper1-2 hours/dayInconvenient:estimated 3 minper session6 sec/shot,30 sec / newsSpaceText and visualsmust fit the pagePage size, layout ScrollingBandwith,resolutionscrollingscheduleCompetitionThe next issuemust also be soldMaintain readers’loyaltyaggregators, newsstolenContent services ofmobile operatorsChannel surfing21
  21. 21. Types of media interactions Press or media releases Media conferences Media briefings/Junkets One-on-one meetings F2F Telephonic or video Questionnaire-based: written or e-mail Television interviews Round tables, debates & conferences
  22. 22. Interaction ModelSpokespersonPRAgencyReadersWire/NewsServicesSpokespersonSpokespersonIn-houseMarCommJournalistsEditorsAnalystsWeb SitesOtherStakeholdersEditorsInvestorsReaders
  23. 23. MEDIA RELATIONS FORSTART-UPS
  24. 24. Fundamentals Know thy TA! Whom are you talking to? How do I reach them? What do they read? Know thy messages!! Find the right publications that can help youreach your TAs
  25. 25. Getting Past the Gatekeeper What will excite the media? Read all the papers, magazines and websites you would like to be covered in Read the way people are quoted in yourindustry – what do they say, how do theycontribute to stories, what do they stand for? Develop your pitch Prepare multiple versions for different TAs Spell out the benefits/implications to readers
  26. 26. Connecting Who are the journalists that write in yourarea? What kind of stories do they write? Comment on their stories online –responsibly yet provocatively Get their email addresses: Write to them, but do not spam them Find out who their commissioningmanager/editor is Give them reasons to want to know you
  27. 27. Connecting -2 Network, network, network: haunt the placesjournalists will see you Attend conferences and seminars Become a speaker or panelist as often as you can Attend entrepreneurship group meetings Participate in incubator activities Register with and participate in the ecosystemplayers Microsoft, Intel, NSRCEL, whoever…
  28. 28. Connecting Online Develop serious blogs Have a trenchant point of view Comment on relevant issues Develop a Personality
  29. 29. Be Prepared Develop a pitch for the media Focus on highlighting the aspects of your offeringthat they think will be useful to their readers Have a media page on your site Your pitch is a ‘living document’ Develop a media kit: online + offline
  30. 30. Some Bright (?) Ideas Is there a media-savvy person in yourfounding team? Why Not? No Idea? Get Idea Can you find a media relations personcheap? One-person outfits exist - call themselvesconsultants – select one who comesrecommended by someone you trust The Moonlighter Option
  31. 31. More Bright Ideas MR Now – Pay Later Find a PR agency that will provide consulting nowfor a slice of the business or later Work on a pay for results basis Fledging agencies may be willing to work forcosts Get your investors to help you connect They have a vested interest Most times we do not ask them..
  32. 32. Stay the Course Like all relationships, building media relationstakes time Be prepared for the long haul –it is worth it! Most importantly – the leadership team needsto invest time and effort to make it work.
  33. 33. Discussion

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