This document provides tips for entrepreneurs on how to think like journalists in order to tell their business vision and story. It recommends entrepreneurs define their own story by focusing on their history, passion, inspiration for founding the business, social issues addressed, and what makes them different. A framework is presented for crafting key messages about the business, operating philosophy, achievements to date, products/services, and role in society. Interview tips include preparing key messages and an ideal headline, driving the conversation, and avoiding jargon or fake stories. The goal is for entrepreneurs to share their bigger vision beyond just products or services.

1. HOW TO THINK LIKE A JOURNALIST?
The first steps to tell the vision beyond your product

2. EMEA PR Manager
PR & Comms
Senior Comms consultant
BACKGROUND

3. The Media (finally) showcase
Women Entrepreneurs

4. MEDIA & JOURNALISTS
DEBUNKING MYTHS
🍿

5. ENTREPRENEURS’ BIAIS ABOUT JOURNALISTS
Don’t get technical issueLooking for drama
🕵‍♀ 🛠 🦄
Misrepresent reality

6. JOURNALISTS’ BIAIS ABOUT ENTREPRENEURS
Hide the truthWithhold information
🙅 👀 ⌛
Market themselves for
short-term interest

7. JOURNALISTS’ EXPECTATIONS
Information & Angle Data & Facts
Controversy (or conflict) Compelling stories

8. JOURNALISTS’ CONSTRAINTS
Media competition
Racing against time
🏃🏻‍♀
🏆

9. 1. Friendliness is not friendship
2. ‘Off the record’ doesn’t exist
3. Journalists turn over
4. Don’t underestimate youth
KEEPING IN MIND

10. DEFINING YOUR OWN STORY!
🍿

11. YOUR BUSINESS’ VISION IS
BIGGER THAN ITS PRODUCT

12. What is your history and experience
Where comes from the passion for what you’re doing
What inspired you to found your online business
What are the bigger social issues you’re tackling
Why what you’re doing is different
What is special about you (and your cofounder(s))
TO BEGIN WITH - ASK YOURSELF:
YES YES YES YES YES YES
✔
✔
✔
✔
✔
✔

13. A FRAMEWORK
Write down these key messages
“What we are” - your business in 100 words
“Our operating philosophy" - your company style
“How I got here” - what you achieved to date
“What I do” - what does the business look like
“Our role in society” – the bigger social issue
YES YES YES YES YES YES
✔
✔
✔
✔
✔

14. INSPIRATION: FEMPO
EXAMPLE

15. INSPIRATION: FEMPO
EXAMPLE

16. DO’S
1. Write down your key messages
2. Stay true to yourself <3
3. Think about your dreamed headline
4. Step into your customers’ shoes

17. DON’TS
1. Use jargon
2. Create a fake story or figures
3. Think with only the media in mind
4. Disperse yourself, try to PR your business
instead of focusing on your business

18. 🔥💖
🔥
INTERVIEWS TIPS & TRICKS

19. INTERVIEWS DO’S
🔥💖
🔥

20. 1. Work on your key messages (facts, figures, examples, anecdotes)
2. Write your ideal headline
3. Assert your main angle from the beginning
4. Drive the conversation and keep your main messages in mind
5. Watch your non-verbal behavior (diction, speed, look, silence…)
6. Ask for clarity

21. INTERVIEWS DON’TS
⚔

22. 1. Disperse yourself, share too many details
2. Use jargon
3. Keep on talking when you already replied
4. Wait for the “ideal” question to tell your key messages
5. Create fake figures/stories

23. YOURTURN!