This document provides tips for entrepreneurs on how to get media attention by thinking like an entrepreneur. It outlines three key principles: 1) Solve a problem by focusing on good stories and useful information for readers rather than just wanting attention, 2) Know your market by researching relevant media outlets and building relationships, targeting the right audience for your message, 3) Create a great user experience for journalists by making it easy for them to do a story on you through things like visuals, a clear hook, and being accessible. The document encourages exercising these principles by thinking about potential stories, relevant journalists, and how to illustrate and spread your story.

1. Want media? Think like
an entrepreneur
Karen Unland
Ignite Edmonton Festival
Sept. 9, 2015

2. What do I know?
● Former journalist
● Student of
entrepreneurs
● Budding
entrepreneur
Image credit: Capital Ideas Edmonton

3. What we’re talking about
When people ask
about how to get
media attention, they
mean “earned.”
Image credit: Jay Palter, jaypalter.com

4. Three principles
1. Solve a problem
2. Know your market
3. Create a good user
experience

5. 1. Solve a problem
● Good stories.
● Quotable experts.

6. Solve their problem, not yours
● “I need attention” is
like “I need money”
● Who cares?

7. Your customer’s customer wants...
● Interesting stories
● Delight
● Useful information
● Something to share

8. Exercise
● What would normal
people would find
interesting, useful
or delightful?
● “Why are you
telling me this
now?”

9. Exercise
● What are you an
expert in?
● When could your
expertise come in
handy?

10. 2. Know your market
● Press release =
waste of time
● Target your
message to
receptive audience

11. Research and connect
● Their work is public
— look it up.
● Build the
relationship before
you need it.

12. Know what you’re asking for
● News vs features
● News vs current
affairs
● News vs trade
● Mainstream vs indy

13. Exercise
● Who does stories
about your kind of
business?
● Who does stories
that could use your
expertise?

14. 3. Great user experience
● Make it easy to do
the story
● Make it desirable to
come back to you
again

15. What makes it easy?
● Reachable
● Visuals
○ photo op
○ video
○ graphics
● Hook

16. Just like your customers...
● Make it easy and
you’ll come to mind
next time.
● Remember,
everybody talks.
Image credit: the-clothing-shed.com

17. Spread the word
● What channels do
you have?
● Journalists want
audience. Deliver
some.

18. Exercise
● How would you
illustrate your
story?
● How would you
spread it?

19. Are you sure you want media?

20. Questions?
karen@unlandmedia.com
seenandheardyeg.com