Momentum

Cutting through the clutter-great advice from media guru Nick Wasmiller

What is the best way for a startup to communicate its message and get the media’s attention? On June 18, the Momentum teams learned first hand from local public relations guru Nick Wasmiller of SeyferthPR. 

These days, media outlets are working with half the staff and are getting double the requests.  They are inundated with e-mails and phone calls.  Nick gave us some valuable tips on cutting through the clutter.



Engaging Reporters:

• The media is the gatekeeper to the audiences that entrepreneurs are trying to influence.  When engaging reporters, it is important to understand their readership/viewership and how your company/story relates to them.  What is your purpose? Who are you trying to influence? Why should they care? Remember -Audience/Purpose/Message.
• Research reporters to see who covers your industry.
• Begin with your local media, it will influence bigger stories down the road.
• Reporters hate attachments.  Post your news release in the body of your e-mail.
• Develop a fact sheet about your company and bios to have handy when reporters want more information.
• Position yourself as an expert.  Reporters are covering a variety of topics and are not proficient in all of them.  Be the go-to person in your industry.
• Be available to reporters for follow-up questions.
• Research bloggers who are the influencers in your industry and engage them.
  

  Messaging:
• Develop a concise and compelling elevator pitch consisting of three or four simple sentences that describe the most important aspects of your story.  Avoid using industry jargon and buzzwords.  Test your message on your grandmother.  Does she get it? 
• Don’t overhype your products.
• Begin with the who, what, when, where and why.  Follow with a news release using a top-down approach that tells the most important part of your story first.
  

  Key tips:
• Be the brand
• Be as professional as possible. Reporters need to know that you are credible
• Understand the competition
• Do not slam competition, you may want to partner in the future
• Be in love with your company. If you are not, who will be? Entrepreneurs who are passionate about what they do often are the most successful
• Embrace social media
• Launch in the middle of the week, when reporters aren’t trying to leave for the weekend or catch up. The best time for a news event is typically in the mid-morning/afternoon
• Monitor what is being said about your company. To get started, use Google Alerts and have any mention of your name, your company’s name and your company’s competitors sent to you. 

A big thanks to Nick Wasmiller for the great advice!