Harvard i-lab | Scott Kirsner on Creating Constructive Working Relationships with Press

TL;DR

Learn how to develop relationships with bloggers and journalists to gain media coverage for your startup.

Transcript

so to get started I'm super excited to have Scott Kerner here uh Scott Kerner is kind of the journalist that you think of in Boston whenever you think of anything startup and VC stories um writes The Innovation economy column for the Boston Globe he's also written for Wired and Fast Company in New York times um just awesome person to know for anyth... Read More

Key Insights

• 🖤 Press coverage can address problems such as lack of awareness, difficulties in recruiting employees, and lack of credibility.
• 👀 Journalists are looking for unique and first-to-cover stories, so it is important to have an interesting angle or relationship with the journalist.
• 🏛️ Building relationships with journalists is similar to building relationships with investors and should involve personal interactions and tailored pitches.
• 💦 Timing and exclusivity are important considerations when working with journalists, and it is necessary to find the right balance between pitching to multiple outlets and granting exclusivity to one.

Questions & Answers

Q: Why is it important to establish relationships with bloggers and journalists?

Building relationships with the media can help increase awareness, gain users and employees, and build credibility for your startup.

Q: When is the best time to start reaching out to journalists?

It is best to have a demo or product to show before reaching out to journalists. However, it is never too early to start building relationships and getting on their radar.

Q: What are some examples of stories that can be pitched to journalists?

Funding announcements, big hires, unique product features, trend stories, and founder stories are all examples of stories that can be pitched to journalists.

Q: How can subject lines catch the attention of journalists?

Subject lines should be concise and clearly state the unique angle or story being pitched. It is important to avoid generic or lengthy subject lines.

Summary & Key Takeaways

• The speaker, Scott Kerner, is a well-known journalist in Boston who writes about startups and VC stories.

• He shares his experiences and tips for creating relationships with bloggers and the press.

• Building relationships with journalists is similar to building relationships with VCs and can help with awareness, publicity, and credibility for your startup.