Most start-ups recognize the value of earned media coverage to build consumer awareness and drive interest or sales in a product/service. But many are at a loss initially on how to effectively work with journalists. The media world can seem so foreign if you’ve never worked with reporters.

Here’s the #1 thing to keep in mind: news organizations are a lot like start-ups in many ways. They’re fast-moving, hungry to beat out their competition, always looking for “the next big thing” in the form of a story, and they demand to get the facts quickly and accurately.

So what does this mean if you’re with a start-up looking to gain some media exposure? This is by no means a comprehensive approach, but here are a few of the biggest key learnings that many entrepreneurs learn the hard way.

Establish a go-to point of contact for the media whether it’s an internal person with marketing/PR savvy or an external freelancer or agency. You wouldn’t launch a major development project without assigning a qualified team lead. Handle your PR with the same approach.

Share your story when it’s actually news – and disseminate the information quickly. The media are scrappy. News is old in a matter of hours (for evidence, read TechCrunch’s post last week where they admit they often post stories that are 70% complete to make sure they’re first to break it). If you’re launching a new product or service, make sure the news is ready to be shared with key media outlets in advance or at the time of the launch.

Help journalists give you coverage. That might sound strange, but it’s amazing how many brands make the journalist really work to pull together all the elements they need to write a story about your brand. By being prepared with the right media materials, you’ll help make the journalist’s life a heck of a lot easier and increase the chances your company is favorably mentioned. Most journalists prepare stories that run across multiple mediums (print and online, TV and online, radio and online, etc). That means they may need web-ready images as well as high resolution images to help illustrate the story. If they’re writing a trend story, they’ll want to talk with industry analysts. Have a list of friendly experts you can recommend the press contact. Think like a journalist and you’ll ensure a positive experience for both of you.

Treat reporters like you do your customers. Hopefully you’re looking to capture new customers who will be loyal to your brand for a long time. That means ensuring a good brand experience and showing your commitment to establishing a long-term relationship. Treat journalists in the same way. Too often brands court a journalist for a story and then, with the coverage secured, neglect the reporter until they’re needed again. Wrong! Cultivate relationships that are a win-win and add value for both parties. Over time, you and the reporter will be glad you kept in touch.

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