Write Comment January 7th, 2015 Cultural Trends · Events · Marketing · News Response · Tips
“Is NOTHING sacred anymore?!?,” exalted a fellow shopper standing in an exorbitantly long line at a crowded mall less than a week before Christmas. With everyone’s personal lives on display through LinkedIn, Facebook and Twitter, the answer to that simple (and, most likely, rhetorical question) is “No.” Yet, we still live in a reality of our own creation that we define our own privacy and have more than a modicum of control over our lives (be it digital, analog, or paper).
On Christmas Day, the Wall Street Journal reported that the National Security Agency was asked to provide additional details about its supposed snooping in regular peoples’ lives. To those of us not living under a rock, this came as no real surprise. To those of us in the public relations industry, it was par for the course.
The upside about all of this data about random people (and the tangential reality that nothing is sacred anymore) is that it’s hard to stand out. We find this equally true in the technology-ridden world of Silicon Valley where the latest and greatest technology is, quite often, muffled by the big voices of the Fortune 20.
Hear (pun intended) are some tips for making your smallish voice stand out above the din:
- Make friends with others
For every New York Times or Wall Street Journal, there is a great industry-focused publication that, like you, knows there are other players in the same field. Introduce yourself. Explain your market differentiation. These are important building blocks toward more business-focused pieces.
- Befriend a big kid
Reporters with the larger publications are smart, too. They know that more interesting stories can be told with an understanding of the overall industry landscape. Mine the fields and find them. Work around their schedule. Find your relevancy to their coverage and see if there is interest in a different perspective.
- Learn to take “No” (not this time) for an answer
Okay, so we’re all busy. Maybe some other company is getting funding from Khosla. Maybe Microsoft is next behind Sony in the hack-attack. But, establish an ongoing dialogue so your company remains top-of-mind.
- Know your point-of-view before the opportunity strikes
Having pre-planned responses to malware attacks, advertising maelstroms and whatever craziness happens is a strategic maneuver for you and your marketing team to block and tackle immediately, before the need to huddle even arises.