OK, Magellan! You’ve identified your audiences and their concerns. You’ve mapped the new planet that your audiences inhabit. You’re learning a ton. You’re ready to test the messages you’ve created. Our world is noisy, chaotic and … [Read more...] about Getting started: Test your message
Getting started: Identify your audiences
You know that great communicators deliver amazing messages that their audiences love. To do that, you have to know who your audiences are and what they care about! Who are your audiences? Think about every aspect of your business. Your … [Read more...] about Getting started: Identify your audiences
Where and how to start
OK, so I’m always saying you must become a great communicator. Yes, you say, I get it! I know I have to tell the world about my great idea/new company/new product in the best way that I can! But where do I start? First of all, let’s talk about … [Read more...] about Where and how to start
Six things tech CMOs need to know about PR
PR in the technology industry feels a lot like PR in Hollywood – it’s all about the ‘buzz’. A hot start up may never have shipped a single thing, but if everyone’s talking about it, that’s all that matters! And the press up here are a bit too cozy … [Read more...] about Six things tech CMOs need to know about PR
Don’t Be That Reporter’s Bi#&h!
The most common mistake everyone makes in media interviews is this: trying to please the reporter. This is the worst thing you can do. It’s not your job to make the reporter happy. Your prime directive is to make your customers and investors … [Read more...] about Don’t Be That Reporter’s Bi#&h!
Featherbedding
Layering is not just good advice for surviving a San Francisco summer, but also a great way to communicate complex concepts to your target audiences. In the early days of the David Letterman show, they would take things up to the studio roof and … [Read more...] about Featherbedding
Inch along
Communicating complex concepts to people who may not want to hear them is tough. See last week’s post for great advice from Neil deGrasse Tyson on that. It can be just as hard to communicate complex material to people who do want to hear it. How … [Read more...] about Inch along
You can control one thing in a media interview
“Focusing exclusively on what is in our power magnifies and enhances our power,” says Ryan Holiday in The Obstacle is the Way. This isn’t just great advice for business strategy! This is great advice for media interviews! When you sit down with … [Read more...] about You can control one thing in a media interview
The River of Money
Thirty years in tech PR taught me a few essential truths. The first is that you CEOs are desperate to get glamorous, expansive coverage in the business press. A big Fortune or Forbes profile is the most magnificent and satisfying reward for years of … [Read more...] about The River of Money
