Today, at the MassTLC unConference in Boston, I was part of a media and press relations clinic that columnist Scott Kirsner led, along with Jen Reddy, SVP of Global Marketing for Communispace; Bernd Leger, Vice President of Marketing at Localytics; and Adam Zand, PR manager at TomTom
The session, aimed at helping companies learn how to raise their visibility, became a Shark Tank-style pitch fest where founders stood up and explained why someone should want to cover them. First, it should be said, there were some great business ideas in that room at the Hynes Convention Center: crowd-sourcing for new video games; turning a photo of white board notes into a Google doc; and a solution to allow employees who may be dispersed to all sign good-bye cards for colleagues who are moving on.
The most common problems we saw among these early-stage companies included:
Of course, despite all of these issues, sometimes you get lucky, and your product or service is so compelling and fresh, that even if you cannot explain it well or answer every question, a journalist may want to write about it. Which is exactly what happened to one lucky participant today, when Kirsner interviewed him after the session. I won’t name the company here, because Kirsner is happy to have this story exclusively, and when it comes to the media, relationships still matter. And we’re happy a young entrepreneur will get some much-needed publicity as a result.