Summary: http://www.trailfire.com/goberoi/trailview/9812
Taking the time to make friends and connections in the industry is a good way to swap media contacts. It's a win-win situation for journalists who are looking for a good story, and entrepreneurs who benefit from pooling their media contacts. It's also generally a good idea to contact your local newspaper as journalists like to cover local stories.
Keeping in touch with old co-workers and managers will pay off in ways you wouldn't expect. In an industry where people move quickly, who knows where they will end up in a few years and who they will know? Don't be shy to ask them to help spread the word. Usually they will be keen to learn about your new adventure, and will take pleasure in helping out a budding entrepreneur.
When you're trying your hardest to get the word out, don't hesitate to try reaching the big media outlets, especially if you think your story is compelling. Some startups today have started offering exclusive first scoop rights to sites like TechCrunch to sweeten the pot and ensure coverage.
Our talk at Google was especially fun as we got to meet several of our loyal users in person.
If an aspect of your story relates to a popular trend, make sure you publicize it clearly so that journalists know that you are an important player in that field.
Why did the BBC producers find BillMonk so interesting? We made an effort to describe our solution from a human and emotional perspective, and in doing so appealed to a broader class of news coverage that doesn't just focus on technology innovations. E.g. roommates squabbling over petty debts, couples arguing over who's going to pick up the next dinner tab, and vacationers getting frustrated over tracking finances.
Make sure you can easily and clearly explain what it is that you do to a third-party. If it makes sense for your product, create a new category to capture mindshare.
Seek out relevant blogs and ask them to review your product or service. If an individual writes about you on his personal blog, leave a comment to thank him or add to his story. While there won't always be time for such direct and personal outreach, it is a sure way to create goodwill in the community and to spread your word organically.
Getting involved in your local tech community may not lead to more press immediately, but it will make you more friends, and it will make you and your company more visible in the long run. Besides, it's a lot of fun and you'll meet some great people.
