HOW TO THINK LIKE A JOURNALIST?
The first steps to tell the vision beyond your product

EMEA PR Manager
PR & Comms
Senior Comms consultant
BACKGROUND

The Media (finally) showcase
Women Entrepreneurs

MEDIA & JOURNALISTS
DEBUNKING MYTHS
🍿

ENTREPRENEURS’ BIAIS ABOUT JOURNALISTS
Don’t get technical issueLooking for drama
🕵‍♀ 🛠 🦄
Misrepresent reality

JOURNALISTS’ BIAIS ABOUT ENTREPRENEURS
Hide the truthWithhold information
🙅 👀 ⌛
Market themselves for
short-term interest

JOURNALISTS’ EXPECTATIONS
Information & Angle Data & Facts
Controversy (or conflict) Compelling stories

JOURNALISTS’ CONSTRAINTS
Media competition
Racing against time
🏃🏻‍♀
🏆

1. Friendliness is not friendship
2. ‘Off the record’ doesn’t exist
3. Journalists turn over
4. Don’t underestimate youth
KEEPING IN MIND

DEFINING YOUR OWN STORY!
🍿

YOUR BUSINESS’ VISION IS
BIGGER THAN ITS PRODUCT

What is your history and experience
Where comes from the passion for what you’re doing
What inspired you to found your online business
What are the bigger social issues you’re tackling
Why what you’re doing is different
What is special about you (and your cofounder(s))
TO BEGIN WITH - ASK YOURSELF:
YES YES YES YES YES YES
✔
✔
✔
✔
✔
✔

A FRAMEWORK
Write down these key messages
“What we are” - your business in 100 words
“Our operating philosophy" - your company style
“How I got here” - what you achieved to date
“What I do” - what does the business look like
“Our role in society” – the bigger social issue
YES YES YES YES YES YES
✔
✔
✔
✔
✔

INSPIRATION: FEMPO
EXAMPLE

INSPIRATION: FEMPO
EXAMPLE

DO’S
1. Write down your key messages
2. Stay true to yourself <3
3. Think about your dreamed headline
4. Step into your customers’ shoes

DON’TS
1. Use jargon
2. Create a fake story or figures
3. Think with only the media in mind
4. Disperse yourself, try to PR your business
instead of focusing on your business

🔥💖
🔥
INTERVIEWS TIPS & TRICKS

INTERVIEWS DO’S
🔥💖
🔥

1. Work on your key messages (facts, figures, examples, anecdotes)
2. Write your ideal headline
3. Assert your main angle from the beginning
4. Drive the conversation and keep your main messages in mind
5. Watch your non-verbal behavior (diction, speed, look, silence…)
6. Ask for clarity

INTERVIEWS DON’TS
⚔

1. Disperse yourself, share too many details
2. Use jargon
3. Keep on talking when you already replied
4. Wait for the “ideal” question to tell your key messages
5. Create fake figures/stories

YOURTURN!