"Large amounts of small media > small amounts of large media"
Omar Hamoui - founder of AdMob - once shared this idea with me. It really stuck with me. Almost everybody ignores this simple idea (including myself for awhile), yet it’s simple and spot-on advice.
We’ve been programmed to think about PR in terms of announcements and conferences. PR planning often begins with questions - what upcoming conferences can I present at? What panels can I talk on? What announcement can we make this quarter? When I hear these questions I revert to my conversation with Omar — large amounts of small media is better than small amounts of large media.
So, I ask myself what can I do every single week - not each month or quarter - to tell our story? Ultimately, I would prefer twenty-five small outlets (including Twitter accounts with large followings) talking about our product and story this month rather than one CNN story this month. The CNN story may play better with my mom — “Oh look at my son, he’s on CNN!” but likely came at a significant opportunity cost.
So, why is large amount of small media better than small amounts of large media?
1) If a small outlets gets passionate about your story they are more likely to do follow-ups. Large media organizations don’t get passionate about early stage products and they tend to move on quickly to the next thing rarely coming back to do follow-ups.
2) You get lots of varied opinions and perspectives that help inform your product.
3) You are building a wide and excited fan base. Think of it as band traveling from city-to-city. In each city they attract 50 people to their gig - these hard core fans are their promoters in that city.
4) The web is a big place - having thousands of small sites and social media talking about you is better than a few articles in big media.
5) Small media leads to large media. Overtime, if your story catches on the large media guys will find you.
6) More consistent feedback. More stories means more feedback. Feedback is oxygen for your product.
When it comes to telling a story I try to find unique ways to deliver the message and then do that consistently each and every week.