This is a part of a series of posts written by entrepreneurs of the Fall 2020 Business Accelerator cohort for EforAll Cape Cod.
by Schuyler TenEyck of Rosie’s Deviled Eggs
The EforAll crew met with Paul Pronovost to discuss a range of topics relating to press and public relations. Paul, who was the Executive Editor of the Cape Cod Times, now works at Saint Anselm College in New Hampshire. A strong proponent of the EforAll program, Paul wanted us to know that networking in a place like Cape Cod is crucial.
We started off talking about earned media versus purchased advertising. It is important to recognize that with purchased advertising individuals are able to take 100% control in creating content and providing it to an outlet, while with earned media individuals let go of some control by allowing others to tell their story. The key takeaway was that it is all about telling your story and expressing why others should care about what you are trying to get across.
Paul reassured us that we are in good hands when it comes to newspaper, radio, and access TV on the Cape. Accuracy is top of mind when it comes to reporting. Even so, not everyone gets everything right, and in that case Paul expressed the importance of having a dialogue with the writer/editor and possibly even getting a correction published.
When reaching out to writers, it is important to have a “hook” that will draw them into you and your business. Be concise, be clear, and be confident. Paul was kind enough to listen to our pitches and offer us feedback and what he heard as the key elements. Stephanie’s business is all about helping body and mind work in unison, Keri-Ann’s nonprofit helps veterans “conquer the road home,” while Amar is working to help creative people harness their voice. Tightening up our pitches to reflect what we really want to get across is going to be key for myself and my fellow entrepreneurs.
We ended today’s session talking about the power of social media and how to use it to our advantage. On social media, it is important that we are not always trying to sell our service/product. Instead, it’s about making connections with others who will help propel business forward. Press and PR are the vehicles that will help to drive our businesses.
Tell your story, be authentic.
