It's about them, not you

by Kevin Taylor FCIPR

For five days in February, the wireless communications world descends on Barcelona for the annual jamboree that is the Mobile World Congress. Some 60,000 visitors and delegates will be joined by around 4,000 journalists and analysts.

Just about every major wireless company in the world will use the event to launch new products, announce strategic partnerships or made an acquisition of eye-watering proportions.

So in the face of this onslaught of big brand activity, how do smaller companies in the wireless eco-system stand a chance of capturing any attention in the media frenzy? How do you "punch above your weight"?

Firstly, swimming against the tide is particularly difficult, so don't even try. This leads straight to rule number two: it's about them, not you. It's about what the media are interest in, not what you want to promote.

If you are not representing a big brand that commands an audience almost whenever it opens its mouth, then by and large you do not command attention because of who you are, and maybe not even because of what you are doing.

The best chance of success is to understand your market, understand the trends, and search for the topics that are already capturing interest in the national press, among the analysts and of course with the best trade writers. Read opinion columns from respected online writers, search for the gossip on the blogosphere, and look at the conference agenda to understand what topics might just be to the fore. Do everything you can to understand the likely media environment.

And what then? Now you need to understand your place in the wider world. Look for the links between the issues that will be on the media agenda, and the areas in which you operate. It's good to have supporting views; it's also good to have contrary views.

When approaching media and and analysts, start by talking about the issues and then introduce the relevance of your business.

Beginning a media pitch with "our client X is an expert in Y" is a fast track to the recycle bin. But begin a pitch by referencing a major brand and quoting some analysts predictions, and you can introduce a spokesperson who can comment with authority and stand a chance of opening the door.

It is essential to provide relevance. As we say at CCgroup, you have to put your content into the media context. Only then can you punch above your weight and capture an unfair share of voice. Good luck.