In today's digital world, it's more important than ever for companies to manage media effectively. Whether you want to pitch positive news or handle negative publicity, the right strategy can make a big difference. In an interview with Josef Fallesen, Stefan Lundell, co-founder of the tech news site Breakit, shares valuable insights on how companies can improve their media management.

The Art of Pitching News

When it comes to capturing media attention, Lundell emphasizes the importance of being brief and concise. "We get about 100 pitches every day," he says. "You have a very short attention span, so it has to be short and concise."

Here are some key points to consider when pitching news:

1. Write a short email: Summarize your news in a short and clear email. Avoid long explanations.
2. Include important details: Make sure to include relevant numbers and facts. For a new share issue, for example, it's important to include the amount and valuation.
3. Attach images: Send 2-3 high-quality images directly in the email. Avoid black and white images.
4. Be available: Make sure to include contact information, including mobile number, and be prepared to answer questions.
5. Stand out: News involving female entrepreneurs, people with non-Swedish backgrounds, or companies outside major cities can be particularly interesting to media.

Lundell also points out the value of building relationships with journalists over time. "The best thing is to cultivate a contact through a coffee or lunch so that you have an established point of contact," he says.

Handling Negative Publicity

Sometimes companies may find themselves in situations where they need to handle negative publicity. Lundell gives the following advice for handling such situations:

1. Prepare yourself: List potential questions and synchronize answers within the organization. Decide who will be the spokesperson.5
2. Be available: Make yourself available to journalists as quickly as possible. Hiding rarely improves the situation.
3. Be honest: The worst thing you can do is lie. "If you don't want to answer a question, say you can't comment. Don't deny anything that's true," Lundell advises.
4. Give your side of the story: Even if the news might be negative, it usually turns out better if you get the chance to give your version.

Lundell emphasizes that most serious journalists are interested in getting a balanced picture. "We want it to be as accurate as possible. It becomes as accurate as possible if you get to talk to all involved parties," he says.

Building Networks and Relationships

An important aspect of effective media management is building and maintaining relationships. Lundell strongly recommends that entrepreneurs actively work on expanding their network:

"Have a lunch or coffee. I strongly believe in network building. It's very fun, I'm curious and like meeting people. You always have to eat, so you need to get food in your stomach anyway. Build your own network. Think about who you should approach next to set up a meeting."

This network building can be valuable both for creating media contacts and for developing your business in general.

Summary

Effective media management is about more than just writing press releases. It's about building relationships, being prepared, and being able to communicate clearly and honestly. By following Lundell's advice, companies can improve their chances of getting positive media attention and handle potential crises better.

Remember:

• Be brief and concise when pitching news
• Be honest and available, especially in difficult situations
• Build and maintain relationships continuously

By implementing these strategies, your company can develop a more effective approach to media management, which in turn can lead to better visibility and a stronger brand.