In today's fast-paced business world, building credibility and creating strong relationships is more important than ever. Stefan Lundell, co-founder of the tech news site Breakit, shares his insights on how entrepreneurs and business leaders can improve their communication with media and strengthen their brand through openness and transparency.

Be Honest and Accessible

One of the most important lessons from Lundell is the importance of honesty and accessibility when communicating with media. "The worst thing you can do is lie when a journalist calls," he says. Instead of hiding or avoiding difficult questions, Lundell recommends making yourself available and preparing thoroughly.

"Even if it's going to be negative, it's better if you talk to the person asking," Lundell explains. "We don't chase people for the sake of chasing. We want it to be as accurate as possible, and it becomes as accurate as possible if we get to talk to all parties involved."

Prepare Well

When it comes to handling potentially negative publicity, Lundell emphasizes the importance of preparation. He recommends listing possible questions that may come up and synchronizing answers within the organization. "Make sure who has the mandate to answer what types of questions," he advises.

By being prepared and accessible, you increase the chances of getting your side of the story across, even if the news ultimately may be negative. Lundell points out that journalists are usually willing to change the angle of a story if they receive credible information that contradicts their initial assumptions.

Build Relationships

Another important aspect that Lundell highlights is the significance of building relationships with journalists and other key people in the industry. "The best way to get publicity is to try to build a relationship with me or a reporter at Breakit," he says. "That is, in the form of a coffee or lunch so that you get an established point of contact."

Lundell encourages entrepreneurs to actively network and schedule meetings with interesting people in the industry. "I strongly believe in networking," he says. "It's very fun, I'm curious and like to meet people. You always have to eat, so you need to get food in your stomach anyway."

Be Concise and Relevant

When it comes to pitching news to media, Lundell emphasizes the importance of being short and concise. Given the large number of pitches that editorial offices receive daily, it's crucial to quickly capture the journalist's attention.

"A long email where you find a small news item far down, that's a no-go," Lundell explains. Instead, he recommends getting straight to the point and including relevant information such as numbers and images directly in the email.

Be Unique and Interesting

Lundell also points out that it's important to stand out from the crowd. "In a news story, you want something different," he says. This can be about highlighting entrepreneurs with different backgrounds or from different parts of the country.

"It's more interesting if it's a female entrepreneur than if it's a male. It's more interesting if it's an entrepreneur who doesn't have a genuine Swedish background. It's more interesting with an entrepreneur who comes from the countryside than from inner-city Stockholm," Lundell explains.

Be Open and Transparent

One of the most important insights from Lundell is the significance of openness and transparency in the business world. He talks about companies like Box, whose founders are completely open with their numbers and thoughts. "They are completely unfiltered, just telling how they feel and think. That's also an important thing if you know that the person in question dares to be themselves," says Lundell.

This openness can help build trust and create a more realistic picture of entrepreneurship. "All people have weaknesses and bad days and fail. If more people talk about it, it won't be so stigmatized. It's a great thing for the whole society," Lundell believes.

Summary

Building credibility in the business world is about more than just successes and good numbers. It's about being honest, accessible, and open, even when times are tough. By preparing well, building relationships, being concise in communication, and daring to stand out, entrepreneurs and business leaders can create a stronger and more credible profile in media and the business world.

Lundell's advice can be summarized in a simple call to action: "Schedule a coffee or lunch with an interesting person you want to learn more from and who you think you can also contribute something to and you can build something exciting together."

By following this advice, you as an entrepreneur or business leader can not only improve your relationship with media but also build a stronger network and a more transparent business world. In the end, it's about creating value, both for yourself and for others, through honest and open communication.