Opening
Emilie Gerber (00:00:00): No one ever gets this tactical in PR. There's just so much theoretical conversation and examining the big blunders, but at the end of the day, if you're a startup that wants to get coverage for your company, you need to know actually the steps to take to do it. Lenny (00:00:13): You mentioned a bunch of amazing companies you've worked with, Ram Perplexity. Most products won't have this interesting of a story to tell. How do you help find something that is a nugget?...
The opener names the listener's problem first, then makes the guest useful to that problem.
Low-ego framing
Emilie Gerber (00:00:21): You can get so in the weeds with your own messaging that you want to set up this massive problem statement, you want to make it a huge trend...
Uses we/us, uncertainty, or learner framing instead of performing authority.
Accept praise cleanly
Emilie Gerber (00:04:59): Yeah, thank you for having me. Lenny (00:05:01): So we're going to be talking about press. A lot of people say that trying to...
Accepts praise without shrinking from it or turning it into a performance.
Return warmth
your company, you need to know actually the steps to take to do it. So yeah, I appreciate that question. I'm going to answer it, but also answer it with the caveat that media changes so much and so fast. For...
Matches the guest's warmth and keeps the social temperature generous.
Ask with curiosity
sponsored posts, and organic posts. So I guess the question there is just, how do you think about going after podcasts, newsletters, Twitter, LinkedIn, influencery platformy people versus traditional press?...
Turns a moment that could become critique into a question about the guest's thinking.
Low-ego framing
ndraising. When I think about other publications, there's like Axios and Verge, I don't know if they do press stories like this. Wall Street Journal, New York Times, things like that. So I guess, what are the...
Uses we/us, uncertainty, or learner framing instead of performing authority.