Bhava Means Business …. Press

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By Joe FranscellaMay 25, 2016

When it comes to their investments in business press PR programs, Bhava clients’ returns in terms of coverage, reach and influence are exceptionally high. So what’s the secret? It isn’t because our agency swings a magic amulet back and forth that hypnotizes reporters so they write about our clients’ leading-edge technologies. Rather, it’s because our seasoned team understands how to work effectively with both the media and technology companies to deliver compelling news stories that educate markets and inform business decisions.

If your organization has reached a point where visibility in the business press would be meaningful, there are a few things you should keep in mind before approaching reporters. Make sure that your story conveys a few of these points at a minimum:

  • Problem vs. Solution — Be able to convey the role your organization plays in solving a problem that has been holding businesses back from reaching their full potential. You may not be able to prove that your company is changing the world – yet – but to get the attention of the business press, you’ll need to tell the story of how your company is making things better.

 

  • Opportunity — Business decision makers are always looking for opportunities to gain a competitive advantage and grow their bottom line. If you want to capture the attention of business writers, make it a priority to define clearly how your company provides a chance to achieve both.

 

  • Risk — Most savvy members of the business audience would prefer to reduce risk as much as possible. Why should a reporter at The Wall Street Journal, CNBC or Bloomberg speak to you? Prove to them that your company can reduce the risk of poor earnings, IT failures or catastrophic data breaches and you will have a solid business story just waiting to be published.

 

  • Money — What’s your business worth, how many dollars are on the table, what is your financial roadmap? If you can prove to the business media that your company is worth millions or billions and your market is worth many billions or more, they will have no choice but to write.

 

  • Disruption — Your company’s products and services are likely special, and you may even have patents and customer testimony proving that they are unique. However, business reporters hear hundreds of pitches a year, have trusted sources they rely on and only limited time. While it will be important to make a case for how your technology is different, it is equally important to point out which industry and established players your company will be displacing.

 

  • Trends — Most business press outlets write about trends that are impacting global audiences comprised of millions of readers. If you want your company to get the attention it deserves, be ready to demonstrate how it fits in with the themes making headlines today.

 

  • Irony — Who doesn’t love contradiction, surprise and sarcasm? It is as sought after in the news as it is in the movies. Irony provides journalists one of the only pure opportunities to be both factual and entertaining, a magic formula for news success.

 

We hear anecdotally from reporters and tech vendors that many of the key elements required to make an impact in the business media remain mysterious to many agencies. Our team has learned what’s needed to build powerful business stories through decades of real-world business press experience. Ultimately, the proof is in the results.

Below are some examples of how Bhava has helped clients provide business press outlets with strong stories that include examples of impact, irony, disruption, risk and several of the other points covered above. If you believe your technology company has an important business story to tell but are having trouble articulating it in a way that business reporters are receptive to and would like help, drop us a line at tribe@bhavacom.com.


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Joe Franscella, a senior vice president managing several category-leading client accounts at Bhava, is a security enthusiast and an award-winning public relations strategist.
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