How to think like a newsroom and a producer at SXSWV2V

Here’s how it used to happen: You created a business and wanted to shout that to the world. Or maybe you had big product launch or some important company news. You wanted to get the word out there and generate some of that elusive buzz.

So you called a PR agency or publicist and they invariably said, “Let’s do a news release. That’ll get you noticed!”

And more often than not, that’s how thing went.

I’m oversimplifying, of course. If you were working with someone reputable and smart, there was a strategy and carefully targeted outreach based on longstanding relationships and an understanding of what the media was looking for.

But things have changed. 

Now, instead of pushing out news, there’s an opportunity for startups and brands to become the source and act like newsrooms. And producers.

Rather than waiting for a PR person to get them the holy grail – a hit in TechCrunch, Mashable, Business Insider – startups can become hubs that develop and distribute their own stories and news directly. Create dazzling content in print and multimedia. And build trusted relationships with people who can help spread the word.

Supercharged storytelling for startups
Last year at SXSWV2V – a new conference for startups and funders produced by the talented folks behind SXSWi, – I met many smart and innovative entrepreneurs. Each had a story to tell. But even the ones with the most outstanding ideas were often missing one key component: standout content marketing strategies that integrated paid, earned, owned and shared media.

Making and sharing their news.

That’s the subject of my workshop at SXSW V2V, a high-energy, interactive, hands-on approach on how startups can turn PR inside out and become a media outlet.

It’s not hard, but it takes time and requires a catalyst in the company, creativity, and a long-term commitment.

I’ll be sharing some skills and tips entrepreneurs can use to kickstart their content marketing programs, engage their communities and strategically combine publishing and publicity to build awareness and their business.

And if you’re planning to attend – I have some homework for you: Prepare and refine your elevator pitch. We may have a test…

Hope to meet you at SXSWV2V.  And check out the rest of the schedule – there’s another incredible line-up, an opportunity to meet and network with industry leaders and a mentor stream.

Note: The video was recorded last winter, which did finally end. So yes, there is such a thing as a Canadian summer.

About Martin Waxman

Martin Waxman, MCM, is a digital communications strategist. He conducts AI research, leads Generative AI and digital and social media training workshops and speaks at events across North America. He's co-founder of two PR agencies, president of a consultancy and has worked in the industry for nearly 30 years. Martin is a LinkedIn Learning instructor, adjunct professor at the Schulich School of Business and associate director of the Future of Marketing Institute. He also teaches digital marketing strategy at McMaster University. He's a member of the Institute for Public Relations Digital Media Research Center and a past-chair of PRSA Counselors Academy. He has a Master of Communications Management (MCM) from McMaster-Syracuse Universities.

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