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Negative media coverage

Why it matters

Negative media can be a golden opportunity.

If a company has a problem that your product can solve, it pays to reach out when that problem is top of mind for them.

What to do

Figure out the best person to talk to and show why you’re a knight in shining armor.

Make sure your outreach is personalized, relevant, and tactful. When a person’s company is facing negative media coverage, odds are they’re dealing with some serious stress.

Questions to inform outreach
  • Is the organization a good fit for your product?
  • How can your product prevent further negative media coverage?
  • Has the organization shared any information about challenges or goals?
  • Is anyone at this organization interacting with your organization?
  • Does anyone at your organization have a relationship with anyone at this organization?
  • What information can you share to show the value of your product?

How to do it

Here’s an outbound template to help you get the creative juices flowing:

Outbound template for negative media coverage

Hi [first name],

Hope the dust is settling after [cause of negative media coverage] we spotted on [news outlet].

We help companies like [names of current customers in the same industry] prevent this by using [unique features or functionalities associated with product]:

[drop in quote or customer story]

Let me know if it’d be worth a convo to explore further.

[Your name]

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