Did you catch the September issue of Fortune?! No?! Stop reading and click here to see what you missed. I’ll wait.
Yes, the always-lovely and insanely smart Shane Evans, co-founder and president of Massage Heights, graced the pages of Fortune a few weeks ago — and if you can’t tell, I was excited. Still am, because I’m still talking about it.
Whenever someone at Fish lands a killer placement for one of our partners, the first thing the rest of us ask is, “How’d you do it?” (The second, “Can you pitch [insert name]?”) While some of our best media placements have come from relationships we’ve forged with reporters, this was not one of them. It had nothing to do with a relationship and everything to do with an amazing client willing to open up about their story — particularly, the personal and financial struggles experienced in the early days of the business. Shane’s willingness to be an open book nabbed the writer’s attention from the start and evolved into a transparent piece about what it takes to build a business.
This is constantly my message to CEOs and founders: there are a lot of you out there and if your company isn’t a household name, media isn’t just going to happen. You need to make it happen. And the best way to do that is to tell your story. If you don’t know what your story is, we will help you craft it in a way that comes across as genuine rather than canned “PR-talk” — which reporters see right through. Being open, honest, and willing to have an opinion in a public forum, aka a national media outlet, will give you a leg up.
That’s what we do best at Fish — we help tell your story to the right publications to reach the right audiences to help you achieve your business goals. Kinda fun, right?
