An origin story that starts with Theranos.
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January 11, 2022

👋 rethINK PR is our weekly newsletter filled with useful PR, content marketing and digital media advice. We tell you what works, what doesn’t and why.

OFF-MUTE 🔈

📖 Once upon a time…

 

🩸 Theranos was a high-flying startup. 

 

💡 Founder Elizabeth Holmes was held up by the tech press as a “genius.”

 

✨ She was featured everywhere in mainstream media—sporting her signature black turtleneck (like Steve Jobs) on countless magazine covers. 

 

💥 And then Theranos fell HARD. 

 

📕 John Carreyrou, a former WSJ reporter, uncovered flaws in the startup’s claims and “breakthrough advancements.” He broke the story and rose to fame. He even wrote a bestselling book. 

 

🤯 Silicon Valley was shaken. The Theranos showdown caused a few things to happen:

 

🔥 Many tech reporters felt burned because they had reported inaccurate information based on what Theranos told them. This made the press more skeptical about the startups they were writing about. 

 

👑 Other journalists saw Carreyrou’s notoriety and wanted that too. This made the press more aggressive, hunting for “inside scoops.”  

 

🌹 And the bloom came off the rose with tech companies. It didn’t stop with questioning their claims. Since Theranos, the George Floyd murder, Asian Hate and so many other episodes of racism have made headlines. 

 

📰 Among those headlines has persisted the media’s tougher reporting on the mostly white world of tech.

 

💥 There is more tension than ever between reporters and the people and companies they cover. In some cases, tech companies are avoiding the press altogether (hint: we don’t recommend this because generally this just turns your employees into sources)! 


▶️ Our California General Manager Dan O’Mahony and Assistant General Manager Anne Baker unpack this tech PR debate and talk about why some companies are choosing a direct communications approach in this video. Watch it now (or during your lunch break).

JUST FOLLOWING UP 🙋

🎙️ True thought leaders need to be authentic and credible in what they do and say. The media are looking for open and honest conversations. And if you’re not working to make real change happen, you have some catching up to do.

THE DOWNLOAD 👩‍💻

⬇️ Twitter is testing Tweet video reactions (just like TikTok). 

⬇️ Instagram is creating a feature that will allow users to choose a chronological feed.

⬇️ Facebook has a new ‘Privacy Center’ tool. 

⬇️ Truth Social, Trump’s new social media platform, is expected to go live on President’s Day (Feb. 21). 🤷‍♀️

OPEN TABS 📱

📌 DIY PR Or Hire An Agency? Top Media Tips & Considerations For Startups 

📌 The Tech PR Debate: Proactive Media Or Build Your Own Newsroom?

📌 GBH CMO Tina Cassidy On Public Media And Restoring Trust  

📌 Confidence Isn't Vision: How To Be A Real Changemaker 

📌 Crisis Communications 101: Not If But When

📌 Eight Key Elements Of Thought Leadership  

📌 PR Amid Unrest: Should You Engage?

📌 Build Your Own Newsroom 

“Eschewing the media also has ramifications, even for rockstars…Lack of access and transparency can turn your employees into sources.”

 

— Beth Monaghan, founder & CEO, Inkhouse

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