Dear BAMf Podcast: Episode 26 with Kip Knight

Dear BAMf // Episode 26: Kip Knight of Thomvest Ventures addresses COVID misinformation and creating an effective media footprint.

In this episode of the Dear BAMf podcast, we speak with Kip Knight, Operating Partner at Thomvest Ventures. He is also the founder of CMO Coaches, a team of former CMOs who work with aspiring marketing leaders. Kip has an extensive background in international marketing and management at companies such as P&G, PepsiCo, eBay, and H&R Block and has worked in 64 countries around the world. In this episode, Kip answers some tough marketing and PR questions from our listeners, including this one about managing COVID-19 misinformation:

Dear BAMf,

I have a client that has an incredible technology that helps prevent the spread of viruses and airborne particles. The company has been staying rather quiet as their technology is proven out in more and more scientific journals and studies. My issue is this has now happened twice. The company's technology has been bought and touted as a defense to COVID-19. My client is shocked twice. Now we've had to play a strong defense game with media to position the company as A) not affiliated with these other groups, and B) not claiming their tech is a defense to COVID-19. What else can I do to ensure another situation like this does not occur? We have a strong crisis plan in place. This is more about preventing such situations from occurring again.

Listen now to hear how Kip advises this writer to move forward.

Dear BAMf: Episode 26

Episode 26 highlights:

• (01:00) How do you handle misinformation about your product/service, when your company has been purchased by a partner? Kip says to always assume positive intent. Think about restorative prevention by emphasizing the do's and don'ts prior to the situation. If necessary, bring up legality issues and get lawyers involved. Have both parties sign a legal agreement and give a BIG why with past examples of how things have gone array otherwise. Make sure your partners understand that truth is the most valuable asset.
• (05:50) Kip discusses the importance of creating soundbites for media, especially when you have a longwinded client or founder. Kip says, "It is really simple to make things complicated and it is really complicated to make things simple." Create a headline for your company that is one sentence long and can fit on the back of a business card. Make the founder understand that they are competing with other ideas and that the average person doesn't understand what their company does. 
• (10:47) A listener's company is getting into PR but lacks any media footprint. Kip explains the importance of knowing why your company wants media coverage. Is it to increase awareness, revenue, user base, etc.? Each decision will come with a different strategy to approach media and your audience. Be strategic, and as Kip's latest book "Crafting Persuasion" says, "A lot of people get activity confused with results." Make sure you're not wasting time.

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