DOWNLOAD YOUR COPY OF THE BITCOIN-FOR-BUSINESS QUICK START GUIDE

This free, 27-page resource includes:

• Six ways ANY business can benefit from Bitcoin
• Some of the best Bitcoin-only businesses to partner with
• Key Bitcoin concepts for people getting started

Phil is the founder of 21M Communications, a PR agency dedicated to getting Bitcoin-only companies the media attention they deserve. Phil has made a career in media in varying capacities, including broadcast TV, print journalism, lifestyle magazine, and digital media. 21M Communications helps Bitcoin startups build their brand awareness, thought leadership, and ultimately put them in a position to orange pill the world through spreading media awareness. Bitcoin is imperative and 21M is committed to supporting the companies that are advancing the mission.

🌐 CONNECT WITH PHIL

• 𝕏  X: @21MComm on X
• 🌍 Website: Phil's Website

🌐 CONNECT WITH JOSH

• 𝕏  X:@joshuafriedeman
• 🔗 LinkedIn:@joshuafriedeman
• 📺 YouTube:@joshuafriedeman

TAKEAWAYS

• Phil emphasizes the importance of storytelling in marketing, stating that it’s not just about the products but the narratives behind them.
• Building relationships with reporters is crucial; consistent outreach can lead to more media coverage and opportunities.
• Understanding market dynamics is key; companies should plan PR strategies around market trends, whether in bull or bear phases.
• Start small by making a list of potential announcements; even minor updates can be newsworthy if pitched correctly.
• Engaging with reporters on social media and providing insightful content helps build credibility and relationships over time.
• Phil encourages Bitcoin companies to embrace the open and permissionless nature of the Bitcoin ecosystem for broader community engagement.

SHOW PARTNERS

Mentioned in this episode:

Velas Commerce: Biz Tech Meets Bitcoin

Strong Wealth: Wealth Management for Bitcoiners, by Bitcoiners

DOWNLOAD YOUR COPY OF THE BITCOIN-FOR-BUSINESS QUICK START GUIDE

So whenever you have a spokesperson that is as energetic, you know, quotable, tweetable, sound biteable, right?

Like sailor memeable, right?

Like sailors were this once in a generation kind of spokesperson that transcends, you know, what you would typically get.

I make me like, I'm making memes of sailor.

Like there is no second best, you know, and, and so to, to be able to reach the, you know, the humble plebs of the world that are memeing you and then to reach, you know, like give presentations to Microsoft and to, you know, to be on Squawk Box and to speak to all the large companies, publicly traded companies, you know, in the world, that's pretty freaking crazy.

If you are a spokesperson and you're enthusiastic and you can convey your ideas in a way going to like, get people to sit up on the edge of their seat.

So I want what this guy's talking about, you know, then, then it's going to be really easy going.

Welcome to the Business Bitcoinization show.

The show dedicated to helping you enrich your life and grow your business with bitcoin, the hardest money on planet earth.

I'm your host, Josh Friedemann, and our guest today is Phil, who is the founder of 21M Communic, which is a PR firm that focuses on working with bitcoin companies.

Today on the show, you're going to hear some great tips to help you get in front of the people that you want to reach.

We're going to get to our interview with Phil right after this.

Phil, welcome to the podcast.

Josh, great to be on here.

Thanks for having me.

So I like to start off every single interview with a few questions that help us to get to know you a little bit better and give us some insight for our own lives.

Are you ready for these?

Let's hit it.

Question number one is this.

When and how did you first learn about bitcoin?

This is for me, such an embarrassing question to answer because I think the difference between, you know, first learning about it is different than first hearing about it.

And there's all these different stages.

I initially heard about it early, like a lot of us rejected it.

At this time I was working at a TV station and I just remember John McAfee saying that he was going to do something to his body.

I know it's family friendly show, so I don't want to say any bad words or anything, but he kind of said a bet that he was going to cut something off.

If bitcoin didn't hit, I think it was 500,000.

And at this point I had heard about it, didn't understand it at all.

And this was sort of like this meme that was going around and he said he was going to do this on national television.

I was working at a TV station, so I just a funny little bet kind of thing, decided to buy a little just to see what would happen.

The pandemic came along and that's really what set me down the full on rabbit hole.

And it's a rabbit hole you don't come back from.

Once you go down that rabbit hole, there's really no turning back.

It would be interesting to know how many people have started to learn a lot about bitcoin, really had a deep understanding of it and then kind of came back out because I can't think of too many.

I feel like there are a handful of people that maybe got burned early on or joined at the top of a bull market and didn't realize what they were holding and sold it after it lost 70% or whatever.

But that's interesting.

I haven't thought through how many people have actually stopped believing in what bitcoin is after really learning about it.

I personally think, well, it's just an n of 1.

But I've also talked to other friends of mine at wherever it is bit devs.

But then almost that bear market forces you to be like, oh, I really have to take myself seriously now.

Like I should really be able to defend why, why I did this.

So I think it's like those, those, those low times really hard and harden you, you know, that's the time that's really meant for, for learning.

And I think it's just a part of the process.

I don't know, maybe a lot of people go through the same thing.

So question number two is what's an insight or fact about bitcoin that you wish everyone understood?

I'm going to go with something non technical here.

I think it's that bitcoin has no marketing department, right?

There's no media department, there's no central figure.

I know our parents think that we work for bitcoin and in a way that's kind of poetic and true.

And I say that because every person can make a contribution to bitcoin in some way, shape or form.

There's this running joke that we have too many bitcoin podcasts and whatever.

Whatever.

I 100% disagree.

I think we need more podcasts.

I think we need more people memeing, I think we need more people writing about it, more people on TikTok, just more educators.

It feels like it's crowded right now, but it's not at all.

We need more.

And to anyone that is thinking about how they can get involved, there's no limit just being on social media, Reddit and fighting the Reddit bitcoin forum, which can be a mess these days.

But there's something, some value that you can bring to the table and I guarantee you that bitcoin needs it.

So I would just say emphasizing that it is completely permissionless and open.

It's a welcoming space and yeah, just that people should get involved from day one.

Question number three, what's the bitcoin resource you most recommend to other people?

So I think it kind of depends on who I'm speaking with, right?

Like if I'm speaking to one of my friends that's in finance and maybe they're a financial advisor or that's a CFO of a company, I'm probably giving them Broken Money first by Len Alden.

For a lot of other people that and I would fall into this category that traditionally didn't get involved in finance.

I would say a bullish case for bitcoin.

It's really like the easiest on ramp to getting your bearings for bitcoin.

It's like, I think a little longer than an hour.

You can find it on YouTube.

Guy Swan narrates it and he narrates like, I swear at this point, Guy is like the internal dialogue when I think about bitcoin because I've listened to so many of his recordings, that is just.

He's a godsend.

So thank you, Guy.

So I'd start them off with that and then if they've made it that far, they're probably very interested.

Now then bitcoin standard and if they come back for more Sailor series with Breedlove and if they make it through that, I mean, then they're a full on maxi at that point and I'm giving them lop.net, okay, here's everything that you can, all the technical stuff, everything in between to really just get lost, right?

And have, have fun from here.

I'm here as A resource, but you've.

You've made it, my friend.

All right, question number four.

Beyond Bitcoin, what's a resource, tool or idea that's been helpful to you or your work recently?

So I know you said beyond Bitcoin, but I have to say zap, right?

And there it's just such a fantastic tool.

And I consider it beyond Bitcoin too, because I think even if any type of E commerce, any type of company, whether it's at your farmer's market, E commerce, if you're just living in the regular world outside of Bitcoin, Zapright is fantastic tool.

And it's just.

And I went through all these different types of invoicing services, and Zapright was by far the easiest to use.

It's so sleek.

And when I first started using it, I emailed the guys, just had a question, question, and Parker Lewis got back to me and I was like, oh, crap, it's Parker Lewis.

Like, and I got on a call with him and I, I couldn't believe that, like, he made himself available since I'd watched all of his, you know, previous, you know, speeches, presentations at all the conferences and have his book gradually, then suddenly.

And that was pretty rad moment for me.

But outside of Zapright, I would just say the idea in my, in my business with what I do with 21M Communications, is that marketing is no longer about the stuff that you make, but it's about the stories that you tell.

And I try and remember that every day, right?

When I, when I show up to do the work for the companies that I work with is we're still so early that there, there's a lot of technical jargon that's leading, you know, what we're going to, in the market, and we want to talk about features a lot.

And technically, you know, why this is better than this.

But at the end of the day, if we're trying to reach new audiences, we need to be focused on the benefits, right?

And how is this going to make your life easier or whatever pain point this is?

There is.

How does this help solve that?

You know, so I.

It's.

It's so easy to get lost in the weeds of the technical stuff, and it's so important.

But, you know, knowing that, how do we, how do we kind of think creatively about how to communicate why these technical ideas are important, but in a way that anybody can understand?

So it's just an idea that I try to remember.

So now we have our final, what we call our arbitrary but insightful question, and it's this.

As a general life principle, is it better to ask why or why not?

This is a really tough one.

Yeah, I don't.

I don't know, but I'm not going to fence it, give you an answer.

So.

So why would be more of the introspection, right?

Like, okay, what is the purpose behind doing this?

What does this mean?

Why not is, you know, Leroy Jenkins, let's just go for it.

Let's take action.

I'm a.

I'm a.

I'm a thinker.

I tend to overthink.

I want to really plan stuff out.

I'll just say, because I know I'm like that.

I'll say, why not?

For me.

Because at the end of the day, I think you have to take action.

At a certain point, you can only plan so much or think so much about a certain thing and rationalize it until you just have to say, you know what?

Screw it.

Let's just go for it and do the work every day.

So why not?

Well, Phil, we're here today to talk about your business, 21M Communications, primarily a PR firm for companies who are.

Are somehow connected to Bitcoin.

We can talk about some of the companies you've helped so far and maybe who you're looking to help in the future.

But I guess the main reason I reached out to you is because I think it was probably two years ago I heard Mike Jarmuz of Lightning Ventures say, we need someone who's doing bitcoin pr.

And at the time, I knew someone who'd be great on the PR side.

So I reached out to him, and he didn't want to have anything to do with bitcoin because he was sure, I think probably still is sure, that the United States government is going to ban it because it will be too much of a threat to the US dollar.

Things seem to be changing in that regard.

I was never really concerned about that in the first place, but he declined, and I didn't have the expertise.

I think that it's something that's very important, and I'm looking forward to learning more about what you're doing and where you see the future for PR in this space, as well as what some things are that business owners should be thinking about, whether or not they have any interaction with bitcoin on their balance sheet or accepting it.

So with all that preamble, could you tell us a little bit about your business and how you guys got started?

Absolutely.

You're spot on.

And Mike Jarmus is Spot on too.

I've got an ongoing conversation with him.

I've spent my career in media, whether that's been tv, print journalism, magazines, digital, and then the agency world, right.

Comms and PR agency.

And what I learned in the agency world working with, you know, all of the crypto companies out there and having the privilege to work with a few bitcoin companies as well is, well, one, it was hard for me to keep, keep doing that.

And I, I saw an opportunity to really be a first mover to do bitcoin only communications and pr.

You know, they're bitcoiners.

Want to work with other bitcoiners, right?

When you're working with a crypto agency or a tech agency, you're working with folks that likely don't even really care about bitcoin, right?

Maybe they actually own a little, but they don't understand it.

But they're also handling like 10 other accounts and at the end of the day they're just trying to get what they need complete to move on to the next account.

So I wanted to do something specifically catered to bitcoin companies that I understand it at a foundational level to the point that we know it's going to change the world, right?

So having someone that you can work with, that understands the media, understands how to position your product or service in a way that's going to resonate with the reporters we're pitching, the podcasts, and of course finally the end consumer at a price point, really that was going to make sense because bitcoin is so underfunded it's a joke.

All that capital goes to crypto companies because of the model of venture capitalists being able to pump up those crypto tokens and then exit out of it.

So there, there's this gap right now and the funding will come, right?

Ego death Capital Lightning Ventures.

But there's still this gap between, you know, where we are today and where we're going to be in a few years, I think.

And I wanted to fill that gap and be able to offer a really turnkey service at a really affordable price considering where bitcoin funding is today.

And yeah, man, at the end of the day, it's really all just about orange peeling the media so that we can orange pill the world and working with these bitcoin companies to make that happen.

I'm curious to know where you see the biggest opportunities or maybe the need for better pr.

I mean, it's probably easy to call out companies.

I don't really want to do that.

But just broadly speaking, what are some areas that you feel like a lot of companies could, should be improving when it comes to their pr?

Any type of milestone, really.

You see all these kind of shoot from the hip announcements that go out on Twitter or X, and that could be some type of, you know, product update.

And, you know, it's oftentimes a product update might not be, you know, appeasing or, you know, I don't know, the media might not really want to see that, but it depends.

So, you know, there's, I see so many different, just tweets that go out.

I'm like, you know what?

I know a reporter that would have loved to see that, learned about this news before it went live on X.

I probably know a few that could, could have done something with that.

And then all of a sudden, you know, on the day that you're, you know, putting that out there on Twitter, you have multiple reporters talking about it at the same time.

Right?

Whether that's even like a little bit of funding or like some type of milestone, some new product update, even like a new hire.

Right.

Like if you have someone that's coming over from the, you know, traditional finance world that's not working for you, anything that you have going on at the company is an opportunity to make a splash.

Right.

And there's different strategies of doing that, you know, based off of what it is.

But I would just say probably the mistake is not having a complete hold on that timeline and looking at it and giving it a serious shot and saying, what can we do to be creative about driving more attention behind this.

Because if you're not doing that, you're likely going to miss opportunities and then downstream of that, you're going to miss new customers.

When it comes to a major announcement, whether it's hiring a new product, whatever else it might be, how long should businesses be planning and preparing for that?

I think you've just said that you feel like there's not as much preparation for that as there should be.

Is that because it seems like companies aren't thinking far enough in advance or they just don't know the right steps to take to make that splash?

I think they're not, they don't understand the right steps.

Right?

So you have to revisit those things on a weekly basis.

You know, where is the ball at all time?

Right?

Because in any given announcement, especially if it's technical in nature, you need back end stuff, front End stuff.

And so that can shift timelines drastically.

And so when that keeps changing, you're like, well, let's just get it out.

Let's get it out on Tuesday because we have it done now.

You probably need someone in the room to say, hey, let's slow down.

And is this a realistic date?

Maybe a week.

After that, we just make sure things are squared away so that we put the not only best possible product out there, but we're coordinated in our comms.

The announcements getting scheduled on the wire at the same time that reporters are breaking, you know, the news, you know, and then you shared it with, you know, newsletters or your community, whatever it is.

So then it just, you know, looks, looks better, right?

It looks, looks clean.

And because things change so much, you know, it's, it's something that does, like, as I mentioned, need to be looked at on a weekly basis.

But if there's, let's say there's a funding announcement that's going to, you know, be coming down the pike, minimum.

Let's, let's have that for like a month.

Okay, so backdate that a month because you need to draft the announcement, which is what I would do, right.

That announcement needs to be approved by everyone at, you know, that company.

But then the investors, right, legal needs to look at that.

That could take a couple weeks, right?

Sometimes longer.

And then when you, when you pitch the media, you want to, you know, put yourself in the reporter's shoes, right?

They need time to evaluate if something is newsworthy or not, right.

They're getting pitched, you know, dozens of emails a day.

And then they need time to get back to you, have an interview with the spokesperson, and they need time to draft that feature story.

And, you know, if you're only giving them, you know, a few days, like, hey, we've got this big funding news.

It's going out tomorrow.

Are you interested?

That's not going to really develop a great relationship with that reporter.

It's not going to make their life easier.

You want to help them win at their company, right?

So that in the future too, it's easier to go back to that reporter.

You have a relationship with them, they can come to you when they have questions because they know you're the subject matter expert in your industry and everyone's happy, right?

And then it just, it looks good.

So a month minimum, I'd say is probably the good rule of thumb.

And I've been tinkering around with a presentation I can give to, like, different bit devs throughout the US of hey, you might be a bitcoin startup and you maybe don't have the funding right now, but here's what you can do in house to just do the best practices and help yourself.

And when it comes to reaching out to someone who could write an article for you, would that also take, like, what's the usual timeline talking a couple of weeks.

How long do people tend to write stories before they're ready to go out?

Slash, how much preparation or time do they need for a tip?

Yeah, I like to give 10 working days, you know, just two weeks.

You don't always get it at the first pitch, right.

So you have to factor in.

You know, if you're pitching on a Monday and a Friday are historically, you know, horrible days to reach out.

Right.

So your.

Your money days, Tuesday, Wednesday, Thursday, those that you want that announcement to go live as well on a Tuesday, Wednesday, Thursday, for that reason.

So when you think of it, you really only have those six money days of pitching, excluding Mondays and Fridays and the weekends.

So say you pitch them on a Monday, but you don't hear back for a few days.

You reach back out to Wednesday or a Thursday, and then they say they want to do it, but tomorrow's a Friday.

Maybe they want to hop on an interview.

The interview gets pushed to Monday or Tuesday of next week.

Then you've only got a couple days for that reporter to write that, write that feature so you can.

So you can see how it all just gets jumbled up pretty quickly.

Best practice, give them 10 business days.

You know, start pitching on that 10 or nine, start pitching on that Monday, and then have the announcement go live on the Thursday after that.

Perfect.

Is this the.

I mean, I'm guessing that anytime you have something to announce, it's a good time to announce it.

But thinking years into the future, would you say that promoting something during a bull run is the best time or during a bear market?

Because obviously you have more people interested in bitcoin when the price is soaring, but you also have a lot more noise to compete with.

How should a business owner think about how to balance those two factors?

That's a great, great question.

And I would say this.

We're working with the announcements right now, but thought leadership, Thought leadership never sleeps.

Right?

So whether it's a bull or a bear market or, I mean, there's gaps in between announcements that companies are going to have.

So what do you do to fill that gap?

Right.

And so that's, you know, you see quote placements in media about price movement, broadcast TV interviews, you know, you name it.

Any type of mention in an article.

That's all the work that, you know, we do on the back to make sure that we're putting our spokespeople in a position to get consistent brand recognition through the quote placements and feature interviews, regardless of any type of announcement that they have.

And so how do they do that?

Well, one, you have to be a good listener, right?

Like, or probably a little bit crazy too, like me, where you're plugged into the media all the time, checking in with reporters to see what they're working on and to see if any of my resources can be of help to them finding trends that are, you know, bubbling up that aren't really being covered right now in the media and working with my spokesperson to say, hey, we see this happening.

Do you have an opinion on it?

Can you give me a few sentences or can I draft a few sentences for you to share with this reporter?

Or even a few bullet points so we can maybe get them on a call and help you make sense of this for them because it's coming down the pike and we can help them get ahead of it and write a really good article.

So doing those types of things are really where, you know, that's the snowball effect, right?

You can get a lot of announcement coverage at once and that's great.

That's the easiest way to do it.

But getting those consistent quote placements and features because you're being a source for that reporter and building that relationship that really, once you get that snowball rolling downhill, it's hard to stop.

And then you start getting inbounds that we manage.

Okay, you've got people that love what you have to say.

Let's connect you and do it that way.

So going back to your original question, which I'm trying to remember right now.

Yeah, really, is it better to try to get out there during the bull market when there's a lot of interest?

It's a bear market and there's not much noise for sure.

So in a, in a bear market, if you're doing a raise announcement, it's going to be newsworthy if it's like 2 million.

Right.

Which is a, which is a low number if you're for, let's just say for like, you know, the fortunes of the world or the Bloomberg's of the world, New York Times.

You know, that's, that's, that's a low number for that type of media in the bull market.

You, you know, there, I think TechCrunch was only, last time I checked, doing things that were covering raises that were north of like 15 million or something.

So.

But there's ways to get around that, right?

So if you have that gap and you're like, you know, the bar is higher when you're pitching, like, say, a raise announcement, then.

And I, But I really want to go for that mainstream financial media, then is there, Is there a way that I can incentivize this outlet or this reporter?

Is there a good story that we can tell in addition to this raise amount?

Like, what are we gonna.

What are we doing with this money?

Is there a human interest story around that, or is there a broader economic story?

What can we, what can we say that's going to move the needle above and beyond that number?

But additionally, you know, would it help if we offered an exclusive?

Okay, we know we just want to get this outlet, right?

That's our, that's our dream.

Well, let's offer them an exclusive.

Hey, you will be the only reporter to, you know, have the rights to break this news.

Okay.

And then once the news goes live, you know, and you want to give them a bit of a buffer, like five hours or so after the news goes live to then do day of outreach and pitching all the reporters that you would have pitched anyway and, you know, driving day of coverage and week of coverage, then that's how you would go about that.

Your question is really getting me thinking about a lot of these things.

I have a lot to say.

I'll try and bite my lip on some of it, but I would say, because if you're going to boil it down to a binary between a bear and a bull, I would say a bull market is really the best time because everyone's paying attention.

They're getting readers and listeners to their podcasts that are now, because of price movement, actually probably asking more about bitcoin.

Why aren' guys, why aren't you guys covering bitcoin more?

Oh, why did.

I saw this.

Why didn't you talk about that?

So maybe the organizations are getting some more pressure at least to have, you know, a higher, higher share of bitcoin coverage within, you know, the overall outlet that they offer.

So bull market is, is fantastic, but bear market's great, too, to, you know, build stuff, make a lot of noise when no one else is really, really paying attention to, even though they should be.

Do you find that as companies start putting themselves out there more then people start actively pursuing the ability to cover or pursuing leads from the organization?

The reason that I ask is because on a previous podcast, I've not experienced this with business bitcoinization because it's a much more niche podcast.

Previously I had a podcast that was focused on leadership.

Early on I started going to Amazon, finding leadership books that were going to be coming out and reaching out to the authors or publishers.

And pretty quickly I developed a bunch of different publicists that were reaching out to me, pitching all sorts of new books.

I know it's different when you have a podcast, when you have a business, but if you start putting yourself out there, I guess, does it become easier over time to get information out into the world because you have these relationships already?

100%.

It's, it's pretty.

It can be.

It can get overwhelming right to the point where you need to be ready for that.

Okay.

So if, if you're gonna go have a, you know, start making a voice for the company and for yourself, doing the podcasts, the broadcast interviews, the features that are written about you, right.

Having somebody that's going to help you manage that is paramount to being successful.

And then it gets to a point where there's a bit of reputation management.

Right.

Early on you can sort of just say, you know, whatever you want to say and get your attention.

And then, you know, once all eyes are on you, that can kind of change a little bit.

Right.

So being able to tweak that, I mean, even see it with Saylor, right.

The way he speaks about custody right now.

Right.

Whereas before he was talking about self custody, he's like, you know, you could, good luck.

You know, I lost him in a boating accident and now he's saying that, you know, self custody is, I forget, I don't want to, you know, try and quote him and get it wrong.

But he's saying things against self custody.

That's probably some legal stuff there.

But he was also, you know, early on, you know, speaking to a different audience than he's speaking to now.

Right.

So your messaging is going to change.

How can you, how can you keep that messaging authentic?

You know, but, you know, walk, walk, walk a line there sometimes, depending on who the audience is.

But yeah, man, I would say it's a snowball effect, but once you get it rolling downhill, it's something that just doesn't seem to stop.

And yeah, you got to be ready to field the inbounds and have the structures in place to make the most of that.

Speaking of microstrategy, they are obviously the largest company that is connected to Bitcoin.

I'm curious to know your thoughts on their PR approach.

How would you grade them across the last few years?

A plus.

A plus.

You have.

So whenever you have a spokesperson that is as.

What's the word?

Energetic, you know, quotable, tweetable, sound, biteable.

Right, like sailor.

Memeable.

Right?

Like sailor.

Sort of this once in a generation kind of spokesperson that transcends, you know, what you would typically get.

I make me like I'm making memes of sailor.

Like there is no second best, you know, and, and so to, to be able to reach the, you know, the humble plebs of the world that are memeing you and then to reach, you know, like give presentations to, you know, Microsoft and to, you know, to be on Squawk Box and to speak to all the large companies, publicly traded companies, you know, in the world, that.

That's pretty freaking crazy.

You know, you think about being able to bridge that gap and I think the lesson there is enthusiasm, right?

If you're a spokesperson and you're enthusiastic and you can convey your ideas in a way that are going to like get people to sit up on the edge of their seat.

So I want with this guy's talking about, you know, then it's going to be really easy going.

I know you asked about their PR strategy, but sometimes you just have a good spokesperson like that that's doing the interviews and it's kind of catching on.

That's all it really takes.

So when it comes to the small business owner listening to this podcast right now, or maybe a bitcoin startup, founder, CEO, whoever else listening to this podcast, what would you recommend?

Beyond reaching out to you at 21M Communications, if they want to outsource some of this stuff or have a part, what would you recommend for them to do to make sure that they capitalize on this moment as we head into what seems like is going to be a pretty impressive bull run in the next year or so.

So another fantastic question.

The one thing that you cannot escape with the media is that they love to talk about price, right?

Especially broadcast media.

You're only going to get onto broadcast if you're willing to talk about price.

They're going to ask you what the price is going to do in one hour.

Okay.

You don't need to have an answer.

That's a joke.

You don't need to have an answer for what it's going to do in one hour.

But you don't need to know that.

But you need to know how to pivot and be able to zoom out and talk about your longer term price predictions.

It's not fun.

We don't want to talk about that.

We know it's going up forever but anyway, I would say two things actually, probably more than two things, but the first of which is today, like start get, just get a Google Doc open, put announcements or community updates on that Google Doc.

Make a long list of those things that you might have coming up.

I don't care how non newsworthy you might think it is, put it on there huge master list.

Put a tentative date, even if it's a month, and then just consistently revisit that and try to plan ahead of it and drafting an announcement, setting a hard date and time for that once you get close enough to be able to do that.

And then even if it's just, you know, after you do that, if you don't want to, you know, spend your time pitching, finding all the reporters it could be relevant for.

You can pitch, you know, Bitcoin magazine, you can pitch Bitcoin news, you can pitch some of the, you know, crypto outlets as well and you know, it might take you just a few emails to hopefully, you know, get, get some coverage.

Can't guarantee it but it, you know, is worth aiming for that especially you know, in the bull market right now.

Start practicing social listening.

Find reporters, right, that are covering bitcoin or covering the area that you want to like branch off into.

If it's cybersecurity, right?

If you're like a hardware device and you're like, well like we custody Bitcoin, but it's really about privacy in general, you know, then branch out.

Think about cybersecurity.

Find those reporters that you know, you want to make relationships with.

Follow them on X set notifications.

When they tweet something, engage with it, build the relationship, right?

Make that a habit.

Price movement, like if you know there's reporters that cover price, you know, put together, find that it doesn't need to be the CEO, right?

But find the guy in the company that is willing to speak about price.

Get him to write a few sentences for you and then you can use it yourself.

You can attribute it to yourself.

If that person's okay with that, they don't want to be in the spotlight.

Send that off to the reporters that are covering price.

They want that, they want feedback, they want to understand what it means for the industry.

What it means for your business.

So, you know, talk about the price and where you see it going and what it means for other startups in the space.

Start writing, right?

So start writing editorial content, non promotional content where you're not talking about your company but you have an opinion, right?

Any kind of post that you, you'd put on X, that's kind of like a hot take.

You could probably turn that into 800 words, right?

If you really thought about it.

Put some meat on the bones.

You can, you can do that.

You can either just start putting the content on your website, but crypto outlets, you know, Bitcoin magazine, Forbes, there's a lot of outlets out there that would accept that kind of opinion editorial content.

And you can be building your thought leadership that way.

So that's what I would say.

I would say get a hold of your announcement timeline, you know, so you can plan ahead of it.

Do you know, start listening to the reporters, the podcasts that you want to make connections with.

Be proactive in trying to build that relationship, you know, putting yourself out there as a, just as a resource for them.

And start writing content and getting that out there as well.

And I think if you can do those three things and just be consistent with it every week, one or two touch points a day, then you can be successful.

Great.

And Phil, where can people go to keep up with you and 21M if they're interested in that for either now or in the future?

Well, you can go to 21mcommunications.com or you can email me at phil21mcommunications.com or Twitter 21mcoms.

You can find me there.

Nostr on there as well.

And I hope you do reach out.

Even if you're not, I would say even if you're not in a position to, you know, invest in media, reach out to me.

I'm happy to answer any questions you have and lend my advice because when bitcoin companies win, we all win.

So we're in this together.

And I just can't believe that we have the opportunity to be alive right now and really harness all this energy.

The future is really bright indeed.

Well, Phil, thank you so much for your time today.

It's been a pleasure, Josh, appreciate you.

Thanks so much for having me.

Well, friends, it's a wrap.

Thanks so much for listening to this episode of the Business Bitcoinization show.

If you want to reach out to either me or Phil, you can find those links down in the show notes and be sure to reach out to 21mcoms when you're ready to take your business to the next level.

As always, keep building, keep growing, and until next time, keep living and leading well.