They might be late to the party, but venture capitalists are determined to make the most of their newfound appreciation for working with the media.

Historically, VC’s  have preferred to wield their influence and spend their millions quietly in the background. But according to the New York Times, the success of Andreessen Horowitz has been an eye-opener. Great deals pivot not just on who has the most money to shell out, but also on who has the greatest reach and clout. Reach and clout are amplified by reputation. And reputation doesn’t exist in a vacuum. 

Here is some Media Skills advice for publicity-hungry VC’s:

Explain it to your grandma. Short, sweet, and simple: that’s how to explain your point of view to the public without being condescending.  

Work against type. The public doesn’t think that you’re called a ‘vulture capitalist’ for nothing.  Infuse your messaging with mission and show how your investment priorities make the world a better place for everyone.  You’ll be memorable and believable.

Get everyone on the same page.  The firms you invest in, your staff and your communication advisors: get everyone on board with the same methodology for identifying, framing and delivering messages. That will streamline your messaging and conversations and ensure productive collaboration.