How did Instagram's co-founders handle media and public relations?

Kevin Systrom and Mike Krieger, as Instagram's co-founders, played significant roles in shaping the company's media and public relations strategy. Here's how they handled these aspects:

1. **Early Publicity and Launch**: At the launch of Instagram in 2010, Systrom and Krieger generated buzz through strategic outreach to tech bloggers and media outlets. Their initial efforts included leveraging tech communities and influencers to build early awareness and excitement about the app.

2. **Media Appearances and Interviews**: Systrom and Krieger engaged with the media through interviews and appearances at conferences. They used these opportunities to articulate Instagram's vision, product features, and user benefits. Their ability to clearly communicate the app's value helped build a positive public image and attract users and investors.

3. **Acquisition Announcement**: When Facebook acquired Instagram in 2012, Systrom and Krieger handled the media narrative carefully. They emphasized the benefits of the acquisition for Instagram's growth and the opportunities for the platform under Facebook's umbrella. Their public statements focused on how the acquisition would enhance user experience and accelerate development.

4. **Transparent Communication**: Throughout their tenure, Systrom and Krieger maintained a degree of transparency with the media and users. They addressed issues like privacy concerns, policy changes, and major updates directly, aiming to build and maintain trust.

5. **Crisis Management**: During times of controversy or criticism, such as when users were unhappy with changes to the platform's algorithms or policies, Systrom and Krieger often took a proactive approach. They communicated changes clearly, addressed user concerns, and worked on improving features based on feedback.

6. **Thought Leadership**: They contributed to the broader tech discourse by participating in industry events, panels, and interviews. Their thought leadership helped position Instagram as an innovative and forward-thinking company within the tech community.

7. **Engagement with Influencers and Creators**: Instagram's relationship with influencers and content creators was crucial for its public image. Systrom and Krieger supported initiatives that fostered strong partnerships with these key figures, which in turn helped promote the platform positively.

8. **Social Media Presence**: While not as prominent in the day-to-day social media content, Systrom and Krieger's own social media presence was used strategically to engage with the community and share key updates about Instagram.

Overall, Systrom and Krieger managed media and public relations through a combination of strategic communication, transparency, and engagement with key stakeholders. Their approach helped establish and maintain Instagram's positive reputation and supported the platform's growth and evolution.