How to deal with tech media by @mikebutcher
Post on 08-Sep-2014
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Mike ButcherEditor, TechCrunch Europehttp://eu.techcrunch.com/aboutmikebutcher@techcrunch.com@mikebutcherLinkedin.com/in/mikebutcherFacebook.com/mikebutcher
NOTE ABOUT EMBARGOS
Writers don’t like them.They’d rather have
exclusivesCan you trust the writer to hold?
Better to negotiate.
PRs often say LAUNCH BIG & WIDE!
But often better to focus on one trusted / influential writer, or a few (but use different story angles for each)
INCOMING!!EmailSMS
Voice callsSkype / IM
Facebook IM / Messages
Twitter @repliesTwitter DMsFace-to-Face
What I have on my plate on most days:3-5 News stories by
9am4-5 Feature ideas
Write-ups from tripsArranging travel
Arranging meetingsIncoming crap
So, for me to drop everything and write about you, your story needs to be BETTER
than everything else.
Answer: Unlikely.
So – You increase you chances by pre-briefing
E.g. One/two line email:
“Mike, we’re doing X tomorrow/next week.
Interested?”
How DO you negotiate?• We want to offer you this as an exclusive• We’re either: Ready when you are, post
whenever you like in the next few days• OR • “Exclusivity lasts for the next 2 hours/2 days”
etc• We are NOT going out to other media until
after the story is live with on your site
But put substance into the first pitch
And don’t ask permission.
Just do it“Hey Mike, Would
you mind if I sent you a press release?”
#FAIL
And: Get to the damn point!
Mike, given your background, I thought you could be interested in talking to the founder of Flat-Club Nitzan Yudan. With on-going debates on whether we are entering a second Internet bubble and predictions that this year would yield the most IPOs of technology stock since 2000, Nitzan strongly believes that the new wave of tech start-ups would only be successful if they can add value by creating new markets, rather than focus only on streamlining efficiencies. A case in point is his business – 80% of the properties Flat-Club offers have not been previously available in the market. Nitzan can also talk to you about what it means and what it takes to be a successful Internet start-up today. If you are interested in talking to him please let me know and I can arrange an interview. Below I’ve provided further information on Flat-Club and Nitzan’s bio.
OR
Interview with the founder of Flat-Club Nitzan Yudan?
He’s experienced because…
He can talk about… the tech bubble… donkey sex… whatever
Here’s some more info below.
Thanks
Even better:
Great products make news.
A product that goes viral is much better
‘news’ than a PR release.
So build a great product.
Target the right title & the right writer:
• Target influencers• National papers often follow big blogs like TC
Try to pitch to a writer in person
If not, then add personality to email
pitch. Include pictures/video
Don’t be annoyed if you don’t get coverage
400 emails a day, other news stories, just busy, whatever. Shit happens.
So What IS a Story?• Competition/Drama: “X will Kill Z”• Gossip: “CEO/Company rumour…”• Insight: “Trend X will change the world”
So What IS a Story?• Competition/Drama: “X will Kill Z”• Gossip: “CEO/Company rumour…”• Insight: “Trend X will change the world”• Evolution: “Startup Y is like the X for Z”
So What IS a Story?• Competition/Drama: “X will Kill Z”• Gossip: “CEO/Company rumour…”• Insight: “Trend X will change the world”• Evolution: “Startup Y is like the X for Z”• Success: “Awesome Y created!”
So What IS a Story?• Competition/Drama: “X will Kill Z”• Gossip: “CEO/Company rumour…”• Insight: “Trend X will change the world”• Evolution: “Startup Y is like the X for Z”• Success: “Awesome Y created!”• Failure: “Company X dying/screwed up”
So What IS a Story? • Competition/Drama: “X will Kill Z”• Gossip: “CEO/Company rumour…”• Insight: “Trend X will change the world”• Evolution: “Startup Y is like the X for Z”• Success: “Awesome Y created!”• Failure: “Company X dying/screwed up”• You are The Story: “Kid creates FB”• Celebrity: Ashton Kutcher invests!• Krakow company hacks Facebook!
What should you send the media?
It’s all about saving the media time• LIST OF KEY BULLET POINTS FIRSTe.g.
• WireWAX has received investment from Passion Capital• wireWAX have over 1,500 paying subscribers ETC ETC
• Video embed codes and setup for the dimensions of TC
• Crunchbase entry
• Direct hyperlink to web-ready logo (NOT a hi-res image. This is not a fucking print title)
What should you send us? It’s all about saving the media
time• Press Release IN PLAIN TEXT IN THE EMAIL
(Do NOT send press releases as attachments)
• Screen shots are ok as attached
• Link to preview of site/app
• Extra quotes
• Links to previous articles about Startup
• Mobile phone number/Skype address for key contacts etc
To Summarize• Know Who To Contact• Create Relationships Before The Pitch• Networking and creating buzz will help,
before you pitch• Have a unique story• Personalize the pitch• Lay out the benefit for MY readers
DON’T!• Be insulting• Give me your whole life story• Send 100 bloggers the same email• Don’t send me the same pitch multiple
times – come up with new angles
DON’T!• Don’t try to PR your company because
you want your dick to look bigger
• Don’t be vague: Identify what you want covered
TechHub beats expensive European conferences:
Conferences: €500+ a day
TechHub: €428 a *year*
There is ALWAYS something going on
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