Storypitching
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Storypitching

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You have a newsworthy story to tell, but how do you tell this story to a very skeptical, bordering on cynical audience? Skillfully. Welcome to the Twitter-Style Approach to Media Pitching. Does it ...

You have a newsworthy story to tell, but how do you tell this story to a very skeptical, bordering on cynical audience? Skillfully. Welcome to the Twitter-Style Approach to Media Pitching. Does it pass the "Giggle" Test? More importantly, is it newsworthy? Who? What? When? Where? Why? How? and Who Cares? They all matter.

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Storypitching Storypitching Presentation Transcript

  • The “Twitter” Approach toThe “Twitter” Approach to Media PitchingMedia Pitching Is It “Newsworthy?” Kevin Brett May 7, 2013
  • Pitching the Media 2013Pitching the Media 2013 •3.6 to 1 flack-to-media ratio •Stressed media •Skeptical, adversarial •Resistant to message •You have 15 seconds
  • Pick Your BattlesPick Your Battles Ask yourself why the story is newsworthy? Does it pass the “giggle test?” Never presume interest
  • To whom are you pitching to?To whom are you pitching to? ◦ Metropolitan dailies – Wall Street Journal, USA Today, NY Times, Washington Post ◦ Regional papers – Oregonian, Register-Guard ◦ Electronic Media – CNBC, Fox News, CNN ◦ Trade media – Red Herring, EE Times ◦ Financial or Industry Analysts – Gartner Dataquest ◦ Bloggers – Gizmodo, Silicon Valley Watcher, Tech Crunch Write the pitch to match your audienceWrite the pitch to match your audience
  • Think About Your EndThink About Your End AudienceAudience  Embargoed Until Monday, November 15 at 8 am EST This coming Monday, LFoundry, the customer-specific manufacturer of choice for analog, mixed- signal and specialized technologies, will announce additional options to the advanced 0,15µm process design kit ‘LF150’ to further enable their customers to build complex SoC (system on chip) designs. In addition to the existing modules, LFoundry’s More-than-Moore strategy adds CMOS extensions such as High Voltage-CMOS, Opto-CMOS and CMOS-based MEMS to the standard LF150 CMOS process. To serve the field of Optoelectronics, CMOS integrated photodiodes as well as CMOS integrated optical filters are being developed for the advanced 0,15µm technology platform, giving the customer the option to transition from 0,35µm to the next generation of 0,15µm. To meet future automotive, industry and energy saving applications, LFoundry is now working on an extension to their high voltage LDMOS technology. The current industry leading process which is capable of operating at Vdd=40,60,80V will now be further extended by the inclusion of an additional LDMOS device offering a breakdown of up to 150V. I will contact you shortly to arrange a time for you to interview Gerhard Spitzlsperger, CTO of LFoundry, to discuss the impact of LFoundry's 0.15-micron process design kit ‘LF 150.’ We appreciate that you will honor the embargo on this story. Talk to you soon.
  • ““Twitter”-StyleTwitter”-Style ApproachApproach Dear Don: Morris Chang, founder, chairman and CEO of TSMC is receiving the semiconductor industry’s highest honor, the Robert N. Noyce Award, on November 9 for his role in founding the $10 billion global semiconductor foundry industry. Would you be interested in interviewing Morris before the dinner and attending the presentation? I will call you soon to determine your level of interest. Thank you for your consideration.
  • WhoWho,, WhenWhen,, WhatWhat,, WhyWhy,, HowHow andand Who Cares?Who Cares? • Dear Don: • Morris Chang, founder, chairman and CEO of TSMC is receiving the semiconductor industry’s highest honor, the Robert N. Noyce Award, on November 9 for his role in founding the $10 billion global semiconductor foundry industry. • Would you be interested in interviewing Morris before the dinner and attending the presentation? • I will call you soon to determine your level of interest. Thank you for your consideration.
  • • 
  • Don't Cry “Wolf!”Don't Cry “Wolf!” •Is it better to pitch a non-newsworthy story or tell a client that their item is not newsworthy? •Never cry “Wolf” •Rewrite the pitch? •Can you target the pitch for a more likely candidate: EE Times instead of WSJ?
  • Develop Your Relationships/Develop Your Relationships/ Maintain Your CredibilityMaintain Your Credibility Reporters, editors, bloggers, analysts are not looking for friends (and they are not your friends) They are looking for news/information Do you have a track record of delivering news? Or do you have a track record of delivering fluff? Make every pitch count If not, then simply don’t pitch the “story”
  • Almost Forgot…Almost Forgot… •Never raise the issue of an embargo •Avoid using the word “pitch” in the presence of reporters/editors/analysts •As a whole, rattlesnakes have a better sense of humor
  • The Best PR “Pitchers” are…The Best PR “Pitchers” are… •Respectful of media •Good news sources •Understand newsworthiness •Known for integrity; Avoid fluff; Get to the story •Understand the “Twitter” approach to pitching •Make every pitch count
  • Pitch Your FinancialPitch Your Financial ConferenceConference • Write a Pitch to Don of the Wall Street Journal • Invite Him to Your Financial Conference • Offer Him On-the-Record Access to the CEO