How to deal with the media without screwing up

Mike Butcher Editor, TechCrunch Europe http://eu.techcrunch.com/about mikebutcher@techcrunch.com @mikebutcher Linkedin.com/in/mikebutcher Facebook.com/mikebutcher

News is a Purple Cow

Conversations usually beat press releases

Negotiate before you shoot

Don’t be a leechBe part of the community

Want to join in? Network.

Conferences are not newsThe content might be

Be a great contact

Be a cool blogger

Should you hire a PR firm? Maybe.

Please pitch like a human

Understand who you are talking to

The media likes CEOs

One company in a space is not (generally) a story

Don’t be annoyed if you don’t get coverage

So What IS a Story?
Competitive/Drama: “X will Kill Z”

So What IS a Story?
Gossip: “CEO/Company rumour…”

So What IS a Story?
Insight: “Trend X will change the world”

So What IS a Story?
Evolution: “Startup Y is like the X for Z”

So What IS a Story?
Success: “Awesome Y created!”

So What IS a Story?
Failure: “Company X dying/screwed up”

So What IS a Story?
Failure: “Company X dying/screwed up”
You are The Story: “Kid creates FB”

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 news angles

DON’T!
Don’t try PR just for your ego
Don’t be vague: Identify what you want covered
Don’t be the crazy lone person: Go to events with a ‘wing’ person. Don’t approach people right off stage, they won’t remember you.

TechHub: Connect to London

TechHub: €428 a *year*
Conferences: €500+ a day

TechHub.com / @TechHub

Yes, but how do I get on TechCrunch.com?

Mike Butcher Editor, TechCrunch Europe http://eu.techcrunch.com/about mikebutcher@techcrunch.com @mikebutcher Linkedin.com/in/mikebutcher Facebook.com/mikebutcher

How to deal with the media without screwing up

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