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How to deal with the media without screwing up
 

How to deal with the media without screwing up

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Prezentacija "How to deal with the media without screwing up" koju je Mike Butcher održao na How to Web Belgrade konferenciji 16. juna 2011. godine u Beogradu.

Prezentacija "How to deal with the media without screwing up" koju je Mike Butcher održao na How to Web Belgrade konferenciji 16. juna 2011. godine u Beogradu.

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    How to deal with the media without screwing up How to deal with the media without screwing up Presentation Transcript

    • 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?
      Competitive/Drama: “X will Kill Z”
      Gossip: “CEO/Company rumour…”
    • So What IS a Story?
      Competitive/Drama: “X will Kill Z”
      Gossip: “CEO/Company rumour…”
      Insight: “Trend X will change the world”
    • So What IS a Story?
      Competitive/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?
      Competitive/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?
      Competitive/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?
      Competitive/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”
    • 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