How to approach the press
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How to approach the press



Startups – some PR tips from an ex tech journalist on the do's and don'ts of getting your story published.

Startups – some PR tips from an ex tech journalist on the do's and don'ts of getting your story published.



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How to approach the press How to approach the press Presentation Transcript

  • Y U WANT PRESS? “We want to be on TechCrunch” is not a reason • User acquisition • Business leads/key hires • Investors Do you even need press? What are your goals? • Brand awareness CLARITY PR
  • • Have a marketing & PR strategy • Name a spokesperson • Have a detailed list of target media • Nail your messaging! • Have a record of actions and follow-ups CLARITY PR GET ORGANISED
  • HAVE MESSAGING • What are you? Who is behind you? • What three words describe you? • What problems do you solve? • How does it work? • Who are your customers? Competitors? •Differentiators/benefits? • Challenges? • Future? • Industry insights? CLARITY PR
  • CLARITY PR THE JOURNALIST’S BRAIN “I wrote an average of 5 posts a day, churning out nearly 1,740 articles over the course of 20 months” “Days were a blur of furious typing, rushed calls, and ignoring everything that wasn’t news (like food and water)” CONFESSIONS OF AN EX TECH JOURNALIST - BEKAH GRANT VENTUREBEAT “Keep in mind that your pitch is one amidst hordes. Our inboxes are overwhelming” “Reporters can sometimes seem standoffish, skittish, bitter, unresponsive, or downright grumpy”
  • • Know which journo you are talking to • A product launch or investment is NOT enough CLARITY PR HELP JOURNALISTS TO DO THEIR JOB • Cover the news, NOT your company • Know their “beat”, their passions, their deadlines
  • • Don’t pester or be unpleasant CLARITY PR • Your story needs to be NEWSWORTHY • Timeliness, significance, proximity, prominence and human interest • Don’t “spray and pray” “If your pitch sucks, you 
 won’t get published”
  • CLARITY PR • Give the “the why” ASAP • Include next steps and ALL resources • Keep it brief - add additional info at end • Industry endorsements and other press • Get a great subject-line THE PRESS RELEASE
  • Hi there, I’m writing to you about COMPANYNAME ( CrunchBase profile. They have just Xxxxxxxx. They currently have close to x million clients across xx countries and offer xxxxx in xx different languages. Their main competitors are: • COMPETITORNAME
 • COMPETITORNAME The full press release is pasted below and their logo can be found here:
 wp-content/uploads/COMPANYNAME.png A few key stats - the company currently: - develops around Xxxx apps a month
 - has increased revenues by xx% over the last x months
 - counts the US and UK as its 2 biggest markets followed by Brazil and Italy Your colleague Xxxxxxx xxxx covered their first round of funding in 2012. Here's the URL.... THE EFFECTIVE PITCH CLARITY PR FROM MIKE BUTCHER – TECHCRUNCH
  • • A quirky back story/narrative • Exclusive access to key players • Pitch analysis/opinions/white papers ANALYSIS - unique, useful content PROFILES - give us a personal view EXPERIENCE - sharable insights and actions • Share what you know/what you’ve learned • Industry transparency CLARITY PR CONTRIBUTE CONTENT
  • • Be helpful. Give tips if you have them • Get on panels, debates and discussions Get known as the “go-to guy” for your industry • Be pro-active. The media *needs* content CLARITY PR PIMP YOURSELF
  • • Align these things IN SUMMARY • Think about what a journalist wants to achieve • Think about what you want to achieve • Get connected in real life • Offer your expertise • Be nice, be human, be helpful CLARITY PR
  • GET IN TOUCH •@linseyfryatt • • CLARITY PR