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Mike Butcher         Editor, TechCrunch Europe         http://eu.techcrunch.com/about         mikebutcher@techcrunch.com  ...
News is a Purple Cow
News is about my title, mytraffic and my readers - not        your company
The fact that you exist is       NOT news!
The fact that you exist is       NOT news!
Want to make news? Join   the news agenda!
Conversations usually beat     press releases
NOTE ABOUT EMBARGOS Writers don‟t like them.   They‟d rather have       exclusivesCan you trust the writer to          hol...
PRs often say   LAUNCH BIG & WIDE!But often better to focus on  one trusted / influential  writer, or a few (but use diffe...
Negotiate before you shoot
Why negotiate? Here‟s why:
A day in the life of astressed tech writer.
INCOMING!!        Email         SMS      Voice calls      Skype / IMFacebook IM / Messages   Twitter @replies     Twitter ...
What I have on my plate on        most days: 3-5 News stories by 9am     4-5 Feature ideas   Write-ups from trips     Arra...
Then I get this:
“@mikebutcherHeyMike, we just  launched!”
So, for me to drop  everything and write  about you, your storyneeds to be BETTER than    everything else.
Answer: Unlikely.So – You increase youchancesby pre-briefingE.g. One/two line email: “Mike, we‟re doing X tomorrow/next we...
How DO you negotiate?• We want to offer you this as an exclusive• We’re either: Ready when you are, post  whenever you lik...
But put substance into the        first pitchAnd don‟t ask permission.       Just do it   “HeyMike, Wouldyou mind if I sen...
And: Get to the damn point! Mike, given your background, I thought you could be interested in talking to the founder of Fl...
Don‟t be a leech.Network. Get noticed.
Your launchparty is not news
Even better:      Great products       make news.A product that goes viral ismuch better „news‟ than a       PR release. S...
Be a great contact
Be a coolblogger, Twitterer, Gpluser!            (?)
In other words:MAKE some damn newsyourself!• Start a fight:e.g. Apple Vs Everyone
Understand who you are      talking to
Target the right title & the rightwriter:• Target influencers• National papers often followbig blogs like TC
Try to pitch to a writer in           personIf not, then add personality   to email pitch. Include        pictures/video
Be quirky, pitch with a secret wooden box!
The media likes talking to  the people in charge
Should you hire a PR firm?         Maybe.
PR firms = RelationshipsIntroductions do the same
One company in a space is  not (generally) a story
Don‟t be annoyed if you   don‟t get coverage400 emails a day, other news stories, just     busy, whatever. Shit happens.
Please pitch like a human
So What IS a Story?• Competition/Drama: “X will Kill Z”
So What IS a Story?• Competition/Drama: “X will Kill Z”• Gossip: “CEO/Company rumour…”
So What IS a Story?• Competition/Drama: “X will Kill Z”• Gossip: “CEO/Company rumour…”• Insight: “Trend X will change the ...
So What IS a Story?•   Competition/Drama: “X will Kill Z”•   Gossip: “CEO/Company rumour…”•   Insight: “Trend X will chang...
So What IS a Story?•   Competition/Drama: “X will Kill Z”•   Gossip: “CEO/Company rumour…”•   Insight: “Trend X will chang...
So What IS a Story?•   Competition/Drama: “X will Kill Z”•   Gossip: “CEO/Company rumour…”•   Insight: “Trend X will chang...
So What IS a Story?•   Competition/Drama: “X will Kill Z”•   Gossip: “CEO/Company rumour…”•   Insight: “Trend X will chang...
What should you send            the media?       It‟s all about saving the media time• LIST OF KEY BULLET POINTS FIRSTe.g....
What should you send us?       It‟s all about saving the media time• Press Release IN PLAIN TEXT IN THE EMAIL  (Do NOT sen...
To Summarize• Know Who To Contact• Create Relationships Before The Pitch• Networking and creating buzz will  help, before ...
DON‟T!•   Be insulting•   Give me your whole life story•   Send 100 bloggers the same email•   Don’t send me the same pitc...
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  c...
And now a quick wordabout how to connect with        London
TechHub:Connect to London
TechHub beats expensive European           conferences:     Conferences: €500+ a day      TechHub: €428 a *year*There is A...
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  ...
How to deal with tech media by @mikebutcher
How to deal with tech media by @mikebutcher
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How to deal with tech media by @mikebutcher

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How to deal with the media, especially technology meda by @mikebutcher

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Transcript of "How to deal with tech media by @mikebutcher"

  1. 1. Mike Butcher Editor, TechCrunch Europe http://eu.techcrunch.com/about mikebutcher@techcrunch.com @mikebutcher Linkedin.com/in/mikebutcher Facebook.com/mikebutcher
  2. 2. News is a Purple Cow
  3. 3. News is about my title, mytraffic and my readers - not your company
  4. 4. The fact that you exist is NOT news!
  5. 5. The fact that you exist is NOT news!
  6. 6. Want to make news? Join the news agenda!
  7. 7. Conversations usually beat press releases
  8. 8. NOTE ABOUT EMBARGOS Writers don‟t like them. They‟d rather have exclusivesCan you trust the writer to hold? Better to negotiate.
  9. 9. 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)
  10. 10. Negotiate before you shoot
  11. 11. Why negotiate? Here‟s why:
  12. 12. A day in the life of astressed tech writer.
  13. 13. INCOMING!! Email SMS Voice calls Skype / IMFacebook IM / Messages Twitter @replies Twitter DMs Face-to-Face
  14. 14. What I have on my plate on most days: 3-5 News stories by 9am 4-5 Feature ideas Write-ups from trips Arranging travel Arranging meetings Incoming crap
  15. 15. Then I get this:
  16. 16. “@mikebutcherHeyMike, we just launched!”
  17. 17. So, for me to drop everything and write about you, your storyneeds to be BETTER than everything else.
  18. 18. Answer: Unlikely.So – You increase youchancesby pre-briefingE.g. One/two line email: “Mike, we‟re doing X tomorrow/next week. Interested?”
  19. 19. 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 withon your site
  20. 20. But put substance into the first pitchAnd don‟t ask permission. Just do it “HeyMike, Wouldyou mind if I sent you a press release?” #FAIL
  21. 21. And: Get to the damn point! Mike, given your background, I thought you could be interested in talking to the founder of Flat-Club NitzanYudan. 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 NitzanYudan? He’s experienced because… He can talk about… the tech bubble… donkey sex… whatever Here’s some more info below. Thanks
  22. 22. Don‟t be a leech.Network. Get noticed.
  23. 23. Your launchparty is not news
  24. 24. Even better: Great products make news.A product that goes viral ismuch better „news‟ than a PR release. So build a great product.
  25. 25. Be a great contact
  26. 26. Be a coolblogger, Twitterer, Gpluser! (?)
  27. 27. In other words:MAKE some damn newsyourself!• Start a fight:e.g. Apple Vs Everyone
  28. 28. Understand who you are talking to
  29. 29. Target the right title & the rightwriter:• Target influencers• National papers often followbig blogs like TC
  30. 30. Try to pitch to a writer in personIf not, then add personality to email pitch. Include pictures/video
  31. 31. Be quirky, pitch with a secret wooden box!
  32. 32. The media likes talking to the people in charge
  33. 33. Should you hire a PR firm? Maybe.
  34. 34. PR firms = RelationshipsIntroductions do the same
  35. 35. One company in a space is not (generally) a story
  36. 36. Don‟t be annoyed if you don‟t get coverage400 emails a day, other news stories, just busy, whatever. Shit happens.
  37. 37. Please pitch like a human
  38. 38. So What IS a Story?• Competition/Drama: “X will Kill Z”
  39. 39. So What IS a Story?• Competition/Drama: “X will Kill Z”• Gossip: “CEO/Company rumour…”
  40. 40. So What IS a Story?• Competition/Drama: “X will Kill Z”• Gossip: “CEO/Company rumour…”• Insight: “Trend X will change the world”
  41. 41. 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”
  42. 42. 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!”
  43. 43. 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”
  44. 44. 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!
  45. 45. What should you send the media? It‟s all about saving the media time• LIST OF KEY BULLET POINTS FIRSTe.g. • WireWAXhas received investment from Passion Capital • wireWAXhave over 1,500 paying subscribers ETC ETC• Video embed codes and setup for the dimensions of TC•Crunchbaseentry• Direct hyperlink to web-ready logo(NOT a hi-res image. This is not a fucking print title)
  46. 46. 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
  47. 47. 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
  48. 48. 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
  49. 49. 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
  50. 50. And now a quick wordabout how to connect with London
  51. 51. TechHub:Connect to London
  52. 52. TechHub beats expensive European conferences: Conferences: €500+ a day TechHub: €428 a *year*There is ALWAYS something going on
  53. 53. TechHub.com / @TechHub
  54. 54. Yes, but how do I get on TechCrunch.com?
  55. 55. Mike Butcher Editor, TechCrunch Europe http://eu.techcrunch.com/about mikebutcher@techcrunch.com @mikebutcher Linkedin.com/in/mikebutcher Facebook.com/mikebutcher
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