How to Get PR and Attention from the Media

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Learn how to get the attention of the media when you want it to promote your new app or product.

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How to Get PR and Attention from the Media

  1. 1. HOW TO GET THE ATTENTION OF THE MEDIA WHEN YOU LAUNCH SCV STARTUP JULY 14, 2014
  2. 2. ABOUT ME
  3. 3. THE LIFE OF A JOURNALIST • Busy • Understaffed • Limited resources • Around-the-clock • Separation between Church and State
  4. 4. YOU ARE NOT SPECIAL
  5. 5. COMMANDMENTS ONE-THROUGH-10: 1. Personalize your pitch 2. Personalize your pitch 3. Personalize your pitch 4. Personalize your pitch 5. Personalize your pitch 6. Personalize your pitch 7. Personalize your pitch 8. Personalize your pitch 9. Personalize your pitch 10. Personalize your pitch “I hate getting emails that have clearly been sent to 10,000,000 organizations about some bullshit book set in Uzbekistan… ‘A story your readers might be interested in….’ they say.”
  6. 6. DO YOUR HOMEWORK • Who is the right reporter? • Who is their audience? • How have they covered similar pitches in the past? • Did they just recently do something similar? • Is there a regular segment this fits in?
  7. 7. CRAFT A PRESS RELEASE • Show the news value(s) you provide • Impact, timeliness, prominence, proximity, bizarre, conflict, currency, human interest • Provide data and statistics • Don’t be secretive! • Link to everything you possibly can • Create a media kit via Dropbox or hosted on your site • Create other opportunities for media
  8. 8. PITCHING TO VARIOUS MEDIA • Media outlets have different needs • TV • Newspaper • Magazine • Online publication / blog • Radio
  9. 9. HOW TO PITCH • Email them a press release with a special note above it specifically for them • Don’t attach lots of documents, always link to things • Be sure to emphasize other ways you can help them on stories • Time of the email is less relevant in a 24/7 news cycle • But don’t expect a story TOMORROW • Don’t call unless they promised to respond and it’s been 36-48 hours
  10. 10. PR ON A BUDGET • Free PR distribution • www.tinyurl.com/freePRlists • Help a Reporter Out (HARO/Vocus) • HelpAReporter.com • Public Relations Society of America • PRSA.org • PRSALA.org
  11. 11. INTERVIEW TIPS • Be as prepared as your meeting with VCs • Have all potential stats/numbers on hand (and if you need to follow up, do it ASAP) • Don’t be shut off or try to go “off-the-record” • Use layman’s terms and analogies • Think of some anecdotes from the business, clients, etc. • Provide them with other sources or story ideas at the end
  12. 12. HIRING OUTSIDE PR/MEDIA CONSULTANTS PROS: • They do this for a living (duh) • They have media relationships, particularly with national outlets that are harder to crack CONS: • Costs • They don’t know your product like you do • They have multiple clients and may not be as “on- demand”
  13. 13. HOW TO HIRE A GOOD PR/MEDIA CONSULTANT • Ask tech journalists which PR firms they trust • Find one with tech experience • Ask them how they show their ROI • Ask for references from the similar industry
  14. 14. WHEN TO GO IN-HOUSE • Do you have 20-40 hours of work? • Ask someone what 20-40 hours of work is • Decide what is logical – you don’t need Facebook, Twitter, Pinterest, Instagram, and Tumblr in the first year • Will you have a lot of upcoming newsworthy hurdles that requires more dedicated media outreach? • Do you have the money? • Can you get an intern?
  15. 15. EXTRA TIPS FROM JOURNOS prsala.org/news-and-events/happyhour • Ask for an introductory coffee (<$5.00) • Get their name and details right • ANSWER YOUR PHONE • Follow the journos on social media and list, favorite, retweet to get their attention (but don’t pitch via social media!) • Even if the journalist understands the tech terms, keep it at a layman’s level • Get involved in your community so you can meet journalists in other contexts (City Hall, fundraisers, community events)
  16. 16. QUESTIONS? EMAIL ME! ###### TEXT ME! Xxx-xxx-xxxx COFFEE ME! Live in North Hollywood Work in Sherman Oaks

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