Mike Butcher		Editor, TechCrunch Europe		http://eu.techcrunch.com/about		mikebutcher@techcrunch.com		@mikebutcher		Linkedi...
News is a Purple Cow<br />
Conversations usually beat press releases<br />
Negotiate before you shoot<br />
Don’t be a leechBe part of the community<br />
Want to join in? Network.<br />
Conferences are not newsThe content might be<br />
Be a great contact<br />
Be a cool blogger<br />
Should you hire a PR firm? Maybe.<br />
Please pitch like a human<br />
Understand who you are talking to<br />
The media likes CEOs<br />
One company in a space is not (generally) a story<br />
Don’t be annoyed if you don’t get coverage<br />
So What IS a Story?<br />Competitive/Drama: “X will Kill Z”<br />
So What IS a Story?<br />Competitive/Drama: “X will Kill Z”<br />Gossip: “CEO/Company rumour…”<br />
So What IS a Story?<br />Competitive/Drama: “X will Kill Z”<br />Gossip: “CEO/Company rumour…”<br />Insight: “Trend X will...
So What IS a Story?<br />Competitive/Drama: “X will Kill Z”<br />Gossip: “CEO/Company rumour…”<br />Insight: “Trend X will...
So What IS a Story?<br />Competitive/Drama: “X will Kill Z”<br />Gossip: “CEO/Company rumour…”<br />Insight: “Trend X will...
So What IS a Story?<br />Competitive/Drama: “X will Kill Z”<br />Gossip: “CEO/Company rumour…”<br />Insight: “Trend X will...
So What IS a Story?<br />Competitive/Drama: “X will Kill Z”<br />Gossip: “CEO/Company rumour…”<br />Insight: “Trend X will...
To Summarize<br />Know Who To Contact<br />Create Relationships Before The Pitch<br />Networking and creating buzz will he...
DON’T!<br />Be insulting<br />Give me your whole life story<br />Send 100 bloggers the same email<br />Don’t send me the s...
DON’T!<br />Don’t try PR just for your ego<br />Don’t be vague: Identify what you want covered<br />Don’t be the crazy lon...
TechHub: Connect to London<br />
TechHub: €428 a *year*<br />Conferences: €500+ a day<br />
TechHub.com / @TechHub<br />
Yes, but how do I get on TechCrunch.com?<br />
Mike Butcher		Editor, TechCrunch Europe		http://eu.techcrunch.com/about		mikebutcher@techcrunch.com		@mikebutcher		Linkedi...
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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.

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How to deal with the media without screwing up

  1. 1. Mike Butcher Editor, TechCrunch Europe http://eu.techcrunch.com/about mikebutcher@techcrunch.com @mikebutcher Linkedin.com/in/mikebutcher Facebook.com/mikebutcher<br />
  2. 2. News is a Purple Cow<br />
  3. 3. Conversations usually beat press releases<br />
  4. 4. Negotiate before you shoot<br />
  5. 5. Don’t be a leechBe part of the community<br />
  6. 6. Want to join in? Network.<br />
  7. 7. Conferences are not newsThe content might be<br />
  8. 8. Be a great contact<br />
  9. 9. Be a cool blogger<br />
  10. 10. Should you hire a PR firm? Maybe.<br />
  11. 11. Please pitch like a human<br />
  12. 12. Understand who you are talking to<br />
  13. 13. The media likes CEOs<br />
  14. 14. One company in a space is not (generally) a story<br />
  15. 15. Don’t be annoyed if you don’t get coverage<br />
  16. 16. So What IS a Story?<br />Competitive/Drama: “X will Kill Z”<br />
  17. 17. So What IS a Story?<br />Competitive/Drama: “X will Kill Z”<br />Gossip: “CEO/Company rumour…”<br />
  18. 18. So What IS a Story?<br />Competitive/Drama: “X will Kill Z”<br />Gossip: “CEO/Company rumour…”<br />Insight: “Trend X will change the world”<br />
  19. 19. So What IS a Story?<br />Competitive/Drama: “X will Kill Z”<br />Gossip: “CEO/Company rumour…”<br />Insight: “Trend X will change the world”<br />Evolution: “Startup Y is like the X for Z”<br />
  20. 20. So What IS a Story?<br />Competitive/Drama: “X will Kill Z”<br />Gossip: “CEO/Company rumour…”<br />Insight: “Trend X will change the world”<br />Evolution: “Startup Y is like the X for Z”<br />Success: “Awesome Y created!”<br />
  21. 21. So What IS a Story?<br />Competitive/Drama: “X will Kill Z”<br />Gossip: “CEO/Company rumour…”<br />Insight: “Trend X will change the world”<br />Evolution: “Startup Y is like the X for Z”<br />Success: “Awesome Y created!”<br />Failure: “Company X dying/screwed up”<br />
  22. 22. So What IS a Story?<br />Competitive/Drama: “X will Kill Z”<br />Gossip: “CEO/Company rumour…”<br />Insight: “Trend X will change the world”<br />Evolution: “Startup Y is like the X for Z”<br />Success: “Awesome Y created!”<br />Failure: “Company X dying/screwed up”<br />You are The Story: “Kid creates FB”<br />
  23. 23. To Summarize<br />Know Who To Contact<br />Create Relationships Before The Pitch<br />Networking and creating buzz will help, before you pitch<br />Have a unique story<br />Personalize the pitch<br />Lay out the benefit for MY readers<br />
  24. 24. DON’T!<br />Be insulting<br />Give me your whole life story<br />Send 100 bloggers the same email<br />Don’t send me the same pitch multiple times – come up with news angles<br />
  25. 25. DON’T!<br />Don’t try PR just for your ego<br />Don’t be vague: Identify what you want covered<br />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.<br />
  26. 26. TechHub: Connect to London<br />
  27. 27. TechHub: €428 a *year*<br />Conferences: €500+ a day<br />
  28. 28. TechHub.com / @TechHub<br />
  29. 29. Yes, but how do I get on TechCrunch.com?<br />
  30. 30. Mike Butcher Editor, TechCrunch Europe http://eu.techcrunch.com/about mikebutcher@techcrunch.com @mikebutcher Linkedin.com/in/mikebutcher Facebook.com/mikebutcher<br />

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