Hack the press                           Ken Westin                           ActiveTrak Inc. Founder, CEO, Media Whore   ...
HOw GadgetTrak startedSunday, October 16, 2011
Sunday, October 16, 2011
PR Firms vs Founders                           PR Firms cost around $5K - $10K+ per month                                 ...
+                           Build sh*t that mattersSunday, October 16, 2011                                    +
what’s Your story?                           You don’t build technology!                             You solve a problem. ...
KEEP IT CONCISE!                           We created X to Solve Y Because                                ...every year Pe...
Avoid Jargon                           English motherf*cker!                              Do you speak it!?Sunday, October...
writing Guidelines                           Write what you want to say                           Cut the word count by 50...
we are too complex,                      nobody understands our genius                      No, you’re boring and uncreati...
Reporters                                    Busy                           Generally not technical                  Diffe...
Press Releases are dead                  reporters receive 100-300 press releases/day                           written fo...
Social press                            not about you, but larger trends            no longer one-to-one pitches, but one-...
Reporters Love Data                           12,000 Laptops are reported lost/stolen                                  in ...
Reporters #1 Research ToolSunday, October 16, 2011
SEO & SEM - Be OrganicSunday, October 16, 2011
Sunday, October 16, 2011
How we got on Good Morning AmericaSunday, October 16, 2011
hobby blogs, forums, twitterSunday, October 16, 2011
AN OfferSunday, October 16, 2011
Sunday, October 16, 2011
30K uniquesSunday, October 16, 2011
Press Bombing                             monitor your brand   twitter, Google Alerts/News, Custom                        ...
Cyberstalking Reporters             email corrections, or interesting factoids they missed                              Co...
Talking to reporters             What you say can be used against you           let reporter draw their own conclusions   ...
How I got My Ugly Mug into forbes         ParanoiaSunday, October 16, 2011
Be an expert                                DO YOUR HOMEWORK                 be the go to person for your industry        ...
Who is the Audience? What’s the goal?                           $0           $3,800Sunday, October 16, 2011
Techcrunch coverage infographicSunday, October 16, 2011
PortlandSunday, October 16, 2011
Press OpportunitiesSunday, October 16, 2011
EndorsementsSunday, October 16, 2011
Local news = free infomercialSunday, October 16, 2011
Getting reporters to help youSunday, October 16, 2011
Final word                           Take risksSunday, October 16, 2011
if you have a laptop stolen with our software contact                                 me directly                         ...
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Hack the Press

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Slides from Portland Startup Weekend keynote presentation "Hack the Press" by Ken Westin of ActiveTrak Inc.

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Hack the Press

  1. 1. Hack the press Ken Westin ActiveTrak Inc. Founder, CEO, Media Whore kwestin@gadgettrak.com Twitter: kwestinSunday, October 16, 2011
  2. 2. HOw GadgetTrak startedSunday, October 16, 2011
  3. 3. Sunday, October 16, 2011
  4. 4. PR Firms vs Founders PR Firms cost around $5K - $10K+ per month Can this be used elsewhere? You need to define the story Nobody loves your baby more than you bring in a contractor apostleSunday, October 16, 2011
  5. 5. + Build sh*t that mattersSunday, October 16, 2011 +
  6. 6. what’s Your story? You don’t build technology! You solve a problem. What is the unique way you Solve it? How does this fit into larger trends?Sunday, October 16, 2011
  7. 7. KEEP IT CONCISE! We created X to Solve Y Because ...every year People die because of Y ...businesses currently lose Billions because of Y ...our family needed a way to solve YSunday, October 16, 2011
  8. 8. Avoid Jargon English motherf*cker! Do you speak it!?Sunday, October 16, 2011
  9. 9. writing Guidelines Write what you want to say Cut the word count by 50% RepeatSunday, October 16, 2011
  10. 10. we are too complex, nobody understands our genius No, you’re boring and uncreative!Sunday, October 16, 2011
  11. 11. Reporters Busy Generally not technical Different levels of fact checking highly competitive - offer exclusives etcSunday, October 16, 2011
  12. 12. Press Releases are dead reporters receive 100-300 press releases/day written for ceo, not a “real” audience marketing happy talk kills treesSunday, October 16, 2011
  13. 13. Social press not about you, but larger trends no longer one-to-one pitches, but one-to-networks No what reporters say, but readers’ Reactions 14o character tweet is more powerful than a press releaseSunday, October 16, 2011
  14. 14. Reporters Love Data 12,000 Laptops are reported lost/stolen in u.s. airports every week! No stats? User competitors’ studies or create your own Give them everything they need for an articleSunday, October 16, 2011
  15. 15. Reporters #1 Research ToolSunday, October 16, 2011
  16. 16. SEO & SEM - Be OrganicSunday, October 16, 2011
  17. 17. Sunday, October 16, 2011
  18. 18. How we got on Good Morning AmericaSunday, October 16, 2011
  19. 19. hobby blogs, forums, twitterSunday, October 16, 2011
  20. 20. AN OfferSunday, October 16, 2011
  21. 21. Sunday, October 16, 2011
  22. 22. 30K uniquesSunday, October 16, 2011
  23. 23. Press Bombing monitor your brand twitter, Google Alerts/News, Custom Monitor your competitors’ brands monitor your competitors’ PR Staff monitor industry keywords and related Know your competitors products inside and outSunday, October 16, 2011
  24. 24. Cyberstalking Reporters email corrections, or interesting factoids they missed Comment on websites carefully HARO http://www.helpareporter.com/Sunday, October 16, 2011
  25. 25. Talking to reporters What you say can be used against you let reporter draw their own conclusions avoid rants & tangents relax & breathe be yourselfSunday, October 16, 2011
  26. 26. How I got My Ugly Mug into forbes ParanoiaSunday, October 16, 2011
  27. 27. Be an expert DO YOUR HOMEWORK be the go to person for your industry Be on call for reporters 24/7 REach out to reporters with story ideas love what you doSunday, October 16, 2011
  28. 28. Who is the Audience? What’s the goal? $0 $3,800Sunday, October 16, 2011
  29. 29. Techcrunch coverage infographicSunday, October 16, 2011
  30. 30. PortlandSunday, October 16, 2011
  31. 31. Press OpportunitiesSunday, October 16, 2011
  32. 32. EndorsementsSunday, October 16, 2011
  33. 33. Local news = free infomercialSunday, October 16, 2011
  34. 34. Getting reporters to help youSunday, October 16, 2011
  35. 35. Final word Take risksSunday, October 16, 2011
  36. 36. if you have a laptop stolen with our software contact me directly 503-799-8610 kwestin@gadgettrak.com You can be on a national news showSunday, October 16, 2011

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