HOW TO APPROACH 

THE PRESS
CLARITY PR
Y U WANT PRESS?
“We want to be on TechCrunch” is not a reason
• User acquisition
• Business leads/key hires
• Investors
Do...
• Have a marketing & PR strategy
• Name a spokesperson
• Have a detailed list of target media
• Nail your messaging!
• Hav...
HAVE MESSAGING
• What are you? Who is behind you?
• What three words describe you?
• What problems do you solve?
• How doe...
CLARITY PR
THE JOURNALIST’S BRAIN
“I wrote an average of 5 posts a day, churning out
nearly 1,740 articles over the course...
• Know which journo you are talking to
• A product launch or investment is NOT enough
CLARITY PR
HELP JOURNALISTS TO DO
TH...
• Don’t pester or be unpleasant
CLARITY PR
• Your story needs to be NEWSWORTHY
• Timeliness, significance, proximity,
prom...
CLARITY PR
• Give the “the why” ASAP
• Include next steps and ALL resources
• Keep it brief - add additional info at end
•...
Hi there,
I’m writing to you about COMPANYNAME (www.COMPANYNAME.com) CrunchBase profile. They
have just Xxxxxxxx. They cur...
• A quirky back story/narrative
• Exclusive access to key players
• Pitch analysis/opinions/white papers
ANALYSIS - unique...
• Be helpful. Give tips if you have them
• Get on panels, debates and discussions
Get known as the “go-to
guy” for your in...
• Align these things
IN SUMMARY
• Think about what a journalist wants to achieve
• Think about what you want to achieve
• ...
GET IN TOUCH
clarity.pr
•@linseyfryatt
• linkedin.com/in/linseyfryatt
• www.slideshare.net/linseyfryatt
CLARITY PR
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How to approach the press

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

How to approach the press

  1. 1. HOW TO APPROACH 
 THE PRESS CLARITY PR
  2. 2. 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
  3. 3. • 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
  4. 4. 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
  5. 5. 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”
  6. 6. • 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
  7. 7. • 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”
  8. 8. 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
  9. 9. Hi there, I’m writing to you about COMPANYNAME (www.COMPANYNAME.com) 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
 • 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
  10. 10. • 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
  11. 11. • 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
  12. 12. • 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
  13. 13. GET IN TOUCH clarity.pr •@linseyfryatt • linkedin.com/in/linseyfryatt • www.slideshare.net/linseyfryatt CLARITY PR

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