Publicity & presentation (english)

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A great presentation on dealing with the tech bloggers by our good friend Roxanne Varza

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Publicity & presentation (english)

  1. 1. Publicity & Presentation Startupbootcamp - Madrid Roxanne Varza Editor, TechCrunch France
  2. 2. Outline● Getting attention from the press● Writing a good press release● Communicating with the press● Best practices
  3. 3. I. Getting attention from the pressSeveral possibilities ● creating "buzz" ● famous by association ● making an announcement ● other alternatives ("goodies")
  4. 4. Creating "buzz"● an innovative way to get attention● example: HOPA dry-erase girl (a hoax)● http://techcrunch.com/2010/08/11/elyse-porterfield/
  5. 5. Famous by associationTip from Julia Allison: "Whenever someone takes a picture of me, I always try to stand next to someone famous..."
  6. 6. Making an announcement ● a launch, fundraising/investment, the opening of an office, recruiting someone at Facebook, impressive statistics, a new product with hot new features*" ● these all deserve classic press releases*Avoid "announcing" new features every month, it annoys thepress/me
  7. 7. Other options/goodies● A funny story (but dont abuse this) ○ Examples: ■ People renting goats as lawn mower on E-loue.com ■ A 9 year old child produces a professional magazine using MadMags platform... ○ Bad example: "a dog made a website using our product"● Be part of a trend ○ wave of Q&A sites like Quora, social games, YCombinator (great one for SBC startups)● Mystery or something impressive ○ Example: Hipster, 10K sign-ups in 2 days without anyone knowing what the product even was!
  8. 8. II. Writing a good press release ● Only for announcing something traditional or classic (hiring someone from Facebook, announcing an investment round...) ● Why I personally like press releases ○ especially useful for technical terms/expressions ○ summary of essential info that should be included ● But I do NOT want to simply republish a press release, I need MORE info!
  9. 9. Always include basic information● The official launch date● Number of people on the team● How much money have you raised? Is there an investment round in the future or in process?● Competitors (from USA, EUR, your country of origin)● Business model● Is there a mobile app? Integration with social networks?● Stats? (Number of users, etc.)● High-profile client names to include?● Some new projects/features to come in the near future?● Are you going international/to new markets?
  10. 10. PR AgenciesGood Bad ● A journalist can go to ● It can get complicated for ONE person for info on organizing interviews or several companies asking for follow-up information after a press release is sent ● PR reps never have ALL the information on the company and take longer to get it (critical for a blogger/real-time media)
  11. 11. III. Communicating with the pressThe way in which you communicatewith journalists is MORE importantthan the information you aresending!!!
  12. 12. Before sending a press release...● Know and select the right media and journalist ○ Example: Michael Arrington and I both write for TechCrunch - except Mike hates France and I love France. We are not going to write about French startups the same way...● Also, know how the journalist prefers to receive information. This is usually VERY clear on the website of the publication and is meant to save time!
  13. 13. The email inbox of a journalist/bloggerDeath by email (I receive several hundred emails per day) ● Personalize: "Hello Roxanne..." gets my attention ● Pick a short but punchy email title
  14. 14. Tips for sending a press release● Pick a good title for the email● Personalize the email with the name of the journalist● Send all information or elements in advance for better quality articles ○ BE CLEAR if there is an embargo date/time● Give exclusive information and be clear about it (journalists love this)● Communicate and coordinate with the others involved in the press release (investors, partners, etc.)
  15. 15. Sending a press releaseThe particular case of a blogger: ● it is a real-time media publication ● it is an interactive mediaTips: ● Put all information into the body of the email ● Include links, videos, references to other articles ● Dont forget to send screen shots and a recent logo
  16. 16. IV. Best practices ● Following up with a journalist who hasnt published anything ● Corrections ● Competitors ● Social Media ● Top Secrets
  17. 17. When should you ask a journalist whythey havent written about you yet?● All journalists are bombarded with info ○ It is OK to ping the journalist to verify they want to write about your topic● The journalist may not like your product or company or isnt at ease with the subject ○ Ask the journalist but do not insist - this can lead to bad press (see below...)● It is also possible that the content isnt in the editorial line of the publication ○ Example: not all iphone apps are TechCrunch material
  18. 18. IV. Best Practices● When should you ask a journalist to make a correction? ○ You can ignore typos ○ Correct (politely!) information that is incorrect ■ A competitor or a founders name ○ Feel free to update the journalist from time to time (sometimes they can modify the article with new info)
  19. 19. CompetitorsTALK OPENLY ABOUT YOURDIRECT AND INDIRECTCOMPETITORS, ITS BETTERFOR YOU!!!● Helps a journalist understand your product better● If you can be compared to someone like Google, Facebook, Groupon, Zynga, etc...GO FOR IT!!
  20. 20. Social Media as a news source● Social media platforms are a new source of information for journalists ○ Facebook - activity on Fan pages can be news ○ Twitter - sometimes tweets can be news worthy ○ Quora - interesting replies to questions can lead to stories
  21. 21. Top secrets● People say you should never trust a journalist...EVEN IF YOU THINK IT IS OBVIOUS WHATTO PUBLISH AND WHAT NOT TO PUBLISH,IT IS NOT. DO NOT TELL A JOURNALISTANYTHING THAT YOU DO NOT WANTPUBLISHED. PERIOD.

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