1. The document provides tips for pitching a startup or app to the media, emphasizing brevity, relevance, and developing relationships. 2. It advises having a minimum viable product and angle ready, such as a launch or new feature, and to pick a relevant contact to pitch. 3. The ideal pitch is then kept brief, to the point, and avoids pestering journalists, while being careful about exclusives which can backfire if the embargo is broken. Building ongoing relationships through updates and in-person meetings is also encouraged.

1. Pitching Your Startup or App to
the Media.
Martin Bryant
@MartinSFP

2. thenextweb.com

3. Before you pitch.

4. Are you ready?
Have you got your 'MVP'?
If it's not ready for your users, it's not ready for
press

5. Do you have an angle?
● Just launched / about to launch
● Major new feature
● Significant milestone
● Human interest - news-related

6. Pick someone
relevant to contact.

7. Making the pitch.

8. Making contact
Image: Lemsipmatt via Flickr

13. So, how do you perfect your pitch?
1. Keep it brief and to the point

14. How not to do it...
FOR IMMEDIATE RELEASE
28 January 2012
DOGSQUARE LAUNCHES AS A SUPERLATIVE SO-LO-MO (SOCIAL, LOCAL, MOBILE)
SOLUTION
DOGSQUARE (TM) from Cynerbliss Ltd (TM) is a genre-defining new app. It is truly the pinnacle
of location-based, social activity sharing for the canine species.
With this HTML5, Javascript and Ruby On Rails enhanced experience, your four-legged
companion can experience the joy of location-sharing, thanks to patented Bla-Bla (TM)
technology.
CEO Michael X. Boringpitch (MBE, MSc) said:
"With Dogsquare (TM), the dynasty of social media is superbly emphased using our
patented Bla-Bla (TM) technology, created over a 6 year period on a Basingstoke industrial
estate. I once nearly met Mark Zuckerberg in a Palo Alto coffee shop, but my friend Dan said
he'd just left by the time I arrived."
Cynerbliss Ltd (TM) is delighted to announced that DOGSQUARE (TM) is now available on
popular app stores with immediate effect.

15. Annoying...
Hi Martin, I hope your cold that you tweeted about a
month ago has cleared up. I hate those things!!!!
I wanted to see if you had some interest in my app,
Dogsquare. TechCrunch, Mashable and The Huffington
Post LOVED it and now I think it's time for you to see it.
I know it's been covered elsewhere but a blog like The
Next Read Write Web would work wonders for our
branding and SEO. I'm willing to link back to you if you
cover us.
Thank you!
Michael X. Annoyingpitch

16. Much better...
Hi Martin,
We're about to launch a startup I think you might be
interested in. Dogsquare is essentially 'Foursquare for
dogs' - but it's so much more than that too.
I've attached more info, or you can check out the video
and screenshots here: LINK.
We're a new company and we're planning to launch on
Tuesday at 9am PT. We'd love you to cover the app.
Thanks,
Michael.

17. So, how do you perfect your pitch?
1. Keep it brief and to the point
2. Don't pester us

19. So, how do you perfect your pitch?
1. Keep it brief and to the point
2. Don't pester us
3. Be careful with exclusives

20. Exclusives
+ Media outlets love exclusives!
- Media outlets hate being second, you miss
out on additional coverage.

21. Embargoes
+ Hopefully lots of simultaneous coverage =
high impact
- People break embargoes (for a number of
reasons) - egos are bruised and your plans can
be messed up.

22. Developing relationships
● Keep in touch about MAJOR updates
● At the same conference? Come and say
hello.

23. PR?
Are they any good?
Are people calling you?

24. Beyond the startup
press?
People are people wherever they work.
Think about audiences, not journalists.

25. Thank you.
Questions?
@MartinSFP