19. So, for me to drop
everything and write
about you, your story
needs to be BETTER
than everything else.
20.
21. Answer: Unlikely.
So – You increase you
chances by pre-briefing
E.g. One/two line email:
“Mike, we’re doing X next
week. Are you
Interested?”
22. Ideal pitch over email:
Mike!
We are launching X.
It will compete with Y.
It’s better than Y because.
We have raised Z money.
From XYZ investors.
You have the exclusive.
Here’s more links (no PDFs)
23. How DO you negotiate?
• We want to offer you this as an exclusive
• We’re : Ready when you are, post whenever
you like in the next few days
• OR
• “Exclusivity lasts for the next /2 days”
• We are NOT going out to other media until
after the story is live with on your site
• The story is embargoed, but here’s the info
24. But put substance into
the first pitch
And don’t ask permission.
JUST DO IT
“Hey Mike, Would
you mind if I sent you a
press release?”
#FAIL
25. And: Get to the damn point!
Mike, given your background, I thought you could be interested in talking to the
founder of BLAH BLAH BLAH. With on-going debates on whether we are entering a
second Internet bubble and predictions that this year would yield the most IPOs of
technology stock since 2000, BLAHs trongly believes that the new wave of tech start-
ups would only be successful if they can add value by creating new markets, rather than
focus only on streamlining efficiencies. A case in point is his business – 80% of the
properties Flat-Club offers have not been previously available in the market. BLAHcan
also talk to you about what it means and what it takes to be a successful Internet start-up
today. If you are interested in talking to him please let me know and I can arrange an
interview. Below I’ve provided further information on BLAH.
OR
Interview with the founder of this startup?
He’s experienced because…
He can talk about… the tech bubble… donkeys… whatever
Here’s some more info below. Here’s a link
Thanks
41. So What IS a Story?
• Competition/Drama: “X will Kill Z”
42. So What IS a Story?
• Competition/Drama: “X will Kill Z”
• Gossip: “CEO/Company rumour…”
43. So What IS a Story?
• Competition/Drama: “X will Kill Z”
• Gossip: “CEO/Company rumour…”
• Insight: “Trend X will change the world”
44. So What IS a Story?
• Competition/Drama: “X will Kill Z”
• Gossip: “CEO/Company rumour…”
• Insight: “Trend X will change the world”
• Evolution: “Startup Y is like the X for Z”
45. So What IS a Story?
• Competition/Drama: “X will Kill Z”
• Gossip: “CEO/Company rumour…”
• Insight: “Trend X will change the world”
• Evolution: “Startup Y is like the X for Z”
• Success: “Awesome Y created!”
46. So What IS a Story?
• Competition/Drama: “X will Kill Z”
• Gossip: “CEO/Company rumour…”
• Insight: “Trend X will change the world”
• Evolution: “Startup Y is like the X for Z”
• Success: “Awesome Y created!”
• Failure: “Company X dying/screwed up”
47. So What IS a Story?
• Competition/Drama: “X will Kill Z”
• Gossip: “CEO/Company rumour…”
• Insight: “Trend X will change the world”
• Evolution: “Startup Y is like the X for Z”
• Success: “Awesome Y created!”
• Failure: “Company X dying/screwed up”
• You are The Story: “Kid creates FB”
• Celebrity: Ashton Kutcher invests!
• Cairo company hacks Facebook!
48. What should you send
the media?
It’s all about saving the media time
• LIST OF KEY BULLET POINTS FIRST
e.g.
• WireWAX has received investment from Passion Capital
• wireWAX have over 1,500 paying subscribers ETC ETC
• Video embed codes and setup for the dimensions of TC
• Crunchbase entry
• Direct hyperlink to web-ready logo
(NOT a hi-res image. This is not a fucking print title)
49. What should you send us?
It’s all about saving the media time
• Press Release IN PLAIN TEXT IN THE EMAIL
(Do NOT send press releases as attachments)
• Screen shots are ok as attached
• Link to preview of site/app
• Extra quotes
• Links to previous articles about Startup
• Mobile phone number/Skype address for key contacts etc
50. To Summarize
• Know Who To Contact
• Create Relationships Before The Pitch
• Networking and creating buzz will help,
before you pitch
• Have a unique story
• Personalize the pitch
• Lay out the benefit for the title’s readers
51. DON’T!
• Be insulting
• Give me your whole life story
• Send 100 bloggers the same email
• Don’t send me the same pitch multiple
times – come up with new angles
52. DON’T!
• Don’t try to PR your company because
you want to be famous
• Don’t be vague: Identify what you want
covered
53. Yes, but how do I get on
TechCrunch.com?
(Do all of the above)