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Prezentacija "How to deal with the media without screwing up" koju je Mike Butcher održao na How to Web Belgrade konferenciji 16. juna 2011. godine u Beogradu.
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Mike ButcherEditor, TechCrunch Europehttp://eu.techcrunch.com/[email protected]@mikebutcherLinkedin.com/in/mikebutcherFacebook.com/mikebutcher
News is a Purple Cow
Conversations usually beat press releases
Negotiate before you shoot
Don’t be a leechBe part of the
community
Want to join in? Network.
Conferences are not news
The content might be
Be a great contact
Be a cool blogger
Should you hire a PR firm? Maybe.
Please pitch like a human
Understand who you are talking to
The media likes CEOs
One company in a space is not (generally)
a story
Don’t be annoyed if you don’t get coverage
So What IS a Story?
• Competitive/Drama: “X will Kill Z”
So What IS a Story?
• Competitive/Drama: “X will Kill Z”• Gossip: “CEO/Company rumour…”
So What IS a Story?
• Competitive/Drama: “X will Kill Z”• Gossip: “CEO/Company rumour…”• Insight: “Trend X will change the world”
So What IS a Story?
• Competitive/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”
So What IS a Story?
• Competitive/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!”
So What IS a Story?
• Competitive/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”
So What IS a Story?
• Competitive/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”
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 MY readers
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 news angles
DON’T!
• Don’t try PR just for your ego• Don’t be vague: Identify what you want
covered• Don’t be the crazy lone person: Go to
events with a ‘wing’ person. Don’t approach people right off stage, they won’t remember you.
TechHub: Connect to
London
TechHub: €428 a *year*Conferences: €500+ a day
TechHub.com / @TechHub
Yes, but how do I get on TechCrunch.com?
Mike ButcherEditor, TechCrunch Europehttp://eu.techcrunch.com/[email protected]@mikebutcherLinkedin.com/in/mikebutcherFacebook.com/mikebutcher