How to deal with the media without screwing up
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The document provides guidelines for effectively engaging with the media, particularly for pitching stories to TechCrunch. Key points include personalizing pitches, networking before reaching out, and formulating unique and compelling narratives to attract coverage. The importance of understanding the media landscape and cultivating relationships is emphasized throughout.
How to deal with the media without screwing up
- 1. Mike Butcher Editor, TechCrunch Europe http://eu.techcrunch.com/about mikebutcher@techcrunch.com @mikebutcher Linkedin.com/in/mikebutcher Facebook.com/mikebutcher
- 2. News is a Purple Cow
- 3. Conversations usually beat press releases
- 4. Negotiate before you shoot
- 5. Don’t be a leechBe part of the community
- 6. Want to join in? Network.
- 7. Conferences are not newsThe content might be
- 8. Be a great contact
- 9. Be a cool blogger
- 10. Should you hire a PR firm? Maybe.
- 11. Please pitch like a human
- 12. Understand who you are talking to
- 13. The media likes CEOs
- 14. One company in a space is not (generally) a story
- 15. Don’t be annoyed if you don’t get coverage
- 16. So What IS a Story?Competitive/Drama: “X will Kill Z”
- 17. So What IS a Story?Competitive/Drama: “X will Kill Z”Gossip: “CEO/Company rumour…”
- 18. So What IS a Story?Competitive/Drama: “X will Kill Z”Gossip: “CEO/Company rumour…”Insight: “Trend X will change the world”
- 19. 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”
- 20. 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!”
- 21. 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”
- 22. 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”
- 23. To SummarizeKnow Who To ContactCreate Relationships Before The PitchNetworking and creating buzz will help, before you pitchHave a unique storyPersonalize the pitchLay out the benefit for MY readers
- 24. DON’T!Be insultingGive me your whole life storySend 100 bloggers the same emailDon’t send me the same pitch multiple times – come up with news angles
- 25. DON’T!Don’t try PR just for your egoDon’t be vague: Identify what you want coveredDon’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.
- 26. TechHub: Connect to London
- 27. TechHub: €428 a *year*Conferences: €500+ a day
- 29. Yes, but how do I get on TechCrunch.com?
- 30. Mike Butcher Editor, TechCrunch Europe http://eu.techcrunch.com/about mikebutcher@techcrunch.com @mikebutcher Linkedin.com/in/mikebutcher Facebook.com/mikebutcher