How to deal with the media without screwing up
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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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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 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
- 24. 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
- 25. 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.
- 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