HOW TO GET THE ATTENTION OF THE MEDIA WHEN YOU LAUNCHSCV STARTUPJULY 14, 2014

ABOUT ME

THE LIFE OF A JOURNALIST• Busy• Understaffed• Limited resources• Around-the-clock• Separation between Church

and State

YOU ARE NOT SPECIAL

COMMANDMENTS ONE-THROUGH-10:1. Personalize your pitch2. Personalize your pitch3. Personalize your pitch4. Personalize your pitch5. Personalize your pitch6. Personalize your pitch7. Personalize your pitch8. Personalize your pitch9. Personalize your pitch10. Personalize your pitch

“I hate getting emails that have clearly been sent to 10,000,000 organizations about some bullshit book set in Uzbekistan… ‘A story your readers might be interested in….’ they say.”

DO YOUR HOMEWORK• Who is the right reporter?• Who is their audience?• How have they covered similar pitches in

the past?• Did they just recently do something

similar?• Is there a regular segment this fits in?

CRAFT A PRESS RELEASE• Show the news value(s) you provide

• Impact, timeliness, prominence, proximity, bizarre, conflict, currency, human interest

• Provide data and statistics• Don’t be secretive!• Link to everything you possibly can• Create a media kit via Dropbox or hosted on

your site• Create other opportunities for media

PITCHING TO VARIOUS MEDIA• Media outlets have different needs

• TV• Newspaper• Magazine• Online publication / blog• Radio

HOW TO PITCH• Email them a press release with a special note

above it specifically for them• Don’t attach lots of documents, always link to things• Be sure to emphasize other ways you can help them

on stories• Time of the email is less relevant in a 24/7 news

cycle• But don’t expect a story TOMORROW• Don’t call unless they promised to respond and it’s

been 36-48 hours

PR ON A BUDGET• Free PR distribution

• www.tinyurl.com/freePRlists• Help a Reporter Out (HARO/Vocus)

• HelpAReporter.com• Public Relations Society of America

• PRSA.org• PRSALA.org

INTERVIEW TIPS• Be as prepared as your meeting with VCs• Have all potential stats/numbers on hand

(and if you need to follow up, do it ASAP)• Don’t be shut off or try to go “off-the-record”• Use layman’s terms and analogies• Think of some anecdotes from the business,

clients, etc.• Provide them with other sources or story

ideas at the end

HIRING OUTSIDE PR/MEDIA CONSULTANTSPROS:• They do this for a living (duh)• They have media relationships, particularly with national

outlets that are harder to crack

CONS:• Costs• They don’t know your product like you do• They have multiple clients and may not be as “on-

demand”

HOW TO HIRE A GOOD PR/MEDIA CONSULTANT• Ask tech journalists which PR firms they

trust• Find one with tech experience• Ask them how they show their ROI• Ask for references from the similar

industry

WHEN TO GO IN-HOUSE• Do you have 20-40 hours of work?

• Ask someone what 20-40 hours of work is• Decide what is logical – you don’t need

Facebook, Twitter, Pinterest, Instagram, and Tumblr in the first year

• Will you have a lot of upcoming newsworthy hurdles that requires more dedicated media outreach?

• Do you have the money?• Can you get an intern?

EXTRA TIPS FROM JOURNOSprsala.org/news-and-events/happyhour

• Ask for an introductory coffee (<$5.00)• Get their name and details right• ANSWER YOUR PHONE• Follow the journos on social media and list, favorite, retweet

to get their attention (but don’t pitch via social media!)• Even if the journalist understands the tech terms, keep it at a

layman’s level• Get involved in your community so you can meet journalists

in other contexts (City Hall, fundraisers, community events)

QUESTIONS?EMAIL ME!######

TEXT ME!Xxx-xxx-xxxx

COFFEE ME!Live in North HollywoodWork in Sherman Oaks