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Tips for getting press attention?

Long story short, I'm going to be launching a product soon and I want to get some good press for it. Anyone have any tips for going about this? I'm pretty much an amateur when it comes to the media and I imagine it's a more general problem that a lot of you all have faced.

I don't have a great plan of action worked out, but here's my outline:
1) Locate contact information for journalists/reviewers/bloggers/whatever in my space
2) Shoot them an email
3) If they don't reply, call them
4) Try to convince them to write about my product

Can't be more specific about exactly what I'm doing - sorry.

15 Replies

Andra Keay
3
0
Andra Keay Entrepreneur • Advisor
Director at Silicon Valley Robotics
Find the story - your product launch is not a story - the way your product has changed someone's life (real not theoretical) is a story. Mike Butcher (TechCrunch UK) gives a great presentation on "How to deal with the tech media" http://mbites.com/2012/02/02/how-to-deal-with-tech-media/
Lawrence I Lerner
2
0
Lawrence I Lerner Entrepreneur • Advisor
Digitalization and Transformation Coach
Andrew, you should sign up for HARO (Help a Reporter Out). It's a good source to get access to the media. They post requests and you respond. There is a free version and paid for one. You'll decide what's best for you. I've had over 30 articles/interviews done (www.lawrenceilerner.com/media). There are some others and I think you can find them by doing a search.

Vocus is a great source but expensive. It will give you direct access to email and phone numbers for your target audience. Prices range from 3-$6K a year.
Rob Gropper
1
0
Rob Gropper Entrepreneur
Director at PetHero, SPC - Member at Eastside Incubator - Principal at Tuxedo Technologies Group
Search FD for other threads on this topic, there are several as I recall.
Albin Bajramovic
0
0
Albin Bajramovic Entrepreneur
Founder & CEO at FundCaster
and here is brute force, nothing to lose approach....or your are just simply looking for more people to reach out to http://customerdevlabs.com/2013/09/24/google-news-api-mturk-press/
Jessica Alter
2
0
Jessica Alter Entrepreneur • Advisor
Entrepreneur & Advisor
Huan Liu
0
0
Huan Liu Entrepreneur
Co-founder at Vimo Labs Inc.
HARO (Help a Reporter Out) seems to be a total waste of time. I have responded to a few inquiries, never got a reply. There are too many people on the mailing list now :-(
Lindsay Bubbico Ciulla
2
0
Lindsay Bubbico Ciulla Entrepreneur
Security PR Professional
The end goal is to tie your pitch and your product back to a larger story. What business issue does your product solve? How does what you're doing tie into the bigger picture? Reporters are inundated with self-serving, poorly written pitches that don't tell a story. The key is to differentiate yourself and show your value.

Equally important is to make sure you're targeting the right reporters. Look at who's covering your space, your partners, and your competitors. Otherwise, you'll end up nowhere. Twitter is a great place for research and getting in touch with your targets, too.
Lisa Langsdorf
2
0
Lisa Langsdorf Entrepreneur
Senior PR consultant/Media Relations Expert
I think the first question to ask yourself is, what do I want to get out of PR? How you would approach out reach really depends on what your specific goals are. For example, if you want to get in front of investors, and you have an interesting industry story to tell, then you might consider pitching the launch to someone like TechCrunch. Or, you may be interested in customer acquisition or both. Knowing the desired outcome dictates your strategy.

Kevin Benz
1
0
Kevin Benz Advisor
Principal at i-Media Strategies
Your intuition is not far off. Media exposure - earned media - can be a game-changer for start-ups and, if done right, it comes free of financial cost. It is not however completely free. It takes time and work and a resource commitment. There are a couple of steps you are missing in your list above. As a 30-year veteran journalist and media leader, I now work with executives and companies trying to do exactly what you want and inevitably I find that while they want media exposure, they have no idea what to do with it once they get it. 1) You should start by developing the story you need to tell. 2) Learn media performance and how to become a reporter's hero. If you get these concepts down, you will have a much easier time selling your story and getting on-going press. If you skip them, the news media will see you as a waste of time and you will lose a potential relationship. I'd be more than happy to advise if you'd like a longer discussion.
Bob Scheier
1
0
Bob Scheier Advisor
Veteran IT marketing copywriter, IT journalist, community manager
Is this a business to consumer or business to business product? For the consumer space, media is still important. For business products, other venues like LinkedIn or influential bloggers might be more important.
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