Hack the press Ken Westin ActiveTrak Inc. Founder, CEO, Media Whore [email protected]Twitter: kwestin Sunday, October 16, 2011
Transcript
Hack the press Ken Westin ActiveTrak Inc. Founder, CEO, Media
Whore [email protected] Twitter: kwestinSunday, October 16,
2011
HOw GadgetTrak startedSunday, October 16, 2011
Sunday, October 16, 2011
PR Firms vs Founders PR Firms cost around $5K - $10K+ per month
Can this be used elsewhere? You need to define the story Nobody
loves your baby more than you bring in a contractor apostleSunday,
October 16, 2011
+ Build sh*t that mattersSunday, October 16, 2011 +
whats Your story? You dont build technology! You solve a
problem. What is the unique way you Solve it? How does this fit
into larger trends?Sunday, October 16, 2011
KEEP IT CONCISE! We created X to Solve Y Because ...every year
People die because of Y ...businesses currently lose Billions
because of Y ...our family needed a way to solve YSunday, October
16, 2011
Avoid Jargon English motherf*cker! Do you speak it!?Sunday,
October 16, 2011
writing Guidelines Write what you want to say Cut the word
count by 50% RepeatSunday, October 16, 2011
we are too complex, nobody understands our genius No, youre
boring and uncreative!Sunday, October 16, 2011
Reporters Busy Generally not technical Different levels of fact
checking highly competitive - offer exclusives etcSunday, October
16, 2011
Press Releases are dead reporters receive 100-300 press
releases/day written for ceo, not a real audience marketing happy
talk kills treesSunday, October 16, 2011
Social press not about you, but larger trends no longer
one-to-one pitches, but one-to-networks No what reporters say, but
readers Reactions 14o character tweet is more powerful than a press
releaseSunday, October 16, 2011
Reporters Love Data 12,000 Laptops are reported lost/stolen in
u.s. airports every week! No stats? User competitors studies or
create your own Give them everything they need for an
articleSunday, October 16, 2011
Reporters #1 Research ToolSunday, October 16, 2011
SEO & SEM - Be OrganicSunday, October 16, 2011
Sunday, October 16, 2011
How we got on Good Morning AmericaSunday, October 16, 2011
hobby blogs, forums, twitterSunday, October 16, 2011
AN OfferSunday, October 16, 2011
Sunday, October 16, 2011
30K uniquesSunday, October 16, 2011
Press Bombing monitor your brand twitter, Google Alerts/News,
Custom Monitor your competitors brands monitor your competitors PR
Staff monitor industry keywords and related Know your competitors
products inside and outSunday, October 16, 2011
Cyberstalking Reporters email corrections, or interesting
factoids they missed Comment on websites carefully HARO
http://www.helpareporter.com/Sunday, October 16, 2011
Talking to reporters What you say can be used against you let
reporter draw their own conclusions avoid rants & tangents
relax & breathe be yourselfSunday, October 16, 2011
How I got My Ugly Mug into forbes ParanoiaSunday, October 16,
2011
Be an expert DO YOUR HOMEWORK be the go to person for your
industry Be on call for reporters 24/7 REach out to reporters with
story ideas love what you doSunday, October 16, 2011
Who is the Audience? Whats the goal? $0 $3,800Sunday, October
16, 2011
Techcrunch coverage infographicSunday, October 16, 2011
PortlandSunday, October 16, 2011
Press OpportunitiesSunday, October 16, 2011
EndorsementsSunday, October 16, 2011
Local news = free infomercialSunday, October 16, 2011
Getting reporters to help youSunday, October 16, 2011
Final word Take risksSunday, October 16, 2011
if you have a laptop stolen with our software contact me
directly 503-799-8610 [email protected] You can be on a
national news showSunday, October 16, 2011