Hacking PRGetting Press for Technology Companies

PR

It’s a system...And all systems can be hacked.

Why is Press Important?

• Free

• Social Proof

• Trust - More weight than marketing messaging

• Starts inbound interest

STRATEGY

REPORTERS DO NOT

WANT TO WRITEMETA STORIES

STOP TRYING TO GET THEM TO

</META>

NODEv

INFLUENCER

NODE

• Well read by everyone

• Significant Distribution

• Often an “aggregator”

INFLUENCER

• Not read by everyone, but influences nodes and influences early adopter thinking

• Personal blogs of Chris Dixon, Fred Wilson, Mark Suster, Brad Feld, etc.

TECH PRESS LANDSCAPE

TECH PRESS LANDSCAPE

Influencer Node

Very Important

Less Important

TRENDS

• Daily Deals! iPhone Apps! Facebook Privacy! PINTEREST!

• Tech Reporters love covering trends

LIFE CYCLE OF A TREND

Influencers Start

Nodes Pick it up

Audience Cries, Please Stop!

People write sarcastic pieces

WHAT MAKES A GOOD PITCH?

1. NEWs, not meta

2. Right part of the TREND CURVE

3. SCARCITY (via Embargoes, Exclusives, etc)

Thank You!