10 Commandments of Tech PR
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A little bit of fun, needs accompanied by some more detailed notes
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10 Commandments of Tech PR
- 2. #1 DON’T BE A DICK THE 10 COMMANDMENTS OF PR
- 3. #1 THOU SHALT NOT BE A DICK
- 4. #2 THOU SHALT KNOW THY KPIS
- 5. #3 THOU SHALT KNOW THAT THY PRODUCT IS NOT GOD
- 6. #4 UNLESS THOU ART A BEE, THOU SHALT NEVER BE “CREATING A BUZZ”
- 7. #5 THOU SHALT REALISE THAT THERE’S MORE TO LIFE THAN TECHCRUNCH
- 8. #6 THOU SHALT NOT “SPRAY AND PRAY”
- 9. #7 THOU SHALT LOVE THY NEIGHBOUR
- 11. #9 THOU SHALT NEVER ASK FOR COPY APPROVAL… EVER
- 12. #10 THOU SHALT NOT BE A DICK
- 13. THOU MAY NOW ASK QUESTIONS LINSEY FRYATT linseyfryatt.com linsey@linseyfryatt.com
- 14. EXTRA READING •GUY CLAPPERTON Five reasons you may not see my draft •GUARDIAN NEWSPAPER PR Peep Show •BEKAH GRANT Confessions of an ex Tech Journalist •MIKE BUTCHER The press release is dead
Editor's Notes
- Germany MD for Clarity PR 15 years a journalist, tech and business publications Help high-growth digital companies, many 1st time in PR§ Last 18 months hugely rewarding, but some common pitfalls, That’s why…
- From time as a journo, I know what is hugely annoying. Journos are time-poor, harassed, less time to research and follow Straw poll recently shows the same issues coming up over and over, from PRs and journos alike. This is a guide if you are doing PR yourselves or even going to hire someone. Most important points to get results and avoid painful relationships. And to get heard in a crowded marketplace
- Applied to all of humanity We’ll come back to this, but if this is not your core competency, then listen to those who have experience Founders are forceful, bullish, and that can be great in the business world. Don’t treat this like a deal that you can win with force of will
- Just like this Hindu God, PR has many arms Plan as you would any other business decision I hear from founders how “PR is a black art”. It doesn’t have to be. Scientific factors What do you hope to get out of this? User acquisition, investment, brand awareness Who is your target audience? Work back from this - what do they read, what journalist in that publication is of use to you,what influencers also might help
- Morgan Freeman is God. Story is God Tech journalists can get around 400 emails per day, write 5x posts per day, 2,000 per year Why should they give a shit about your product? That’s EXACTLY what you have to communicate to them. Why are you telling me this? Why should I care? What makes a story newsworthy? Timeliness, significance (to their readers), proximity, prominence, human interest Founder story, corporate story, famous investors, etc…
- Neither shall you be “Going viral” unless you are eBola Unless you have a cancer-curing Time Machine, you’re most likely not “disruptive” Other words to avoid… “reaching out” “leverage” “turnkey” Facts, not opinions and adjectives that you have decided to attach to your product How to write a great press release – bullet points, context, competitors, history, inline in email, quotes, hi res images etc
- In Tech everyone obsessed with TC (€1000 example) Funding announce or whatever fine… the reach is great. But does it match your KPIs? Who are you speaking to? If you DO want into TC, RESEARCH what sort of articles they take, what info is needed etc And what then? Have a follow-up plan for more in-depth, feature-style coverage using the traction from initial boost. Or use to appear on panels etc
- Do donkey work - keep detailed media lists Know a journalist’s beat “If you want to create a personal relationship with a journalist, start by researching what they do and what they want, rather than trying to fake it with phone banter. I really appreciate well-targeted pitches from people who understand what I write about.” No Dear sir/madam Bring research and interest to the table (see slide on what makes news).Offer nice exclusives
- Confident and non-evasive on competitors. If you say to me that you have no competitors then you’re either a liar or have a product that no one wants to use in the first place Prepare for hard questions - journalists are not idiots Set a media training day, role play Arrange panel discussions with your competition etc. Stand on the shoulders of giants.
- Relevant data, thought leadership, analysis, etc Are you willing to cover controversial topics and have something to say? Informal help, go-to guy etc even if it means to coverage Transparency Remember that PR s PUBLIC RELATIONS not just PRESS RELATIONS, so think about networking, appearing on panel discussions, becoming involved in the ecosystem
- Journalists wok for their editors, for their newspapers and ultimately for their readers. Can be tricky if it’s an in-depth subject such as crypto currency, new tech etc. Be on the safe side and record/email your quotes as backup too, and give as much info to support as you can. Find clear ways to explain, and send an FAQ sheet Don’t ask for a copy change if the facts are right but you don’t like the tone of it – again, the journalist does NOT work for you
- See slide 1. But it really is worth repeating. Once that release is sent out, do not pester or annoy or get shirty with a journalist Ask for honest feedback and take it on board Be nice, be honest, be useful. Don’t be a dick