BASIC STARTUP PR

WHAT YOU THINK

THE REALITY

HOW DO YOU GET THESE PEOPLE TO LISTEN?

RULE #1 DON’T BE RUDE

DON’T ACT LIKE HOT SHIT (ASSUME NOTHING) NO BCC OR MASS EMAILS FOLLOWING UP ONCE IS OK. TWICE GETS YOU BLACKLISTED. LEARN TO ACCEPT “NO” ONLY EMAIL ONE PERSON PER PUB NO LONG EMAILS (AT LEAST NOT THE FIRST PITCH) DON’T STRESS EMBARGOES TOO MUCH

RULE #2 THE DETAILS MATTER

GET THEIR NAME/PUB RIGHT (PLEASE!) TAKE TIME TO CUSTOMIZE EACH PITCH *ACTUALLY READ* THE REPORTER’S WORK NO BUZZWORDS!

RULE #3 KNOW YOUR BUSINESS

FOUNDERS>PR PEOPLE. ALWAYS. KNOW YOUR NUMBERS KNOW YOUR CUSTOMERS BE CANDID WITH REPORTERS ASK YOURSELF, “IS THIS *ACTUALLY* INTERESTING?”

RULE #4 TECHCRUNCH ISN’T THAT

IMPORTANT

RESEARCH OTHER PUBS (EVEN “LAME” ONES) PITCH LOTS OF PEOPLE AND KEEP REFINING FIND YOUR NICHE MANAGE YOUR EXPECTATIONS

RULE #5 BE SUPER NICE

SAMPLE COLD EMAIL PITCHES

Subject: Announcement from new wearable tech startup – 2M in funding

Hi Jen,

I noticed that you’ve been writing a lot about wearable tech lately. I thought your last article about sensors in shirts was really cool –definitely looking forward to more companies using that technology.

I’m the founder of a startup called Sensi that makes it easy for manufacturers to incorporate sensors into clothing at a very low cost. We’re seeing a lot of traction (over 100 businesses pay for our technology), and just closed our biggest customer yet, American Apparel.

We just raised a big round of funding (2M) and plan on making an announcement soon. Let me know if you’re interested in writing about the news and I can send over more info. Hope to hear from you soon!

Best,

Mark

Subject: EXCLUSIVE: Groundbreaking wearable tech startup you should cover

Hi there,

Have you heard of Sensi? We’re a new startup that is taking wearable tech to the next level. We just raised 2 million dollars and have a lot of customers. Can you write about us at TechCrunch? The news is embargoed until 9am on Thursday. Please let me know ASAP if you can write an article.

Mark

BONUS TIPS

FOLLOW REPORTERS ON TWITTER AND ENGAGE WITH THEM

CREATE YOUR OWN CONTENT (ALL FOUNDERS SHOULD BLOG)

BE FRIENDLY WITH REPORTERS, BUT NOT A CREEP

*ALWAYS* BE RELIABLE, RESPONSIVE, AND AVAILABLE