GET ATTENTION FOR ANYTHING

A ROUGH GUIDE TO MEDIA MANIPULATION

@jonnyli Startup WeekendNo Talk, All ActionCreate a Startup in a Weekend

BEFORE

OKAY LET’S TALK ABOUT

HOW STUFF GOES VIRALWHO THE PLAYERS ARE

HOW TO PLAY THIS GAME

Blogs compete to get stories firstNewspapers compete to “confirm” itand then Pundits compete for airtime to opine on it.

Ryan Holiday

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BLOGS HAVE ENORMOUS INFLUENCE

89% of journalists reported using blogs for their research for stories. Roughly half reported using Twitter to find and research stories, and more than two thirds use other social networks, such as Facebook or LinkedIn, in the same way.

MEDIA MONITORING study by Cision and George Washington University

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THE ENTRY POINT

THE LEGACY MEDIA

THE NATIONAL PRESS

BLOGONOMICS 101Bloggers are paid by their pageviews.

GIVE THEM WHAT SPREADS, NOT WHAT’S GOOD

if it doesn’t spread, it’s deadHenry Jenkins MIT media professor

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GIVE IT TO THEMSCANDALS CONTROVERSY

HUMOURSEX & CONFLICT CUTE

WHAT THE F*CK

BOOBS

if something is a total bummer, people don’t share it....the most powerful predictor of virality is how much anger an article evokes.

MAKE PEOPLE ANGRY, IT WORKS

Jonah Peretti virality expert

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get the whole story into the headline but leave out just enough that people will want to click.

CLICK-FRIENDLY HEADLINE

Brian Moylan, Gawker Writer

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WRITE WHAT GETS PAGE VIEWS

It's like a compass for bloggers

BLOGGERS GRAVITATE TOWARDS TRENDING TOPICS

BLOGS COPY EACH OTHER IF THEY THINK THERE IS TRAFFIC IN IT

Take the outlet where you’d like to receive coverage and observe it for patterns.

Tailor your story to those smaller sites, it sets you up to be noticed by the larger one.

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The blogs on Gawker and Mediabistro, for instance, are read very heavily by the New York City media set.

Craft your story for those sites that automatically set yourself up to appeal to the other reporters reading it

RECAP

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The media gallops in a herdIt takes just one steer to start a stampede.

JUST LIKE A BUNCH OF ANIMALS