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CONTENTS
Disclaimer………………………………………………………………………………..Introduction……………….…………………………………………………………….Email Database………….………………………………………………………....Top Tech Journalists….……………………………………………………………...Top Tech Blog Reporters…………………………………………………………..Top Newspapers………………………………….…………………………………...Top Newspaper Tech Reporters……………………………………………….SEO Blogs………………………………………………………………………………...A Quick Getting to Getting Press.………………………………………....Press Releases…………...……....................................................................Pitching To Journalists……………………………………………………..…...Conclusion………………………………………………………………………….…....
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THE ULTIMATE EMAIL DATABASE
DISCLAIMER
Here at Publicize, we’re extremely conscious about protecting the personal data of the journalists, bloggers, and writers featured in this guide.
We’ve provided the publication details, editor & journalist names, and their contact details where we can.
Our aim is to give startups a leg up for winning press coverage. We’ve collated a list of relevant reporters who may be interested in telling their story.
However, we’ve not included any information, including contact information, which is not already publicly available.
THE ULTIMATE EMAIL DATABASE
03
WHO IS THIS EMAIL DATABASE FOR?
Diving into the media spotlight can push your company to the next level. You’ll attract new customers, partners and potential investors, as well as improving your authority in your industry. And that’s before you consider the SEO and digital marketing benefits it can have on your startup.
Unfortunately, new companies frequently hold themselves back from receiving press exposure by erecting imaginary barriers.
These vary from not forming relationships with relevant reporters to not having the resources to pay the big bucks for traditional PR agencies.
However, there is hope.
This guide will help your business tear down those walls and get the attention you deserve. Featuring journalists’ contact lists, advice on writing press releases and constructing the perfect pitch; winning press coverage starts here.
If you’re reading this guide, it’s likely that you have realized the huge difference that PR can make to your business.
With over 3 billion people online, PR remains more important than ever for startups and growing businesses. Furthermore, 80% of businesses prefer getting company information through content rather than advertisements. Clearly, earned media is going nowhere.
THE ULTIMATE EMAIL DATABASE
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TOP TECH JOURNALISTS
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Publication DescriptionEditor or Journalist Names
Editor or Journalist Contact Details
Engadget
Engadget is a web magazine with obsessive daily coverage of everything new in gadgets and consumer electronics.
Chris Ip- Tech Features Editor
The Verge
The Verge is a news and media network dedicated to examining how tech is changing our daily lives and culture.
Natt Garun - Technology ReporterAshley Carman - Tech Editor
[email protected]@theverge.com
Techcrunch
TechCrunch is a leading technology media property, dedicated to obsessively profiling startups, reviewing new Internet products, and breaking tech news.
Matt Burns - Managing Editor (Tech)Jonathan Shieber - Senior Editor
[email protected] [email protected]
Mashable
Mashable is one of the largest independent news sources dedicated to covering digital culture, social media and technology.
Michael Nuñez - Tech EditorSasha Lekach - Tech Reporter
[email protected]@mashable.com
The Next Web
TNW provides insight and meaning into the world of tech, with its news site TNW News and its tech hub TQ.
Matthew Hughes - Tech JournalistMár Másson - Contributed Content Editor
[email protected]@thenextweb.com
7TOP TECH JOURNALISTS
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8TOP TECH JOURNALISTS
Publication DescriptionEditor or Journalist Names
Editor or Journalist Contact Details
Wired
Wired is a print and online magazine that focuses on emerging tech and its impact on culture, the economy and politics.
Steven Levy - Editor [email protected]
Fortune Tech
Fortune Tech is the tech arm of Fortune magazine, reporting on the business side of the tech industry.
Verne Kopytoff - Senior Tech Editor
Digiday
Digiday takes a global perspective and reports on the disruptive force of technology on the media and marketing industries.
Seb Joseph - Tech Editor
Slash Gear
SlashGear is dedicated to reporting on the latest developments in personal technology, from cutting edge wearables to the latest digital trends.
Chris Burns - Head EditorBrittany Hillen - Senior Editor
[email protected]@slashgear.com
GIGAOM
GIGAOM provides news and analysis on startups, emerging technologies and everything else related to the tech industry.
Andrew Burst - Tech Anayst
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Publication DescriptionEditor or Journalist Names
Editor or Journalist Contact Details
Ars Technica
Ars Technica specializes in news, reviews and analysis of technology trends, along with expert advice on a range of tech topics.
Lee Hutchinson - Senior Tech Editor
NYT Bits
Bits is the tech news section of the NYT, providing insight and analysis on Silicon Valley and the tech industry.
Steve Lohr - Technology Reporter
MacRumors
MacRumors is a tech blog dedicated to bringing its readers the latest news and rumors about Apple, Mac, and iOS.
Eric Slivka - Editor in Chief
9 to 5 Mac
9 to 5 Mac is a blog dedicated to breaking Mac news and analyzing Apple Intelligence.
Michael Potuck - Technology Editor
ReadWrite
ReadWrite is a tech blog covering web 2.0, web technology, industry news, reviews and analysis.
Brad Anderson - Editor in Chief [email protected]
TOP TECH JOURNALISTS
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9
Publication DescriptionEditor or Journalist Names
Editor or Journalist Contact Details
AnandTech
Anandtech is a tech blog that provides in-depth reviews of the latest PC and consumer electronics technology.
Ryan Smith - Editor in chief
BGR
BGR is a leading mobile and technology news source, featuring breaking news, insight and analysis.
Jonathan Geller - Editor in chief
Ubergizmo
Ubergizmo reports on tech and consumer electronics with an emphasis on making it intelligible to the layman.
Hubert Nguyen - Editor
MobileSyrup
MobileSyrup reports on the Canadian tech scene, including news and reviews for users and enthusiasts
Patrick O’Rourke - Managing Editor
Pocketnow
Pocketnow focuses on smartphones, tablets and wearables, bringing news and reviews to its readers.
Anton Nagy - Editor in Chief [email protected]
TOP TECH JOURNALISTS
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Publication DescriptionEditor or Journalist Names
Editor or Journalist Contact Details
Skatter Tech
Skatter Tech is digital publication with in-depth coverage of all of the latest consumers products and trends.
Sahas Katta - Co Founder
TOP TECH JOURNALISTS
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TOP TECH BLOG REPORTERS
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9TOP TECH BLOG REPORTERS
Blogger Description Email/URL Twitter
Robert Scobleizer
Robert Scoble is an employee of Rackspace and is chief troublemaker in the building43 community of internet fanatics.
[email protected] @Scobleizer
Guy Kawasaki
Guy Kawasaki is the co-founder of Alltop.com, an “online magazine rack” of popular topics on the web, and a founding partner at Garage Technology Ventures.
@GuyKawasaki
Chris Brogan
Chris Brogan is president of Human Business Works, a media and education company. Chris’s blog is in the Top 5 of the Advertising Age Power 150.
[email protected]@chrisbrogan
Brian Solis
Solis is globally recognized as one of the most prominent thought leaders and published authors in new media.
@briansolis
Louis GraySilicon Valley early adopter tech blog.
[email protected] @louisgray
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9TOP TECH BLOG REPORTERS
Blogger Description Email/URL Twitter
Jeremiah Owyang
Jeremiah Owyang covers a wider, more general area, which includes all web decision making processes, concepts, stats, and ideology.
[email protected] @jowyang
Dave Winer
Dave Winer is pioneer of the development of weblogs, syndication (RSS), podcasting, outlining, and web content management software.
[email protected] @davewiner
Phillip J. Windley
Phillip J. Windley, Ph.D. is the Founder and Chief Technology Officer (CTO) of Kynetx.
[email protected] @windley
Chris Messina
A user experience designer on Google+. Co-founded the BarCamp and coworking communities and created the hashtag.
chrismessina.me/contact
@chrismessina
Mari SmithFacebook related tips and info.
[email protected] @marismith
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9TOP TECH BLOG REPORTERS
Blogger Description Email/URL Twitter
Fred Wilson
Fred Wilson is a VC and principal of Union Square Ventures.
https://avc.com/about/ @fredwilson
Anil Dash
Has blogged half a million words since 1999, writing about how culture is made.
[email protected] @anildash
Bob Cringely
When it comes to information technology, Cringely knows what he’s talking about. Thirty years in and around the PC business has earned him wisdom, if not wealth.
[email protected] @cringely
John Gruber
John Gruber keeps his finger on the tech pulse in this research-based blog.
@daringfireball
Mathew Ingram
Matthew Ingram writes on material at the intersection of media, technology, business and the web.
@mathewi
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Blogger Description Email/URL Twitter
Hillel Fuld
Hillel Fuld is a tech enthusiast, with interests in smartphones, web, social media, and gadgets.
[email protected] @hilzfuld
Chris Dixon
Entrepreneur, personal investor in early-stage technology companies, and NYC tech thought leader.
@cdixon
David Pogue
David Pogue’s technology column has appeared in the New York Times each Thursday since 2000.
[email protected] @pogue
12TOP TECH BLOG REPORTERS
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TOP NEWSPAPERS
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Publication Description Email/URL Twitter URL
The Wall Street Journal
WSJ online coverage of breaking news and current headlines from the US and around the world.
https://customercenter.wsj.com/contact @wsj
USA Today
USA TODAY delivers current local and national news, sports, entertainment, finance, technology, and more through award-winning journalism
https://marketing.usatoday.com/contact
@usatoday
The New York Times
The New York Times is dedicated to helping people understand the world through on-the-ground, expert and deeply reported independent journalism.
[email protected] @nytimes
Los Angeles Times
The L.A. Times is a leading source of breaking news, entertainment, sports, politics, and more for Southern California and the world.
http://www.latimes.com/la-mediagroup-contactus-htmlstory.html
@latimes
San Jose Mercury News
The Mercury News is the leading source of breaking news, local news, sports, business, ... lifestyle and opinion for Silicon Valley, San Francisco Bay Area and beyond.
https://www.mercurynews.com/contact-us/ @mercnews
7TOP NEWSPAPERS
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Publication Description Email/URL Twitter URL
The Washington Post
Breaking news and analysis on politics, business, world national news, entertainment. In-depth DC, Virginia, Maryland news coverage
https://customercenter.wsj.com/contact
@washingtonpost
Daily News
Find breaking US news, local New York news coverage, sports, entertainment news, celebrity gossip, autos, videos and photos.
http://www.dailynews.com/contactus
@ladailynews
New York Post
Your source for breaking news, news about New York, sports, business, entertainment, opinion, real estate, culture, fashion, and more.
[email protected] @nytimes
Chicago TribuneYour source for Chicago breaking news, sports, business, entertainment, weather and traffic.
http://www.chicagotribune.com/about/chi-newspaperemail-htmlstory.html
@chicagotribune
Chicago Sun-Times
Chicago News, Sports, Politics, Entertainment, Weather and More.
http://www.suntimes.com/aboutus/contactus/index.html
@Suntimes
7TOP NEWSPAPERS
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Publication Description Email/URL Twitter URL
The Dallas Morning News
Dallas News: your source for breaking news and analysis for Dallas-Fort Worth, Texas and around the world.
http://www.dallasnews.com/news-tips/
@dallasnews
Houston Chronicle
Breaking news headlines and Houston weather on Chron.com. Houston news, events.
http://www.chron.com/about/newsroom/ @HoustonChron
The Philadelphia Inquirer
The Philadelphia Inquirer is a morning daily newspaper that serves the Philadelphia metropolitan area of the United States.
https://www.inquirer.com/about/newsroom-staff-beats-list.html
@PhillyInquirer
The Arizona Republic
azcentral.com is the digital home of The Arizona Republic newspaper, with breaking news and in-depth coverage of sports, things to do, travel and opinions.
http://www.azcentral.com/help/articles/contact.html
@arizonarepublic
The Denver Post
Latest Denver news, top Colorado news and local breaking news from The Denver Post, including sports, weather, traffic, business, politics, photos and video.
http://www.denverpost.com/contactus
@denverpost
7TOP NEWSPAPERS
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Publication Description Email/URL Twitter URL
NewsdayNewsday.com is the leading news source for Long Island
http://www.newsday.com/services/contact-newsday-1.1303755
@newsday
Star TribuneFollow the StarTribune for the news, photos and videos from the Twin Cities and beyond.
http://www.startribune.com/contactus/ @StarTribune
Tampa Bay Times
Founded in 1884 as the West Hillsborough Times, the Tampa Bay Times is Florida's largest newspaper.
http://www.tampabay.com/custserv/
@TB_Times
The OregonianThe Oregonian is a daily newspaper based in Portland, Oregon, United States, owned by Advance Publications.
https://www.oregonianmediagroup.com/contact/contact-news-team/
@Oregonian
The Plain Dealer
Breaking news, Cleveland sports, classified listings, coupons and advertising. The Plain Dealer serves the largest audience of any media in Northeast Ohio.
[email protected] @ThePlainDealer
7TOP NEWSPAPERS
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Publication Description Email/URL Twitter URL
The Seattle Times
Local news, sports, business, politics, entertainment, travel, restaurants and opinion for Seattle and the Pacific Northwest.
http://seattletimes.nwsource.com/flatpages/services/contactus.html?tab=newstip&from=stnv
@seattletimes
Detroit Free Press
Detroit Michigan news - freep.com is the Detroit Free Press. News about Detroit, as well as headlines and stories from around Michigan.
http://static.freep.com/contactus/
@freep
San Francisco Chronicle
Exclusive Bay Area and San Francisco breaking news, sports, tech, and food and wine coverage.
https://www.sfgate.com/chronicle-contacts/
@SFGate
The Star-Ledger
Get the latest New Jersey news from Newark-based Star-Ledger, NJ's largest online newspaper.
https://www.nj.com/interact/page/contact_us_information_user_services_and_more_on_njcom.html @njdotcom
7TOP NEWSPAPERS
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TOP NEWSPAPER TECH REPORTERS
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Publication Reporter Bio Email/URL Twitter URL
Wall Street Journal
As well as the Wall Street Journal, Kimberly Johnson also writes for Venture Capital and Entrepreneur.
@KimberlyReports
Wall Street Journal
As well as the Wall Street Journal, Tomio Geron also writes for Venture Capital and Entrepreneur.
[email protected] @tomiogeron
Re/code DecodeDan Frommer is the Editor in Chief at Recode. [email protected] @fromedome
Re/code DecodeJohana Bhuiyan is the Senior Transportation Reporter at Recode.
[email protected] @JMBooyah
Re/code Decode
Jason Del Ray covers Amazon, e-commerce and payments at Recode.
[email protected]@DelRey
7TOP NEWSPAPER TECH REPORTERS
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Publication Reporter Bio Email/URL Twitter URL
New York Times
Pui Wing Tam writes Information Technology Industry articles and updates.
@puiwingtam
Re/code Decode
Kara Swisher, the co-founder of Recode, focuses on articles which promote Consumer Electronics, New Media, Technology and Gadgets.
[email protected]@karaswisher
USA TODAYJessica Guynn is a senior technology writer at USA TODAY.
[email protected] @jguynn
USA TODAYJefferson Graham is a technology columnist for USA TODAY.
[email protected]@jeffersongraham
USA TODAYEd Baig writes the Personal Tech column at USA TODAY. [email protected] @edbaig
7TOP NEWSPAPER TECH REPORTERS
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Publication Reporter Bio Email/URL Twitter URL
Los Angeles Times
David Pierson is a business reporter for the Los Angeles Times who writes about tech, media, trade and retail.
@dhpierson
Los Angeles Times
Andrea Chang writes about technology and retail for the Los Angeles Times
@byandreachang
The Washington Post
Brian Fung is a policy reporter focusing on telecommunications, media, cryptocurrencies and competition.
@b_fung
The Washington Post
Craig Timberg is a national reporter covering technology.
@craigtimberg
The Washington Post
Peter Holley is a technology reporter for The Washington Post.
@peterjholley
7TOP NEWSPAPER TECH REPORTERS
25
Publication Reporter Bio Email/URL Twitter URL
The Washington Post
Drew Harwell is a national technology reporter covering artificial intelligence and big data.
@drewharwell
The Washington Post
Elizabeth Dwoskin is a Silicon Valley reporter.
@lizzadwoskin
Daily News
Alejandro Alba is a tech reporter for the New York Daily News, where he covers the latest gadgets, startups, space explorations and scientific discoveries.
[email protected] @MrAlexAlba
New York PostNicolas Vega is a technology reporter for the New York Post.
https://nypost.com/author/nicolas-vega/
@atnickvega
New York PostLois Weiss is a technology reporter for The Washington Post.
https://nypost.com/author/lois-weiss/
@LoisWeiss
7TOP NEWSPAPER TECH REPORTERS
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Publication Reporter Bio Email/URL Twitter URL
Chicago TribuneMeg Graham is a reporter at Blue Sky Innovation covering business.
@megancgraham
Chicago TribuneAlly Marotti is a tech reporter at Chicago Tribune.
@AllyMarotti
Chicago Sun-Times
Sandra Guy is a reporter for the Chicago Sun-Times, focusing mainly on health/wellness, social justice, technology and innovation.
[email protected] @sandraguy
Denver postTamara Chuang covers personal technology and local tech news for The Denver Post.
[email protected] @Gadgetress
Star Tribune
Steve Alexander follows consumer and business technology trends for the Star Tribune.
https://twitter.com/SteveJAlexander
7TOP NEWSPAPER TECH REPORTERS
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Publication Reporter Bio Email/URL Twitter URL
The Seattle TimesRachel Lerman covers technology for The Seattle Times.
[email protected] @rachelerman
7TOP NEWSPAPER TECH REPORTERS
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SEO BLOGS
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Publication Description Email/URL Twitter URL
MOZ
Moz offer a variety of tools for inbound marketing, SEO analysis and content marketing. Their blog features a wide range of helpful how-tos and guides.
https://moz.com/help/contact
@Moz
Neil Patel
Neil Patel is the founder of Crazy Egg, HelloBar and KISSMetrics. His blog is an essential resource for anyone interested in improving their website metrics through SEO and content marketing.
https://neilpatel.com/contact/
@neilpatel
HubSpot
HubSpot is widely known as the foremost CRM for digital marketing, but they also produce hundreds of ebooks on topics across the digital marketing spectrum.
[email protected] @HubSpot
Search Engine Land
Search Engine Land is one of the leading websites offering tips and guides on how to nail your SEO.
@sengineland
Search Engine Journal
Want to stay up to date with every algorithm change, new SEO tool and latest best practices? Search Engine Journal is the place. They also feature a shop where you can buy various types of advertisements to display on the site.
http://www.searchenginejournal.com/contact/
@sejournal
7SEO BLOGS
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Publication Description Email/URL Twitter URL
Search Engine Roundtable
Search Engine Roundtable explores the finer details of SEM, extracting key information from forums on the topic.
https://www.seroundtable.com/contact.php
@seroundtable
Biznology
Biznology aims to connect the layman with experts to answer all their digital marketing questions.
https://biznology.com/contact/
@biznology
SEMrush Blog
SEM rush has become known as the social listening tool that every digital marketer should have in their arsenal, and they also run an industry blog on ways to be smarter with SEO.
https://www.semrush.com/company/contacts/
@semrush
DailySEOBlog
Providing one SEO tip per day, DailySEOBlog contains a wealth of information for those looking to improve their SEO.
[email protected]. @manikarthik
Content Marketing Institute
Content is still king, and nobody knows this more than the people at Content Marketing Institute. You can submit articles on social media, SEO and more.
[email protected] @CMIContent
7SEO BLOGS
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Publication Description Email/URL Twitter URL
SEO Copywriting
If you want that extra bit of detail on the copywriting fundamentals of SEO, look no further than this comprehensive blog.
https://seocopywriting.com/contact-us/
@heatherlloyd
Search Engine Watch
Search Engine Watch provides in-depth analysis of the search engine industry to help business owners improve their site's ability to be found.
[email protected] @sewatch
Backlinko.com
Brian Dean is an internationally recognized SEO expert who wants to share with you the secrets of his success.
https://backlinko.com/contact
@Backlinko
Ahrefs
As the mouthpiece for the SEO experts, Ahrefs provides detailed case-studies and how to’s for all your search engine needs.
https://ahrefs.com/blog/ @ahrefs
Matthew Woodward
Matthew Woodward wanted to see what would happen if he pursued SEO with no link building, and began this experimental blog to document the process.
https://www.matthewwoodward.co.uk/contact-me/
@MattWoodwardUK
7SEO BLOGS
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Publication Description Email/URL Twitter URL
GotchSEO
Featuring huge, in-depth guides about everything SEO, Nathan Gotch's blog has been making a big splash in the digital marketing industry.
https://www.gotchseo.com/contact/
@GotchSEO
Robbie Richards
Proving quality trumps quantity every time, Robbie Richards' blogs run at about 12k words exploring topics in great detail.
https://www.robbierichards.com/contact/
@RobbieRichMktg
7SEO BLOGS
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A QUICK GUIDE TO GETTING PRESS
34
WHAT IS EARNED MEDIA?
Earned media, or ‘earned content’, is the output that a successful PR campaign generates. Known in the non PR world as ‘publicity,’ it refers to any editorially-placed mention that a company receives in third-party media, platform, or event.
This is different to paid media, which is marketing or advertising activity that you’ve paid for directly.
The opportunities for generating earned media is in the hands of media gatekeepers. However, with a well thought out PR campaign that builds relationships with the media, anyone can start building media coverage for their brand.
WHAT IS THE GOAL OF PR?
Communicating your company’s message is an important part of expanding any business or startup. Nowadays, most businesses know that they need to engage in at least some PR activity.
The ultimate goal of PR is to help companies build legitimacy, awareness, and trust. These, after all, are the vital foundations required to grow any business.
But, of course, the immediate output of PR is to generate positive press coverage. By building a steady stream of media coverage you’re able to construct a narrative with your target audience which helps to build those foundations.
Here are TWO ways you can go about doing this...
1. Use Press Releases
Press releases give you the opportunity to inform journalists and publications of announcements and events that are happening within your company. The next section touches on how to craft a press release that gains you meaningful coverage.
2. Pitch Stories to Journalists
There are many different stories and types of content you can pitch to the press. In the following section we’ll explain the common types of PR pitches as well as how to craft the perfect pitch.
A QUICK GUIDE TO GETTING PRESS
35
PRESS RELEASES
36
The rule of thumb should always be:
“Never issue a press release for the sake of releasing a press release”
Companies that don’t abide by this rule will usually find there is little to no ROI with this activity. They will also suffer from opportunity cost, as their resources could have been put to better use on other PR and marketing activities that would have provided a better return.
So how can you decide what is newsworthy or not?
Fear not, on the following page, our editorial team has put together its thought process on the matter, in a handy graphic.
HOW TO WRITE A PRESS RELEASE
PRESS RELEASES
Since the dawn of time, press releases have been considered the bread and butter of PR.
You may be wondering… Why is that?
Well, they’re a simple and concise medium in which to transmit an announcement to the press.
However, it’s undeniable that the rules of the PR game have changed. It’s no longer viable to throw a press release together and expect journalists to pick it up and run with the coverage. You need to be more tactful.
There are a few things you need to consider when producing a press release:
1. IS YOUR PRESS RELEASE NEWSWORTHY?
A common mistake many startups make is to issue press releases when they have nothing newsworthy to announce.
37
26PRESS RELEASES
38
Before writing your press release, you need to ensure it has an obvious hook. Always think, why does this announcement matter to those reading it?
The hook, or angle, you take will depend on what you’re announcing as well as the industry you’re in. Here are some common examples:
● Solving a problem. Does what you’re announcing solve a known problem?
● Addressing a need. Does it address a clear need within the market?
● Progressing towards a goal. Does it help you move towards a goal?
● Achieving a goal. Have you achieved something of value? Does this have wider benefits?
● Providing new insight/challenging orthodoxy. Does it tell us something we didn’t already know, or challenge current assumptions?
3. WHAT INFORMATION SHOULD YOU INCLUDE?
It’s the classic who, what, when, where, why. These five points should be covered off in the opening paragraph. The rest of the press release should then be used to expand on these points.
4. HOW WILL YOU STRUCTURE YOUR PRESS RELEASE?
The exact structure and content of your press release will always be determined by what you are announcing. For example, a startup launch will differ from a new partnership.
But whatever it is that you’re announcing, a well-written press release always follows a recognizable format.
The template on the following page contains directions on how to structure a press release.
2. WHAT’S YOUR HOOK?
PRESS RELEASES
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26PRESS RELEASES
40
Want to find out more about how to write the perfect press release?
Read our Ultimate Startup Press Release Guide to find out everything you need to know, including real world examples.
PITCHING TO JOURNALISTS
41
As we’ve touched base on, PR isn’t just press releases. PR agencies do pump out a number of these on behalf of their clients. However, they only serve one purpose - to inform the press about a company announcement.
The problem with this is that your business may only have a couple of genuinely newsworthy announcements to make in a calendar year.
So, how do you win coverage when you have nothing to announce?
This is actually relatively easy. All you have to do is think of other types of stories you can pitch to the media. This can be about anything. And if you offer a journalist something of value on a subject which your startup is an expert on - you can garner great results.
When it comes to pitching to the media, this is the golden rule we stick to ( and, yes we are paraphrasing!)...
“Ask not what a journalist can do for you, ask what you can do for a journalist.”
HOW TO PITCH AND CONTACT JOURNALISTS
If you’re stumped for ideas, here are some different kinds of pitches you can offer:
GENERAL GUEST ARTICLE
Used when pitching for a guest article spot in a publication, which is talking about a general topic relevant to your industry
ACTIONABLE INSIGHTS
Used when pitching actionable and practical insights which are based on your own experience and expertise.
BREAKING NEWS HOOK
Used to jump on a breaking news story that’s relevant to you or your business by pitching to offer expert opinion and insight.
SECTOR OVERVIEW
Used when pitching to provide an overview or analysis of something that’s happening at a high level in your industry.
HOW X WILL HELP Y
Used when pitching a story, advice or insight that provides a solution to a known problem.
PRODUCT REVIEW
This one’s nice and simple. It’s used when you’re pitching your product to professional reviewers.
PITCHING TO JOURNALISTS
42
Want to find out more about how to write the perfect media pitch?
Read our The Guide on How to Pitch to Journalists to find out everything you need to know, including real world examples.
BE CLEAR ON YOUR OBJECTIVES
Before you type the first word, be sure of what it is you’re offering to a journalist and the type of press coverage you’re trying to win. DON’T BE PROMOTIONAL
Remember, it’s a journalist’s job to tell stories – not promote products.
PERSONALIZE IT
Pitches to journalists are often based on a template so make the effort to personalize each one you send out.
KEEP IT SHORT
Make sure every sentence serves a purpose and that the email to the journalist is free of waffle.
INCLUDE YOUR SOCIAL PROOF
Your social proof is the evidence of your credibility. It’s no use just saying in a pitch that you’re an expert on the subject, you have to provide evidence of this.
THREAD YOUR HOOK THROUGHOUT
Make sure you build upon your hook throughout your pitch. The introduction, context, social proof and the offer all need to support said hook.
WHAT TO INCLUDE IN YOUR PITCH
PITCHING TO JOURNALISTS
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CONCLUSION
26THE ULTIMATE EMAIL DATABASE
Thanks for downloading the Ultimate Email Database.
Through using your new contact list of journalists, reporters, blogs, and
newspapers, you’re ready to start reaching out to the press and taking your
first steps on the earned media ladder.
However, this is just the beginning.
Next, it’s time to develop and executive your own PR strategy.
But don’t worry, we’ve got you covered.
Our PR for Growth Playbook is a FREE 35 page guide that teaches you how to
regularly win media coverage and build awareness and credibility within your
industry.
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