YO UR LO G O THE ULTIMATE EMAIL DATABASE
CONTENTS
Disclaimer……………………………………………………………………………….. 03 Introduction……………….……………………………………………………………. 04 Email Database………….……………………………………………………….... 05 Top Tech Journalists….……………………………………………………………... 05 Top Tech Blog Reporters………………………………………………………….. 11 Top Newspapers………………………………….…………………………………... 16 Top Newspaper Tech Reporters………………………………………………. 22 SEO Blogs………………………………………………………………………………... 29 A Quick Getting to Getting Press.……………………………………….... 34 Press Releases…………...……...... 36 Pitching To Journalists……………………………………………………..…... 41 Conclusion………………………………………………………………………….….... 44
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.
03 THE ULTIMATE EMAIL DATABASE
WHO IS THIS EMAIL DATABASE FOR?
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.
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.
04 TOP TECH
JOURNALISTS
05 TOP TECH JOURNALISTS 7
Editor or Editor or Journalist Publication Description Journalist Contact Details Names
Engadget is a web magazine with obsessive daily coverage of Chris Ip- Tech chris.ip@engadget.com Engadget everything new in Features Editor
gadgets and consumer electronics.
The Verge is a news and Natt Garun - media network Technology Reporter [email protected] The Verge dedicated to examining Ashley Carman - ashley.carman@theverge how tech is changing our Tech Editor .com daily lives and culture.
TechCrunch is a leading technology media Matt Burns - property, dedicated to Managing Editor [email protected] obsessively profiling (Tech) [email protected] Techcrunch startups, reviewing new Jonathan Shieber - Internet products, and Senior Editor breaking tech news.
Mashable is one of the Michael Nuñez - largest independent Tech Editor news sources dedicated [email protected] Mashable Sasha Lekach - Tech to covering digital [email protected] Reporter culture, social media and
technology.
Matthew Hughes - TNW provides insight Tech Journalist and meaning into the matthughes@thenextwe Már Másson - The Next Web world of tech, with its b.com Contributed Content news site TNW News [email protected] Editor and its tech hub TQ.
06 TOP TECH JOURNALISTS 8
Editor or Editor or Journalist Publication Description Journalist Names Contact Details
Wired is a print and online magazine that focuses on emerging
Wired tech and its impact on Steven Levy - Editor [email protected] culture, the economy and politics.
Fortune Tech is the tech arm of Fortune Verne Kopytoff - Senior verne.kopytoff@fortune. Fortune Tech magazine, reporting on Tech Editor com the business side of the tech industry.
Digiday takes a global perspective and reports on the Seb Joseph - Tech [email protected] Digiday disruptive force of Editor technology on the media and marketing industries.
SlashGear is dedicated to reporting on the Chris Burns - Head latest developments in Editor [email protected] Slash Gear personal technology, Brittany Hillen - Senior [email protected] from cutting edge Editor wearables to the latest digital trends.
GIGAOM provides news and analysis on Andrew Burst - Tech startups, emerging andrew.brust@bluebadg GIGAOM Anayst technologies and einsights.com
everything else related to the tech industry.
07 TOP TECH JOURNALISTS 9
Editor or Editor or Journalist Publication Description Journalist Names Contact Details
Ars Technica specializes in news, reviews and analysis of technology Lee Hutchinson - lee.hutchinson@arstech Ars Technica trends, along with Senior Tech Editor nica.com expert advice on a range of tech topics.
Bits is the tech news section of the NYT, Steve Lohr - NYT Bits providing insight and [email protected] Technology Reporter analysis on Silicon Valley and the tech industry.
MacRumors is a tech blog dedicated to [email protected] Eric Slivka - Editor in bringing its readers the om MacRumors Chief latest news and rumors
about Apple, Mac, and iOS.
9 to 5 Mac is a blog dedicated to breaking Michael Potuck - 9 to 5 Mac [email protected] Mac news and analyzing Technology Editor Apple Intelligence.
ReadWrite is a tech blog covering web 2.0, web Brad Anderson - Editor ReadWrite technology, industry in Chief [email protected] news, reviews and analysis.
08 TOP TECH JOURNALISTS 9
Editor or Editor or Journalist Publication Description Journalist Names Contact Details
Anandtech is a tech blog that provides [email protected] in-depth reviews of the Ryan Smith - Editor in AnandTech m latest PC and chief
consumer electronics technology.
BGR is a leading mobile and technology Jonathan Geller - BGR news source, featuring [email protected] Editor in chief breaking news, insight and analysis.
Ubergizmo reports on tech and consumer Hubert Nguyen - electronics with an [email protected] Ubergizmo Editor emphasis on making it
intelligible to the layman.
MobileSyrup reports on the Canadian tech Patrick O’Rourke - MobileSyrup scene, including news [email protected] Managing Editor and reviews for users and enthusiasts
Pocketnow focuses on smartphones, tablets Anton Nagy - Editor in Pocketnow and wearables, Chief [email protected] bringing news and reviews to its readers.
09 TOP TECH JOURNALISTS 9
Editor or Editor or Journalist Publication Description Journalist Contact Details Names
Skatter Tech is digital publication with in-depth Sahas Katta - Co Skatter Tech coverage of all of the latest [email protected] Founder consumers products and trends.
10 TOP TECH BLOG
REPORTERS
11 TOP TECH BLOG REPORTERS 9
Blogger Description Email/URL Twitter
Robert Scoble is an employee of Rackspace and is chief Robert Scobleizer troublemaker in the [email protected] @Scobleizer
building43 community of internet fanatics.
Guy Kawasaki is the co-founder of Alltop.com, an “online magazine rack” of [email protected] Guy Kawasaki @GuyKawasaki popular topics on the web, m and a founding partner at Garage Technology Ventures.
Chris Brogan is president of Human Business Works, a media and education [email protected] Chris Brogan company. Chris’s blog is in the @chrisbrogan
Top 5 of the Advertising Age Power 150.
Solis is globally recognized as one of the most prominent Brian Solis thought leaders and [email protected] @briansolis published authors in new m media.
Silicon Valley early adopter Louis Gray [email protected] @louisgray tech blog.
12 TOP TECH BLOG REPORTERS 9
Blogger Description Email/URL Twitter
Jeremiah Owyang covers a wider, more general area, which includes all web jeremiah_owyang@yaho Jeremiah Owyang decision making processes, o.com @jowyang concepts, stats, and ideology.
Dave Winer is pioneer of the development of weblogs, syndication (RSS), podcasting, Dave Winer [email protected] @davewiner outlining, and web content management software.
Phillip J. Windley, Ph.D. is the
Founder and Chief
Phillip J. Windley Technology Officer (CTO) of [email protected] @windley Kynetx.
A user experience designer on Google+. Co-founded the Chris Messina BarCamp and coworking chrismessina.me/contac @chrismessina communities and created the t hashtag.
Facebook related tips and Mari Smith [email protected] @marismith info.
13 TOP TECH BLOG REPORTERS 9
Blogger Description Email/URL Twitter
Fred Wilson is a VC and principal of Union Square https://avc.com/about/ Fred Wilson Ventures. @fredwilson
Has blogged half a million words since 1999, writing Anil Dash [email protected] @anildash about how culture is made.
When it comes to information technology, Cringely knows what he’s talking about. Thirty years in Bob Cringely and around the PC business [email protected] @cringely has earned him wisdom, if not wealth.
John Gruber keeps his finger on the tech pulse in this John Gruber comments@daringfireba @daringfireball research-based blog. ll.net
Matthew Ingram writes on material at the intersection Mathew Ingram of media, technology, [email protected] @mathewi
business and the web. om
14 TOP TECH BLOG REPORTERS 12
Blogger Description Email/URL Twitter
Hillel Fuld is a tech enthusiast, Hillel Fuld with interests in smartphones, [email protected] @hilzfuld web, social media, and gadgets.
Entrepreneur, personal investor Chris Dixon in early-stage technology editors@siliconvalleyw @cdixon companies, and NYC tech atcher.com thought leader.
David Pogue’s technology David Pogue column has appeared in the New [email protected] @pogue York Times each Thursday since 2000.
15 TOP
NEWSPAPERS
16 TOP NEWSPAPERS 7
Publication Description Email/URL Twitter URL
WSJ online coverage of breaking news and https://customercenter. The Wall Street current headlines from wsj.com/contact @wsj Journal the US and around the world.
USA TODAY delivers current local and national news, sports, USA Today https://marketing.usato entertainment, finance, @usatoday day.com/contact technology, and more through award-winning journalism
The New York Times is dedicated to helping The New York people understand the [email protected] @nytimes Times world through on-the-ground, expert and deeply reported independent journalism.
The L.A. Times is a leading source of http://www.latimes.com breaking news, Los Angeles /la-mediagroup-contact entertainment, sports, @latimes Times us-htmlstory.html politics, and more for
Southern California and the world.
The Mercury News is the leading source of breaking news, local San Jose Mercury news, sports, business, ... https://www.mercuryne @mercnews News lifestyle and opinion for ws.com/contact-us/ Silicon Valley, San Francisco Bay Area and beyond.
17 TOP NEWSPAPERS 7
Publication Description Email/URL Twitter URL
Breaking news and analysis on politics, The Washington business, world national https://customercenter.w @washingtonpost Post news, entertainment. sj.com/contact In-depth DC, Virginia, Maryland news coverage
Find breaking US news, local New York news Daily News coverage, sports, http://www.dailynews.co @ladailynews entertainment news, m/contactus celebrity gossip, autos, videos and photos.
Your source for breaking news, news about New York, sports, business, New York Post [email protected] @nytimes entertainment, opinion, real estate, culture, fashion, and more.
Your source for Chicago http://www.chicagotribu Chicago Tribune breaking news, sports, ne.com/about/chi-newsp @chicagotribune business, entertainment, aperemail-htmlstory.html weather and traffic.
http://www.suntimes.co Chicago News, Sports, Chicago m/aboutus/contactus/ind Politics, Entertainment, @Suntimes Sun-Times ex.html Weather and More.
18 TOP NEWSPAPERS 7
Publication Description Email/URL Twitter URL
Dallas News: your The Dallas source for breaking news http://www.dallasnews.c Morning News and analysis for @dallasnews om/news-tips/ Dallas-Fort Worth, Texas and around the world.
Breaking news headlines Houston http://www.chron.com/a and Houston weather on Chronicle bout/newsroom/ @HoustonChron Chron.com. Houston
news, events.
The Philadelphia Inquirer is a morning https://www.inquirer.co @PhillyInquirer The Philadelphia daily newspaper that m/about/newsroom-staff Inquirer serves the Philadelphia -beats-list.html
metropolitan area of the United States.
azcentral.com is the digital home of The Arizona Republic The Arizona http://www.azcentral.co newspaper, with Republic m/help/articles/contact.h @arizonarepublic breaking news and tml in-depth coverage of sports, things to do, travel and opinions.
Latest Denver news, top Colorado news and local breaking news from The The Denver Post http://www.denverpost.c Denver Post, including @denverpost om/contactus sports, weather, traffic, business, politics, photos and video.
19 TOP NEWSPAPERS 7
Publication Description Email/URL Twitter URL
Newsday.com is the http://www.newsday.com Newsday leading news source for /services/contact-newsda @newsday
Long Island y-1.1303755
Follow the StarTribune Star Tribune http://www.startribune.c for the news, photos and om/contactus/ @StarTribune videos from the Twin
Cities and beyond.
Founded in 1884 as the West Hillsborough Tampa Bay Times http://www.tampabay.co Times, the Tampa Bay m/custserv/ Times is Florida's largest @TB_Times newspaper.
The Oregonian is a daily https://www.oregonianm The Oregonian newspaper based in ediagroup.com/contact/c Portland, Oregon, United @Oregonian ontact-news-team/ States, owned by
Advance Publications.
Breaking news, Cleveland sports, classified listings, The Plain Dealer coupons and advertising. [email protected] @ThePlainDealer The Plain Dealer serves
the largest audience of any media in Northeast Ohio.
20 TOP NEWSPAPERS 7
Publication Description Email/URL Twitter URL
Local news, sports, business, politics, http://seattletimes.nwsou The Seattle Times entertainment, travel, rce.com/flatpages/service @seattletimes restaurants and opinion s/contactus.html?tab=ne for Seattle and the wstip&from=stnv Pacific Northwest.
Detroit Michigan news - freep.com is the Detroit Free Press. News about http://static.freep.com/co Detroit Free Press @freep Detroit, as well as ntactus/ headlines and stories from around Michigan.
Exclusive Bay Area and San Francisco San Francisco breaking https://www.sfgate.com/ @SFGate Chronicle news, sports, tech, and chronicle-contacts/ food and wine coverage.
Get the latest New https://www.nj.com/inter Jersey news from act/page/contact_us_info The Star-Ledger Newark-based rmation_user_services_an @njdotcom Star-Ledger, NJ's largest d_more_on_njcom.html online newspaper.
21 TOP NEWSPAPER
TECH REPORTERS
22 TOP NEWSPAPER TECH REPORTERS 7
Publication Reporter Bio Email/URL Twitter URL
As well as the Wall Street Journal, Kimberly Johnson also [email protected] @KimberlyRe Wall Street writes for Venture Capital and m ports Journal Entrepreneur.
As well as the Wall Street Wall Street Journal, Tomio Geron also writes Journal [email protected] @tomiogeron for Venture Capital and
Entrepreneur.
Dan Frommer is the Editor in Re/code Decode Chief at Recode. [email protected] @fromedome
Johana Bhuiyan is the Senior Re/code Decode Transportation Reporter at [email protected] @JMBooyah
Recode.
Jason Del Ray covers Amazon, e-commerce and payments at @DelRey Re/code Decode [email protected] Recode.
23 TOP NEWSPAPER TECH REPORTERS 7
Publication Reporter Bio Email/URL Twitter URL
Pui Wing Tam writes [email protected] @puiwingta Information Technology Industry m m New York Times articles and updates.
Kara Swisher, the co-founder of Recode, focuses on articles
which promote Consumer Re/code Decode @karaswish Electronics, New Media, [email protected] er Technology and Gadgets.
Jessica Guynn is a senior USA TODAY [email protected] @jguynn technology writer at USA
TODAY.
Jefferson Graham is a USA TODAY @jeffersongra technology columnist for USA [email protected] ham TODAY.
Ed Baig writes the Personal Tech USA TODAY column at USA TODAY. [email protected] @edbaig
24 TOP NEWSPAPER TECH REPORTERS 7
Publication Reporter Bio Email/URL Twitter URL
David Pierson is a business Los Angeles reporter for the Los Angeles [email protected] @dhpierson Times Times who writes about tech, om media, trade and retail.
Andrea Chang writes about Los Angeles [email protected] @byandreacha technology and retail for the Times om ng Los Angeles Times
Brian Fung is a policy reporter focusing on The Washington [email protected] telecommunications, media, @b_fung Post m cryptocurrencies and competition.
Craig Timberg is a national The Washington craig.timberg@washpost. reporter covering @craigtimberg Post com technology.
Peter Holley is a technology The Washington [email protected] reporter for The Washington @peterjholley Post om Post.
25 TOP NEWSPAPER TECH REPORTERS 7
Publication Reporter Bio Email/URL Twitter URL
Drew Harwell is a national The Washington technology reporter covering drew.harwell@washpost. @drewharwell Post artificial intelligence and big com data.
The Washington Elizabeth Dwoskin is a elizabeth.dwoskin@wash @lizzadwoskin Post Silicon Valley reporter. post.com
Alejandro Alba is a tech reporter for the New York Daily News, where he covers Daily News [email protected] @MrAlexAlba the latest gadgets, startups, space explorations and scientific discoveries.
Nicolas Vega is a technology https://nypost.com/auth New York Post reporter for the New York @atnickvega or/nicolas-vega/ Post.
Lois Weiss is a technology https://nypost.com/auth New York Post reporter for The Washington @LoisWeiss or/lois-weiss/ Post.
26 TOP NEWSPAPER TECH REPORTERS 7
Publication Reporter Bio Email/URL Twitter URL
Meg Graham is a reporter at mgraham@chicagotribune. @megancgraha Chicago Tribune Blue Sky Innovation covering com m business.
Ally Marotti is a tech reporter at amarotti@chicagotribune. Chicago Tribune @AllyMarotti Chicago Tribune. com
Sandra Guy is a reporter for the Chicago Sun-Times, focusing Chicago Sun-Times mainly on health/wellness, social [email protected] @sandraguy justice, technology and innovation.
Tamara Chuang covers personal Denver post technology and local tech news [email protected] @Gadgetress for The Denver Post.
Steve Alexander follows https://twitter.c consumer and business [email protected] Star Tribune om/SteveJAlexa technology trends for the Star om nder Tribune.
27 TOP NEWSPAPER TECH REPORTERS 7
Publication Reporter Bio Email/URL Twitter URL
Rachel Lerman covers The Seattle Times technology for The Seattle [email protected] @rachelerman
Times.
28 SEO BLOGS
29 SEO BLOGS 7
Publication Description Email/URL Twitter URL
Moz offer a variety of tools for inbound marketing, SEO https://moz.com/help/co MOZ analysis and content marketing. @Moz ntact Their blog features a wide range of helpful how-tos and guides.
Neil Patel is the founder of Crazy Egg, HelloBar and KISSMetrics. His blog is an https://neilpatel.com/con @neilpatel Neil Patel essential resource for anyone tact/ interested in improving their website metrics through SEO and content marketing.
HubSpot is widely known as the foremost CRM for digital marketing, but they also HubSpot [email protected] @HubSpot produce hundreds of ebooks on topics across the digital marketing spectrum.
Search Engine Land is one of the Search Engine leading websites offering tips [email protected] @sengineland Land and guides on how to nail your om SEO.
Want to stay up to date with every algorithm change, new SEO tool and latest best Search Engine practices? Search Engine Journal http://www.searchengine @sejournal Journal is the place. They also feature a journal.com/contact/ shop where you can buy various types of advertisements to display on the site.
30 SEO BLOGS 7
Publication Description Email/URL Twitter URL
Search Engine Roundtable Search Engine explores the finer details of https://www.seroundtabl @seroundtable Roundtable SEM, extracting key information e.com/contact.php from forums on the topic.
Biznology aims to connect the layman with experts to answer https://biznology.com/co Biznology @biznology all their digital marketing ntact/ questions.
SEM rush has become known as the social listening tool that every digital marketer should https://www.semrush.co SEMrush Blog @semrush have in their arsenal, and they m/company/contacts/ also run an industry blog on ways to be smarter with SEO.
Providing one SEO tip per day, DailySEOBlog contains a wealth DailySEOBlog [email protected]. @manikarthik of information for those looking to improve their SEO.
Content is still king, and nobody knows this more than the people Content Marketing at Content Marketing Institute. [email protected] @CMIContent Institute You can submit articles on social media, SEO and more.
31 SEO BLOGS 7
Publication Description Email/URL Twitter URL
If you want that extra bit of detail on the copywriting fundamentals https://seocopywriting.co SEO Copywriting @heatherlloyd of SEO, look no further than this m/contact-us/ comprehensive blog.
Search Engine Watch provides in-depth analysis of the search Search Engine engine industry to help business [email protected] @sewatch Watch owners improve their site's ability to be found.
Brian Dean is an internationally recognized SEO expert who https://backlinko.com/cont Backlinko.com @Backlinko wants to share with you the act secrets of his success.
As the mouthpiece for the SEO experts, Ahrefs provides detailed Ahrefs https://ahrefs.com/blog/ @ahrefs case-studies and how to’s for all your search engine needs.
Matthew Woodward wanted to see what would happen if he Matthew pursued SEO with no link https://www.matthewwoo @MattWoodwar Woodward building, and began this dward.co.uk/contact-me/ dUK experimental blog to document the process.
32 SEO BLOGS 7
Publication Description Email/URL Twitter URL
Featuring huge, in-depth guides about everything SEO, Nathan https://www.gotchseo.com GotchSEO Gotch's blog has been making a @GotchSEO /contact/ big splash in the digital marketing industry.
Proving quality trumps quantity every time, Robbie Richards' https://www.robbierichard @RobbieRichMk Robbie Richards blogs run at about 12k words s.com/contact/ tg exploring topics in great detail.
33 A QUICK GUIDE TO
GETTING PRESS
34 A QUICK GUIDE TO GETTING PRESS
WHAT IS THE GOAL WHAT IS EARNED OF PR? MEDIA?
Communicating your company’s message is Earned media, or ‘earned content’, is the output an important part of expanding any business that a successful PR campaign generates. Known or startup. Nowadays, most businesses know in the non PR world as ‘publicity,’ it refers to any that they need to engage in at least some PR editorially-placed mention that a company activity. receives in third-party media, platform, or event.
The ultimate goal of PR is to help companies This is different to paid media, which is marketing build legitimacy, awareness, and trust. These, or advertising activity that you’ve paid for directly. after all, are the vital foundations required to grow any business. The opportunities for generating earned media is in the hands of media gatekeepers. However, with But, of course, the immediate output of PR is a well thought out PR campaign that builds to generate positive press coverage. By relationships with the media, anyone can start building a steady stream of media coverage building media coverage for their brand. 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.
35
PRESS RELEASES
36 PRESS RELEASES
HOW TO WRITE A The rule of thumb should always be: “Never issue a press release for the sake of releasing a PRESS RELEASE press release”
Since the dawn of time, press releases have Companies that don’t abide by this rule will usually been considered the bread and butter of PR. find there is little to no ROI with this activity. They will also suffer from opportunity cost, as their You may be wondering… Why is that? resources could have been put to better use on other PR and marketing activities that would have Well, they’re a simple and concise medium in provided a better return. which to transmit an announcement to the press. So how can you decide what is newsworthy or not?
However, it’s undeniable that the rules of the Fear not, on the following page, our editorial team PR game have changed. It’s no longer viable to has put together its thought process on the matter, throw a press release together and expect in a handy graphic. 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 PRESS RELEASES 26
38 PRESS RELEASES
2. WHAT’S YOUR HOOK? 4. HOW WILL YOU
STRUCTURE YOUR PRESS Before writing your press release, you need to RELEASE? ensure it has an obvious hook. Always think, why does this announcement matter to those reading it? The exact structure and content of your press release will always be determined by what you are The hook, or angle, you take will depend on announcing. For example, a startup launch will differ what you’re announcing as well as the industry from a new partnership. you’re in. Here are some common examples: But whatever it is that you’re announcing, a ● Solving a problem. Does what you’re well-written press release always follows a announcing solve a known problem? recognizable format. ● Addressing a need. Does it address a clear need within the market? The template on the following page contains ● Progressing towards a goal. Does it directions on how to structure a press release. 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.
39 PRESS RELEASES 26
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.
40 PITCHING TO
JOURNALISTS
41 PITCHING TO JOURNALISTS
HOW TO PITCH AND If you’re stumped for ideas, here are some different kinds of pitches you can offer: CONTACT
JOURNALISTS 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 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 ACTIONABLE INSIGHTS only serve one purpose - to inform the press about a company announcement. Used when pitching actionable and practical insights which are based on your own experience The problem with this is that your business may and expertise. only have a couple of genuinely newsworthy announcements to make in a calendar year. BREAKING NEWS HOOK
So, how do you win coverage when you have Used to jump on a breaking news story that’s nothing to announce? relevant to you or your business by pitching to offer expert opinion and insight. This is actually relatively easy. All you have to do is think of other types of stories you can SECTOR OVERVIEW pitch to the media. This can be about anything. And if you offer a journalist something of value Used when pitching to provide an overview or on a subject which your startup is an expert on - analysis of something that’s happening at a high you can garner great results. level in your industry.
HOW X WILL HELP Y When it comes to pitching to the media, this is the golden rule we stick to ( and, yes we are Used when pitching a story, advice or insight that paraphrasing!)... provides a solution to a known problem.
“Ask not what a journalist can do for you, ask PRODUCT REVIEW what you can do for a journalist.” This one’s nice and simple. It’s used when you’re
pitching your product to professional reviewers.
42 PITCHING TO JOURNALISTS
WHAT TO INCLUDE IN YOUR PITCH
BE CLEAR ON YOUR OBJECTIVES KEEP IT SHORT
Before you type the first word, be sure of what it Make sure every sentence serves a purpose and is you’re offering to a journalist and the type of that the email to the journalist is free of waffle. press coverage you’re trying to win. INCLUDE YOUR SOCIAL PROOF DON’T BE PROMOTIONAL Your social proof is the evidence of your Remember, it’s a journalist’s job to tell stories – credibility. It’s no use just saying in a pitch that not promote products. you’re an expert on the subject, you have to provide evidence of this. PERSONALIZE IT THREAD YOUR HOOK THROUGHOUT Pitches to journalists are often based on a template so make the effort to personalize each Make sure you build upon your hook throughout one you send out. your pitch. The introduction, context, social proof and the offer all need to support said hook.
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.
43 . THE ULTIMATE EMAIL DATABASE 26
CONCLUSION
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.
44