Pitching Your Startup or App to the Media.

Martin Bryant@MartinSFP

thenextweb.com

Before you pitch.

Are you ready?

Have you got your 'MVP'?If it's not ready for your users, it's not ready for

press

Do you have an angle?

● Just launched / about to launch● Major new feature● Significant milestone● Human interest - news-related

Pick someone relevant to contact.

Making the pitch.

Making contact

Image: Lemsipmatt via Flickr

So, how do you perfect your pitch?

1. Keep it brief and to the point

FOR IMMEDIATE RELEASE 28 January 2012 DOGSQUARE LAUNCHES AS A SUPERLATIVE SO-LO-MO (SOCIAL, LOCAL, MOBILE) SOLUTION DOGSQUARE (TM) from Cynerbliss Ltd (TM) is a genre-defining new app. It is truly the pinnacle of location-based, social activity sharing for the canine species. With this HTML5, Javascript and Ruby On Rails enhanced experience, your four-legged companion can experience the joy of location-sharing, thanks to patented Bla-Bla (TM) technology. CEO Michael X. Boringpitch (MBE, MSc) said:

"With Dogsquare (TM), the dynasty of social media is superbly emphased using our patented Bla-Bla (TM) technology, created over a 6 year period on a Basingstoke industrial estate. I once nearly met Mark Zuckerberg in a Palo Alto coffee shop, but my friend Dan said he'd just left by the time I arrived."

Cynerbliss Ltd (TM) is delighted to announced that DOGSQUARE (TM) is now available on popular app stores with immediate effect.

How not to do it...

Hi Martin, I hope your cold that you tweeted about a month ago has cleared up. I hate those things!!!! I wanted to see if you had some interest in my app, Dogsquare. TechCrunch, Mashable and The Huffington Post LOVED it and now I think it's time for you to see it. I know it's been covered elsewhere but a blog like The Next Read Write Web would work wonders for our branding and SEO. I'm willing to link back to you if you cover us. Thank you! Michael X. Annoyingpitch

Annoying...

Hi Martin, We're about to launch a startup I think you might be interested in. Dogsquare is essentially 'Foursquare for dogs' - but it's so much more than that too. I've attached more info, or you can check out the video and screenshots here: LINK. We're a new company and we're planning to launch on Tuesday at 9am PT. We'd love you to cover the app. Thanks, Michael.

Much better...

So, how do you perfect your pitch?

1. Keep it brief and to the point2. Don't pester us

So, how do you perfect your pitch?

1. Keep it brief and to the point2. Don't pester us3. Be careful with exclusives

Exclusives

+ Media outlets love exclusives! - Media outlets hate being second, you miss out on additional coverage.

Embargoes

+ Hopefully lots of simultaneous coverage = high impact - People break embargoes (for a number of reasons) - egos are bruised and your plans can be messed up.

Developing relationships

● Keep in touch about MAJOR updates● At the same conference? Come and say

hello.

PR?

Are they any good?Are people calling you?

Beyond the startup press?

People are people wherever they work.Think about audiences, not journalists.

Thank you.

Questions?

@MartinSFP