PR FOR TECHIESMETZGER ALBEE PRESENTSGET YOUR MESSAGE TO THE FOLKS WHO MATTER

LET’S INTRODUCE OUR SPEAKERS.

SHAY CASTLEBUSINESS REPORTER, DAILY CAMERA (@SHAYSHINECASTLE)

JOSH LINDENSTEINEDITOR, BIZWEST (@JOSHLINDENSTEIN)

PR FOR TECHIES

GLOSSARY OF PUBLIC RELATIONS JARGON

▸ By-Lined Article: An article written by someone outside a news outlet and submitted to that outlet as an independent piece. The news outlet determines if they’re interested in the story, and puts it up as an educational, holistic piece—not directly promoting the company, but still gets the media hit. “Thought Leadership”

▸ Contributed Content: Content submitted by a business to a news source such as the Huffington Post or Forbes. Someone from the business writes an article and submits it to the outlet.

▸ Editorial Calendar: A calendar posted by a non-daily news source (journals, magazines, etc.) that outlines what type of content they are looking for each publication. Includes advertising and editorial deadlines, topics, and (usually) contact information of the editorial staff. Often comes as part of a free media kit that includes other advertising material.

▸ Media List: A spreadsheet of people (reporters, editors, etc.) in the media that cover relevant topics to a business. The list usually has a column for name of the outlet, name of the person at that outlet, their title (Business Reporter, Sports Editor, Etc.), phone, email and other notes. Used to keep up-to-date on media relations—date and outreach columns are added as the media is reached.

▸ Pitch: A short (10 sentences or less) email or phone call to the media outlining a news release and what it’s all about. Remember the W’s! What is it, who are you and why the hell should they care? Also can include press release, but never as an attachment. Reporters do not open attachments, and if you send one you could lose that contact forever.

ANOTHER WORD CONFUSED YOU? COMMENT IN THE MEETUP GROUP!

PR FOR TECHIES

IMPORTANT THINGS TO KNOW WHEN WORKING WITH THE MEDIA

▸ Reporters at daily news outlets (Daily Camera, for example) have daily deadlines. If their deadline is 3 p.m. they don’t want to talk to you at 2:45. Be mindful of this, and know that the best, safest times to call are first thing in the morning and right as the day is ending.

▸ Pitches should never be more than 2 paragraphs or 10 sentences. Reporters get so many pitches every day, and they do not want to have to read a whole news release before finding out what the news is. The inverted pyramid model is a great way to structure your pitch—most important things first, then the least important things towards the bottom.

▸ Don’t be witty in your subject line—concise is nice.

PR FOR TECHIES

IMPORTANT THINGS TO KNOW WHEN WORKING WITH THE MEDIA

▸ Got a headline? Take 2 words out. How short can you make it while preserving the most important part?

▸ If you’re offering an interview, make sure you (or your client) are actually available for that interview.

▸ When choosing where to pitch, consider the age/style of the reporter. Younger reporters may prefer being contacted through social media (i.e. Twitter direct message), while Gen X and older probably prefer emails or phone calls.

▸ If you haven’t heard back after three emails and a phone call, call it a “no.”

Join us in July for Part 3: Members of our Meetup group will be notified when

the date is announced! Stay tuned: meetup.com/pr-for-techies