TechCruch EU Editor Mike Butcher gives an excellent talk on how to talk to the press – and with pretty hilarious examples, how not to talk to the press (or to anyone, really).
The key take-aways for startups:
1) Startups shouldn't think in terms of PR. Startups should think in terms of news. News is different, interesting and uncommon. Be a purple cow.
2) Be a great contact. Keep the interested parties informed and involved.
3) Press likes founders, not marketing people. This is natural: the founders tell the human story of the startup and represent the drive behind the company.
4) Be human. Seriously, even though it is the tech press, the readers are human, we are human and so are you. Pitch in a human way and take into account that the journalists are human, too.
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