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How to Write a Press Release (That Doesn’t Get Deleted)

Press Release

The press release has always been a go to staple in the PR pantry. It’s an ingredient nearly every PR pro busts out when they are looking to cook up something great. But if press releases are such key ingredients in PR’s recipe for success, why are so many PR pros continually let down by […]


Maris gets an apology, P.S. social media shares don’t always equal sales

In light of the holiday last week, we decided to forego sending out an email, which would have likely clogged your overflowing Inbox. So, post Labor Day, and much to your non-white-wearing delight, we bring you a Double Feature blog post. In said post, we will (at my expense) explore feeling like a total A-hole […]


Top 5 PR don’ts from an important tech reporter we can’t name

To forward the discussion from last week’s post “How to pitch the press” I thought it would be fun, and possibly frustrating, to point out the Top 5 Don’ts courtesy of a really important tech reporter from a really big news organization that will go unnamed.

But let’s just say it’s one of the top ten, and if you ever appeared in print or online in this publication you’d be extremely happy with your PR efforts. I will also point out here that 40% of tech stories covered by press are about the big five: Facebook, Apple, Microsoft, Google, and Twitter. This is an important factoid to note if you think, for ANY reason, you deserve or are guaranteed press coverage for your tech company on a regular basis.

The Journalist
Just who is this Tech Reporter X? Hmm

It ain’t happenin’. Fish elsewhere. Contribute to niche blogs. Write your own blog with an interesting point of view. Get social. Create meaningful relationships with influencers. This is all part of the PR machine.

This blog post is not intended for seasoned PR pros – because they will likely be privy to the points he (or maybe it’s a she?) makes below…save the last point which is still largely up for debate. We will get into embargoes next week. THAT will be a fun discussion.

Straight from “Tech Reporter X” are the Top 5 Don’ts:

1) Don’t ask reporters to rewrite a press release. They take pride in THEIR work, not in being YOUR amplifier. [Sorry to jump in, but this goes back to the article “Journalists: it’s about them not you” from a couple weeks ago]

2) Take NO for an answer. Meetings are great. Introductions are welcome. Connections are awesome. They don’t always (often) lead to immediate stories. Trust that if a reporter wants to cover the news he/she will. Pressure from you to do so is only a deterrent. So in “don’t” form I guess it’s – Don’t be annoying! Continue reading…