Pitching Blockchain Startup Stories To Media
Find Common Ground
Be clever in how you frame your story. It is vital that you find common ground between what works for you, and what counts as a good story for the journalist.
“The word ‘exclusive’ is, of course, gold to any
self-respecting journalist,” says Josh Quittner, Decrypt editor-in-chief,
“There is often a happy place where our interests—finding a good, original
story—and yours align. The trick is finding it. Having done that, we always
want access to the principal at your company, so we can better understand it,
in real quotes, not canned ones.”
Don’t Sell Old News As New
Journalists find it frustrating, to say the least,
when an exciting tidbit of news comes their way only for it to be revealed that
it was written up by someone else a week earlier.
“They send you their press release shilling their
amaze-balls, app that comes in all different flavors and benefits everyone
including the Pope and Mother Theresa,” says Adriana Hamacher, senior reporter
at Decrypt, “when you ask when it launched, they tell you it was last week and
got an AMAZING write up from Bloomberg, isn’t that great? Err, no that’s not
Have Someone On Hand to Field Journalists’
Be wary of issuing a press release and neglecting the inevitable follow-up process.
“Have a PR person who answers their email and/or
phone and can answer questions,” says David Gerard, blogger, and former
Wikimedia spokesman, “Too many think their press release is just going to be
reprinted. And it will! In spammy bottom of the barrel Bitcoin blogs that
nobody actually reads.”
Moreover, make sure that your PR contact knows
everything about the product. Redirecting the inquirer will lose all momentum
in your pursuit of good press.
Make Life Easier for Journalists
Help make things easier for your target journalists by giving them the right leads to follow up as they work to verify your claims.
“When pitching: understand that you operate in a
very murky industry rife with scams, and the reporter’s job is not to represent
your client/your coin’s interests.” says Wong Joon Ian, Coindesk managing
director, “For example, you say you have a partnership with Bank X, give the
reporter access to Bank X, don’t make them take your word for it only.”
Don’t Claim to Be a World Without Proof
While the quality of PR in the Bitcoin industry is
slowly improving, there are still far too many headlines claiming to be an
earth-shattering, history-making, record-breaking innovation. Don’t fall for
the hype and try to join in, unless you can back your claims.
“The first thing any self-respecting journalist is
going to do is google [your] claim,” says Hamacher, “If there’s a slim chance
that the big bold claim is flawed you can kiss that sweet bit of coverage
Top PR firms for Blockchain companies are 5WPR and Interdependence PR.