3 Premium Tips to Perfecting the Popular But Perplexing Press Release

How to best write and finalize a stunning press release has challenged a plethora of marketing and media relations folks since the early days of formal public relations. Setting aside things like  the Common Sense pamphlet which stirred up anti-British sentiment before the Boston Tea Party, modern PR actually started in the early 1900s. This is when companies first hired PR practitioners to properly publicize their products and services.

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[Photo credit: Musicians and singers pose at the opening of the Operatic Liberty Loan Offices at Aeolian Hall, New York City on June 5, 1917. Edward Bernays, the mustached man on the left originated the first press release. Photo is from Stefan Scheufelen’s blog. ] 

Sigmund Freud’s nephew, Edward Bernays is often called the father of PR.

According to PR textbooks, he said that audiences had to be thoughtfully understood and persuaded to see things from the “client’s perspective.” Well yes, and also, no.

What’s happened in the technology business at both startups and big brand names is the client’s perspective has gone too far. If the media’s perspective was more deeply considered results would improve in a profound fashion.

In tech, the biggest problem seems to be product managers who push the team to publish me too technology updates. A company mentions it has cloud computing solutions but then years later announces its first cloud-based product. This is the type of thing that turns off reporters. Someone who hears this confusing message will roll their eyes and ignore your email pitch. Yes, mention the link to cloud. But maybe the focus should be a problem it can solve, cool analogy, link to a more mainstream trend or a neat beta case study.

Reporters are humans like anyone else. If PR practitioners can make their press releases appeal more to the average person by talking about something truly interesting and timely while linking the theme to hard company news, like a significant new product update or acquisition, there would be way better results.

Here are three other tips to consider:

1) Keep it brief. There are two advantages: there is a higher chance that a writer who receives hundreds press releases a day will actually read it. The second advantage is cost. If you use a service like Cision PR Newswire you can cut the cost in half with a shortened release. eReleases is another cost-effective option by the way.

2) Make your headline direct. Tell the news plainly. If you have to dress it up too much, hide the real news, or it’s taking too long to edit properly maybe the message you want to tell would make a better blog story or letter to customers and prospects.

3) Know your ultimate goal. It’s probably not to have the press release reproduced on 100 random websites, although that is a nice SEO boost. Marketing loves exposure even if it’s not the perfect feature story saying your product is the best and your company’s future looks bright. Your goal is to convince a reporter to call you with questions for a story.

Good luck with your next press release and remember, journalists are humans. They like thought-provoking words and storytelling just like anyone else.

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Michelle McIntyre, founder of Michelle McIntyre Communications LLC is an award-winning Silicon Valley PR diva and IBM vet known for making B2B tech solutions sexy. @FromMichelle on Twitter

PR Advice for Tech Startup Founders With One of A Kind Products

by Michelle McIntyre

As a seasoned public relations professional, I’ve enjoyed many productive and passionate discussions with genius technologists who want their “one of a kind” startup product covered by the media.

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Here’s a tip for inventors. Quality feature stories are written because something is societally relevant, interesting cocktail conversation fodder or a unique problem solver. Journalists do want to know, how will this change the world?

During an initial consultation with a founder usually I start out by asking what is different about their new product or service.  Sadly 75 percent of the time the answer is, “There is no other product like ours.” And it’s hard to respond without objection because  99 percent of the time that’s not true. Usually I can find an example of several similar products via a simple internet search.

The secret to a company getting coverage is simple. Leave the ego at the door. Quit thinking a product is the only one of its kind and ask others like an experienced PR professional what is really interesting about your story.

One founder I met with was finalizing an app that tracked a child’s to-do list. I searched and found another app that made the exact same claim. They in turn switched to a communications plan that made more sense having to do with showcasing their expertise in productivity instead of touting its uniqueness. It had a beautiful interface by the way.

Another tip is when you share information with the person you have assigned PR to don’t hold back on the good stuff. One founder I worked with waited a few weeks to disclose he was born with a serious medical problem and had several surgeries to correct it. Through diet and exercise he overcame it. His online fitness community he created was partly born because of this rough start in life. As soon as he told me, I told a Business Insider writer. She liked this angle about the founder and wrote a feature about him and his co-founder.

This app was also quite unique though. It weeded out bully comments automatically. That in fact was an impressive feature and resulted in nice coverage in TIME. But when you start with a claim, that a new product is super unique, unless you have a third party expert saying it, it’s usually a turn-off to writers.

To quote Journalist Dean Takahashi via a story he filed on PR tips in Venturebeat a few years ago, “What I love is finding something unique and interesting to write about. I want to find something magical, and I think most journalists, even the most cynical of the bunch, share the joy of discovering something really cool. Sometimes the real story isn’t the game itself. It’s the person who made it.”

I don’t mean to call out a founder who is a hard working, award-winning and an obviously smart inventor. The point is be very careful about telling someone your product is one of a kind. It probably is not.

I worked with a brilliant technologist with an artificial intelligence startup who wrote a celebrated technical paper years before the formation of the company. The technological phenomenon discussed in the paper was “in” iPhone’s Siri. When I pitched a writer I started with that detail, its impact on technology that tens of millions of people use. (Last I checked around 41 million people used the Siri voice assistant.)

This business reporter filed a story soon after. And that story focused on the startup solution, the funding and its venture capitalist. But the hook was the impact of what was in that paper.

In summary, journalists get pummeled with hundreds of pitches and press releases a day. Make sure you leave your ego at the door when talking to them: test your story line or pitch on a friend or family member to see if they say, “That’s interesting.”

Let others decide what’s interesting about your startup story, trust their feedback and go with it. Be careful going down the path of saying it’s a one of a kind product. It likely is not.

Photo: Shutterstock

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Michelle McIntyre is the president of Michelle McIntyre Communications LLC, a seven year old tech PR consulting firm. She’s the recipient of 11 awards for outstanding results mostly from IBM. She’s held numerous nonprofit executive board positions focused on enhancing the lives of children. @frommichelle on Twitter

 

3 Ways to Stink at PR And How To Improve

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Some people just stink at PR for example by offering boring spokespersons. As background, PR stands for “public relations” which typically means getting press coverage. It’s coming up with messages and then passing those on to the press. If you went to PR school like me you learn that what PR really means is changing someone’s mind about something. But the modern definition is media relations.

Great PR is about knowing journalists’ wants, needs and deadlines and actually doing what they ask. It’s so simple: learn what they want and give it to them. For example the IDG media will tell you they value CIO/chief information officer viewpoints on timely trends as well as customer case studies that are interesting and relevant. Henry Norr, formerly with the San Francisco Chronicle said something that stuck with me: “Your client is the media. It’s not the company that pays you. Make the media happy and you will do well in PR.”

Back to not giving reporters what they want. How many times have I seen a PR manager or director try to put a triangular peg into a round hole? The journalist wants a story: they want to discuss a problem and a solution relating to something timely. They want eyeballs on their story. Make sure what you pitch them falls within their beat. If they need to interview a venture capitalist by 4 pm about hot collaboration startups then by golly, get them that exact thing or keep quiet.

What is too common is bad PR people announce a third generation me-too beta product via long press release just to get some news out. It fills up journalists’ inboxes. It gets ignored. It makes it far less likely that they will open an email from that PR person again.

I watch some people crash and burn in their PR jobs by never innovating on what the marketing lead wants which is typically product advertising and churning out press release after press release of garbage.

What are the three main problems contributing to bad PR, and how can you avoid them?

1) Spokespersons cannot tell a story. I have 30 years of PR experience and a boat load of awards for results mostly from IBM. I can lead a horse to water but brothers and sisters, I cannot make them drink. If you are insisting on a boring spokesperson who cannot story-tell or your only key message is boring, you will not get a story. I repeat. An interview does not mean a story. A spokesperson can easily kill a story. I’m very good at securing interviews. If you blow it, I can’t save you. How to fix it: do better media training or use a different spokesperson. When I was working with a large company often I’d “hand pick” my own spokesperson even if they were the non obvious choice. Once in a while the obvious choice was the best one though. (I love when that happens. There was a sales VP in a software division who could story-tell like Burl Ives. He was my favorite.)

2) A boring press release. Issuing a news release with boring non-news will get you blacklisted by some writers. They will open one blah press release and probably ignore your next email. Another route to take: If you need to get something out there so your company gets attention, try a feature press release instead of saying you are on your fourth product version, or “Here’s our beta product.”  Make it an interesting story: tie to something happening in the world that is conversation-worthy. Test the story on a family member. Teens will give you candid advice. I can make a commodity technology product interesting by discussing something interesting related to it. The writer then has a real headline and angle. Did you really expect them to write a story saying, “So and so company announces a second generation beta product with no new technology that is not shipping yet”? If they wrote the truth you’d probably be pretty angry. Unfortunately those types of details are often hidden in press releases. The writer finds this out in an interview and then they drop the idea of doing a story.

3) Re-announcing something. Years ago as a consultant I was asked to pitch a story about a new division of a large Asian company opening  up in the Silicon Valley. I placed a nice story within 30 minutes which made everyone happy. However, I found out a little while later that this was the second time they announced this exact news. Now I did  place that story, a win, but the reporter took my word for it and filed fast. After she found out it had been issued previously she was a bit put off. No one else filed a story. Now I know to do an internet search for that news before I pitch it. If I see an old press release on the same news, I change up the way I talk about it. Perhaps it’s a news pitch, “A look at where this new division is six months later.” The way to prevent this: search the news online before taking someone’s word for it that it is news. If  it’s not change your pitch strategy and tactic.

 

 

So if you aren’t getting press coverage, ask yourself, am I giving journalists what they really want? And review your press release schedule and choice of spokesmen. Tell an interesting story or discuss a trend. Pick the non obvious person to tell it if necessary.

Making a simple change might save your PR program and your job.

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Michelle McIntyre gets attention for companies mostly in the technology space through creative press relations and content marketing. An IBM vet, she’s a micro-influencer on Twitter in the area of future of work and recipient of more than 10 awards for outstanding results. Follow her @FromMichelle

I’ve Been A Remote Worker for 20 Years: Here’s A Prediction

It’s interesting to hear everyone go ga ga over doing a Zoom business meeting or cocktail party. To me online meetings are no big deal and after many meetings from my home office for the past 20 years, I’d rather just make a phone call. People are inviting me to meet via Zoom as if it’s super special or a game or something. I appreciate it but it’s not special or fun to me. It’s business as usual. I’m not going to glamorize it. And be careful what you talk about using the free services. Your security may not be so good unless you pay for a pro version.

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However, regarding birthday celebrations, yes, it is a nice gesture to see everyone’s faces on the screen. That’s different and is nice if you live in different countries or states. I would rather see the “drive by parades” instead if your buddies are close enough to do that.

I’ve been a remote worker both for IBM and for myself for the most part since 2000 when my son was born. He is finishing up his freshman year at University of California Berkeley right now. He turns 20 this year. He’s been around as long as I’ve been a remote worker!

I say I worked from home “for the most part” because when I was West region PR manager for  IBM I had a sweet office in Mountain View, which I think is now owned by Google, as well as a guest office at IBM Almaden Research Center. But I mainly worked at home. And by the way my son went to daycare while I did that. It would have been a bit dangerous for him to wander around the house as a baby or toddler during my super busy IBM days.  (Remote work parents of toddlers: be careful.)

Here’s my prediction about what’s going to happen: in the next 18 months we will all need to be able to turn on and off remote work. I don’t believe everyone will “turn remote” permanently though. I think schools will still be around. Offices and work buildings will still be around. So don’t get rid of your printer-copiers, desks or chairs.

After listening to numerous interviews with medical doctors and data scientists from places including Columbia and UC Berkeley, I have a strong opinion about what might happen.  I believe that almost all businesses will have both an in person and remote work option.

During the next year people will go back to school and to the office. But at some point, they will told to go back home. For example, they could go back to school and work in August but be called back home for a few months in December or February. These are made up months: the exact day will depend on what happens with the COVID-19 curve. But a UC Berkeley PhD said today during an online teleconference that COVID cases could very well start to increase again during flu season: that’s when people may be called home again.

Whether students and workers go out or go home will depend on if people are getting sick from something that isn’t very treatable. So if the COVID-19 numbers go up we go home. They go down, we go to the office. Therefore my prediction is that we’ll have this back and forth lifestyle for at least one and a half years. Then maybe there will be a vaccine and things might go back to normal again.

What problems will occur? This will put more stress on college students who go to schools far away from their parents’ homes. They have to decide, will they stay at their college apartment when they get called back to online school or move out and go to mom and dad’s? Will landlords give students a break if they move out back home for three months? One of more vocal parents from the UC Berkeley Cal Parents Discussion Group Facebook page suggested simply asking landlords to put a special clause into the leases. If you move out, maybe you can get a break that month.

Regarding K-12, poorer kids will need to get laptops and WiFi supplied to them. One school district representative from New York said just this week that around 20% of their K-12 school children don’t have technology or bandwidth at home for online learning. And they have figured out how to solve about 10 percent of this problem but are working on the rest of it. Business, schools and communities: let’s work on solving this digital divide problem as a team.

My advice is simple: go with the flow and stay flexible. Flexibility is the name of the game moving forward. But wait, there’s more.

Help someone and you will get a favor back at some point: I’ve already experienced that. I bought hand sanitizer for a stranger and got a much needed essential item literally gifted to me soon after.

Try to stay healthy because if you get sick you will recover faster.

Good luck and happy online meetings everyone. I wish you all long lives with much toilet paper. And sorry if I missed your fun Zoom party. It reminds me too much of work.

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Michelle McIntyre is the founder of Michelle McIntyre Communications LLC, a tech PR consulting firm in Saratoga, Calif. She’s an IBM vet and also a future of work influencer. Follow her @FromMichelle on Twitter.

 

Thou Shalt Follow These 10 PR Commandments

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A commandment is defined as a divine rule. If you want to be a devout public relations professional, follow these 10 PR commandments in 2020.

Thou shalt spell check PR materials. Let pitch notes, press releases, client reports, blog stories, speeches, video scripts and so on sit overnight. Proofread it again in the morning or have someone else look at it. Sometimes editors will share an error-filled pitch or press release over social media to showcase poor communication that they have received.

Thou shalt keep thy PR message brief. Pitches more than 250 words might be hard for a top tier writer to comprehend. Some writers receive 400+ email pitches a day. Get to your point concisely.

Thou shalt surprise thy journalist. When you write a press release, ask yourself, did you include something new, interesting or surprising? Did you explain how it would improve someone’s life or improve a business process?

Thou shalt have a PR coverage goal. When you set out to garner attention for a company, concept or product, set a success bar. How much attention is considered successful? For example, your goal could be one feature print story, two TV news spots and five million impressions.  A tool like Meltwater could help.

Thou shalt not annoy an editor with too much follow up. Too many follow up messages might get you blacklisted by a writer. Use logic when following up. Instead of asking, did you receive the pitch note, ask something else like, are you back from holiday? Or, how was the trade show?

Thou shalt not abuse a mobile phone number. When a writer gives you their mobile phone number, don’t call it unless the situation is urgent. Typically people now can receive an email or direct social media message pretty quickly.

Thou shalt read a recent story by the writer before pitching. Read a recent story by the journalist before reaching out. If you don’t see any stories published in the past couple of years, they may not be worth your time. Maybe they took a job in PR, which is common these days. The exception is someone who edits but doesn’t have bylines. But lately it seems that editors publish as well.

Thou shalt not pitch via public Twitter profile. Journalists like scoops. They are not likely to discuss a solid story idea over their Twitter account for the competition to see. Some read direct messages but to send them a message they have to be following you. So it helps to have a quality Twitter profile and messages.

Thou shalt listen to what the writer wants. If a writer wants to only talk to customers and not the CEO, don’t keep offering interviews with the CEO.

Thou shalt say, “no” and add “try this instead.” When the lead marketing executive demands that you issue a press release on a drab, me-too, follow-on product, don’t be a yes man or woman. Offer a better idea like production of a video featuring a happy customer of the first product. Or write a pitch featuring a happy customer and success story: offer the customer as an interview source to a favorite writer. Mention the new product briefly as an aside.

Save the in-depth new product description for direct communications with customers and prospects and/or the right social media channels.

Boy praying photo:  Shutterstock

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Michelle McIntyre, an award-winning IBM vet and blogger is the president of Michelle McIntyre Communications LLC, a tech PR consulting firm in the Silicon Valley. McIntyre has served on several  nonprofit boards and was named VLAB Volunteer of the Year in 2017 for her marketing and blogging efforts. @FromMichelle on Twitter

 

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The First 3 Steps in A Startup’s PR Journey

Publicity matters to your company because it affects reputation and influence and this might surprise you: it also boosts *SEO.

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Because of this, quality media exposure needs to be at the top of every startup founder’s priority list.

Let’s face it. It’s hard to hire and acquire customers without it. Before prospective employees decide to apply for a job, they look up a company online and check out what others are saying. If a company has had coverage, they are perceived as more important to the world.

So what’s a startup to do? There are many tactics to try. Here are three to start with.

1) MAKE AT LEAST FOUR MEDIA LISTS

Junior PR people usually get put on media list compilation duty when they serve a new client at PR agency. Long time clients usually have their lists compiled and updated already. When I worked at a PR agency in Palo Alto, California, in the early 90s at first I spent about half my time working with a database of about 5,000 journalists for a whole agency. This helped me learn how to build and maintain a quality list.

Early stage startup CEOs and their marketing VPs just beginning their PR journeys usually start with list making. And one just won’t do.

Here the types lists you might need: journalists and analysts attending your next conference. Top five to 10 industry-specific publications and newsletters. Thirdly, your regional list. Is there a local news journal that covers companies like yours? Like here it’s the Silicon Valley Business Journal. If you are in Dallas, it’s the Dallas Business Journal.

Lastly make your stretch list. Which media outlets are your absolute favorites? What is your dream headline and where do you want to see it? Did you always want to be quoted in Fortune? If you know what you want, you have a better chance of getting it.

2) ISSUE NEWS

Keep in mind your news does not have to be in the form of a press release. Write a 300-500 story and publish it on LinkedIn or Medium. Post it on your website. Write a few paragraphs and email it with tailored cover notes to 10 key journalists. Make sure it’s hard news. That means real news with details.  As an aside there are things called feature releases but you have to be experienced at PR to be successful with one of those.

The biggest journalist complaint is lack of details. If you are announcing a new product, say ship date and cost. If you have vaporware consider not issuing news about it. Try not to go “backwards” on this tactic. Don’t say, “We need to make some news. What can we issue a press release on?” Read what the local business journal people are writing about. It may surprise you. For example, a writer may be interested that you doubled your office space. They may not care that IDG gave you a newbie award.

3) INTRODUCE YOURSELF TO KEY JOURNALISTS

There are many ways to do this. But keep in mind that they are busy. A Venturebeat writer who covers tech news told me on average he files five news stories each day. That’s really busy.

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You can meet writers at a trade show by walking up and saying, “Hello.” You can go on a multi-city press tour: meet two journalists in four cities and tell them about your company.  You can send a personalized note to a handful of key reporters in your industry as well as a couple of regional ones. Ask, would you like to have a cup of coffee over a 10 minute get-to-know conversation? Say you are new to reaching out to the press and wanted to start out on the right foot.

Note that it’s easier to set up a meeting if you have a high title like CEO, are in a super interesting industry or have some hard news to discuss. Do not send a mass email though. That’s tacky and journalists can tell that when it’s happening.

An infographic in a 2019 Wendy Marx @WendyMarx blog post says mass email blasts are the sixth most offensive act a PR person can commit against a journalist. 

That’s about the gist of it. If you are starting out on your publicity journey do three things: make your lists, issue your news and then introduce yourself.

And if you don’t have time, hire a PR consultant or agency to help.

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*SEO is search engine optimization. When people search for what solution you provide you want your company name to come up high in the search. According to a January 24, 2018 blog post by Dorothy Crenshaw @dorocren “7 Reasons Why PR Matters,” “Established publications that link to a brand will boost search listings due to the sheer power of their digital domains.”

This PR tips article was written by Silicon Valley PR Consultant and President of Michelle McIntyre Communications LLC Michelle McIntyre. She’s an IBM PR vet and was recognized as #3 top PR pro to follow on Twitter in November of 2018 (Ragan.com). @FromMichelle Business2community syndicates her PR blog.  The two images used for this story were purchased from Shutterstock.

Serial Entrepreneur Advises Scrappy Startup Founders to Be in Constant Listening Mode

by Michelle McIntyre

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“Entrepreneurs are cool. I frickin’ love working with them,” said David Saxby, a Los Gatos, Calif., serial entrepreneur who advises startups in the internet of things (IoT) space. He has dabbled in investing and has started seven-plus tech companies himself, most winners, others not so much. He is also an IBM vet, like me.

He was today’s speaker at the Bootstrappers Breakfast Meetup today at a coffee shop in Sunnyvale, CA.

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Even though my startup consulting firm is three years old, the key takeaway to me was listen closely at the beginning. Listen to what the market needs are. This will help you get customers.

(He’s right. Let’s face it. Customers are God.)

Here are his eight questions.

1) Is the timing right? Is there a need now for your offering? Timing is everything. He added that when he started a voice recognition company in 1982, the timing was definitely off.

2) You need to have something special. What is it? Knowledge, expertise or both?

3) Who are your customers? This is where things get real. Talk to as many people as you can. Be in constant listening mode.

4) Why did you start a company? What drove you? One attendee said maybe the best motivation is not hating your boss. That comment resulted in a few chuckles from the founders there.

5) How will you let your customers know who you are and what you do? This especially applies to technical founders. Then, when there is interest, what do I do with it?

The group’s organizer SKMurphy Founder Sean Murphy added some gentle sarcasm when he said, the real problem is, how do you handle the huge influx of customers after your product launch? He added the disclaimer that actually most launches meet dead silence.

6) How big and profitable will this company become? Have some objectives and attach them to your “to do’s.” Think about the market size. What are the characteristics of the businesses financials?

7) What other talent do you need to make things happen? The big problem in the Silicon Valley is attracting software people.

8) Think about money. How will you fund your new business? For example, why bootstrap over other choices? Have you been saving up for 20 years?

For more information about Bootstrappers Breakfast visit Meetup.com.

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Michelle McIntyre is an award winning Silicon Valley PR consultant and blogger. @FromMichelle

Premium Business Advice from the Founder of Buzzfeed

By Michelle McIntyre

Earlier this week I heard a talk by Jonah Peretti, CEO and founder of entertainment and news website Buzzfeed, which has 200 million unique visitors monthly.

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To put this in perspective, Business Insider, which is no slouch, has 15.9 million and Time.com has 8.9 million.

A graduate of MIT Media Lab, Peretti lives in Brooklyn, NY, and was interviewed on stage by investor Chris Dixon at a Commonwealth Club INFORUM meeting in San Francisco, Calif.

As if he didn’t already have enough cool things to put on his LinkedIn profile, Peretti also co-founded Huffington Post.

Buzzfeed is known for its list format stories like The 40 Greatest Dog GIFs of All Time and quizzes like “Which 90s Toy Are You?” Its staff of 800 includes serious journalists who cover a variety of news from global terrorist threats to politics.

Because its stories are regularly shared millions of times, founder Jonah Peretti is fast becoming known as the master of virality.

Although Buzzfeed is sometimes criticized by more traditional people for its “fluffy” journalism (no pun intended), the business model works.

Here are some of Jonah Peretti’s more interesting comments and pieces of advice from the event in the areas of content marketing and entrepreneurship.

1. We optimize for content shares at Buzzfeed. You won’t click on a story to find out it is a trick. Another site might imply in the headline that two celebrities are dating, but when you click through to the story, you find out it’s not true.

2. We don’t look down on the business and advertising side of things. While the groups here are independent, they also respect one another.

3. When it comes to creating ads, we embrace innovation.

4. Regarding the popularity of video, he joked, “We are headed back to a preliterate society where soon no one will use words.”

5. Sometimes you have to be indifferent to business to serve the consumer.

6. When determining what content to run, we ask, will it change lives? Will it change laws? On a human level, we ask, does this have meaning?

7. One of the hardest and most important things is to build a great team. Startups need people with shared values and who also want to go after something big.

8. How do I attract talent? I let people do their best work and be more productive than they would be somewhere else.

9. Set up small groups of people each with a lot of autonomy. Let them build things inside of a company.

Jonah Peretti was asked what he thought of the Buzzfeed parodies, for example on Click-hole. “If it’s a parody and funny, I love it. At Buzzfeed we don’t take ourselves too seriously.”

[The photo of Jonah Peretti on stage in San Francisco, Calif., was taken by Michelle McIntyre.]

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15 Premium Tips to get Media Coverage in 2015

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By Michelle McIntyre

The reason it’s hard for your start-up to get media coverage is because of noise.

Take the app market. As of June 2014, there were 1.2 million apps in iTunes.

Imagine if just a quarter of them contacted a reporter on the same day as you. That’s several hundred thousand companies!

In fact, your email to Alyson Shontell of Business Insider about your new app feature is probably sitting unopened next to 299 others just like it in her inbox that she received that day.

So in order to get some attention, you need to intelligently contact the media.

Here are 15 timely tips to help your start-up get journalists’ attention in 2015. They come from my experiences with Bloomberg, Business Insider, Buzzfeed, KQED, Mashable, TechCrunch, San Francisco Chronicle, Thomson-Reuters, Wired, Wall Street Journal and others.

1. MAKE YOUR KEY POINT FIRST.

In a note to a reporter, don’t bury the lead. When you land a media interview, say your main point first. Don’t plan to show a 45-page presentation.

2. KEEP IT SHORT.

A reporter receives 100 to 300 e-mailed pitches a day. Their voice mail boxes fill up fast. A short email might get read fully. To add detail, include a link. My Stanford media relations instructor and former San Francisco Chronicle Writer Marshall Wilson said a sentence should be no longer than 27 words. Key messages should take no longer than nine seconds to say.

3. READ THEIR STORIES FIRST.

Before Pam Edstrom attended her first media event with Bill Gates back when both their companies were just getting started, she read all of the industry magazines first. She then had intelligent talks with the journalists there. She is co-founder of public relations firm Waggener Edstrom.

4. PITCH THE COMPETITION.

KQED’s Peter Jon Shuler spoke in my Stanford post-graduate media relations class. He said he’s not likely to cover a story twice. Don’t call him and say, “I see you covered topic x. My company is a fit for that.” Instead pitch someone who hasn’t done the story yet, like a reporter at a competitive outlet.

5. OFFER SOMETHING SPECIAL BUT NOT TO EVERYONE.

TechCrunch takes contributed stories but they won’t run something unless it offers a unique viewpoint.

6. BOUNCE BACK AFTER FAILURE.

Great media relations folks don’t let rejection get them down. The timing could be off. It might take a year of relationship-building to land a shopping app in Good Housekeeping, for example, as was the case with one of my clients.

7. CONTACT THE RIGHT REPORTER.

If your story relates to new B2B social marketing software, contact the Huffington Post social business writer not the Elite Daily political blogger. Check Twitter profiles for updated job details. Some change jobs a lot.

8. PRETEND YOU’RE TALKING TO YOUR GRANDMA.

Skip the jargon like “mission critical” and just say what it is or does. If it’s a storage device that stores 500 movies just say that. Pretend you’re talking to your grandmother.

9. GO PLACES.

To increase your chances of meeting journalists, go out and get noticed. Give a talk at an industry conference or at a Meetup. Travel to a city where reporters are based. I set up a meeting with Issie Lapowsky of Wired and a Silicon-Valley based client recently and a cool story resulted.

10. TELL A COMPLETE STORY.

Compelling stories have a beginning, middle, end and hero. Include one when you are talking to a reporter. Overcome the fact that company founders do not like to highlight client problems. The story surrounding Sony’s movie “The Interview” features a big problem.

11. TELL A STORY THAT TUGS AT THE HEART STRINGS.

An app client tested a new nearby deals app feature before issuing an announcement. The story highlighted in communications was about a mom struggling to makes ends meet who was able to afford Christmas presents for her kids. It got attention. Another client’s story was about how he had three open heart surgeries by age 19. Staying healthy was the inspiration for co-founding his fitness app company while still in school.

12. ANNOUNCE NEWS BUT MAKE IT TIMELY.

Your campaign needs to fit in with what’s happening in the world. Right now it seems to be Sony movie “The Interview,” holiday shopping or New Year’s resolutions. A week ago it was Bill Cosby. Soon it will be losing weight, fitness, Super Bowl 2015 and Valentine’s Day. In August it will be back to school.

13. USE THE ELEMENT OF SURPRISE.

Snapchat, the “disappearing message” app got a life time worth of publicity by rejecting Facebook’s acquisition offer of $3 billion+. This was a surprise just due to the sheer amount. After that, everyone knew who they were. Reporters love to be surprised.

14. MAKE IT VISUAL.

Always have a photo of the founder, app screen shots and other graphics handy. Infographics and videos are popular. For social media posts, use a free graphics tool like Canva. Hire a news-smart photographer like Silicon Valley’s Mark Hundley or Paul Sakuma for your PR photography.

15. WRITE IT YOURSELF.

Some outlets like Buzzfeed, TechCrunch, and Wired accept contributed material. My blog is syndicated on a popular website. If your article is good, it will be promoted to home page. Venture Capital Firm General Catalyst Partners is known to be awesome at getting its own material published. It’s because the vice president of marketing communicates like a journalist.

In any case, if you try these tips and are still having a hard time, hire someone with media experience to help. [Photo credit: Newspapers and glasses photo was purchased through Canva.]

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