…the more they remain the same, apparently, in the PR world of media relations.
After reading the reports, surprise: I noted that you could apply just about every tip to tried-and-true mainstream media relations as well. These include: know to whom you are talking, e-mailing, or online chatting with; know what they have published; know both the news value and the value proposition of your product; meet promised deadlines; write in AP style with an extra-strong and terse lead paragraph; test all links before sending; and keep it short.
Not much new under that sun.
I did find some nuggets that seemed to me to advance traditional media relations best practices a bit:
· With tech news avoid hyperbole and provide the following information up front: what your product is, when it was/will be released, what platform(s) it runs on, what the configuration requirements are, a spec sheet including OEM vendors, how much it costs, and a URL
· Never send unsolicited attachments of any kind, and when following up with an attachment keep PowerPoint pitches illustrating your technology news to 5 slides or less
· Don’t assume the reporter wants an online demo; they usually don’t
· Do not send a vCard; rely on a detailed signature with your full contact information
Pretty much everything else was the kind of common sense that could have come from a media relations primer from 15 years ago. Which is not a bad thing from our point of view because it reinforces that despite advances in technology and changes in how news is produced, disseminated and consumed:
· News is still news (or not)
· Journalists are still journalists even if there are fewer of them than before and their media platforms have changed to include highly interactive blogs and a growing panoply of social media
· Cultivating, establishing and maintaining relationships with journalists, commentators, bloggers, moderators and editors remains the key to successful media relations, whether they are mainstream, tech sector, or moderating online communities