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February 12 2014


TMS 039: Pitching Your Product to the Press with Dan Frakes | Think, Make, Sell.

Dan Frakes is a senior editor for Macworld and I invited him to talk about what product developers need to know about how the media works. While Dan’s point of view is from within the world of Apple-related products, you should be able to apply his advice to your particular industry. Your browser does not support the audio element. Download as .mp3Subscribe in iTunesSubscribe to podcast directlyListen with Stitcher Takeaway Points Keep in mind that larger news outlets may have a policy of not reviewing beta versions of apps. Smaller personal blogs often like to publish a review of a product on the day it launches. Be sure to contact them well in advance. Contacting the right journalists one by one will get you better results than submitting your press release to PR sites. When you send out a press release via email, make sure your subject line clearly states what the email is about. You can be witty or funny in your press releases, but don’t forget to include all the facts. Sending your press release to the right people within the right media outlets requires some research, but will pay off with better response rates. Don’t send PR email asking of the recipient wants more info. Just send them the info outright. When writing a press release, put a short summary at the top. That way the recipient can quickly decide if he or she is interested. Before sending out review units of your product, check with the recipient first if she’s interested. It will save you money and both your and the journalist’s time. If your product requires a longer time to be reviewed properly, take that into account when you plan your launch. Make sure to thoroughly test the review units before you send them out. A faulty unit or buggy app will delay the review process and possibly result in a bad rating. Don’t send out your press release around big events in your market or industry. These are the busiest times for the media and your chances of getting noticed are slim. Send out your press release well before, but not too long in advance of the launch. Something between a couple of days and 1–2 weeks. If you employ a PR professional, make sure they know your product or service well and can answer any questions that might come up. Set up a press page on your website with high-res product photos, a manual, videos and any info that might be interesting or useful for the media. Don’t call the person you sent your press release to on the phone to ask if they received your email. Where you can find Dan: Dan at Macworld @danfakes Macworld’s contact page IDG editorial team Things mentioned on the show Screencasts Online Mac Gems The Prompt prMac PRWeb Dan’s PR Tips Chris Breen on PR Done Wrong http://thinkmakesell.com/2014/02/tms-039-pitching-your-product-press-dan-frakes/
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