How does a start-up company deal with the tech media?

The internet age, "wine is also afraid of alley deep" phenomenon more prominent, how to use a wide range of media channels for their own companies and products to strive for more, more high-quality media exposure? This article points you in the direction. See the "Media PR" experience shared by Twitch co-founder Justin Kan. Maybe everyone is tired of "how to start a business" story, so just want to talk about some of the new problems people are always bothering, what is the media? How to find the media? How does it work? I hope to bring some inspiration to all of you here. When most people start a business, they think about media exposure (it seems that the media have an elusive magical ability). Sometimes, also take the initiative to contact those who dig the bright spots of journalists, they advertised themselves as the elite, but these are the surface. Before you get to the media, you need to be aware of your purpose. Before contacting the media, there is one thing you must consider clearly, that is, what kind of media you want to use and the real purpose of the individual. And I started out thinking about being reported (appearing in news reports), because that's the privilege that an important business can have. It turns out that without a goal, a career can only degenerate into a joke (which is almost the golden rule of business). Similarly, if the media is treated blindly, the company's development will not be any better. Of course, if you don't have a clear business goal, then obviously time will not be fully utilized. Therefore, to do public relations with a certain purpose. Socialcam is a derivative of justin.tv (Video Life website) and is an application similar to video version Instagram. So when we are going to sponsor the Silicon Valley investors, we subconsciously look for tech-media to expose us to the popular social application. For us, the most important goal is to attract customers. exec is an application for local cleaning services, and our goal is to get people in San Francisco to understand and use it. In this case, it would be unwise to choose a nationwide media because 99% of the people would not use it. So we contacted local media, such as the San Francisco Chronicle, to help us find potential customers efficiently (the cost is greatly reduced). As for the Twitch TV you know, it's kind of like ESPN, exactly a game online video viewing platform. At that time, our goal was to be directed to the gaming industry. Who would have guessed that the popular platform (with 55 million loyal users), now in the gaming industry, was out of the early stages of development. Although we are only a small game group, the goal is not small, dedicated to the game industry to cover all the people, whether developers or advertisers, can have a place, so we targeted some game development blog and Industry dynamic site ads. In fact, it does not disappoint. What kind of "story" does the media like? Before you find the right media, you have to prepare the "story" of the company. What is a "flesh and blood" story? I think there are many kinds of stories, butThe following are often mentioned. (Releasing the product is also an opportunity for you to release the new version of the application.) First, it is worth mentioning the financing. For whatever reason, the media like to report on financing, even if it's not interesting. So if you have a 1 million dollar start, you can report more about it. Second, landmark progress is also judged by the weekly turnover of $1 million trillion. A company that acquired exec announced to the public that their weekly turnover amounted to $1 million trillion and was widely reported. Business stories, especially in successful companies, are ready to be reported by The New York Times, The New Yorker or Caijing. So in the beginning, you don't have to worry about that. For example, I don't know if you still have the impression that a few years ago, a YC incubator company WePay the dollar to the front of the PayPal headquarters because PayPal froze a lot of developers ' accounts. It's been widely reported because it's so interesting, in fact, the whole story has nothing to do with PayPal. In addition, there are recruitment announcements. If you have a big company and have recently hired a heavyweight figure, the characters will be willing to report. Finally, constructive articles about industry profiles or personal views, or tech blogs, will be favored by the media as they can attract readers ' attention. Basically, all of this can be a story. When you want to set up a start-up or start a startup, you think everything you do is interesting, but others may not think so. What you should really consider is, if I am not the founder of this company, will I read this story? So before spending time selling stories, you need to step back and think, "Do people really want to read?" Always keep in mind that what journalists and bloggers really want to dig up is the stories that attract the attention of readers. The other thing you should be aware of is that your story doesn't have to be original. You're not going to say you're the second person on the Kickstarter to 5 million dollars, because the first one steals all the attention. The first game consoles to Kickstarter to $10 million trillion have been a concern because they are the forerunners of the industry (even before someone Kickstarter a lot of money). In short, you need to find a unique perspective to illustrate the whole story and make it more readable.