23 Ways to Make a Better Pitch

By | November 22, 2011
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There’s been quite a bit of to-ing and fro-ing in the light of a recent post by Charles Arthur of The Guardian (original post here; more discussion here) about journalists and PR pitches. So I thought I’d throw in a few ideas of my own, which rapidly expanded to 22 23. (Note to self: never write these in the morning before I’ve eaten.)

  1. Put a link to the product/company’s website in the press release or pitch. Really.
  2. Don’t duplicate the pitch (your contact list should be pruned of any duplicates, whether they’re different email addresses or not). It looks poor to get lots of emails from the same person. One email, one pitch.
  3. Make sure your contact list and press releases are geographically sound: Not everyone, amazingly, lives in the U.S. and cares about Texas.
  4. Drop the lame intros and get to the point.
  5. Leave out industry jargon.
  6. Don’t bury the significance or drown it in longwinded subordinate clauses.
  7. If you’re going to offer “an expert” to comment on a news event, be upfront about any possible conflicts of interest. We’ll find them eventually and we won’t be impressed.
  8. Don’t offer to write our story for us. It’s frankly insulting.
  9. If we try out your client’s product and have negative feedback, don’t take offense or try to persuade us otherwise. Instead ask permission to pass it onto the client. We like to think we’re experts, and while we’re probably not, getting into a debate about it with anyone less than someone big from the company is unlikely to sway us.
  10. Don’t try to win us over with the line “your rival has written about us! Maybe it’s time for you to!” It reveals only your ignorance about how journalism works.
  11. Put contact details on the press release that are helpful, including time zones. IM and Skype are legitimate communication tools: offer them. (But don’t pitch via them unless you know the reporter well enough.)
  12. Don’t leave out important information, such as the imminent launch of a new product in the range that will make the review of the soon-to-be-obsolete model we’re working on look silly.
  13. Don’t follow up with phone calls or a reminder email if you don’t get a reply to a pitch. If you don’t get a reply assume we’re not interested. Know how many press releases and pitches we get per day?
  14. If we do reply with interest, please respect our deadlines, time zones and preferred medium of communication. We’re not prima donnas (well a bit) but there’s a reason why we give this information. Whole days can get lost if you don’t understand that the whole world is not on Seattle’s timezone.
  15. If we request a particular expertise or subject, keep your pitch to that subject. It wastes everyone’s time to have to read through pitches that begin “I know you asked for an expert to comment on polar bears, but would be you be interested in talking to one of my clients about athlete’s foot?”
  16. Similarly, please don’t try to force a pitch to fit a request. “Your request for comment on polar bears made me think of my client Bob who doesn’t know anything about polar bears, but once went on holiday to Finland, which has lots of snow. He could comment on how snow is white, like polar bears.”
  17. Don’t think that writing a pitch as if it’s a done deal is going to make it any more likely to result in a sale: “When is a good time to set up a phoner with my client?”
  18. Never, never, call us out of the blue. Especially in the middle of the night. (Second reminder: not everyone in the world is on Seattle time.)
  19. If someone leaves your company make sure their email address patches through to whoever took over their job/accounts. Don’t let the email bounce back.
  20. Make sure you, and your clients, have updated About/Press pages that let us find contacts quickly and easily. And email addresses, too, please. No just offering a phone number, or a lame email form.
  21. If we do contact you out of the blue with a request, do please respond with more than a press release. Chances are our request doesn’t fit exactly what you’re working on, but that shouldn’t stop you from helping us, even if it’s only passing us on to someone else who might be better suited to help us.
  22. If such a request does not fall in your geographic area, don’t just leave the reporter hanging. (That’s you, Sony!)
  23. Not every request is going to follow exactly your launch and publicity schedule. Roll with it. The important thing is getting some coverage.

Technology and Getting A Life

By | November 22, 2011
3 Comments

70s

Why do I like technology? Well, I don’t, actually. I think back wistfully do the days before computers and my love affair with the typewriter and my newspaper cuttings library (which I still have, weirdly.) But technology isn’t going away, so rejecting it is a bit like rejecting clothing. But if I was being honest, I would say: technology allows us to think hard about the future, to see it more clearly, and to be able to argue with people who are much smarter than us.

Take a column I have just been reading by a guy called Nicholas Carr. He’s a very smart fellow, written a skeptical book about IT called Does IT Matter? and generally says things that are smart. But like a lot of people, he doesn’t always seem to get things. One thing he doesn’t like is the idea that as technology gets more ubiquitous, so does recording our lives get easier. This, he says, in a recent editorial piece in The Guardian, would make Socrates (who said that “the unexamined life is not worth living”) turn over in his grave: “We’re so busy recording our lives that we have little time left to examine them.”

This is the kind of thing that technology users have learned to live with: the nonsense that everyone who uses technology is obsessed by it, and watches as their lives roll by. But like all balderdash it has some truth to it. As parents we seem more determined to plot our child’s progress through the filter of an viewfinder or LCD monitor than to actually absorb the moment through our eyeballs (babies one day are going to start thinking a human face has one big eye on it, one vast rectangular ear and a blinking red light for a nose.) And as I’ve mentioned before, we cubicle wallahs may be forgiven for mistaking virtual lives via our Twitter and instant messaging lists for real ones.

But Nicholas is not really talking about that. He’s talking about things called lifestreams – where we nerds create a digital feed of all the things we’re doing, reading or taking photos of and share it with anyone who’s interested. One or two folk take this a stage further, and walk around with cameras on their head. Or they record on their Twitter page what they’re eating, or write blogs that redefine the notion of boring your audience to tears. (I have read blogs that have had me literally weeping with boredom.)

Now I can understand that non-techies may feel this is a vast waste of time, and can’t think of anyone whose lives they’d want to follow in such excruciating detail. But just because we, and Nicholas Carr, can’t imagine anyone wanting to see or hear or read this deluge of life-data doesn’t mean it’s not going to happen. As with all technologies, we’ll both adapt it to our needs, and adapt to it.

Posterity is a funny thing: We don’t know what it is our future selves and descendants are going to be interested in. A BBC website requesting photos and recollections of the 1970s, for example, found that most British people fondly remembered the strike-induced blackouts. (This is true: I remember looking forward to them because we all slowed down for 10 seconds and Dad told us a story around the fire.) But don’t expect to see any family snaps of that particular aspect of life back then. Unsurprisingly, not many people thought, as they shopped in the flickering gloom of candlelight, “Oo! I should record this for posterity! We’ll look back on these grim days in 30 years’ time with fondness!”

Then take a look at Flickr, or any online photo sharing site and see what people record and share these days. Now, technology allows us not only to see ourselves immediately — no more waiting for the film to come back from the developer, no more tiny digital display that doesn’t let us see much of what we’ve just shot — but also, via 3G and GPS, to share it immediately with anyone else on the planet. Technology, in other words, lets us hold a mirror up to our existence, which we can observe in real time. Socrates wouldn’t be alarmed, he’d be dancing around considering the possibilities.

True, we may not use this mirror as well as we could. A lot of what people record is banal, but who knows what people are going to find interesting about us 30, 50, 300 years down the track? Who knows what we’re going to find interesting about us 10 years down the track? (I’m guessing the lurch in male fashion from long pants to those over-the-knee numbers.) The point is that we’re not just recording our lives because technology allows us to. We’re recording them because we want to. Nicholas Carr thinks this is narcissism. For some it probably is. For others the technology becomes a fence from which to hide behind and not participate. For the rest of us it offers chance to capture and reflect on a life that goes by way too quickly.

At Last, a Zoomable World

By | November 22, 2011
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sd6

It’s sometimes hard to get my friends excited about the technology I’m interested in, and that’s often down to the fact that a) the exciting stuff is often a big shift in what that technology can do and b) I’m not good at explaining these things to people, especially in wine bars, for some reason.

Last night, for example, I was trying to get someone excited about the Nokia N95. It’s a good phone, but the thing that most gets me excited is the ability to take good photos (5 megapixel camera) and then immediately upload them to Flickr (or anywhere else) via ShoZu, with a GPS tag attached. I just love that idea because it pulls all these technologies together (camera, phone, GPS, 3.5G connection) and makes something of them:

  • it’s seamless. I don’t need to do anything except say yes when a message pops up answering if the photo I just took should be uploaded
  • it’s instantaneous. As soon as the photo is uploaded it’s visible on Flickr. Anyone who wants to can see what I just saw.
  • it’s physical. Now my photo can be seen in geographical context, or seen on Google Earth, or whatever.

But this is just the start. We’re getting closer to a zoomable world, as imagined by the likes of the late Jef Raskin. Images will become the way we transfer, navigate and access all sorts of data: it’s often easier to navigate through thumbnails than it is through filenames. Think Google Earth using 3Dconnexion’s SpaceNavigator but applied to information. The closest I think we have at the moment is TopicScape. For a sign of what this might look like, check out Microsoft’s photo-based acquisition, SeaDragon, which will make viewing everything, from maps to newspapers, something that we can do on more or less any device. (See Long Zheng’s blog post for a demo at TED, and tools like Widsets for pushing the boundaries of what can be viewed on a small screen.)

The other big change coming that appears in the demo above is that this data will become more meaningful as it’s incorporated into bigger arrangements of data. Instead of us just uploading and tagging/geotagging photos, those photos will help make up 3D maps of the world– check out the BBC/Photosynth gallery in Long’s excellent post on this. Imagine that tied to Google Earth-type environments, and then imagine it time-tagged as well as geo-tagged, and you can see the possibilities. Suddenly every photo we take will fit somewhere into a greater mosaic:

ps1

This is why I think people should buy phones like the N95, because I think these tools — camera, phone, fast connection, GPS, editing features — are going to make ordinary folk much more excited about the content-creating revolution that started with blogs.  

Why I Don’t Work in an Office, Don’t Give Out My Phone Number, and Live in Indonesia

By | November 22, 2011
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Great piece from The Guardian’s Technology editor about the dangers of working in an office, having a telephone line and living in a place swarming with bad PR:

Maybe it’s just me, or maybe it’s the swarm of ever-more-desperate people trying to pitch stories about which they either have no clue, or know are dead in the water but are putting themselves through the pain of pitching in order to bill the client. But in a world where we’re turning out ever more meeja studies students, it would help to have some clue about how the minds in the media work. We feed on information, If you haven’t got it, we’ll bite your heads off just to check there isn’t any lurking down there.

World’s Slowest Email?

By | November 22, 2011
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Burma (Myanmar) may be in the running for the world’s slowest email: more than four months.

clipped from www.lirneasia.net

LIRNEasia and ISEAS organized an expert forum on ICT indicators in Singapore in March 2007.  On the 26th of January, the Myanmar Ministry of Post and Telecom sent an e-mail to the ISEAS in Singapore, nominating an officer to attend.   That e-mail reached ISEAS yesterday (4th June 2006; more than four months later).