Every week I get a question like this: “How can I get in Forbes?”
Or VentureBeat, or some other outlet.
My answer, once and for all
(Yeah, who am I kidding?)
- Do something newsworthy.
- Find/create interesting data.
- Get incredible traction.
- Start a visible movement.
- Get remarkable people onboard.
- Do something truly unique.
- Be awesome.
- Be persistent.
- Connect with journalists.
- Pitch smart.
- Then hope and pray.
The last one is really, really important. Because … it’s hard.
Journalists are extremely busy and ignore most emails and messages they get. It’s not personal, it’s for their own sanity.
Oh, and I guess I could add …
- Be Google
- Be Apple
- Be Facebook
- Be Amazon
- Be Elon Musk
Yes, the giants get a LOT of free publicity. Elon’s every tweet is examined, analyzed, editorialized. They sneeze and it’s news. They change one sentence on their home pages or add a tiny inconsequential product variation and BOOM … everyone writes about it.
No, it’s not fair.
Yes, it’s the way the world works.
(That last part is the Canadian in me peeking out.)