I wrote a tongue-in-cheek tweet this morning after seeing someone post slides Mike Butcher was presenting at an event.
Want to get on @TechCrunch? @mikebutcher explains how. http://t.co/wKjOiLPv7n OR pro tip: be smart & say "I'll sponsor your next event!" ;-)
He was discussing how best to get bloggers to write about you and I agree with everything he said. If you want to get written about, heed his advice...he's been at it a while. Yet there's one thing a blogger really can't say without coming across like a dick.
Get to know them!
PR and working with the press is a long-term game. If you only address press every now and again when you need it.....fundraising, launching product, M&A and whatnot......good luck making it work effectively for you.
At little story now about Mike. Think what you will of him but I consider Mike a friend. I'm also not blowing sunshine up his ass to get him to write about my stuff. I owe him more than he ever will me and maybe he doesn't even know about it.
I met Mike, if I remember correctly, in Belgium (or was it Luxembourg....I forget!) I forget because it was one of those nights. I met up with some people after an event and was going out for drinks and dinner. Mike happened to be part of the group. Or maybe it was actually he who offered for me to tag along (again.....one of those nights). Still it was a fun evening out and I made it a point to catch up with Mike whenever I saw him at events. I didn't hound him for press or just address him when I needed something. I genuinely like the guy.....he's been around just as long as I have in this game and he's absolutely tireless in his reporting on the EU scene. Further, I eventually did offer to sponsor some of his events....not to get press. I wanted the exposure of sponsoring and I wanted to give back.
Ultimately, Mike ended up helping me in a great way when he kindly wrote a post when I was leaving Neuhaus Partners to set up Liquid Labs.....without my asking. This post ended up getting exposure for me in a very specific situation which indirectly led to really good things. I am forever in Mike's debt for that.
Without setting off on too great a tangent, the summary of the story is build relationships with bloggers. You hope to be around for a long time. They too will most likely be around for a while. Get to know them. Offer them your stories when you have press, and follow Mike's tips. But be forewarned: if you don't know them, you are just one of thousands of people trying to get their attention. Ask yourself: "would my chances for exposure be better if I actually knew them?" I'll leave the rest up to you.
P.S. I write of Mike in this post but there are many other great guys in the EU tech scene whom you shouldn't overlook....Robin Wauters & Martin Bryant quickly pop into mind but there are many others.
P.P.S.: Mike corrected me that we first me via Twitter actually and then in person at Robin's PLUGG event in Brussels.