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Hacking Print Media: Pitching Journalists and Getting Profiled // BUSINESS 227
Jerry Guo, former Staff Correspondent, Newsweek
Tuesday, August 23rd from 8:00 pm to 9:30 pm.
Print media often holds the audience you want as customers: those outside the tech echo chamber who have deep pockets and aren't as fickle as the early adopters. This course will cover the steps to getting you, your product, or your business featured in print without having to hire your own expensive PR agency. It will trace the arc of placing a story from finding the right publications to pitching journalists and then acing the interview.
Session I (8/9): How Print Media Works
This session begins by covering the mechanics of a newsroom at a daily newspaper, weekly magazine, and a monthly. How are stories generated? Assigned? Killed? And why? Then, it will cover the role of a PR agency and why you can fill that role--and do it better.
Session II (8/16): Pitching Journalists
How do you get your story in front of a writer? This session will cover how to find the right journalists, the industry tools to track him down, and rookie mistakes almost every entrepreneur makes in a pitch. It will closely examine pitches that worked and those that didn't (including my the instructor's own pitches to other journalists).
Students are invited to a pitch they've sent for the class to critique.
Session III (8/23): Acing the Interview
This session will cover how to negotiate the relationship with the journalist. Skills include how to communicate with the writer and how to choose the appropriate channel (email/phone/in-person). It will include tips for interviews, including looking at the crib sheet Tim Ferriss used to hack his interview with Jerry Guo.
Be prepared for mock interviews.
Jerry Guo was the youngest staff correspondent hired at Newsweek and previously worked for The New York Times, Time Magazine, and Washington Post on assignment to North Korea. He is now co-founder of Grouper (joingrouper.com), a way for groups of friends to meet each other.
Use the hashtag #gahackprint to ask follow-up questions and continue the conversation.
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