PR Hacking

Chris Nicholson, a former New York Times reporter and head of communications at Celery, explains how entrepreneurs and inventors can create strong, mutually beneficial relationships with reporters to tell their stories.

Part 1

Information is the currency of journalism. Unlike dollars or euros, it is not a fungible currency, but only effective under certain circumstances: e.g. when working with a journalist who wants your information. In a certain sense, an information economy is a barter economy.

Part 2

Reporters have very little space to convey who you are, what you do and how you think. Get used to telling two-sentence stories. Setup and punchline, problem and solution, event and its meaning.

Part 3

Here’s the Q&A, with questions ranging from how to maximize the effect of your PR, to which publications you should target.