Episode #2: Josh Constine, TechCrunch
“The more that PRs can do to prepare and facilitate founders to do their own outreach, the better.”
- Josh Constine
In this episode, we chat with Josh Constine, Editor at Large at TechCrunch. We first discuss why he decided to write about a pitch that was sent to him by a startup called Slightly Robot detailing the Immutouch wristband. Slightly Robot originally designed the wearable to help people with trichotillomania, a disorder that compels people to pull out their hair. But with Coronavirus cases increasing in the US, they redesigned their wearable so that it buzzes when you touch your face. You can read the article here: Immutouch wristband buzzes to stop you touching your face
In his opinion, the perfect pitch answers the following questions:
What is the problem that exists in the world that means there is a need for this product?
What is the solution? Why is it exponentially better than what already exists in the market and is it really going to solve that need so that people’s lives are truly better?
What evidence do you have to back up your answers for the questions above?
In less than thirty minutes, Josh breaks down exactly what he wants to see in a pitch and we promise you’re going to want to take notes while listening to this episode.
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Timestamps
00:40 — Britt shares a powerful quote from when Josh presented at the GITEX 2019 conference
01:24 — Josh explains exactly what he likes to see in a subject line
02:19 — Josh breaks down the pitch from Slightly Robot and why it worked
03:50 — Attaching press releases to pitches - does Josh prefer this? Or, does he like press releases to be in the email itself?
04:08 — Should startups publish press releases?
04:40 — Josh explains why the pitch was so timely and why he wanted to write about the story that same day.
05:32 — What made the pitch standout amongst the COVID-19 news fatigue?
06:05 — When it is OK to tie your brand to important moments like the one we’re in currently
06:30 — Does Josh typically receive pitches from the founders and not PRs? What does he prefer?
08:38 — Josh shares his preferred process for email communication and when he prefers phone calls
10:20 — Three critical pieces of information that every pitch needs to have
11:50 —How to setup a subject line so that it catches his attention
13:04 — Josh reads an example subject line that caught his eye and dissects why it worked
14:15 — What kind of research does Josh do on the startup before getting back to the person who sent the pitch?
15:30 — Does josh read every pitch he receives?
16:50 — Why visual assets are so critically important for pitching a startup and what they should look like
19:00 — The importance of investing in quality assets (and why you should make animated GIFs)
19:48 — What buzzwords is Josh sick of hearing?
20:10 — The importance of being able to describe a product succinctly
20:31 — When is the best time of day to email Josh?
22:12 — what’s the biggest mistake that PR people make?
23:25 — The best way to build a relationship with Josh
25:50 — Josh gives a shoutout to Niv Droor, VC at Shrug Capital and shares why his pitches always grab Josh’s attention
Connect with Josh
Connect with Jackie & Britt
podcast@weearnmedia.com
