To Get Press, Teach. Don’t Sell. — Jason Calacanis

If you show them something and you deny the market, you’re going to get caught. Journalists are smart. So when we launched Mahalo Answers, the first thing I did is say: "Here are the top 5 Answer sites out there. Here’s Yahoo! Answers. Here’s wiki.answers.com. And here’s Naver.com that you might not know about. They’re in Korea. Here’s the competitive landscape. Here’s everything I learned about knowledge exchanges.

"Here’s what we’re doing that’s different. We realize that knowledge exchanges exist. We realize they’ve been a tremendous success in terms of traffic. We realize that they haven’t been a tremendous success in terms of quality. So we want to make something that’s a lot higher quality.

"Here’s how we’re doing that. We have a virtual currency. Nobody’s ever done that. We have multi-media-style answers. Where you could put in images and videos and audio files. And we have a curation team that deletes bad answers or obnoxious answers, 24-hours a day, 365 days a year. We pay them $10 per hour. They work from home. And so the best way to make the quality of a site go up is to get rid of the misspellings and the bad stuff."

And what I just told you in 30 seconds is exactly what I told people over a 20-minute session—with examples. Showing not telling. I don’t have the ability to show you right now. I would if we were sitting in front of a computer. That same process hold true with a journalist.

And have something of significance. If you don’t have something of significance, you don’t want to waste their time.

http://mixergy.com/calacanis-press/