文案与商业写作2017blog.ycombinator.com
融资路演与产品发布故事的写作指南
A Guide to Pitching Funding and Launch Stories
导读
这篇 YC 博客指南讲如何向媒体 pitch 融资和产品发布故事；HN 评论重点纠正了“embargo（ embargo 禁发协议）”的用法，并讨论如何用新闻角度替代保密要求。对写作者和创业者写 pitch 邮件、设计公关叙事有直接参考价值。
可以直接用的写作要点
- 01
冷邮件里不要单方面标注“EMBARGO”要求记者保密，必须先获得对方明确同意再发送细节。
- 02
如果不想依赖 embargo，就把故事挂到短周期的热点、话题或事件上，让报道具有时效性。
- 03
融资/发布故事不要停留在“我们存在且很棒”，而要给出记者必须现在报道的角度和理由。
- 04
在记者同意禁发前，对方没有保密义务；pitch 应先给少量钩子信息，并明确询问是否接受条件。
HN 评论精选
冷 pitch 不应强求 embargo，改用热点角度制造时效性。
我不会在冷 pitch 中做 embargo。合作最好靠激励机制保证，而冷邮件里你没有能力保证这种机制。除非有 compelling follow-up，或对方忌惮你关联的人，记者没理由在意你的要求；过于强硬地要求 embargo 像空洞威胁，可能让人反感甚至危险。我的办法是 pitch 不需要 embargo 的故事；“我们存在且很棒”通常效果不好。你的关联和成功在融资/发布当周同样能提供可信度，唯一赌的是时效性。我聚焦角度：把自己挂到寿命短的流行媒体叙事/话题/事件上，他们必须及时报道，也提高被报道概率，因为你提供的是大家正抢着报道的内容的教育性热评，还能提升社交互动。
bluehat查看英文原文
I don't think I'd ever do an embargo in a cold pitch. My experience is that cooperation is best assured with an incentive structure, and you don't really have the power in a cold email to assure any kind of incentive structure. Unless there's a compelling follow-up story or they fear the wrath of somebody you are associated with, the reporter has zero reason to care what you think or ask for. Being too aggressive in demanding an embargo can come across as an idle threat, which is somewhere between a turn-off and dangerous. My solution to this is to pitch stories that don't require embargos. "We exist, and we are great" is generally not a tactic I have had much success with anyway. Your affiliations and successes serve as credibility the week of your funding/launch just as well as they do on the day of your funding/launch. The only thing you're gambling on is the time-sensitivity. I solve this by focusing on the angle. If you tie yourself into an existing popular media narrative/topic/event with a short lifespan, they have to cover you promptly. You also increase your chances of being covered because now you're offering an educated hot take on something everybody is already scrambling to cover. This also boosts social engagement, if you're going for that.
单方面标注 embargo 无效，必须先获得记者明确同意。
这篇帖子整体有一些有用建议，但关于 embargo 的建议完全错误。在记者明确同意 embargo 之前，他/她没有义务保密。所以，帖子示例邮件顶部写 EMBARGO，记者仍可立即发布你的融资额、投资人等信息，而不违反 embargo 惯例。正确做法是：先发一封信息很少的邮件（“我们刚从一个顶级 VC 融了一轮”），并请求明确同意（“如果你能同意在某个时间前不发布，我们就发全部细节”）。补充：我用过 Upbeat，觉得产品很酷——虽然我觉得这篇帖子有欠缺，但不想贬低团队。
awwstn查看英文原文
Overall this post has some helpful advice, but the advice regarding embargoes is entirely wrong. Before a reporter has explicitly agreed to an embargo, he or she is under no obligation to keep a story under wraps. So, in the example email from this post with EMBARGO at the top of it, the journalist could immediately publish your funding amount, investors, etc. without breaking any of the established norms around embargoes. The correct way to do this is: write an email with very little information ("we just raised a round from a top VC") and ask for explicit agreement ("if you can agree to an embargo of date_time, we'll send over all the details") edit: I've used Upbeat and think the product is really cool – so while I find this post to be lacking I don't mean to diminish the team that worked on it.
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