Entries by Max Tatton-Brown

The Media Relations Paradox

Imagine if the most valuable thing you could offer was close relationships with journalists. Not to say there isn’t power and potential in those — but imagine if that was what your whole proposition hinged upon in 2014. I can’t work out which way the chicken and egg of this value in the PR industry […]

Augur talks PR, stories and pitching

(For the record, if you want to understand why it’s so important to say as little as possible, this video is a pretty good demo in itself too. At such moments, I sympathise for every client that I’ve advised to control their passion for the subject in favour of clarity.)

Making Content Matter

I’ve written before about the difficulties of the word “content”. It’s too often bandied around in discussions that lose sight of its meaning to viewers versus its importance in their strategy. And that blindness is costly. But you quickly find yourself drawing on it because it’s the common reference. Much of the time, that will […]

Making Content Matter

I’ve written before about the difficulties of the word “content”. It’s too often bandied around in discussions that lose sight of its meaning to viewers versus its importance in their strategy. And that blindness is costly. But you quickly find yourself drawing on it because it’s the common reference. Much of the time, that will […]

Breaking the PR rules: 128 units

I was invited to a recent PRCA event, hosting 3x PR industry godfathers who founded and exited agencies. Like so much with running Augur, I found it had to be analysed at two levels simultaneously. On one hand, there’s nothing like real experience. It’s a hard-won asset that money can’t buy. But in dispensing the […]

Search, and the commercial clash of the information age

People are looking for things. You want them to find you. But not just when looking for you, of course, that’s a given. Really, you want them to find you when they are looking for other things. Or, best of all, when they’re looking to buy other things. And so the clash emerges. Because of how search works, if you […]

Product Hunt, PR tools and my advice for startups

Young companies that aren’t eager to spend thousands on a retainer still realise they need to get their story out to the people who count. But, based on the selection of tools showing up on ProductHunt, you’d think the future of PR was press releases and spamming media lists. To anyone who actually has experience with PR, […]

Death to content: long live the editor

In the effort to rule their industry, almost every player has ended up churning out the same old slurry by neglecting a key element of creating great stories. It comes down to this: the world doesn’t need more content, it needs better editors. A good editor establishes a fair, consistent point of view. They bring priorities, […]