SlideShare una empresa de Scribd logo
1 de 37
Descargar para leer sin conexión
The Beginners Guide to
PR for

Startups
presents
Table of Contents
Foundation Research Perfecting the Pitch
● Defining PR in 2014
● Public Relations vs. Human Relations
● Making Friends, Not Contacts
!
!
● Defining Success
● Choosing the right journalists
● Understanding the media
● Niche vs. Broad outlets
● Putting together a press kit
● Positioning statements
● Making things personal
● What’s in it for them?
● Keeping it concise
● Newsjacking 101
Media Outreach Measuring Success Best Practices
● Sending your pitch
● Timing is everything
● The follow-up process
● Accepting ‘no’ and moving on
● When to guest blog instead
● Setting up analytics tools
● Media doesn’t guarantee success
● Knowing when to say ‘no’
● Brainstorming creative new ideas
● Media Monitoring
● Tools of the Trade
● Use all your resources
Slides 4-8 Slides 9-14 Slides 15-20
Slides 21-26 Slides 27-31 Slides 32-35
Many startups still believe public relations begins and ends with receiving a
nod from TechCrunch. 



Startup success stories are no longer written with thanks to the media. In
today’s ecosystem overflowing with startup ideas, to ‘launch’ is simply not
enough justification for media coverage.
Overnight success stories are a thing of the past, and we say it’s time for a
refreshing new take on PR. 



What worked last year isn’t going to work today.
The secret is in adopting a human approach to PR.
Introduction
Foundation
Step away from the keyboard. Don’t send another haphazard
pitch to a journalist without understanding the basics.
The golden rule? Always make friends before you need them.
Defining PR in 2014
The name of the game is changing. No longer just about press releases
and embargoes - the definition of PR isn’t as cut and dry as it once was.
The homepage of Forbes? Yes, that’s PR, but so is your contributed
piece to Entrepreneur or HubSpot. In 2014, thought-leaders are just as
much media rockstars, as Mick Jagger himself.
Whether you’re a publicist, a growth hacker, or rockstar - you’re in the
business of PR and it’s time to take advantage of it.
Public Relations vs. Human
Relations
A PR person has coverage and favorable
public image in mind. They’re self-serving.



A human relations pro works hard for
meaningful, social relations that provide
value and create long-lasting relationships.
They’re selfless.
Which do you think has a greater impact
on your business in the long run? Which
would you rather have represent your
company?
We Say: Make Friends, Not Contacts
1. Cold Call No More - Long gone are the days of generic pitches, cold
calls or emails. If you don’t know the person you’re pitching,
consider putting on the brakes and heading back to the drawing
board.
2. Cut the “Blah Blah” - If your pitches lack authenticity (and worse
yet - if they don’t deliver value), all a journalist hears is “blah, blah,
blah.” Cut the buzzwords and focus on value.
3. The Value of One Friend - Another golden PR rule? Quality over
quantity. Focus on strengthening the relationships you have with
your existing contacts to make them more meaningful and
personal.
Forget playing the numbers game.
Pitching 100 journalists may be less effective than building a
relationship with three.
Pick three, and start getting to know them today.
- What do they write about?
- Where do they socialize online?
- Who might you have in common?



TIP:
 Not
 sure
 where
 to
 start?
 
 
 
Use
 a
 tool
 like
 Followerwonk
 
to
 search
 for
 journalists
 
active
 on
 Twitter
 using
 
specific
 keywords.
 
Try This At Home [Exercise]:
Find 3 Journalists You Think Will Love Your
Idea
Research
You wouldn’t vacation somewhere without
doing a little digging first, would you? Then
why would you pitch a journalist you know
nothing about?
Defining Success
PR is only part of a comprehensive
marketing and branding strategy. 



Always take the time to define what
your ‘big picture’ of success looks like,
integrating PR effort throughout the
process.

Avoid vanity metrics (like the number of
PR mentions you collect.) Instead, focus
on the return on your PR investment:
new relationships, inbound leads and
of course - new customers.
Choosing the Right Journalists
The key to getting great coverage is to
start with a journalist that covers your
industry!
!
Once you’ve identified writers who have
covered similar themes, get to know
them.
• Engage with them on Twitter.
• Comment on their articles.
• Introduce yourself over email in a
non-promotional way.
Tip:
 Start
 engaging
 long

Más contenido relacionado

La actualidad más candente

PR Crisis Communications Kit - How-To Guide
PR Crisis Communications Kit - How-To GuidePR Crisis Communications Kit - How-To Guide
PR Crisis Communications Kit - How-To GuideDemand Metric
 
Role of media in social awareness
Role of media in social awarenessRole of media in social awareness
Role of media in social awarenessshubham saini
 
Instagram Marketing Made Simple
Instagram Marketing Made SimpleInstagram Marketing Made Simple
Instagram Marketing Made SimpleMeetEdgar
 
Technology in communication
Technology in communicationTechnology in communication
Technology in communicationshakil2604
 
Internal Communications - Part 1
Internal Communications - Part 1Internal Communications - Part 1
Internal Communications - Part 1Estragon
 
What Is Press Release
What Is Press ReleaseWhat Is Press Release
What Is Press ReleaseMilan Verma
 
UK Government Communication Service Strategy 2022-2025_Report.pdf
UK Government Communication Service Strategy 2022-2025_Report.pdfUK Government Communication Service Strategy 2022-2025_Report.pdf
UK Government Communication Service Strategy 2022-2025_Report.pdfPetrisorPetre
 
Effective internal communication in an organization
Effective internal communication in an organizationEffective internal communication in an organization
Effective internal communication in an organizationAbirami GB
 
Advertising concepts & principles
Advertising concepts & principlesAdvertising concepts & principles
Advertising concepts & principlesmanjushachute
 
The Impact of New Media on Public Relations
The Impact of New Media on Public RelationsThe Impact of New Media on Public Relations
The Impact of New Media on Public RelationsSams-E-Rabby Souvik
 
Developing a communications plan
Developing a communications planDeveloping a communications plan
Developing a communications planFairfax County
 
Communications Planning: What It Is & Why It's Important
Communications Planning:  What It Is & Why It's ImportantCommunications Planning:  What It Is & Why It's Important
Communications Planning: What It Is & Why It's ImportantThe Media Kitchen
 
Lecture 8: Intro to PR
Lecture 8: Intro to PRLecture 8: Intro to PR
Lecture 8: Intro to PRJennifer Cox
 
7 Emerging Trends in Social Media
7 Emerging Trends in Social Media7 Emerging Trends in Social Media
7 Emerging Trends in Social MediaEdward Erasmus
 
Corporate Communication by Dr. Ashutosh Karnatak
Corporate Communication by Dr. Ashutosh KarnatakCorporate Communication by Dr. Ashutosh Karnatak
Corporate Communication by Dr. Ashutosh KarnatakDr Ashutosh Karnatak
 
Crisis communications - Power Point presentation
Crisis communications - Power Point presentationCrisis communications - Power Point presentation
Crisis communications - Power Point presentationJanna Braun
 
Effects of Mass Communication
Effects of Mass CommunicationEffects of Mass Communication
Effects of Mass CommunicationHina Anjum
 

La actualidad más candente (20)

PR Crisis Communications Kit - How-To Guide
PR Crisis Communications Kit - How-To GuidePR Crisis Communications Kit - How-To Guide
PR Crisis Communications Kit - How-To Guide
 
Role of media in social awareness
Role of media in social awarenessRole of media in social awareness
Role of media in social awareness
 
Instagram Marketing Made Simple
Instagram Marketing Made SimpleInstagram Marketing Made Simple
Instagram Marketing Made Simple
 
Technology in communication
Technology in communicationTechnology in communication
Technology in communication
 
Inverted Pyramid
Inverted PyramidInverted Pyramid
Inverted Pyramid
 
Internal Communications - Part 1
Internal Communications - Part 1Internal Communications - Part 1
Internal Communications - Part 1
 
What Is Press Release
What Is Press ReleaseWhat Is Press Release
What Is Press Release
 
UK Government Communication Service Strategy 2022-2025_Report.pdf
UK Government Communication Service Strategy 2022-2025_Report.pdfUK Government Communication Service Strategy 2022-2025_Report.pdf
UK Government Communication Service Strategy 2022-2025_Report.pdf
 
Print Media
Print MediaPrint Media
Print Media
 
Effective internal communication in an organization
Effective internal communication in an organizationEffective internal communication in an organization
Effective internal communication in an organization
 
Advertising concepts & principles
Advertising concepts & principlesAdvertising concepts & principles
Advertising concepts & principles
 
The Impact of New Media on Public Relations
The Impact of New Media on Public RelationsThe Impact of New Media on Public Relations
The Impact of New Media on Public Relations
 
Developing a communications plan
Developing a communications planDeveloping a communications plan
Developing a communications plan
 
Advertising media
Advertising mediaAdvertising media
Advertising media
 
Communications Planning: What It Is & Why It's Important
Communications Planning:  What It Is & Why It's ImportantCommunications Planning:  What It Is & Why It's Important
Communications Planning: What It Is & Why It's Important
 
Lecture 8: Intro to PR
Lecture 8: Intro to PRLecture 8: Intro to PR
Lecture 8: Intro to PR
 
7 Emerging Trends in Social Media
7 Emerging Trends in Social Media7 Emerging Trends in Social Media
7 Emerging Trends in Social Media
 
Corporate Communication by Dr. Ashutosh Karnatak
Corporate Communication by Dr. Ashutosh KarnatakCorporate Communication by Dr. Ashutosh Karnatak
Corporate Communication by Dr. Ashutosh Karnatak
 
Crisis communications - Power Point presentation
Crisis communications - Power Point presentationCrisis communications - Power Point presentation
Crisis communications - Power Point presentation
 
Effects of Mass Communication
Effects of Mass CommunicationEffects of Mass Communication
Effects of Mass Communication
 

Destacado

The Essentials of Community Building by Mack Fogelson
The Essentials of Community Building by Mack FogelsonThe Essentials of Community Building by Mack Fogelson
The Essentials of Community Building by Mack FogelsonMackenzie Fogelson
 
How to Plug a Leaky Sales Funnel With Facebook Retargeting
How to Plug a Leaky Sales Funnel With Facebook RetargetingHow to Plug a Leaky Sales Funnel With Facebook Retargeting
How to Plug a Leaky Sales Funnel With Facebook RetargetingDigital Marketer
 
Wireframes - a brief overview
Wireframes - a brief overviewWireframes - a brief overview
Wireframes - a brief overviewJenni Leder
 
A Guide to User Research (for People Who Don't Like Talking to Other People)
A Guide to User Research (for People Who Don't Like Talking to Other People)A Guide to User Research (for People Who Don't Like Talking to Other People)
A Guide to User Research (for People Who Don't Like Talking to Other People)Stephanie Wills
 
Using Your Growth Model to Drive Smarter High Tempo Testing
Using Your Growth Model to Drive Smarter High Tempo TestingUsing Your Growth Model to Drive Smarter High Tempo Testing
Using Your Growth Model to Drive Smarter High Tempo TestingSean Ellis
 
Understand A/B Testing in 9 use cases & 7 mistakes
Understand A/B Testing in 9 use cases & 7 mistakesUnderstand A/B Testing in 9 use cases & 7 mistakes
Understand A/B Testing in 9 use cases & 7 mistakesTheFamily
 
Stop Leaving Money on the Table! Optimizing your Site for Users and Revenue
Stop Leaving Money on the Table! Optimizing your Site for Users and RevenueStop Leaving Money on the Table! Optimizing your Site for Users and Revenue
Stop Leaving Money on the Table! Optimizing your Site for Users and RevenueJosh Patrice
 
No excuses user research
No excuses user researchNo excuses user research
No excuses user researchLily Dart
 
The Science behind Viral marketing
The Science behind Viral marketingThe Science behind Viral marketing
The Science behind Viral marketingDavid Skok
 
Lean Community Building: Getting the Most Bang for Your Time & Money
Lean Community Building: Getting the Most Bang for  Your Time & MoneyLean Community Building: Getting the Most Bang for  Your Time & Money
Lean Community Building: Getting the Most Bang for Your Time & MoneyJennifer Lopez
 
Google Analytics Fundamentals: Set Up and Basics for Measurement
Google Analytics Fundamentals: Set Up and Basics for MeasurementGoogle Analytics Fundamentals: Set Up and Basics for Measurement
Google Analytics Fundamentals: Set Up and Basics for MeasurementOrbit Media Studios
 
10 Mobile Marketing Campaigns That Went Viral and Made Millions
10 Mobile Marketing Campaigns That Went Viral and Made Millions10 Mobile Marketing Campaigns That Went Viral and Made Millions
10 Mobile Marketing Campaigns That Went Viral and Made MillionsMark Fidelman
 
User experience doesn't happen on a screen: It happens in the mind.
User experience doesn't happen on a screen: It happens in the mind.User experience doesn't happen on a screen: It happens in the mind.
User experience doesn't happen on a screen: It happens in the mind.John Whalen
 
Brenda Spoonemore - A biz dev playbook for startups: Why, when and how to do ...
Brenda Spoonemore - A biz dev playbook for startups: Why, when and how to do ...Brenda Spoonemore - A biz dev playbook for startups: Why, when and how to do ...
Brenda Spoonemore - A biz dev playbook for startups: Why, when and how to do ...GeekWire
 
Optimize Your Sales & Marketing Funnel
Optimize Your Sales & Marketing FunnelOptimize Your Sales & Marketing Funnel
Optimize Your Sales & Marketing FunnelHubSpot
 
Mastering Google Adwords In 30 Minutes
Mastering Google Adwords In 30 MinutesMastering Google Adwords In 30 Minutes
Mastering Google Adwords In 30 MinutesNik Cree
 
How to: Viral Marketing + Brand Storytelling
How to: Viral Marketing + Brand Storytelling How to: Viral Marketing + Brand Storytelling
How to: Viral Marketing + Brand Storytelling Elle Shelley
 
How Top Brands Use Referral Programs to Drive Customer Acquisition
How Top Brands Use Referral Programs to Drive Customer AcquisitionHow Top Brands Use Referral Programs to Drive Customer Acquisition
How Top Brands Use Referral Programs to Drive Customer AcquisitionKissmetrics on SlideShare
 

Destacado (20)

The Essentials of Community Building by Mack Fogelson
The Essentials of Community Building by Mack FogelsonThe Essentials of Community Building by Mack Fogelson
The Essentials of Community Building by Mack Fogelson
 
How to Plug a Leaky Sales Funnel With Facebook Retargeting
How to Plug a Leaky Sales Funnel With Facebook RetargetingHow to Plug a Leaky Sales Funnel With Facebook Retargeting
How to Plug a Leaky Sales Funnel With Facebook Retargeting
 
Wireframes - a brief overview
Wireframes - a brief overviewWireframes - a brief overview
Wireframes - a brief overview
 
A Guide to User Research (for People Who Don't Like Talking to Other People)
A Guide to User Research (for People Who Don't Like Talking to Other People)A Guide to User Research (for People Who Don't Like Talking to Other People)
A Guide to User Research (for People Who Don't Like Talking to Other People)
 
Using Your Growth Model to Drive Smarter High Tempo Testing
Using Your Growth Model to Drive Smarter High Tempo TestingUsing Your Growth Model to Drive Smarter High Tempo Testing
Using Your Growth Model to Drive Smarter High Tempo Testing
 
Understand A/B Testing in 9 use cases & 7 mistakes
Understand A/B Testing in 9 use cases & 7 mistakesUnderstand A/B Testing in 9 use cases & 7 mistakes
Understand A/B Testing in 9 use cases & 7 mistakes
 
Stop Leaving Money on the Table! Optimizing your Site for Users and Revenue
Stop Leaving Money on the Table! Optimizing your Site for Users and RevenueStop Leaving Money on the Table! Optimizing your Site for Users and Revenue
Stop Leaving Money on the Table! Optimizing your Site for Users and Revenue
 
No excuses user research
No excuses user researchNo excuses user research
No excuses user research
 
Intro to Facebook Ads
Intro to Facebook AdsIntro to Facebook Ads
Intro to Facebook Ads
 
The Science behind Viral marketing
The Science behind Viral marketingThe Science behind Viral marketing
The Science behind Viral marketing
 
Lean Community Building: Getting the Most Bang for Your Time & Money
Lean Community Building: Getting the Most Bang for  Your Time & MoneyLean Community Building: Getting the Most Bang for  Your Time & Money
Lean Community Building: Getting the Most Bang for Your Time & Money
 
Intro to Mixpanel
Intro to MixpanelIntro to Mixpanel
Intro to Mixpanel
 
Google Analytics Fundamentals: Set Up and Basics for Measurement
Google Analytics Fundamentals: Set Up and Basics for MeasurementGoogle Analytics Fundamentals: Set Up and Basics for Measurement
Google Analytics Fundamentals: Set Up and Basics for Measurement
 
10 Mobile Marketing Campaigns That Went Viral and Made Millions
10 Mobile Marketing Campaigns That Went Viral and Made Millions10 Mobile Marketing Campaigns That Went Viral and Made Millions
10 Mobile Marketing Campaigns That Went Viral and Made Millions
 
User experience doesn't happen on a screen: It happens in the mind.
User experience doesn't happen on a screen: It happens in the mind.User experience doesn't happen on a screen: It happens in the mind.
User experience doesn't happen on a screen: It happens in the mind.
 
Brenda Spoonemore - A biz dev playbook for startups: Why, when and how to do ...
Brenda Spoonemore - A biz dev playbook for startups: Why, when and how to do ...Brenda Spoonemore - A biz dev playbook for startups: Why, when and how to do ...
Brenda Spoonemore - A biz dev playbook for startups: Why, when and how to do ...
 
Optimize Your Sales & Marketing Funnel
Optimize Your Sales & Marketing FunnelOptimize Your Sales & Marketing Funnel
Optimize Your Sales & Marketing Funnel
 
Mastering Google Adwords In 30 Minutes
Mastering Google Adwords In 30 MinutesMastering Google Adwords In 30 Minutes
Mastering Google Adwords In 30 Minutes
 
How to: Viral Marketing + Brand Storytelling
How to: Viral Marketing + Brand Storytelling How to: Viral Marketing + Brand Storytelling
How to: Viral Marketing + Brand Storytelling
 
How Top Brands Use Referral Programs to Drive Customer Acquisition
How Top Brands Use Referral Programs to Drive Customer AcquisitionHow Top Brands Use Referral Programs to Drive Customer Acquisition
How Top Brands Use Referral Programs to Drive Customer Acquisition
 

Similar a The Beginners Guide to Startup PR #startuppr

Do-It-Yourself PR for Nonprofits by Sean Horrigan, PR Guy
Do-It-Yourself PR for Nonprofits by Sean Horrigan, PR GuyDo-It-Yourself PR for Nonprofits by Sean Horrigan, PR Guy
Do-It-Yourself PR for Nonprofits by Sean Horrigan, PR GuyPR Guy
 
Seven ways pr professionals can craft successful pitches to journalists
Seven ways pr professionals can craft successful pitches to journalistsSeven ways pr professionals can craft successful pitches to journalists
Seven ways pr professionals can craft successful pitches to journalistsRachael Hesling
 
How to Guide: dealing with the media
How to Guide: dealing with the mediaHow to Guide: dealing with the media
How to Guide: dealing with the mediaMagenta Associates
 
Help them to sell more: What PR can do for your growth targets
Help them to sell more: What PR can do for your growth targetsHelp them to sell more: What PR can do for your growth targets
Help them to sell more: What PR can do for your growth targetsSebastian Rumberg
 
Portland Ten Guerilla Public Relations: Tips for Free & Effective Public Rel...
Portland Ten Guerilla Public Relations:  Tips for Free & Effective Public Rel...Portland Ten Guerilla Public Relations:  Tips for Free & Effective Public Rel...
Portland Ten Guerilla Public Relations: Tips for Free & Effective Public Rel...PRA Public Relations
 
50 Shades of Startup PR
50 Shades of Startup PR50 Shades of Startup PR
50 Shades of Startup PROnboardly
 
50 Shades of Startup PR
50 Shades of Startup PR50 Shades of Startup PR
50 Shades of Startup PROnboardly
 
5 tips for effectively navigating PR
5 tips for effectively navigating PR5 tips for effectively navigating PR
5 tips for effectively navigating PRMabox Marine
 
PR Tips for Startups
PR Tips for StartupsPR Tips for Startups
PR Tips for StartupsPR Guy
 
How to Create Personas for Your Digital Communications
How to Create Personas for Your Digital CommunicationsHow to Create Personas for Your Digital Communications
How to Create Personas for Your Digital CommunicationsTechSoup
 
The Pitching Process, Establish Yourself as an Expert
The Pitching Process, Establish Yourself as an ExpertThe Pitching Process, Establish Yourself as an Expert
The Pitching Process, Establish Yourself as an ExpertCyndy Hoenig
 
How to create standout PR - slides from webinar
How to create standout PR - slides from webinarHow to create standout PR - slides from webinar
How to create standout PR - slides from webinarMartin Couzins
 
5 steps to executing a successful digital pr campaign - Brighton SEO
5 steps to executing a successful digital pr campaign - Brighton SEO5 steps to executing a successful digital pr campaign - Brighton SEO
5 steps to executing a successful digital pr campaign - Brighton SEOTom Mansell
 
5 essential personal branding strategies
5 essential personal branding strategies5 essential personal branding strategies
5 essential personal branding strategiesKyleMahoney
 
Want PR? Understanding the New Media Landscape’s Impact on Design Industry Pu...
Want PR? Understanding the New Media Landscape’s Impact on Design Industry Pu...Want PR? Understanding the New Media Landscape’s Impact on Design Industry Pu...
Want PR? Understanding the New Media Landscape’s Impact on Design Industry Pu...DesignBloggersConference
 
15 content-marketing-nuggets
15 content-marketing-nuggets15 content-marketing-nuggets
15 content-marketing-nuggetsAmanda Snyder
 
15 content-marketing-nuggets
15 content-marketing-nuggets15 content-marketing-nuggets
15 content-marketing-nuggetsAmanda Snyder
 
How to create standout PR - event slides and notes
How to create standout PR - event slides and notesHow to create standout PR - event slides and notes
How to create standout PR - event slides and notesMartin Couzins
 

Similar a The Beginners Guide to Startup PR #startuppr (20)

Do-It-Yourself PR for Nonprofits by Sean Horrigan, PR Guy
Do-It-Yourself PR for Nonprofits by Sean Horrigan, PR GuyDo-It-Yourself PR for Nonprofits by Sean Horrigan, PR Guy
Do-It-Yourself PR for Nonprofits by Sean Horrigan, PR Guy
 
Seven ways pr professionals can craft successful pitches to journalists
Seven ways pr professionals can craft successful pitches to journalistsSeven ways pr professionals can craft successful pitches to journalists
Seven ways pr professionals can craft successful pitches to journalists
 
How to Guide: dealing with the media
How to Guide: dealing with the mediaHow to Guide: dealing with the media
How to Guide: dealing with the media
 
Help them to sell more: What PR can do for your growth targets
Help them to sell more: What PR can do for your growth targetsHelp them to sell more: What PR can do for your growth targets
Help them to sell more: What PR can do for your growth targets
 
Portland Ten Guerilla Public Relations: Tips for Free & Effective Public Rel...
Portland Ten Guerilla Public Relations:  Tips for Free & Effective Public Rel...Portland Ten Guerilla Public Relations:  Tips for Free & Effective Public Rel...
Portland Ten Guerilla Public Relations: Tips for Free & Effective Public Rel...
 
50 Shades of Startup PR
50 Shades of Startup PR50 Shades of Startup PR
50 Shades of Startup PR
 
50 Shades of Startup PR
50 Shades of Startup PR50 Shades of Startup PR
50 Shades of Startup PR
 
5 tips for effectively navigating PR
5 tips for effectively navigating PR5 tips for effectively navigating PR
5 tips for effectively navigating PR
 
PR Tips for Startups
PR Tips for StartupsPR Tips for Startups
PR Tips for Startups
 
How to Create Personas for Your Digital Communications
How to Create Personas for Your Digital CommunicationsHow to Create Personas for Your Digital Communications
How to Create Personas for Your Digital Communications
 
The Pitching Process, Establish Yourself as an Expert
The Pitching Process, Establish Yourself as an ExpertThe Pitching Process, Establish Yourself as an Expert
The Pitching Process, Establish Yourself as an Expert
 
Pr presentation
Pr presentationPr presentation
Pr presentation
 
How to create standout PR - slides from webinar
How to create standout PR - slides from webinarHow to create standout PR - slides from webinar
How to create standout PR - slides from webinar
 
5 steps to executing a successful digital pr campaign - Brighton SEO
5 steps to executing a successful digital pr campaign - Brighton SEO5 steps to executing a successful digital pr campaign - Brighton SEO
5 steps to executing a successful digital pr campaign - Brighton SEO
 
5 essential personal branding strategies
5 essential personal branding strategies5 essential personal branding strategies
5 essential personal branding strategies
 
Want PR? Understanding the New Media Landscape’s Impact on Design Industry Pu...
Want PR? Understanding the New Media Landscape’s Impact on Design Industry Pu...Want PR? Understanding the New Media Landscape’s Impact on Design Industry Pu...
Want PR? Understanding the New Media Landscape’s Impact on Design Industry Pu...
 
15 content-marketing-nuggets
15 content-marketing-nuggets15 content-marketing-nuggets
15 content-marketing-nuggets
 
15 content-marketing-nuggets
15 content-marketing-nuggets15 content-marketing-nuggets
15 content-marketing-nuggets
 
Aura talk issue 1
Aura talk issue 1Aura talk issue 1
Aura talk issue 1
 
How to create standout PR - event slides and notes
How to create standout PR - event slides and notesHow to create standout PR - event slides and notes
How to create standout PR - event slides and notes
 

Último

Linking Technical SEO to Performance Milestones PDF.pdf
Linking Technical SEO to Performance Milestones PDF.pdfLinking Technical SEO to Performance Milestones PDF.pdf
Linking Technical SEO to Performance Milestones PDF.pdfRasida Begum
 
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesProduct Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesKiwi Creative
 
Turn Website Visits into Conversions (2).pdf
Turn Website Visits into Conversions (2).pdfTurn Website Visits into Conversions (2).pdf
Turn Website Visits into Conversions (2).pdfVWO
 
Marketing PowerPoint Michael McFellin.pptx
Marketing PowerPoint Michael McFellin.pptxMarketing PowerPoint Michael McFellin.pptx
Marketing PowerPoint Michael McFellin.pptxmichaelmcfellin
 
Voltas turnaround strategy management case
Voltas turnaround strategy management caseVoltas turnaround strategy management case
Voltas turnaround strategy management caseAnkit Sarkar
 
Digital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMDigital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMNazal Digital
 
The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupLivewire
 
SVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfSVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfvikrs213
 
Crafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesCrafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesVWO
 
Ppt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing coursPpt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing courstegveersingh09
 
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...Sophie Logan
 
A navigation of two creative processes Study
A navigation of two creative processes StudyA navigation of two creative processes Study
A navigation of two creative processes Studystuwilson.co.uk
 
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxivanrazine1
 
Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Internrisabhpandeyconnect
 
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchIce Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchTINT Marketing
 
A_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfA_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfVWO
 
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckPodvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckNedko Nedkov
 
2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain VisibilitySearch Engine Journal
 
Introduction-to-Digital-Marketing(2).pptx
Introduction-to-Digital-Marketing(2).pptxIntroduction-to-Digital-Marketing(2).pptx
Introduction-to-Digital-Marketing(2).pptxsabari205502
 
Marketing 2.0 Conference (Event Information Deck | Dec'24-Mar'25)
Marketing 2.0 Conference (Event Information Deck | Dec'24-Mar'25)Marketing 2.0 Conference (Event Information Deck | Dec'24-Mar'25)
Marketing 2.0 Conference (Event Information Deck | Dec'24-Mar'25)Marketing 2.0 Conference
 

Último (20)

Linking Technical SEO to Performance Milestones PDF.pdf
Linking Technical SEO to Performance Milestones PDF.pdfLinking Technical SEO to Performance Milestones PDF.pdf
Linking Technical SEO to Performance Milestones PDF.pdf
 
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesProduct Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
 
Turn Website Visits into Conversions (2).pdf
Turn Website Visits into Conversions (2).pdfTurn Website Visits into Conversions (2).pdf
Turn Website Visits into Conversions (2).pdf
 
Marketing PowerPoint Michael McFellin.pptx
Marketing PowerPoint Michael McFellin.pptxMarketing PowerPoint Michael McFellin.pptx
Marketing PowerPoint Michael McFellin.pptx
 
Voltas turnaround strategy management case
Voltas turnaround strategy management caseVoltas turnaround strategy management case
Voltas turnaround strategy management case
 
Digital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMDigital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEM
 
The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.group
 
SVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfSVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdf
 
Crafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesCrafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing Pages
 
Ppt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing coursPpt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing cours
 
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
 
A navigation of two creative processes Study
A navigation of two creative processes StudyA navigation of two creative processes Study
A navigation of two creative processes Study
 
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
 
Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Intern
 
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchIce Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
 
A_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfA_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdf
 
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckPodvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
 
2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility
 
Introduction-to-Digital-Marketing(2).pptx
Introduction-to-Digital-Marketing(2).pptxIntroduction-to-Digital-Marketing(2).pptx
Introduction-to-Digital-Marketing(2).pptx
 
Marketing 2.0 Conference (Event Information Deck | Dec'24-Mar'25)
Marketing 2.0 Conference (Event Information Deck | Dec'24-Mar'25)Marketing 2.0 Conference (Event Information Deck | Dec'24-Mar'25)
Marketing 2.0 Conference (Event Information Deck | Dec'24-Mar'25)
 

The Beginners Guide to Startup PR #startuppr

  • 1. The Beginners Guide to PR for
 Startups presents
  • 2. Table of Contents Foundation Research Perfecting the Pitch ● Defining PR in 2014 ● Public Relations vs. Human Relations ● Making Friends, Not Contacts ! ! ● Defining Success ● Choosing the right journalists ● Understanding the media ● Niche vs. Broad outlets ● Putting together a press kit ● Positioning statements ● Making things personal ● What’s in it for them? ● Keeping it concise ● Newsjacking 101 Media Outreach Measuring Success Best Practices ● Sending your pitch ● Timing is everything ● The follow-up process ● Accepting ‘no’ and moving on ● When to guest blog instead ● Setting up analytics tools ● Media doesn’t guarantee success ● Knowing when to say ‘no’ ● Brainstorming creative new ideas ● Media Monitoring ● Tools of the Trade ● Use all your resources Slides 4-8 Slides 9-14 Slides 15-20 Slides 21-26 Slides 27-31 Slides 32-35
  • 3. Many startups still believe public relations begins and ends with receiving a nod from TechCrunch. 
 
 Startup success stories are no longer written with thanks to the media. In today’s ecosystem overflowing with startup ideas, to ‘launch’ is simply not enough justification for media coverage. Overnight success stories are a thing of the past, and we say it’s time for a refreshing new take on PR. 
 
 What worked last year isn’t going to work today. The secret is in adopting a human approach to PR. Introduction
  • 4. Foundation Step away from the keyboard. Don’t send another haphazard pitch to a journalist without understanding the basics. The golden rule? Always make friends before you need them.
  • 5. Defining PR in 2014 The name of the game is changing. No longer just about press releases and embargoes - the definition of PR isn’t as cut and dry as it once was. The homepage of Forbes? Yes, that’s PR, but so is your contributed piece to Entrepreneur or HubSpot. In 2014, thought-leaders are just as much media rockstars, as Mick Jagger himself. Whether you’re a publicist, a growth hacker, or rockstar - you’re in the business of PR and it’s time to take advantage of it.
  • 6. Public Relations vs. Human Relations A PR person has coverage and favorable public image in mind. They’re self-serving.
 
 A human relations pro works hard for meaningful, social relations that provide value and create long-lasting relationships. They’re selfless. Which do you think has a greater impact on your business in the long run? Which would you rather have represent your company?
  • 7. We Say: Make Friends, Not Contacts 1. Cold Call No More - Long gone are the days of generic pitches, cold calls or emails. If you don’t know the person you’re pitching, consider putting on the brakes and heading back to the drawing board. 2. Cut the “Blah Blah” - If your pitches lack authenticity (and worse yet - if they don’t deliver value), all a journalist hears is “blah, blah, blah.” Cut the buzzwords and focus on value. 3. The Value of One Friend - Another golden PR rule? Quality over quantity. Focus on strengthening the relationships you have with your existing contacts to make them more meaningful and personal.
  • 8. Forget playing the numbers game. Pitching 100 journalists may be less effective than building a relationship with three. Pick three, and start getting to know them today. - What do they write about? - Where do they socialize online? - Who might you have in common?
 
 TIP:
  • 12.  to
  • 14.  
  • 15.  
  • 17.  a
  • 21.   to
  • 23.  for
  • 26.  on
  • 31.   Try This At Home [Exercise]: Find 3 Journalists You Think Will Love Your Idea
  • 32. Research You wouldn’t vacation somewhere without doing a little digging first, would you? Then why would you pitch a journalist you know nothing about?
  • 33. Defining Success PR is only part of a comprehensive marketing and branding strategy. 
 
 Always take the time to define what your ‘big picture’ of success looks like, integrating PR effort throughout the process.
 Avoid vanity metrics (like the number of PR mentions you collect.) Instead, focus on the return on your PR investment: new relationships, inbound leads and of course - new customers.
  • 34. Choosing the Right Journalists The key to getting great coverage is to start with a journalist that covers your industry! ! Once you’ve identified writers who have covered similar themes, get to know them. • Engage with them on Twitter. • Comment on their articles. • Introduce yourself over email in a non-promotional way. Tip:
  • 39.  you
  • 42.  to
  • 46.  
  • 47. Understanding The Media Though they can be intimidating, journalists are people too. They have deadlines and long to-do lists just like us. They’re also cautious of PR pros without their best interest in mind. Don’t be that guy. Always be mindful of this and pitch respectfully. Keep it tight and to the point. Know your WHY, know your hook. The rest are minor details they can ask later. TIP:
  • 49.  all
  • 51.  to
  • 52.  be
  • 55.  be
  • 57.  
  • 58. Niche Vs. Broad Outlets Identify your target outlets based on your desired audience. While the homepage of TechCrunch will get you recognition and a spike in traffic, coverage in your industry’s niche outlets is more likely to convert to customers. 1. Choose Niche If You Are… Seeking high quality leads generated from your target demographic. 2. Choose Broad If You Are… Seeking some time in the spotlight and looking for recognition in outlets your fans, friends, and family will recognize.
  • 59. Building A Press Kit ! It may sound silly, but a press kit (and press page) can be a killer resource. A press kit is the one-stop-shop for everything a journalist or influencer will need to get a snapshot of your company. Your press page? A brag worthy showcase of your hard work. Don’t be modest - you’re doing something incredible, share your story and the journey you took to get there with everyone: in one location (Dropbox, zip folder, your website.) By having items like your press release, founder bios, head shots, team photo(s) and screenshots easily accessible, it will save both you and the journalist time. Time that can be dedicated to preparing an awesome piece on your company.
  • 60. Perfecting the Pitch Practice makes perfect. Your pitch is no exception. It can mean the difference between a killer launch or a snooze fest.
  • 61. Crafting Positioning Statements A strong positioning statement is the elevator pitch of the media world. Perfect it and you’re in. What problem is your startup aiming to solve? How would you explain that to someone? Your positioning statement will look a lot like your value proposition. TIP:
  • 63.  is
  • 66.   is
  • 71.  
  • 72. Making it Personal Journalists receive hundreds of emails a day - how will you ensure that your pitch stands out? By making it personal. Keep it human. Use a casual subject line instead of one baited with buzz words or flashy embargos. A simple “Hey Joe!” works 90% of the time. Hey Joe!
  • 73. “What’s in it for them?” Treat others the way you want to be treated. No matter how badly you want coverage, always respect the journalist and their time. No one likes being on the receiving end of a sales pitch. It’s important to be mindful of how you can help them. Real PR is about building relationships that will be mutually beneficial for the long term. [Tweet this]
  • 74. Keep it Tight A common mistake is trying to include every last detail into your pitch. Instead, prepare for Permission Based PR. We mentioned that an introduction email to journalists is helpful. Permission Based PR takes it one step further. Introduce yourself and ask the journalist if you can share a few high level points about what you’re working on. For example: Hey Jane! I’m with company XYZ and I’d love to share a few bullet points with you on what we’re working on if that’s ok with you! Be mindful of the journalist and the message you are trying to send. Ask First. Pitch Second. (We’ll address this more in the next section.)
  • 75. Newsjacking 101 Oh, newsjacking! The fine art of taking someone else’s news and piggybacking on its worth. While this may sound shady, if done properly (and tastefully) newsjacking can be a great opportunity to weigh in on hot new industry trends as a thought leader. How will Apple’s new iOS affect your platform? Why is your App the replacement for those in Flappy Bird withdrawal? By constantly listening and monitoring the media and industry trends and news, you can strike while the iron is hot and score yourself a great story in conjunction with hot topic everyone’s already talking about.
  • 76. Media Outreach The time has come. It’s time to pitch. While the idea of sending your life’s work into the universe in the form of a few strong sentences in an email can seem daunting - you’re ready and you’ve got this.
  • 77. Sending Your Pitch You’ve worked hard to craft a great pitch - don’t let it go to waste in inbox purgatory. Always pitch during Pitching Hours aka optimal times of day and the week. While it’s a nice idea to get ahead on the weekend or late at night - most main stream media aren’t responding to emails at all hours of the day. The result? Your email is banished to a horrible inbox fate.
  • 78. Best Day Time to Send To be most effective, stick with weekday mornings. Any time during EST or PST business hours is ideal. Take a Cue from Social: Wait for journalists to be active on Twitter before you hit send on your pitch email. If they haven’t tweeted in days, they may be out of the office. TIP:
  • 83.  and
  • 84.  on
  • 86.  has
  • 89.   to
  • 90.  be
  • 91.  the
  • 95.  -
  • 96.  
  • 97.  PR
  • 99.  
  • 100. The Follow-up Process Every day, thousands of emails get lost in inboxes everywhere. Chances are, your email will be among the missing more than once. It happens to the best of us. It’s totally acceptable to send a follow-up to journalists, but always wait at least 48 hours to do so and try to keep your follow-up limited to one or two lines. TIP:
  • 103.  sent
  • 108.  in
  • 109.  your
  • 111.  
  • 112. Accepting Rejection Just like many of our emails get lost in inbox limbo, even the most seasoned PR pros are faced with rejection on a daily basis. It’s all part of the experience. We promise. Next time a journalist says no, keep your chin up. Stay motivated. A strong backbone is key to surviving the world of PR. While you should never take rejection personally, if it’s happening frequently, do take a moment to consider it and ask yourself if your pitch could be stronger. Is it littered with buzz words? Are you coming off too salesy? While some journalists can be unnecessarily harsh, many are trying to help. Sometimes
  • 114.  just
  • 117.  And
  • 119.  ok.
  • 121.  One
  • 124.  a
  • 125.  good
  • 127.  may
  • 128.  be
  • 131.  fit.
  • 133.  give
  • 134.  up
  • 135.  on
  • 136.  a
  • 139.  you
  • 141.  in.
  • 142. Guest Blogging Guest blogging is an incredible way to build your influence and establish expertise in your field. Often a well positioned guest post will lead to more engagement than an article in the media. This may be your opportunity to share your opinion on a topic related to your startup. Remember: The content you contribute should be authentic and original. Look for contributing guidelines and follow the process. If there are none, reach out (via email or Social Media) to the editor to ask if you can contribute a piece of content.
  • 143. Measuring Success While PR by nature is focused on visibility (which can be intangible at times) - it’s important to always understand the impact of your efforts.
  • 144. Setting Up Analytics Tools The key to measuring success is a great analytics tool. Google Analytics is a no-frills solution. If you need something more user-friendly and advanced, tools like KISSmetrics are available (especially great for products that have a checkout). All analytics tools will have you insert a snippet of code on your website, so be sure they are committed to preserving fast load times.
  • 145. When Media ≠ Instant Success When setting out with your eyes on the prize, it’s important to know that even the best media placements don’t always guarantee a conversion. But they do add to top-of-mind awareness and stronger reputation. Just because your potential customer didn’t click through to your website or sign-up for their free trial, doesn’t mean that you failed to leave an impression. In many cases, they may find themselves Googling you days or even weeks later.
  • 146. Knowing when to say No Some media opportunities may not be worth the investment in time. Here’s when: • If the audience / readership doesn’t match with your product offering; • When the news outlet or blog gets very little traffic; • When you’ve posted to that outlet before and it’s generated no traffic / interest; • When you sense an ulterior motive;
  • 147. Brainstorming Creative New Ideas Eventually, your pitch is going to run its course. Measuring engagement analytics over a period of time will give you an idea of what type of media works and what doesn’t. Even the best story will eventually run it’s course with the media. Injecting new ideas into the mix is critical. TIP:
  • 148.  Set
  • 149.  a
  • 152.   to
  • 154.  to
  • 155.  sit
  • 156.  down
  • 158.  few
  • 160.  or
  • 161.  at
  • 162.   the
  • 164.  of
  • 167.  to
  • 168.  come
  • 169.  up
  • 170.  with
  • 171.   2-4
  • 172.  new
  • 174.  for
  • 175.  your
  • 177.  
  • 178. Best Practices Braving the world of PR can be scary, but armed with the right tips and tricks, it’s your world for the taking. Here are 10 of our best practices to help you achieve media success.
  • 179. Best Practices What are the industry experts saying? What are the top startups doing? Here are some of our #StartupPR best practices. 1. Know your story. Use your story to differentiate yourself from the competition. Having a relatable story is a fast-track to establishing authentic relationships. 2. Go Niche. While mainstream media generate the clicks and the attention, niche outlets are where your customers are. 3. Ask first, pitch second. When you’re just getting to know a journalist, always execute permission based PR first to generate trust.
  • 180. Best Practices (cont.) 4. Follow up respectfully. Don’t harass journalists over the phone or via every social network that was ever invented. Send one strong follow-up 48 hours later and respect their time. 5. Brevity is key. Less is more. This applies to everything from your media release to your pitch. Know your WHY, know your hook. The rest are minor details. 6. Try reverse pitching. Sign up for Help a Reporter Out and receive three emails a day filled with journalist queries in a number of industries - including yours! 7. Ask for advice. Use a platform such as Clarity to ask journalists for advice instead of asking them to cover your story.
  • 181. Best Practices (cont) 8. Make friends first. Follow your favourite journalists on Twitter and engage with them regularly. Comment on their articles and share via social. Do all of this before you need their help. 9. Practice your pitch out loud. If it sounds stupid or salesy when you read it, don’t send it. 10. Timing is everything. Try to reach out to journalists during business hours and wait for them to be active on social media. !
  • 182. Public Relations is Human Relations. It’s time to change the perspective of PR and put the “human” back into our relations. Conclusion