How to get press attention for your startup in 15 minutes. If you're a startup looking for how to do your own PR, this is it.
This was presented to the Hong Kong chapter of Founders Institute. If you have any questions or would like to view this presentation in person, contact josh@mwi.com.
8. How To Get Press
In 15 Minutes
4.3 Billion
Asia Population, 2013
Source: http://www.worldpopulationstatistics.com/asia-population-2013/
9. How To Get Press
In 15 Minutes
4.9 Billion
Asia Population, 2030
Source: http://en.wikipedia.org/wiki/World_population
10. How To Get Press
In 15 Minutes
525 Million
Asia Middle Class, 2013
Source: http://www.ey.com/GL/en/Issues/Driving-growth/Middle-class-growth-in-emerging-markets
11. How To Get Press
In 15 Minutes
3.1 Billion
Asia Middle Class, 2030
Source: http://www.reuters.com/middle-class-infographic
12. Asia-Pacific Internet Penetration, 2005
How To Get Press
In 15 Minutes
9.4%
Source: http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx
13. Asia-Pacific Internet Penetration, 2013
How To Get Press
In 15 Minutes
31.9%
Source: http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx
14. Asia-Pacific Internet Users, 2005
How To Get Press
In 15 Minutes
344 Million
Sources: Internet Telecommunications Union http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx,
We Are Social SG http://wearesocial.net/blog/2013/03/state-social-asia-march-2013/
15. Asia-Pacific Internet Users, 2013
How To Get Press
In 15 Minutes
1.3 Billion
Sources: Internet Telecommunications Union http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx,
We Are Social SG http://wearesocial.net/blog/2013/03/state-social-asia-march-2013/
16. Asia-Pacific Mobile Internet Users, 2005
How To Get Press
In 15 Minutes
0
Sources: Internet Telecommunications Union http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx,
We Are Social SG http://wearesocial.net/blog/2013/03/state-social-asia-march-2013/
17. Asia-Pacific Mobile Internet Users, 2013
How To Get Press
In 15 Minutes
895 Million
Sources: Internet Telecommunications Union http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx,
We Are Social SG http://wearesocial.net/blog/2013/03/state-social-asia-march-2013/
18. Asia-Pacific Mobile Internet Users, 2015
How To Get Press
In 15 Minutes
1 Billion+
Source: http://www.statista.com/statistics/201232/forecast-of-mobile-internet-penetration-in-asia-pacific/
19. “In 2013, Global PC
Shipments Suffered the Worst
Decline in PC Market History”
Sources: Gartner http://www.gartner.com/newsroom/id/2647517
How To Get Press
In 15 Minutes
20. Worldwide Smartphone Sales, 2012
How To Get Press
In 15 Minutes
680 Million
Sources: Gartner http://www.gartner.com/newsroom/id/2665715
21. Worldwide Smartphone Sales, 2013
How To Get Press
In 15 Minutes
968 Million
Sources: Gartner http://www.gartner.com/newsroom/id/2665715
22. Source: PR Newswire, Asia Media Landscape Series http://misc.prnasia.com/atd/custeventreg.php?event_id=138
How To Get Press
In 15 Minutes
23. How To Get Press
In 15 Minutes
The Big Picture
Asia-Pacific Middle Class + Internet + Mobile =
Big Opportunity
24. What Is Online PR?
Online media placement that is not
purchased, typically obtained by influencing
How To Get Press
In 15 Minutes
media producers.
25.
26.
27.
28.
29.
30. 3 Forms of Placement
How To Get Press
In 15 Minutes
31. How To Get Press
In 15 Minutes
Feature Stories
32.
33. How To Get Press
In 15 Minutes
Expert Mentions
34.
35.
36. How To Get Press
In 15 Minutes
Helpful Content
67. Do Not…Use A Shotgun
How To Get Press
In 15 Minutes
Instead, customize your pitch.
It’s obvious when you don’t.
68. Do Not…Tell Me You’re Special
How To Get Press
In 15 Minutes
Show me.
In 5 seconds or less.
69. How To Get Press
In 15 Minutes
Do Not…Beg
I’d love to help you, and I’d love to help the
other 20 people who contacted me this
morning, but I can’t help everyone.
70. Do Not…Ask To Talk On Phone
How To Get Press
In 15 Minutes
Offer, don’t ask.
71. Do Not…Think About Yourself
How To Get Press
In 15 Minutes
Make it about the writer/publisher.
73. Understand What I Want
As a writer, I want my
article here.
How To Get Press
In 15 Minutes
74. Know What I’ve Written
If I just wrote a story about your competitor, what are the
chances I’m going to write a similar story about your
How To Get Press
In 15 Minutes
company?
75. Know My Interests
I write about Hong Kong, entrepreneurship, and digital
How To Get Press
In 15 Minutes
marketing. But preferably all three.
76. Offer Something Valuable
“I have an idea for an article that I believe would get a lot of
How To Get Press
In 15 Minutes
attention and social sharing.”
77. Identify Channels… Industry websites
How To Get Press
In 15 Minutes
Niche websites
Blogs
Influential social media accounts
Media-sharing websites (YouTube)
Social networks
Forums
Wikis
Top-tier websites
78. …Then Identify People
How To Get Press
In 15 Minutes
1. Select a channel first
2. Create a profile for each writer
3. Pitch one story to one writer at a time
4. Learn something from each interaction
79. Choose Easy: HARO
Help Out A Reporter (HARO)
HelpAReporter.com
How To Get Press
In 15 Minutes
80.
81.
82.
83. Keys to Success w/HARO
How To Get Press
In 15 Minutes
Respond quickly
Include “HARO - [story request]” in subject line
Give them what they want, nothing extra
Give them what they want in the first sentence
84. Step 3 - Think Digital
How To Get Press
In 15 Minutes
Get the link!