PR For Startups

Jennifer Lankford @jenlankford

Lankford Communications

Everything you do or say is public relations.

Integrated Communications

Press & Analysts

Positioning & Messaging

Thought-Leadership

EventsContent Marketing

positioning & MessagingKnow Your Story (It’s harder than you think)

Questions to Ask Yourself (& Answer)

✖ What’s the situation or problem?

✖ Who’s else is (kinda) doing it too?

✖ Who are you? Why are you better?

✖ Be concise and sell it fast. (TL;DR)

Media Relations

“Publicity is absolutely critical. A good PR story is infinitely more effective than a

front page ad.” -Richard Branson

Meet the Press

✖ Push your business agenda✖ Control your story✖ Differentiate yourself

Do:Your researchBe relevantUse anecdotes/ statsPitch your local media

Don’t:Be rudeBe driving!!GuessSay anything you don’t want to see in print.

Look, You’re Famous! (just kidding)The best coverage isn’t always about page views..

Analysts

Working with Analysts

✖ 3rd party validation ✖ Access to customers/ partners/ acquirers.✖ Inclusion in reports

Do:Get to know themIntroduce yourselfKeep them updatedTake advantage of free briefings.

Don’t:Spend a ton of $$ (yet)Dismiss the small firmsUnderestimate them

Thought LeadershipBlogs & Bylines

speaking & events

Be heard, be trusted, make noise!

✖ Be vocal in your space✖ Drive the conversation ✖ Be controversial!✖ Channels: Blog posts, bylines,

speaking opps

Content Marketing

Content is the reason search began in the

first place!

Crisis Comms

Do:✖ Be fast✖ Transparent (more on that)✖ Honest✖ “Have friends before you

need them.”

Don’t:✖ Be dishonest✖ Hope it “just goes

away”✖ Defensive✖ Slow

DIY PR for FOunders

But let’s be honestYou have a business to run.

Help Needed

You may need help when...✖ You simply run out of hours in the day✖ You see competitors driving the story you want and

believe you can tell✖ You don’t know which influencers will really reach

your desired audience✖ Major launches ✖ Reaching a sector you’re not familiar with✖ About 3 dozen other possible reasons

Choosing an agency...

Boutique LargeMedium

or a consultant

ANY QUESTIONS?