pr for startups: when, what, how?
DESCRIPTION
When your company is a startup, ie extremely innovative, potentially disruptive and absolutely money deprived, getting noticed on your market is key. And PR appears to be the most obvious and the fastest way to reach this objective. So they say. But when, what, how and whom with should you start? Here are some key steps to those meaningful questions.TRANSCRIPT
Anne de Forsan - [email protected] - +33 6 07 67 30 38
Agenda
• Storiesout
• PR?
• Getting noticed
• Timing & objectives
• Survival kit
• Journalists’ advices
• Get an agency or not?
Anne de Forsan - [email protected] - +33 6 07 67 30 38
StoriesOut
• Agency for innovating companies
• PR
•Community Communication
• Communication Training & Coaching
• 20+ years experience in IT
Anne de Forsan - [email protected] - +33 6 07 67 30 38
StoriesOut
• Agency for innovating companies
• PR
•Community Communication
• Communication Training & Coaching
• 20+ years experience in IT
Anne de Forsan - [email protected] - +33 6 07 67 30 38
The Trick Is To Get Noticed
• Be smarter
•Define your objectives
•Observe and use the same lexicon as bigger players
Anne de Forsan - [email protected] - +33 6 07 67 30 38
The Trick Is To Get Noticed
• Be smarter
•Define your objectives
•Observe and use the same lexicon as bigger players
Anne de Forsan - [email protected] - +33 6 07 67 30 38
The Trick Is To Get Noticed
• Be smarter
•Define your objectives
•Observe and use the same lexicon as bigger players
•React on news & market announcements
• Know your competition
Anne de Forsan - [email protected] - +33 6 07 67 30 38
1 - Some Rules
Position Prove Leverage
and again!
Anne de Forsan - [email protected] - +33 6 07 67 30 38
Position
•Define your activity--> SW vendor, HW manufacturer, service provider, reseller
•Define your market--> senior care, mobile apps development, ethnic fast food, etc. Use your market key words
•Define your target--> B2B, B2C, local, International
Position
Anne de Forsan - [email protected] - +33 6 07 67 30 38
Prove
• Leader, Pioneer, etc--> figures, dates, patents
• A team of superstars--> scientific publications, experience
•Revolutionary product / service--> why, for who, what is the disruption, where is the competition
•Demonstrate, illustrate, engage with your audience
Prove
Anne de Forsan - [email protected] - +33 6 07 67 30 38
Leverage
• Levarage bigger notorieties--> customers, partners, resellers, investors
• Leverage events--> tradeshow, news from the marketand benefit from the attention it has created
• Leverage your competition--> “Our product brings the power of MS Office to your desktop, for free”
Leverage
Anne de Forsan - [email protected] - +33 6 07 67 30 38
2 - Schedule Announcements
• Frequency: at least one every 6 weeks
•Topic of announcements: product, corporate, raising funds, new hires, events, case studies, partners, new customers, create your own poll and release some results etc.
•Delays: schedule possible delays due to multiple companies’ validations
Anne de Forsan - [email protected] - +33 6 07 67 30 38
3 - Phrase Your Press Release
•One idea per press release
•Organize: title, sub-title, quotes
• Rich media : URLs
• Boilerplate
Anne de Forsan - [email protected] - +33 6 07 67 30 38
4 - Distribute
• Prohibit PDF, attached files etc.
• Publish Online
• Journalists are not the only influencers: use email, wire, twitter, viadeo, linkedin, forums...
Anne de Forsan - [email protected] - +33 6 07 67 30 38
5 - Homo Journalicus - Clichés
Prima Donna?
Got a Boss !
Anne de Forsan - [email protected] - +33 6 07 67 30 38
5 - Homo Journalicus - Clichés
Prima Donna? Cunning?
Got a Boss !
Anne de Forsan - [email protected] - +33 6 07 67 30 38
5 - Homo Journalicus - Clichés
Prima Donna? Cunning?
Got a Boss !
Anne de Forsan - [email protected] - +33 6 07 67 30 38
5 - Homo Journalicus - Clichés
Prima Donna? Cunning?
Got a Boss ! Must write!
Anne de Forsan - [email protected] - +33 6 07 67 30 38
5 - Homo Journalicus - Clichés
Prima Donna? Cunning? Idiot?
Got a Boss ! Must write!
Anne de Forsan - [email protected] - +33 6 07 67 30 38
5 - Homo Journalicus - Clichés
Prima Donna? Cunning? Idiot?
Got a Boss ! Must write!
Anne de Forsan - [email protected] - +33 6 07 67 30 38
5 - Homo Journalicus - Clichés
Prima Donna? Cunning? Idiot?
Got a Boss ! Must write!Make yourself
clearer!
Anne de Forsan - [email protected] - +33 6 07 67 30 38
Homo Journalicus - User Guide• 1 - Before the interview, define the title of the ideal
article you’d expect the journalist to write
Anne de Forsan - [email protected] - +33 6 07 67 30 38
Homo Journalicus - User Guide• 1 - Before the interview, define the title of the ideal
article you’d expect the journalist to write
• 2 - Select 3 pillars (max) to build the article upon
Anne de Forsan - [email protected] - +33 6 07 67 30 38
Homo Journalicus - User Guide• 1 - Before the interview, define the title of the ideal
article you’d expect the journalist to write
• 2 - Select 3 pillars (max) to build the article upon
• 3 - Illustrate: you are the expert, not the journalist
Anne de Forsan - [email protected] - +33 6 07 67 30 38
Homo Journalicus - User Guide• 1 - Before the interview, define the title of the ideal
article you’d expect the journalist to write
• 2 - Select 3 pillars (max) to build the article upon
• 3 - Illustrate: you are the expert, not the journalist
• 4 - 3X3 : rephrase your 3 key messages at least 3 times
Anne de Forsan - [email protected] - +33 6 07 67 30 38
Homo Journalicus - User Guide• 1 - Before the interview, define the title of the ideal
article you’d expect the journalist to write
• 2 - Select 3 pillars (max) to build the article upon
• 3 - Illustrate: you are the expert, not the journalist
• 4 - 3X3 : rephrase your 3 key messages at least 3 times
• 5 - Use the“Off”: it allows you to give visibility on forthcoming news and helps establish a truthful relationship with the journalist
Anne de Forsan - [email protected] - +33 6 07 67 30 38
Homo Journalicus - User Guide• 1 - Before the interview, define the title of the ideal
article you’d expect the journalist to write
• 2 - Select 3 pillars (max) to build the article upon
• 3 - Illustrate: you are the expert, not the journalist
• 4 - 3X3 : rephrase your 3 key messages at least 3 times
• 5 - Use the“Off”: it allows you to give visibility on forthcoming news and helps establish a truthful relationship with the journalist
• 6 -You are the star: that’s why the journalist agreed on meeting you btw...
Anne de Forsan - [email protected] - +33 6 07 67 30 38
Homo Journalicus - User Guide• 1 - Before the interview, define the title of the ideal
article you’d expect the journalist to write
• 2 - Select 3 pillars (max) to build the article upon
• 3 - Illustrate: you are the expert, not the journalist
• 4 - 3X3 : rephrase your 3 key messages at least 3 times
• 5 - Use the“Off”: it allows you to give visibility on forthcoming news and helps establish a truthful relationship with the journalist
• 6 -You are the star: that’s why the journalist agreed on meeting you btw...
• PRE-PARE
Anne de Forsan - [email protected] - +33 6 07 67 30 38
6 - Do You (really) Need An Agency?
• This is NOT MANDATORY!
Anne de Forsan - [email protected] - +33 6 07 67 30 38
6 - Do You (really) Need An Agency?
• This is NOT MANDATORY!
•How long do you need to commit? depends on quantity of scheduled announcements --> either project basis of long term retainer
Anne de Forsan - [email protected] - +33 6 07 67 30 38
6 - Do You (really) Need An Agency?
• This is NOT MANDATORY!
•How long do you need to commit? depends on quantity of scheduled announcements --> either project basis of long term retainer
• How to pick an agency? --> talk to its clients, ask for clippings
Anne de Forsan - [email protected] - +33 6 07 67 30 38
6 - Do You (really) Need An Agency?
• This is NOT MANDATORY!
•How long do you need to commit? depends on quantity of scheduled announcements --> either project basis of long term retainer
• How to pick an agency? --> talk to its clients, ask for clippings
• Consider doing it internally
Anne de Forsan - [email protected] - +33 6 07 67 30 38
Thanks!
Contact me:
www.StoriesOut.com@adeforsan