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
● M...
Many startups still believe public relations begins and ends with receiving a
nod from TechCrunch. 



Startup success sto...
Foundation
Step away from the keyboard. Don’t send another haphazard
pitch to a journalist without understanding the basic...
Defining PR in 2014
The name of the game is changing. No longer just about press releases
and embargoes - the definition of ...
Public Relations vs. Human
Relations
A PR person has coverage and favorable
public image in mind. They’re self-serving.


...
We Say: Make Friends, Not Contacts
1. Cold Call No More - Long gone are the days of generic pitches, cold
calls or emails....
Forget playing the numbers game.
Pitching 100 journalists may be less effective than building a
relationship with three.
Pi...
The Beginners Guide to Startup PR #startuppr
The Beginners Guide to Startup PR #startuppr
The Beginners Guide to Startup PR #startuppr
The Beginners Guide to Startup PR #startuppr
The Beginners Guide to Startup PR #startuppr
The Beginners Guide to Startup PR #startuppr
The Beginners Guide to Startup PR #startuppr
The Beginners Guide to Startup PR #startuppr
The Beginners Guide to Startup PR #startuppr
The Beginners Guide to Startup PR #startuppr
The Beginners Guide to Startup PR #startuppr
The Beginners Guide to Startup PR #startuppr
The Beginners Guide to Startup PR #startuppr
The Beginners Guide to Startup PR #startuppr
The Beginners Guide to Startup PR #startuppr
The Beginners Guide to Startup PR #startuppr
The Beginners Guide to Startup PR #startuppr
The Beginners Guide to Startup PR #startuppr
The Beginners Guide to Startup PR #startuppr
The Beginners Guide to Startup PR #startuppr
The Beginners Guide to Startup PR #startuppr
The Beginners Guide to Startup PR #startuppr
The Beginners Guide to Startup PR #startuppr
The Beginners Guide to Startup PR #startuppr
The Beginners Guide to Startup PR #startuppr
The Beginners Guide to Startup PR #startuppr
The Beginners Guide to Startup PR #startuppr
The Beginners Guide to Startup PR #startuppr
The Beginners Guide to Startup PR #startuppr
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The Beginners Guide to Startup PR #startuppr

  1. 1. The Beginners Guide to PR for
 Startups presents
  2. 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. 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. 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. 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. 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. 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. 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?
 
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