Founder Institute Perth Keynote: Publicity the Silicon Valley Way_Launchcode PR
―Publicity the Silicon Valley Way:
PR Tips for Startups‖
Shahirah Gardner, Launchcode PR
What is PR… really?
―Brands are built on what people are saying
not what you're saying about yourself.
People say good things about you when
(a) you have a great product and
(b) you get people to spread the word about it.‖
- Guy Kawasaki
PR = third party validation
Common PR tactics:
Speaking Engagements/ Awards
What gets people talking?
The state of the startup
Before you consider PR, ask yourself:
What is your goal?
Impress potential business partners?
PR for Startups?
Today’s evolving media landscape = access
reporters quicker and easier than ever.
You are no longer at the mercy of big
agencies, you can start building human
relations with reporters yourselves.
Identify target publications and reporters who
cover your space.
Get to know them: Who are they? What are
their interests? What do you have in common?
Follow them on twitter, comment on what they
write… introduce yourself in a non-promotional
way. Be human.
If want reporters to invest time in you, expect to
invest time in them.
#1 Make friends before you need them
#2: Understand what’s newsworthy
The startup's launch
The launch of a new product, feature or offering
The release of a compelling study or interesting
data or infographic
The company's response to a current event,
Milestones, funding, high profile partnerships
#3 Craft a clear, crisp media pitch
Explain your startup in one sentence so that
anyone — techie or not — can understand its
Craft a message around the news you are
Avoid jargon, make it concise.
#3b Crafting a product pitch
Here's what our product can do VS
Here's what you can do with our product
Who is my audience and why do they care?
Who is my reporter’s audience and why do they
Sell the benefits not the features
#3b Crafting a product pitch
iKoast is a free, lifestyle app that provides a visual
map of your favourite activities and facilities along
the coast while delivering real time shark, rip and
Plan your next coastal adventure with hundreds of
mapped activities from wreck dives to kitesurfing,
kayaking to sailing. Help keep our beaches safe by
pinning the real time location of a shark, rip, or other
hazards you spot on the coast.
#4 Develop a press kit
Create a file/ Dropbox/ press page:
Before going any further…
#1: You’ve made some friends
#2: You’ve got newsworthy news
#3: You’ve spent time creating a solid pitch
#4: You have a press kit
Then.. and ONLY then…
#5 Distribute and Pitch
Press distribution service – MediaNet, SubmitEdge,
Get To Press, Get the word out from $100
Create a media list of the 5-10 reporter friends you
Draft a friendly, human email that includes:
icebreaker, pitch and press release.
Check your spelling. Please check your spelling!
Proofread one last time.
Go on, send!
Spray and Pray
Not proofread, use !!!!, CAPITALS, or funky font
Make press contact info and kit difficult to find
Be annoying, self promotional, or stalk
Exposure – Engagement – Influence – Action
No. of coverage: hits, impressions, unique visitors
Increased organic website traffic; click thrus;
view thrus (Google Analytics)
No. new leads or sign-ups
No. of new social media followers
No. of new referral links