START-UP COMMUNICATIONS        STRATEGIES            TechLoft        15 February 2012             Tel Aviv
PLEASE CHECK IN     SHOW SOME LOVE...•@techloft•facebook.com/techloft
ABOUT• 30   years - yup, I am an old school PR guy :)• Based   in San Antonio, TX• Frequent   traveler to Israel - 6th tri...
Life in three labs....             pulvergeekdom                        techloft           ecosystem           www.geekdom...
WHO’S IN THE ROOM?• Five   startups... chime in - 30 seconds each• Show    of hands....  • service   providers / consultan...
NOTES...• This   presentation will be online tomorrow....  • alanweinkrantz.com  • slideshare.net/alanweinkrantz
GOALS FOR TODAY• How   Strategic Communications can... • be   applied as an element of your R&D and development strategies...
WHAT’S ON YOUR MIND?• Leaving   room open for time for questions, issues, challenges....
THE MEDIA IS YOUR FIRST  MARKETto share and tell your story
The Media is Your Customer....              bloggersyou                                     the     &               analys...
I’M NOT READY FOR THIS...• WTF    is a PR person doing in the room?• Most   of you in the room are not ready for this•Istr...
GOOD NEWS :)• Very   low cost / no cost to create a start-up• Big   Idea• Core    team• Strong   will• Servers      / host...
BAD NEWS :(• Someone     in Jerusalem, NY, Austin, SF, Singapore, Mumbai is thinking    the same thing as you are :(•   Ha...
QUALITIES THEN...• Strong   Intellectual Property• Defensible    technology• Strategic   investors like Intel, Microsoft, ...
QUALITIES NOW• No   Intellectual property• Nothing     really defensible• Strategic   investors & partners - Google, Yahoo...
THE WORLD AS WE KNEW IT• Hardware• Software                        Go to School• Telecom                   Army           ...
THE WORLD AS WE KNOW IT• Hardware               School                        Start-Up• Software               Army       ...
Thought               StoryleadershipDesign wins   “BRAND”   Scale  Industry Standards
THEN...• OEM                          •• Design Win• Industry   Standards• Licensing• Thought     Leadership
Outbound / Inbound StrategyOutreach to media                        pick me              Being found by the media   find   me
PR in the past.....company       agency            mediacompany                         analysts
WHAT I BELIEVE• 12   Fundamental Belief Sets • Not    everything I do always works •I    do this for me. I do this for cli...
Alan’s12 Fundamental Belief Sets
#1 - STOP PITCHING• Start   story telling• Yourpitch helps clarify / define what you do, but really sucks as a way to get c...
#2 - YOU’RE REALLY A MEDIA        COMPANY THAT....•Create and make media     • Pinterestso you’ll be discovered,   • Insta...
#3 UNDERSTAND THEDIFFERENCES BETWEEN BEING...                                being                          discovered and...
#4 IT’S NOT ABOUT YOU• How do you help others do something in a compelling way you could not do before
#5 BE HUMAN• Get  off your perch and write like you would speak• Conversewith your potential market wherever they are
#6 LIKE MINDED PEOPLE TEND    TO FIND EACH OTHER• Givethem a place to connect and share their story
#7 HAVE A MISSION• We’re   out to make __________ better• We   want to help _____ do _______• We   want to help others the...
#8 THINK LIKE A SOCIAL              DEMOGRAPHER• The potential to collect Big Data means you have something of incredible ...
spark -                  what if?             technology platform                   story...              narrative toreal...
#9 PUT IT OUT THERE• You   never know who is going to find your content and engage•   You don’t have to have high quality p...
#10 DRAW, PAINT,       PHOTOGRAPH, ROCK OUT• Do something or learn to do  something creative other than  working on your s...
#11 IT’S NOT ALWAYS               REPLICABLE• Justbecause one strategy or tactic worked for one company does not mean it w...
Case Studies Are Bullshit     WSJ                                           CNN                         TechCrunch        ...
Gartner GroupRobert Scoble                Mike Arrington  IDC                                 Yankee Group
#12 GET LUCKY• Go    wide• Get   lucky• Runwith it when you strike a chord
THE MIND OF A DEVELOPER• Focus   on... • functionality • application • utilitarian    value
MYTHS• Youhave to “know” the journalist• Much   of this you can do yourself
CONSUMERIZATION OF IT                                    The shift from• Journalists           aren’t just reporting     j...
CONSUMERIZATION OF IT                                     NY, LA, SFO are• Journalists, andespecially                     ...
CONSUMERIZATION OF IT                                     Blogs are a vital• Many  mainstream journalists          part of...
PLAN....• Postand write relevant content   • Read  and comment on relevant so you can be a source to media    articles wit...
PLAN FOR PR• Ifyou follow some of these basic   • Get  everyone on your team to  principles, you’ll be further       make ...
thank you alan@weinkrantz.comwww.alanweinkrantz.comTwitter. Facebook. LinkedIn.          all photos by me
please share:)
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StartUp PR Strategies

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Alan Weinkrantz's presentation at TechLoft Tel Aviv on PR / Communications Strategies

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  • StartUp PR Strategies

    1. 1. START-UP COMMUNICATIONS STRATEGIES TechLoft 15 February 2012 Tel Aviv
    2. 2. PLEASE CHECK IN SHOW SOME LOVE...•@techloft•facebook.com/techloft
    3. 3. ABOUT• 30 years - yup, I am an old school PR guy :)• Based in San Antonio, TX• Frequent traveler to Israel - 6th trip in the last 12 months!• Works with Jeff Pulver on State of NOW -#140Conf & Israel initiatives• Involved with Israel’s traditional tech sector for the last 18 years
    4. 4. Life in three labs.... pulvergeekdom techloft ecosystem www.geekdom.com
    5. 5. WHO’S IN THE ROOM?• Five startups... chime in - 30 seconds each• Show of hands.... • service providers / consultants • startups • funding • looking for partners / job hunting • previous exits?
    6. 6. NOTES...• This presentation will be online tomorrow.... • alanweinkrantz.com • slideshare.net/alanweinkrantz
    7. 7. GOALS FOR TODAY• How Strategic Communications can... • be applied as an element of your R&D and development strategies • help you accelerate the potential for success • prepare your company for gaining coverage • prepare your company for being discovered • be ready when you are found • learn how to market to the media
    8. 8. WHAT’S ON YOUR MIND?• Leaving room open for time for questions, issues, challenges....
    9. 9. THE MEDIA IS YOUR FIRST MARKETto share and tell your story
    10. 10. The Media is Your Customer.... bloggersyou the & analysts end enter- users prise media
    11. 11. I’M NOT READY FOR THIS...• WTF is a PR person doing in the room?• Most of you in the room are not ready for this•Istrongly advise you against doing “PR” until it makes business sense, or you have the bandwidth to do so (your mileage may vary)
    12. 12. GOOD NEWS :)• Very low cost / no cost to create a start-up• Big Idea• Core team• Strong will• Servers / hosting• Coding
    13. 13. BAD NEWS :(• Someone in Jerusalem, NY, Austin, SF, Singapore, Mumbai is thinking the same thing as you are :(• Hard to have a defensible position• Hard to protect your IP
    14. 14. QUALITIES THEN...• Strong Intellectual Property• Defensible technology• Strategic investors like Intel, Microsoft, Cisco, Motorola• VC funded• Office in U.S. for business development
    15. 15. QUALITIES NOW• No Intellectual property• Nothing really defensible• Strategic investors & partners - Google, Yahoo, AT&T, MTV, Jeff Pulver• No funding, or angel, micro, friends & family funding• Easyto run a virtual company... no real address, but a U.S. / European presence from a co-working space and an IP phone number
    16. 16. THE WORLD AS WE KNEW IT• Hardware• Software Go to School• Telecom Army Travel Year• Security Go to University• Bio Go to Work Sciences• Medical Devices
    17. 17. THE WORLD AS WE KNOW IT• Hardware School Start-Up• Software Army Start-Up• Telecom Travel Year Start-Up• Security University Start-Up• Bio Sciences Work• Medical Devices
    18. 18. Thought StoryleadershipDesign wins “BRAND” Scale Industry Standards
    19. 19. THEN...• OEM •• Design Win• Industry Standards• Licensing• Thought Leadership
    20. 20. Outbound / Inbound StrategyOutreach to media pick me Being found by the media find me
    21. 21. PR in the past.....company agency mediacompany analysts
    22. 22. WHAT I BELIEVE• 12 Fundamental Belief Sets • Not everything I do always works •I do this for me. I do this for clients. • There’s always exceptions to the rules • Discussion is based on a combination of experience and principles
    23. 23. Alan’s12 Fundamental Belief Sets
    24. 24. #1 - STOP PITCHING• Start story telling• Yourpitch helps clarify / define what you do, but really sucks as a way to get coverage
    25. 25. #2 - YOU’RE REALLY A MEDIA COMPANY THAT....•Create and make media • Pinterestso you’ll be discovered, • Instagramfound and shared • Cinchcast • YouTube • SoundCloud • Twitter • Google Plus • Facebook • LinkedIn • Blog
    26. 26. #3 UNDERSTAND THEDIFFERENCES BETWEEN BEING... being discovered and• Discovered - random being found• Found increases your - search chances of sharing
    27. 27. #4 IT’S NOT ABOUT YOU• How do you help others do something in a compelling way you could not do before
    28. 28. #5 BE HUMAN• Get off your perch and write like you would speak• Conversewith your potential market wherever they are
    29. 29. #6 LIKE MINDED PEOPLE TEND TO FIND EACH OTHER• Givethem a place to connect and share their story
    30. 30. #7 HAVE A MISSION• We’re out to make __________ better• We want to help _____ do _______• We want to help others the opportunity to ________• We’re connecting _______ with ______ so they can ________• Make it easier to ____________• Have your voice be heard about _________
    31. 31. #8 THINK LIKE A SOCIAL DEMOGRAPHER• The potential to collect Big Data means you have something of incredible value to a potential partner, investor, or brand• Gives you a better chance of a lift when an exit may present itself• Bigdata lends itself to infographics, which contributes to your thought leadership and a great way to get media coverage
    32. 32. spark - what if? technology platform story... narrative toreal value engagement BIG DATA Lift towards an exit... (c) Alan Weinkrantz
    33. 33. #9 PUT IT OUT THERE• You never know who is going to find your content and engage• You don’t have to have high quality production values to do this• Hardware is cheap. Tools are free. Tons of creatives to help you
    34. 34. #10 DRAW, PAINT, PHOTOGRAPH, ROCK OUT• Do something or learn to do something creative other than working on your startup• Itwill re-wire your brain in an unexpected way my drums circa 1968
    35. 35. #11 IT’S NOT ALWAYS REPLICABLE• Justbecause one strategy or tactic worked for one company does not mean it will work for another
    36. 36. Case Studies Are Bullshit WSJ CNN TechCrunch GigaOm Financial TimesPando Daily Good Morning America NY Times Gizmodo BusinessWeek eWeek Computerworld Wired
    37. 37. Gartner GroupRobert Scoble Mike Arrington IDC Yankee Group
    38. 38. #12 GET LUCKY• Go wide• Get lucky• Runwith it when you strike a chord
    39. 39. THE MIND OF A DEVELOPER• Focus on... • functionality • application • utilitarian value
    40. 40. MYTHS• Youhave to “know” the journalist• Much of this you can do yourself
    41. 41. CONSUMERIZATION OF IT The shift from• Journalists aren’t just reporting just reporting on the news about a product, about platform or technology, they are using them for their own technology, to personal use actually using it
    42. 42. CONSUMERIZATION OF IT NY, LA, SFO are• Journalists, andespecially a center, but not bloggers live at the end of their the center for IP connection and many travel meeting the extensively. media
    43. 43. CONSUMERIZATION OF IT Blogs are a vital• Many mainstream journalists part of the source, or verify emerging trends media coverage by sourcing story ideas from blogs. supply chain
    44. 44. PLAN....• Postand write relevant content • Read and comment on relevant so you can be a source to media articles without being self on your field of expertise promotional.• Develop & publish infographics • Askend user / beta customers if you can share you can refer to them to media• Follow a wish list of 20 • Follow editorial calendars journalists you think should cover you
    45. 45. PLAN FOR PR• Ifyou follow some of these basic • Get everyone on your team to principles, you’ll be further make this part of their regimen ahead. as it will make them aware of the opportunities that await you• This process takes at least six when you are ready. months to one year to really get on a journalist’s radar and be • Bring up PR in your team sticky meetings in a “what if...” scenario. Be Ready For PR So You Can Succeed
    46. 46. thank you alan@weinkrantz.comwww.alanweinkrantz.comTwitter. Facebook. LinkedIn. all photos by me
    47. 47. please share:)
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