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PR for Startups: when, what, how?

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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 …

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.

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  • 1. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38 PR FOR STARTUPS
  • 2. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38 Agenda • Storiesout • PR? • Getting noticed • Timing & objectives • Survival kit • Journalists’ advices • Get an agency or not?
  • 3. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38 StoriesOut • Agency for innovating companies • PR • Community Communication • Communication Training & Coaching • 20+ years experience in IT
  • 4. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38 StoriesOut • Agency for innovating companies • PR • Community Communication • Communication Training & Coaching • 20+ years experience in IT
  • 5. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38 PR?
  • 6. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38 PR For Startups
  • 7. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38 PR For Startups
  • 8. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38 PR For Startups
  • 9. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38 ButYou Are Not Alone...
  • 10. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38 ButYou Are Not Alone...
  • 11. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38 ButYou Are Not Alone...
  • 12. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38 ButYou Are Not Alone...
  • 13. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38 In Order To Avoid This
  • 14. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38 In Order To Avoid This
  • 15. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38 The Trick Is To Get Noticed
  • 16. Anne de Forsan - annedeforsan@storiesout.com - +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
  • 17. Anne de Forsan - annedeforsan@storiesout.com - +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
  • 18. Anne de Forsan - annedeforsan@storiesout.com - +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
  • 19. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38 Define PR Objectives & Schedule
  • 20. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38 Define PR Objectives & Schedule
  • 21. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38 Define PR Objectives & Schedule
  • 22. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38 Define PR Objectives & Schedule
  • 23. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38 Matching Media
  • 24. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38 Matching Media
  • 25. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38 Matching Media
  • 26. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38 Matching Media
  • 27. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38 Matching Media
  • 28. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38 Survival Kit
  • 29. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38 1 - Some Rules Position
  • 30. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38 1 - Some Rules Position Prove
  • 31. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38 1 - Some Rules Position Prove Leverage
  • 32. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38 1 - Some Rules Position Prove Leverage and again!
  • 33. Anne de Forsan - annedeforsan@storiesout.com - +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
  • 34. Anne de Forsan - annedeforsan@storiesout.com - +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
  • 35. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38 Leverage • Levarage bigger notorieties --> customers, partners, resellers, investors • Leverage events --> tradeshow, news from the market and benefit from the attention it has created • Leverage your competition --> “Our product brings the power of MS Office to your desktop, for free” Leverage
  • 36. Anne de Forsan - annedeforsan@storiesout.com - +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
  • 37. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38 3 - PhraseYour Press Release • One idea per press release • Organize: title, sub-title, quotes • Rich media : URLs • Boilerplate
  • 38. Anne de Forsan - annedeforsan@storiesout.com - +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...
  • 39. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38 5 - Homo Journalicus - Clichés Prima Donna?
  • 40. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38 5 - Homo Journalicus - Clichés Prima Donna?
  • 41. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38 5 - Homo Journalicus - Clichés Prima Donna? Got a Boss !
  • 42. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38 5 - Homo Journalicus - Clichés Prima Donna? Cunning? Got a Boss !
  • 43. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38 5 - Homo Journalicus - Clichés Prima Donna? Cunning? Got a Boss !
  • 44. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38 5 - Homo Journalicus - Clichés Prima Donna? Cunning? Got a Boss ! Must write!
  • 45. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38 5 - Homo Journalicus - Clichés Prima Donna? Cunning? Idiot? Got a Boss ! Must write!
  • 46. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38 5 - Homo Journalicus - Clichés Prima Donna? Cunning? Idiot? Got a Boss ! Must write!
  • 47. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38 5 - Homo Journalicus - Clichés Prima Donna? Cunning? Idiot? Got a Boss ! Must write! Make yourself clearer!
  • 48. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38 Homo Journalicus - User Guide
  • 49. Anne de Forsan - annedeforsan@storiesout.com - +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
  • 50. Anne de Forsan - annedeforsan@storiesout.com - +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
  • 51. Anne de Forsan - annedeforsan@storiesout.com - +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
  • 52. Anne de Forsan - annedeforsan@storiesout.com - +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
  • 53. Anne de Forsan - annedeforsan@storiesout.com - +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
  • 54. Anne de Forsan - annedeforsan@storiesout.com - +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...
  • 55. Anne de Forsan - annedeforsan@storiesout.com - +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
  • 56. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38 6 - DoYou (really) Need An Agency?
  • 57. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38 6 - DoYou (really) Need An Agency? • This is NOT MANDATORY!
  • 58. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38 6 - DoYou (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
  • 59. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38 6 - DoYou (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
  • 60. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38 6 - DoYou (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
  • 61. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38 Thanks! Contact me: www.StoriesOut.com @adeforsan