PR for Startups: when, what, how?

PR FOR STARTUPS Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38

Agenda • Storiesout • PR? • Survival kit • Getting noticed • Journalists’ advices • Timing & objectives • Get an agency or not? 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 Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38

PR? Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38

PR For Startups Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38

But You Are Not Alone... Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38

In Order To Avoid This Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38

The Trick Is To Get Noticed 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 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 Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38

Deﬁne PR Objectives & Schedule Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38

Matching Media Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38

Survival Kit Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38

1 - Some Rules Position Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38

1 - Some Rules Position Prove Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38

1 - Some Rules Position Prove Leverage Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38

1 - Some Rules Position Prove Leverage and again! 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. Position Use your market key words • Define your target --> B2B, B2C, local, International 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, Prove where is the competition • Demonstrate, illustrate, engage with your audience 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 • Leverage your competition --> “Our product brings the power of MS Ofﬁce to your desktop, for free” 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 Anne de Forsan - annedeforsan@storiesout.com - +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 - 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... Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38

5 - Homo Journalicus - Clichés Prima Donna? Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38

5 - Homo Journalicus - Clichés Prima Donna? Got a Boss ! Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38

5 - Homo Journalicus - Clichés Prima Donna? Cunning? Got a Boss ! Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38

5 - Homo Journalicus - Clichés Prima Donna? Cunning? Got a Boss ! Must write! 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! Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38

5 - Homo Journalicus - Clichés Prima Donna? Cunning? Idiot? Make yourself Got a Boss ! Must write! clearer! Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38

Homo Journalicus - User Guide 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 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 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 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 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 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... 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 Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38

6 - Do You (really) Need An Agency? Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38

6 - Do You (really) Need An Agency? • This is NOT MANDATORY! Anne de Forsan - annedeforsan@storiesout.com - +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 - annedeforsan@storiesout.com - +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 - annedeforsan@storiesout.com - +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 - annedeforsan@storiesout.com - +33 6 07 67 30 38

Thanks! Contact me: www.StoriesOut.com @adeforsan Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38

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PR for Startups: when, what, how?

by Anne de Forsan on Nov 08, 2010

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PR for Startups: when, what, how? — Presentation Transcript