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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
Agenda
• Storiesout
• PR?
• Getting noticed
• Timing & ob...
Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
StoriesOut
• Agency for innovating companies
• PR
• Commu...
Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
StoriesOut
• Agency for innovating companies
• PR
• Commu...
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
PR For Startups
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
ButYou Are Not Alone...
Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
ButYou Are Not Alone...
Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
ButYou Are Not Alone...
Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
ButYou 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
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 obj...
Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
The Trick Is To Get Noticed
• Be smarter
• Define your obj...
Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
The Trick Is To Get Noticed
• Be smarter
• Define your obj...
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
Define PR Objectives & Schedule
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
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
Matching Media
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
Matching Media
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 manufact...
Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
Prove
• Leader, Pioneer, etc
--> figures, dates, patents
•...
Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
Leverage
• Levarage bigger notorieties
--> customers, par...
Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
2 - Schedule Announcements
• Frequency: at least one ever...
Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
3 - PhraseYour Press Release
• One idea per press release...
Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
4 - Distribute
• Prohibit PDF, attached files etc.
• Publi...
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?
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 ...
Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
5 - Homo Journalicus - Clichés
Prima Donna? Cunning?
Got ...
Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
5 - Homo Journalicus - Clichés
Prima Donna? Cunning?
Got ...
Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
5 - Homo Journalicus - Clichés
Prima Donna? Cunning? Idio...
Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
5 - Homo Journalicus - Clichés
Prima Donna? Cunning? Idio...
Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
5 - Homo Journalicus - Clichés
Prima Donna? Cunning? Idio...
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,...
Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
Homo Journalicus - User Guide
• 1 - Before the interview,...
Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
Homo Journalicus - User Guide
• 1 - Before the interview,...
Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
Homo Journalicus - User Guide
• 1 - Before the interview,...
Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
Homo Journalicus - User Guide
• 1 - Before the interview,...
Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
Homo Journalicus - User Guide
• 1 - Before the interview,...
Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
Homo Journalicus - User Guide
• 1 - Before the interview,...
Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
6 - DoYou (really) Need An Agency?
Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
6 - DoYou (really) Need An Agency?
• This is NOT MANDATOR...
Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
6 - DoYou (really) Need An Agency?
• This is NOT MANDATOR...
Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
6 - DoYou (really) Need An Agency?
• This is NOT MANDATOR...
Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
6 - DoYou (really) Need An Agency?
• This is NOT MANDATOR...
Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
Thanks!
Contact me:
www.StoriesOut.com
@adeforsan
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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 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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Transcript of "PR for Startups: when, what, how?"

  1. 1. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38 PR FOR STARTUPS
  2. 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. 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. 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. 5. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38 PR?
  6. 6. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38 PR For Startups
  7. 7. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38 PR For Startups
  8. 8. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38 PR For Startups
  9. 9. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38 ButYou Are Not Alone...
  10. 10. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38 ButYou Are Not Alone...
  11. 11. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38 ButYou Are Not Alone...
  12. 12. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38 ButYou Are Not Alone...
  13. 13. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38 In Order To Avoid This
  14. 14. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38 In Order To Avoid This
  15. 15. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38 The Trick Is To Get Noticed
  16. 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. 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. 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. 19. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38 Define PR Objectives & Schedule
  20. 20. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38 Define PR Objectives & Schedule
  21. 21. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38 Define PR Objectives & Schedule
  22. 22. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38 Define PR Objectives & Schedule
  23. 23. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38 Matching Media
  24. 24. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38 Matching Media
  25. 25. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38 Matching Media
  26. 26. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38 Matching Media
  27. 27. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38 Matching Media
  28. 28. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38 Survival Kit
  29. 29. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38 1 - Some Rules Position
  30. 30. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38 1 - Some Rules Position Prove
  31. 31. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38 1 - Some Rules Position Prove Leverage
  32. 32. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38 1 - Some Rules Position Prove Leverage and again!
  33. 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. 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. 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. 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. 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. 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. 39. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38 5 - Homo Journalicus - Clichés Prima Donna?
  40. 40. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38 5 - Homo Journalicus - Clichés Prima Donna?
  41. 41. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38 5 - Homo Journalicus - Clichés Prima Donna? Got a Boss !
  42. 42. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38 5 - Homo Journalicus - Clichés Prima Donna? Cunning? Got a Boss !
  43. 43. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38 5 - Homo Journalicus - Clichés Prima Donna? Cunning? Got a Boss !
  44. 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. 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. 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. 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. 48. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38 Homo Journalicus - User Guide
  49. 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. 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. 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. 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. 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. 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. 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. 56. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38 6 - DoYou (really) Need An Agency?
  57. 57. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38 6 - DoYou (really) Need An Agency? • This is NOT MANDATORY!
  58. 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. 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. 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. 61. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38 Thanks! Contact me: www.StoriesOut.com @adeforsan
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