Unconference 2009: Basic Pr Principles For Start Ups

Basic PR principles for start-ups By: Chan Chi-Loong Techgoondu Goondu

My background So you know I'm not smoking you. Ex-journalist (covering IT and telco) Ex-PR for British Telecoms Current freelance writer, blogger and journalist

BIG DREAMS No money

Here's how PR can help It's one of the least costly yet most effective ways to do marketing... ...provided you do it right

7 basic principles about PR

It's not you , it's the story

Prepare, prepare, prepare

Public relations > media outreach

1. It's NOT about you It's NOT about your product or service. It's about the STORY.

2. Journalists are not your friends (unless they really are...) Even then, they have a JOB to do, which is to tell a good story.

3. If you can't be bothered to pitch... ... I can't be bothered to care.

4. Prepare, prepare, prepare

Know your stuff.

What are your key messages?

Don't know what your key messages are?

Err... then why are you talking to the media?

5. What's a story? STORY = FACTS + EMOTIONS Passion = one thing start-ups have in their favour But don't SPIN facts. Tell the truth (or omit it), but DO NOT LIE.

6. Be a spokesperson, not an answerperson Answer the questions asked, but go back to the key messages that you want to tell. No key message? Err... why are you talking to the journalist again?

7. Publicity > Media Relations

{Media relations} ⊆ {Public relations}

Others:

your own blog

social media

word of mouth

giving a presentation at unconference

Conclusion Media publicity is very worth getting for a startup... ...but remember that in the long run your product , price and placement is probably more important than publicity. The eye of the media is powerful, but often fleeting.

Q&A Thanks, and have a nice day. Shameless plug for: Techgoondu (www.techgoondu.com)