The Perfect PR Recipe For Startups


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A ready reckoner on how startups can do PR themselves.

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The Perfect PR Recipe For Startups

  2. INGREDIENTS The Perfect PR Recipe For Startups #01 One ripe product A generous helping of a media list A flavourful pitch note A sprinkle of social media extensions A social media strategywell marinatedwith consumer insights Preparation time: Depends on how efficient you are Cooking time:It takes a while so be patient! Servings: A whole lot of press people! 1. 2. 3. 4. 5. 6. 7. 8.
  3. Mise-en-place Take the description of a ripe product and shave it down till you have a well greased pitch note Step 1. Sprinkle the pitch note with painpoints that your product is solving Step 2. Divide your Media-List* into the following categories. Calibrate your outreach in terms of the significance of your message and stage of your business. a) Startup Media b) Trade Media c) Financial Media d) Mainline Media e) Tech Blogs Step 3. #02 The Perfect PR Recipe For Startups*Refer to the glossary
  4. The Perfect PR Recipe For Startups #11 The essence of a PR plan lies in your media list and how well organised it is. Think of this list as a basic and essential ingredient that will bring out the flavour of your PR dish. Here are some groups across Facebook and Google where you can request people to share relevant media lists #03 CHEf's TIP - The Media List
  5. Chef’s Tip Make sure your pitch note goes something like this Greet the journalist Introduce yourself and your startup and mention the intent of your email Give a one line introduction to your delicious product followed by three to four aromatic and tummy tickling lines on what your product does Back your product with some statistics thereby implying why it’s going to do well Give the journalist the link to your website where they can have a look at your product in more detail Offer to meet at the journalist’s office as per their convenience Sign off using your complete name, Designation, Mobile Number, Website and Social Media Channel Hyperlinks If you have any prior press on the product, you may add that as well to the bottom just to add a little spice 1. 2. 3. 4. 5. 6. 7. 8. The Perfect PR Recipe For Startups #04
  6. The Perfect PR Recipe For Startups #05 Chef’s Sample Pitch Note Hi, My name is Aman and I am the co-founder of SocialFlip. I am writing to you to seek an appointment to introduce our brand new offering, SocialFlip, and some of our upcoming initiatives. Social flip is a SAAS based drag and drop tool to create beautiful visual posts for Social Media. Our tool helps: In Nov 2013, Facebook claimed to have over 30 million active facebook brand pages managed by Small Businesses, so we have market opportunity of $300 million. You can check us out on I would be happy to meet you at your office in the coming week. Look forward to your response. Regards Aman Raj Co-founder, SocialFlip +91 9211 536956 a) SMEs and SMBs to leverage the power of visual content in their social media campaigns b) Removes the hassle of recruiting and managing a design agency to create social media content c) Helps marketers cut cost on designing and instead use that money for content promotion Follow us on LinkedIn We were recently covered by e27.
  7. The Perfect PR Recipe For Startups MEDIA BUFFET Select the media you’re approaching keeping in mind the strength of your message and the stage your venture is in Appetizing Media Matrix Media Type Startup Media Bloggers / Social Celebs Trade Media Financial Media International Tech Blogs Mainstream Media 5 3 .5 4 .5 3 2 .5 1 Approachability Reach Impact 1 1 .5 2 3 4 5 2 3 3 .5 4 5 5 #06
  8. The Perfect PR Recipe For Startups #07 The Side Dish By now, all your social media extensions* should be ripe and ready to be served to the public at large Make sure you have a well thought out content strategy, so when your audience follows you, they have reason to stay connected Tip: Social Media is not to blow your own trumpet. Think of your customers and what kind of content would they like. 1. 2. 3. Serve a blend of owned and aggregated content Usually: 1b. Pictures and text > plain text 2b. Text > Links soediV>skniL.b3 a. b. *Refer to the glossary
  9. The Perfect PR Recipe For Startups #08 Garnish Whenever your product gets covered, share the article/video on your social media extensions Never forget to thank the journalists - it helps in keeping the PR flavor rich
  10. The Perfect PR Recipe For Startups #09 Chef’s Media Engagement Recommendation To make sure your PR is well seasoned at all times here’s how you need to continue marinating your PR to ensure your startup gets the much needed boost to get noticed Media Engagement Tools Tool Type Press Release* Exclusive Pitch Note Press Interactions Huddles/casual meet ups Mailer/Newsletter 1 / quarter 1 / month 1 / fortnight 1 / fortnight 1 / weekly Frequency Significance of pegs Impact 5 3 2 0 1 5 3 Depends 1 1
  11. The Perfect PR Recipe For Startups #10 Baking A Good Press Release A tasty press release* is something you need to use when you have a development or a launch to announce. Here is what all you need to put in to bake a good press release An informative headline (make sure it’s not a sales pitch – makes the press release taste sour) Dateline to make sure people reading it know it’s relevant Lead paragraph that tells everyone reading it- who, what, when, where and why your reader should taste your product Body of your press release should have quotes from you (the founder), an advisor or mentor relevant to the industry and any statistics or charts to give your press release depth and weight The press release should also have a short note, Boiler Plate, towards the end Top off your press release with your contact details at the end and sprinkle the details of your social media extensions as well Here’s a sample press release you can refer to: 1. 2. 3. 4. 5. 6. 7. *Refer to the glossary
  12. The Perfect PR Recipe For Startups #11 Glossary Pitch Note - A suggested story idea that’s submitted to individual journalists via email. It gives the reporter an idea for a story that they could write. If the journalist likes the idea and their editors approve, they then write a story for their media outlet based on the suggestion. Pitches tend to be shorter and more informal than press releases. The more personalized you make it the better. Press Release - A press release is generally longer than a pitch and provides details of something newsworthy. Social Media Extensions - These will comprise of your pages for your product or startup across various social media channels such as Facebook, Twitter, Google Plus, LinkedIn etc 1. 2. 3. Media List - A list of reporters, their contact info & the name of the publication, website or channel that they report for. A good media list should be updated once every few months as journalists shift publications and roles . Boiler Plate -A boilerplate is usually found at the end of a press release, and briefly describes the company or organization related above. The short paragraph consisting of just a few sentences concisely explains the company or organization. 4. 5.
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