PR, Communication & Storytelling for Startups 1.1

Communication Ninja WorkshopAlex Barrera (@abarrera) ROCKEY SPACE, SF

Communication Ninja workshop Alex Barrera (@abarrera)

Communication Ninja workshop

Communication Ninja workshop “If you know your enemies and knowyourself, you can win a hundred battles without a single loss” - Sun Tzu

Communication Ninja workshopWhat can youtell me about them?

Communication Ninja workshop No experts Hate spam Forced to writeWhat can youtell me about them?

Communication Ninja workshop YES YOU ARE

Communication Ninja workshop YES YOU AREand you know it!

Communication Ninja workshop m ble pro Th e

Communication Ninja workshop When to contactthe press?

I don’t need tocontact anyone

What is PR?

Communication Ninja workshop BLOG ME!!!

Communication Ninja workshop The Binary Conjecture

Communication Ninja workshopI pass... The Binary Conjecture

Communication Ninja workshopI pass... Now I want! The Binary Conjecture

Communication Ninja workshop Branding is about relationships

How many do you know?

Communication Ninja workshop How many do you know? Tweet this! Tweet this! “Gather a list of bloggers/journalists you’re “Gather a list of bloggers/journalists you’re interested in, follow them and interact interested in, follow them and interact with them, DAILY” with them, DAILY”

Communication Ninja workshop How many do you know? Tweet this! Tweet this! “Gather a list the marketers: Write stuff “Market of bloggers/journalists you’re interested in, follow them and interact anywhere where they can see it but don’t with them, DAILY” spam”

Communication Ninja workshopThey write whatever they want!!

Errr...

Communication Ninja workshop How many do you know? Tweet this! Tweet this! “Gather a list of bloggers/journalists you’re “Your startup pitch should be exempt of interested in, follow that your grandma any technical term them and interact with them, DAILY” wouldn’t understand”

Communication Ninja workshop Pitch me, bro!

Communication Ninja workshop 10 min Write me da PR!

Communication Ninja workshop BORN IS NOT NEWS

Communication Ninja workshop How many do you know? Tweet this! Tweet this! “Gather a talking about your startup,you’re “Before list of bloggers/journalists make sure anyone can ﬁnd them contact (email, interested in, follow your and interact Twitter withFacebook) on your site” and them, DAILY”

My inbox on a MondayCommunication Ninja workshop

My inbox on a MondayCommunication Ninja workshop Your story better be awesome

Communication Ninja workshop But... what isa story...?

Communication Ninja workshop A story is a universal human experiencewrapped inside a culture-speciﬁc expression Robert McKee

Storytelling Facts IS balance IMAGINATION

Communication Ninja workshop Simplicity

Communication Ninja workshop Literary vs Story

Communication Ninja workshop How many do you know? Tweet this! Tweet this! “Gather a the storyteller in your startup, “Find list of bloggers/journalists you’re match him with your them and interact interested in, follow writer and put them towith them, DAILY” work on YOUR story”

What areour building blocks?

An EVENT creates meaningful change in the life situation of a character that is expressed and experienced in terms of a What are VALUE.our building blocks?

An EVENT creates meaningful change in the life situation of a character that is expressed and experienced in terms of a What are VALUE.our building blocks? VALUES are the universal qualities of human experience that may shift from positive to negative, or negative to positive, from one moment to the next

Change is achieve through CONFLICT

Communication Ninja workshop 15 min Who is your protagonist? What’s your cast? What’s are the values at play? Where is the conﬂict?

Communication Ninja workshopProtagonist: David, the succesful Spanish entrepreneurCast: Wife, kids, VC friend, VC, blogger A, blogger friend,press42 team, blogger B, users, mediaValues: success/failure, security/insecurity, trust/distrust,gratitud/ingratitud, determination/undecisiveness,happiness/unhappiness, fairness/unfairnessConﬁct: David vs SF, David vs Blogger A, David vs VC

Communication Ninja workshop +/-Scene

Communication Ninja workshop +/- +/- +/-Scene Scene ... Scene Sequence (2-5)

Communication Ninja workshop action/reaction +/- +/- +/- Beat BeatScene Scene ... Scene Beat Beat Sequence (2-5)

Communication Ninja workshop action/reaction +/- +/- +/- Beat Beat Scene Scene ... Scene Beat Beat Sequence (2-5)Sequence Sequence Sequence Act

Communication Ninja workshop action/reaction +/- +/- +/- Beat Beat Scene Scene ... Scene Beat Beat Sequence (2-5) Climax Climax ClimaxSequence Sequence Sequence Act

Communication Ninja workshopWhat is your genre?

Communication Ninja workshopWhat is your genre? Romantic involvement 2 characters Love story or search for love Love is a cure Happy up-ending Love is a two-sided sword

Communication Ninja workshopWhat is your genre? Grandeur and spectacle Recreate past events Protagonist is a hero Clear evil antagonist

Communication Ninja workshopWhat is your genre? Drama Very bad to very good Personal achievement Redemption theme

Settings Period of time Duration Location Level of conﬂict

Communication Ninja workshopChoose your creative constraint!(Genre and settings) 5 min

Communication Ninja workshopGenre: DramaSettings: Present 3 months Spain / San Francisco Inner, personal, extra-personal 5 min

Inciting Incident

Communication Ninja workshop expectation

Communication Ninja workshop expectation GAP result

Communication Ninja workshop Object of desire (conscious or unconscious) expectation GAP antagonists result

Communication Ninja workshop Extra-personal conflicts Personal conflicts Inner conflictsIndividuals in society Family Mind Body Lovers Physical environment Emotions Friends Social institutions

Communication Ninja workshop expectation result GAP antagonists

Communication Ninja workshop expectation result GAP antagonists GAP risk!

Communication Ninja workshop expectation result GAP antagonists GAP risk! GAP risk2!

Communication Ninja workshop expectation result GAP antagonists Object GAP risk3! risk! of desire GAP risk2!

Communication Ninja workshop action/reaction +/- +/- +/- Beat Beat Scene Scene ... Scene Beat Beat Sequence (2-5) Climax Climax ClimaxSequence Sequence Sequence Act Act Act Act Story (3)

Communication Ninja workshop What are your antagonists?

Communication Ninja workshop What are your antagonists? What areyour beats? 10 min

Communication Ninja workshopAntagonists: Competition, noise/signal ratio, family, VCs, bloggersBeats: Moving to SF (Inciting incident), Cost of life (knowledge/ignorance), VC deal (security/insecurity, fairness/unfairness), Blogger contact (undecissive/determined), Blogger response(ingratitude/gratitude), Press42 use (non progress/progress, distrust/trust), Publication(unhappiness/happiness, failure/success)

Communication Ninja workshop Character vs characteristics

Object ofdesire

Deﬁne yourcharacters 5 min

David: Successfulentrepreneur, tech savy,family guy, trip to SF 2years ago, not goodwith sales, money butnot rich, former posterboy, not ﬂuent inEnglish, driven 10 min

Communication Ninja workshop The more knowledge... the better the story.

Communication Ninja workshop Put everything together! 15 min

Communication Ninja workshop1. Premise idea2. Protagonist (Characterization)3. Select genre and settings4. Inciting incident + object of desire5. Build your event’s (Scene) progressive beats6. Each beat a GAP (antagonists)7. Climax your scene8. Distill the Controlling idea (value + cause)

Communication Ninja workshopChange the angles

Communication Ninja workshop1. Change your genre2. Change your settings3. Switch protagonists (team vs user vs product)4. Change point of view5. Change the plot (events + values)

Communication Ninja workshop1. From love to war: “Take pics of your love moments” “Our crusade is to eradicate Microsoft’s ugliness from this world”

Communication Ninja workshop1. From love to war: “Take pics of your love moments” “Our crusade is to eradicate Microsoft’s ugliness from this world”2. From present to past-present: “Speaking her mind is so easy now, she never though it was possible” “When Gutenberg created his printer, he couldn’t forecast the true revolution yet to come when Internet came into play”

Communication Ninja workshop3. From you to your partner’s: “Alice can now easily expose her paintings to all corners of the world” “Bob can track new artists and paintings to buy for his clients, without going out of his apartment”

Communication Ninja workshop3. From you to your partner’s: “Alice can now easily expose her paintings to all corners of the world” “Bob can track new artists and paintings to buy for his clients, without going out of his apartment”4. Change point of view “Alice can now easily expose her paintings to all corners of the world” “Daniel is so happy that Alice doesn’t travels so much thanks to X, he’s even investing in it”

Communication Ninja workshop5. From sad/happy to hate/love: “Alice didn’t have time for her children. Work kept her busy at all times. Her boss, an egocentric pig, made sure her days where akin to walking through hell. Desperate for time, she discovered X, which found her a new job, one with free spare time and life balance for her and her children” “Alice hated her children. They required time she couldn’t spare. She needed that raise and they where going to trump it. [...] Finally free of everything she realized her children save her soul. She found a feeling long lost, something primal she didn’t let go again.”

Communication Ninja workshopRewrite your angle!15 min

Communication Ninja workshopWith fewer words!10 min

Communication Ninja workshopAlways knowwho is behind

Communication Ninja workshop s Anal ew ysis N Chess game pic

Communication Ninja workshop How many do you know? Tweet this! Tweet this! “Gather a list of bloggers/journalists you’re “Always make sure you know who the interested in, is and adjustand interact audience follow them the story with them, DAILY” accordingly”

Communication Ninja workshop How many do you know? Tweet this! Tweet this! “Gather a list of bloggers/journalists you’re “Your social in, follow them and interact interested media channels are your story trailers,them, DAILY” with use them wisely”

Communication Ninja workshop Bloggers textbook

Communication Ninja workshop1. Not publication but journalist2. Research the journalist’s topics3. Send small excerpt (trailer) asking if interested4. Build rapport bottom-up (3rd tier ﬁrst)5. Use different media: text + pics + video6. Include all info: crunchbase proﬁle+logo+other posts7. Activity on Twitter, Facebook and your blog8. Help them when they ask for info/contacts

Communication Ninja workshopTips & tricks: Twitter 1. Tease influential people into answering you 2. Space your tweets strategically (buffer app) 3. Share interesting links, not your own stuff 4. CC specific users (influencers, journalists, etc.) based on the content you share 5. Tweet at least once a day 6. Bio + avatar extremely important 7. Personal accounts better - Personal branding 8. RT + comment on journalist’s stuff 9. Plaster your twitter everywhere! (@abarrera)

Communication Ninja workshopDoUmo ArigatoU http://www.press42.com alex@press42.com @42press / @abarrera http://slideshare.net/press42

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PR, Communication & Storytelling for Startups 1.1

by Press42 on Apr 11, 2012

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