Pr One On One For Start Ups Expeditionpr 092209

Public Relations 1:1 for Start-Ups
Social Media
Media
Academia
Customers/
Prospects
Industry Analysts
Industry
Associations
Investors
Partners
Employees
Katja Schroeder, Expedition PR, LLC, schroek@expeditionpr.comSeptember 22, 2009

PR Tool Kit
Press Releases/
Multimedia Newsroom
Trade Shows/Events/Webinars
Case Studies/
White Papers/
Bylines
Awards
Editorial Calendars
Speaking Opportunities
Proactive Story Development
Social Media/
Blog/Podcast
Media Interviews/Tours

Press Release - Structure

Who, What, Where, When, Why
Header, Subhead
Location, Date, Lead paragraph
Quote
Details in subsequent paragraphs
Boilerplate
Contact

Tips

Short and factual
Third-party quotes
Market facts/stats
Search engine optimization
Sharing opportunities

Press Release - Boilerplate
About eBayFounded in 1995, eBay Inc. connects hundreds of millions of people around the world every day, empowering them to explore new opportunities and innovate together. eBay Inc. does this by providing the Internet platforms of choice for global commerce, payments and communications. Since its inception, eBay Inc. has expanded to include some of the strongest brands in the world, including eBay, PayPal, Skype, StubHub, Shopping.com and others. eBay Inc. is headquartered in San Jose, California.
About PolitecPolitec, a Mitsubishi Corporation affiliate, is a leading full-service IT services provider in the U.S., Japan and Latin America. Founded in 1970 in Brazil, Politec's 6,500 employees provide technical expertise and service excellence for customers around the world. Politec's solutions portfolio includes IT and business process outsourcing, application lifecycle management services and SAP services. The company is certified by the highest IT standards such as CMMI level 5, MPSBr level A and ISO 9001, and has a strong delivery model and scale capacity.

Press Release Wire Comparison
Source: ereleases, http://www.ereleases.com/welcome8.html?gclid=COCQhY2OgZ0CFdVL5Qod4kR-aw

Platforms Used By B2B Marketers
Your own website
Email marketing
SEO - organic
Online ads/banners/etc.
SEM - paid keyword
Webinars
Social networks/social media
RSS feeds
Viral video
Podcasts
Wiki
Video-on-demand
Blogs
Mobile
Gaming
Second Life
Source: Association of National Advertisers and B2B Marketer Magazine Study June 2009

Social Network Use
Source: Association of National Advertisers and B2B Marketer Magazine Study June 2009

Tools Used in Reporting by Media

Top 10 Tips To Get You Started
Avoid buzzwords/ tech lingo
Focus on 3 key messages
There is no “off-the-record”
Show market relevance
Repurpose results
(marketing/retweet)
Focus on key influencer network
Compile corporate one-pager (LinkedIn/site)
Develop a “story calendar”
SEO releases and use releases for hard news only (GoogleAdwork)
Pre-pitch byliners

Sources
InstituteforPR.org
PRSA.org/resources
http://www.press-release-writing.com/press-release-writing-tips-sample-press-release/
http://www.prwebdirect.com/pressreleasetips.php
Social Media Release: http://www.pr-squared.com/2008/04/social_media_release_template.html