Get Press
for Your Startup
or Business
D.K. Smith, Brooklyn Innovation Center
Mike Schroder, LaunchSquad
The Brooklyn Inno...
Build Your Story...
The MOST important thing to a reporter is YOUR STORY… not necessarily
your product or service.
* What'...
Do research BEFORE you contact press!
* Read everything out there on competition and everything in niche!
* Setup Google a...
Are you really ready for press?
NOT if you’re…
* Looking for a lead developer or tech co-founder
* Still working your day ...
Learn how the press works…
* Understand reporter’s personal perspective… they’re people first
* Don’t assume they all want...
Get your act together BEFORE
contacting the press!
* Models and prototypes working perfectly… NO bad demos!
* Make sure yo...
Online video production…
* PowToon - Powtoon.com
* Animoto - Animoto.com
* Stupeflix - Studio.stupeflix.com/en
* GoAnimate...
How to pitch your story…
Don’t think that sending out a press release is going to
get you stories...
You have to reach out...
Pitching stories
Press releases don't get you coverage...
…they help you put your ideas together succinctly.
* Build relat...
Follow-Up
* Create list of everyone you talk to and make sure to keep them updated
* PR isn't something you do “sometimes”...
Consider hiring a PR firm, writer, or editor…
Get a PR professional, not a friend or neighbor who has done
a few releases!...
What’s next?
* Most startup press efforts are boring.
* Think outside the box... let your imagination soar free!
* Questio...
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Get Press For Your Startup

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Get Press For Your Startup

  1. 1. Get Press for Your Startup or Business D.K. Smith, Brooklyn Innovation Center Mike Schroder, LaunchSquad The Brooklyn Innovation Center Borough-Wide Entrepreneurship Accelerator © 2013 Brooklyn Innovation Center, All rights reserved.
  2. 2. Build Your Story... The MOST important thing to a reporter is YOUR STORY… not necessarily your product or service. * What's remarkable about your company, product, or service? * Why does it matter? * Develop audiences and define business objectives * Define a message for each audience * Develop “talking points” and core/foundational messaging document * Have a perspective on larger world issues © 2013 Brooklyn Innovation Center, All rights reserved.
  3. 3. Do research BEFORE you contact press! * Read everything out there on competition and everything in niche! * Setup Google alerts – Google.com/alerts * Twitter – Twitter.com * Signup for HARO – HelpAReporter.com & MuckRack – MuckRack.com * Comb thru JustTweetIt’s press category – JustTweetIt.com * Twitter analysis sites like WhatTheTrend – WhatTheTrend.com * Technorati to find influential tech media and writers – Technorati.com * Create a list of reporters to pitch, and rank your list… Who’s hot? © 2013 Brooklyn Innovation Center, All rights reserved.
  4. 4. Are you really ready for press? NOT if you’re… * Looking for a lead developer or tech co-founder * Still working your day job * Have product or business model issues: - add-on to another service… new Facebook integration… another Twitter app - business model is based on ad revenue - requires a large community to get rolling © 2013 Brooklyn Innovation Center, All rights reserved.
  5. 5. Learn how the press works… * Understand reporter’s personal perspective… they’re people first * Don’t assume they all want the same thing * Press lives on credibility: fact checking, accuracy, remaining impartial * Everything you say is on the record! * NEVER, EVER offer a bribe! - split check for meals. - send products for review… NO GIFTS! * Different media have different standards © 2013 Brooklyn Innovation Center, All rights reserved.
  6. 6. Get your act together BEFORE contacting the press! * Models and prototypes working perfectly… NO bad demos! * Make sure your website is easy to read, navigate and understand * Get high quality pictures of your product, screenshots, office, founders * Build a press page on your site. * Pick a point person and refer all press inquires to her/him! © 2013 Brooklyn Innovation Center, All rights reserved.
  7. 7. Online video production… * PowToon - Powtoon.com * Animoto - Animoto.com * Stupeflix - Studio.stupeflix.com/en * GoAnimate - Goanimate.com * FlixPress - Flixpress.com © 2013 Brooklyn Innovation Center, All rights reserved.
  8. 8. How to pitch your story… Don’t think that sending out a press release is going to get you stories... You have to reach out and pitch! © 2013 Brooklyn Innovation Center, All rights reserved.
  9. 9. Pitching stories Press releases don't get you coverage... …they help you put your ideas together succinctly. * Build relationships first! * Be strategic and understand audiences you’re targeting * Elevator pitch is VERY important… one sentence, maybe two short ones. * Remember three Ps: Polite, Passionate, and Persistent! © 2013 Brooklyn Innovation Center, All rights reserved.
  10. 10. Follow-Up * Create list of everyone you talk to and make sure to keep them updated * PR isn't something you do “sometimes” * Requires ongoing commitment and relationship building * Follow up quickly… thank reporter for writing about you © 2013 Brooklyn Innovation Center, All rights reserved.
  11. 11. Consider hiring a PR firm, writer, or editor… Get a PR professional, not a friend or neighbor who has done a few releases! * Important to get outside perspective from a real professional * Experts can write professionally and quickly * PR pros already have credibility with reporters * Hiring a good PR firm helps ensure your release will get read. © 2013 Brooklyn Innovation Center, All rights reserved.
  12. 12. What’s next? * Most startup press efforts are boring. * Think outside the box... let your imagination soar free! * Questions? Reach out to... D.K. Smith - @bkinnnovation dk@brooklyninnnovation.com www. BrooklynInnovation.com Mike Schroeder - @LaunchSquad mike@launchsquad.com www.LaunchSquad.com © 2013 Brooklyn Innovation Center, All rights reserved.

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