Crash course : PR for entrepreneurs - media.ppl

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The basics of PR every entrepreneur should know before they start their first media relations/brand awareness campaign.

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Crash course : PR for entrepreneurs - media.ppl

  1. 1. Everything You Always Wanted to Know About PR (But Were Afraid to Ask)
  2. 2. PR = Reputation / Revenues
  3. 3. PR = Proof
  4. 4. PR = Relations = Trust / Care
  5. 5. Is The Force With You?
  6. 6. The Force 1 – REAL PRODUCT 2 – REAL USERS 3 – REAL STORY 4 – OR NOT
  7. 7. We Need A Strategy!
  8. 8. Own A Territory
  9. 9. Define Your Territory CONTEXT YOU AUDIENCE MY BRAND
  10. 10. Define Your Territory YOU STORY ASSETS FACTS & FIGURES
  11. 11. Define Your Territory AUDIENCE BEHAVIOR DESIRES REFERENCES
  12. 12. Define Your Territory CONTEXT CULTURE NEWS COMPETITORS
  13. 13. Define Your Territory THAT'S WHAT MAKE ME DIFFERENT & DESIRABLE
  14. 14. W HO YOU ARE, YOUR STORY, ASSETS, VISION WHO/WHAT YOUR ARE TODAY FACT #1 · Data point · Data point · Data point FACT #2 · Data point · Data point · Data point WHAT YOU BRING TO THE INDUSTRY OR CONSUMERS FACT #1 · Data point · Data point · Data point FACT #2 · Data point · Data point · Data point WHAT YOU ARE BUILDING FOR THE NEXT 1/2/10/20 YEARS FACT #1 · Data point · Data point · Data point FACT #2 · Data point · Data point · Data point PILLAR #2PILLAR #1 PILLAR #3
  15. 15. SOCIETE TECHNOLOGIQUE FRANÇAISE, PIONNIERE ET LEADER EN SEGMENTATION ET CIBLAGE D’AUDIENCE, XXX EST ANIME PAR UNE VISION ETHIQUE D’UN MARCHE DE LA PUB DIGITALE + PROPRE ET + DURABLE 1 - Une société technologique pionnière/leader en segmentation/ciblage A - Une société techno qui valorise la data des éditeurs · Au coeur de la révolution en cours sur le marché de la pub digitale · Une vingtaine de data scientists · Investi 2M€ dans la R&D B – Une société française, pionnière/leader en segmentation/ciblage d’audience · dès 2012 création des 1ères DMP en France · env 100 DMP déjà déployées en 18 mois · confiance de clients majeurs · big data : analyse quotidienne de 25M d'écrans et 200M d'événements – sans mélange des données 2 - Une société performante qui apporte de la valeur à toutes les parties prenantes de l'écosystème A - Une société performante et solide · CEO : 2nd time entrepreneur · VC majeur en Europe - seed = 2M€ · création d’un nouveau marché et d’un business modèle original · ambitions internationales : UK en 2013, US en 2014 · créateur d’emplois : 35 en 18 mois + 15 d’ici 1 an (en France) B - Apporte de la valeur à l'écosystème · Editeurs : monétiser leur inventaire à sa juste valeur, condition de leur survie · Annonceurs : campagnes performantes car personnalisées et en real time, dans un contexte premium · Neutralité : par rapport aux acteurs et à la data · Transparence : par rapport aux clients éditeurs et acheteurs 3 - Une vision éthique de son marché : faire de la publicité en ligne un marché "propre" A - Strict respect de la vie privée · Données anonymisées · Pas de cible de moins 18 ans · Respecte législation UE en vigueur B - Dès l'origine, une intuition forte · La pub en ligne doit être personnalisée mais non intrusive · 55 % souhaitent une pub + personnalisée mais s’estiment mal informés de l’usage de leurs données C – Objectif : rendre le marché + performant et durable · Rendre le système acceptable · Permettre aux éditeurs et annonceurs de mieux connaître les attentes réelles des internautes · Redonner aux internautes le contrôle sur leurs données : projet d’outils pour le 2nd sem. 2013 PERFORMANCE PRIVACYTECHNO EXEMPLE
  16. 16. Write Tomorrow’s Headline
  17. 17. Define a strategy THE SPECTRUM OF CREATIVITY
  18. 18. A strategy for Classified Ads
  19. 19. A strategy for Classified Ads Absurd?
  20. 20. A Strategy For A 60-year Old Candy
  21. 21. A Strategy For A 60-year Old Candy Absurd?
  22. 22. Hey, We’ve Got News For You…
  23. 23. A Journalist's Ordinary Day "YOU WANNA TALK TO ME. LIKE SERIOUSLY." (let's pretend she works for the NYT)
  24. 24. A Journalist's Ordinary Day "UUUUH…"
  25. 25. A Journalist's Ordinary Day "Uuuuh" "WHAT DO YOU MEAN BY NOT FINISHED YET?"
  26. 26. Where Are Your Readers?
  27. 27. Where Are Your Influencers?
  28. 28. The Influencers WHO: POWER USERS, JOURNALISTS, BLOGGERS, OPINION LEADERS, INVESTORS, COMPETITORS ONLINE: MEDIA, TWITTER, LINKEDIN, G+ OFFLINE: CONFERENCES, TRADE SHOWS, DEMO DAYS/PITCH CONTESTS
  29. 29. The Influencers COMMENT ON THEIR ARTICLES SHARE THEIR WORK VIA SOCIAL MEDIA BUY THEIR BOOK ATTEND THEIR EVENTS OFFER THEM RESOURCES TIP THEM STORIES (EVEN WHEN THEY DON’T PERTAIN TO YOU)
  30. 30. Try Easy First
  31. 31. Play Their Addiction To Clicks
  32. 32. Play Their Addiction To Clicks HOT NEWS
  33. 33. Play Their Addiction To Clicks CALENDAR
  34. 34. Play Their Addiction To Clicks EVENTS
  35. 35. Play Their Addiction To Clicks NAME DROPPING
  36. 36. Play Their Addiction To Clicks CONTROVERSY
  37. 37. Get Personal
  38. 38. Talk Their Language CORPORATE / B2B CONSUMER / B2C Send Print + Product
  39. 39. The Press Kit 1 – SHORT OVERVIEW OF THE COMPANY 2 – YOUR STORY 3 – KEY FACTS & FIGURES 4 – BIOS 5 – HOW DOES THIS WORK 6 – TWO CASE STUDIES 7 – CLIENTS 8 – PR CONTACT
  40. 40. OK THAT’S:  NEWS  TIMELY  CLEAR  CREDIBLE  USEFUL WOW THAT’S!!! • HOT • ORIGINAL • ATTRACTIVE • NAME DROPPING • EXCLUSIVE • FUNNY/KINKY Talk Both To Their Brains & Hearts
  41. 41. Respect Their Hectic Schedule ANTICIPATE THEIR NEEDS BE AT THEIR SERVICE, ANYTIME & HD PICS DEADLINES FACTS & FIGURES
  42. 42. How To Dance This Tango
  43. 43. Define & Measure Metrics REVENUES SUBSCRIBERS VISITS ARTICLES SHARES REPUTATION GROWTH
  44. 44. Is The Press Release Dead? "I’m on a mission to kill the press release"
  45. 45. "Everyday Is Election Day"
  46. 46. PRESS RELEASE STORYTELLING
  47. 47. The Good Press Release DON’T SELL THE PRODUCT BUT PLAY THE AUDIENCE KEEP IT SHORT & SIMPLE KEY MESSAGES STORYTELLING HYPERBOLES AND CLICHÉS
  48. 48. The Good Press Release LOGO DATE TITLE SUBTITLE 5 Ws: Who, What, Why, Where, When QUOTE LOCATION DETAILS INSIGHTS ABOUT CONTACT Press Release
  49. 49. The Good Press Release Payback  NEWS  TIMELY  CLEAR  CREDIBLE  USEFUL • HOT • ORIGINAL • ATTRACTIVE • NAME DROPPING
  50. 50. The Peachy Pitch
  51. 51. The Peachy Pitch
  52. 52. The Lame Pitch
  53. 53. The Peachy Pitch BE FRIENDLY AND (VERY) BRIEF WORK (HARD) ON YOUR SUBJECT LINE 1 – CATCH INTRO PERSONALIZED FOR EACH JOURNALIST 2 – WHO YOU ARE & WHAT YOUR COMPANY DOES 3 – OFFER MORE DETAILS IN FURTHER ITW OR BY EMAIL 4 – KIND WORDS 5 – SIGNATURE: YOUR TEL & EMAIL
  54. 54. The Pitch Checklist • FOCUS ON WHAT IS DESIRED FOR A NEWS STORY VS. WHAT IS COMMONLY OFFERED • GIVE THE REPORTER THE ESSENCE OF THE ARTICLE – WHAT HE NEEDS TO KNOW • FIND THE “SO WHAT?” AND EXPLAIN • PITCH WHAT IS RELEVANT AND CONSUMABLE (CLEAR AND CONCISE)
  55. 55. The Interview KEY MESSAGE STORYTELLIN G BEHAVIOR Friendly, Polite, Dynamic
  56. 56. The Interview PREPARE YOUR KEY MESSAGE BE FRIENDLY AND POLITE 1 – INTRODUCE YOURSELF BRIEFLY 2 – SUMMARIZE YOUR KEY MESSAGE 3 – GIVE USEFUL PROOF POINTS & EXAMPLES 4 – DON'T GET CARRIED AWAY OFF TOPIC 5 – DON'T BE AFRAID TO TALK ABOUT COMPETITORS = EXPLAIN WHAT MAKES YOU SPECIAL
  57. 57. The Follow Up
  58. 58. The Follow Up AFTER INTRO: NICE MEETING YOU + USEFUL INFO ON TOPIC + FOLLOW AFTER PITCH: REMINDER 4-5 DAYS AFTER BEFORE ITW: REMINDER 12H PRIOR AFTER ITW: THANKS FOR YOUR TIME + DETAILS/PICS/DATA REQUESTED AFTER PUBLICATION: THANKS + SHARE
  59. 59. #5 – Hungry For More Coverage?
  60. 60. #1 EXPLORE NEW ANGLES
  61. 61. Explore New Angles Your (pioneering) market Your (amazing) metrics Fundraising Awards BUSINESS
  62. 62. Explore New Angles Pain solved (Surprising) uses Calendar opportunities (Christmas, sales, summer, holidays…) Anniversaries Consumers' types ranking CONSUMER
  63. 63. Explore New Angles Market data (Famous) client testimony Design Offices HR VERTICAL
  64. 64. #2 BECOME THE EXPERT
  65. 65. Become The Expert Guest Blog Guest Post Op-eds Survey / Infographic Owned/Shared event Reformatted Cold News CONTENT
  66. 66. Become The Expert Columnists/Opinion Leaders Trade shows, Conferences Go Local Network TARGETS
  67. 67. #3 MONITOR AND SHARE
  68. 68. Monitor Find content Measure Share
  69. 69. THE CHECKLIST
  70. 70. The Checklist ARE YOU READY? OWN A TERRITORY ENGAGE WITH YOUR INFLUENCERS THINK CLICKS WORK HARD AND REHEARSE EXPLORE EVERY OPPORTUNITY
  71. 71. Now Enjoy The Ride ;)
  72. 72. Presentation made by Fleur Broca Media.ppl [Media People] is an early-stage startup. The aim of our platform is to connect high-skilled writers and storytellers with entrepreneurs and business owners to help them shape and develop their PR & content marketing strategy. www.facebook.com/media.ppl

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