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"Brand, PR and creating noise about your company" at SaaS North 2016

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Publicize CEO Conrad Egusa on the 6 things scrappy startups need to do to secure press coverage for announcements, launches and more.

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Brand, PR and Creating Noise About Your Company Conrad Egusa
Media & Branding is important How can SAAS companies best approach the media?
Background • Former VentureBeat writer • CEO at Publicize • Guest Contributor at TechCrunch • Global Mentor at 500 Startups
Breaking Into Three • Announcements • Thought Leadership Articles • Special Pitches
Announcements 1. Formulate 2. Amplify 3. Messaging 4. Outreach 5. Unrelenting 6. Strategy
Espacio
Espacio
1/6: Formulate
1/6: Formulate Examples include: • SAAS product launches • Funding • Milestones • Acquisitions
2/6: Amplify
2/6: Amplify • How will your venture change the world? • If applicable, how will this become a $100M Company? • What will your company look like when it has 100 employees?
3/6: Messaging • Emails should lead with social proof  Type 1: Harvard MBA, Y Combinator, Google Engineer  Type 2: 15 or 65 year old, former sports star • Include social profiles (Linkedin & Twitter) • Address journalist by name in the subject line • Editors do read emails (ex: tips@techcrunch.com)
Example Email
3/6: Messaging • Press releases follow a very specific format • Use data whenever possible • Example press releases: http://www.publicize.co/example-press-releases/
4/6: Outreach
4/6: Outreach • Exclusive vs. Embargo • Risk vs. Reward • Improve chances with an exclusive
5/6: Unrelenting • Further coverage to additional media publications • Coordinate with social platforms (ex: Product Hunt) • Consider using a Newswire at this time • Looking for individuals in the media to contact? http://publicize.co/tech-reporter-contact-list
6/6: Strategize • Strategize the upcoming 6 months • Strongest companies make announcements every 8-12 weeks • SAAS examples: Launch of new initiatives, mobile apps, milestones, funding
Contacting The Media
Contacting The Media
Contacting The Media
Thought Leadership
Thought Leadership
Special Pitches
What’s It All For?
Where Media Goes From Here • Media financial struggles continue • Continued fragmentation across platforms • Increased editorial via thought leadership (ex: Forbes) • PR expands focus to communication • Internet famous to mainstream? Focus on images & video
Thank you • Email: conrad@publicize.co • Website: http://publicize.co

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