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PR & Marketing Fundamentals for Startups

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This was the basis for a session on PR and marketing fundamentals that I ran. It provides a step-by-step guide to creating an effective startup PR program

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PR & Marketing Fundamentals for Startups

  1. 1. PR & Marketing Analysis Lyndon Johnson THINK | DIFFERENT [LY] 2013
  2. 2. Founder, THINK | DIFFERENT [LY] ex-Broadcaster, coffee drinker, Green Bay Packer fan
  3. 3. Public Relations the [strategic] process of building mutually beneficial relationships between an organization and its publics
  4. 4. Marketing [communications] Everything you do to leverage the relationships built via public relations activity
  5. 5. Brand What your customers and prospects say about you
  6. 6. Value proposition What makes you valuable to your customers and prospects
  7. 7. Social Media [real-time internet] Using various social platforms to communicate with an organizations various publics
  8. 8. The elevator pitch
  9. 9. 30 seconds
  10. 10. Your name Business/idea Why you’re different #1 marketing challenge
  11. 11. What is effective PR?
  12. 12. The right message to the right audience, at the right time via the most appropriate channel
  13. 13. #1. The Right Audience
  14. 14. Go Niche
  15. 15. Stay focused
  16. 16. 300,000
  17. 17. 7.5
  18. 18. Get involved
  19. 19. Feel their pain
  20. 20. Learn how your audience talks…
  21. 21. …thinks...
  22. 22. … & makes decisions!
  23. 23. Understand the influencers
  24. 24. Validate the audience
  25. 25. Audience activity: define your audience
  26. 26. #2. The Right Message
  27. 27. Core values
  28. 28. Value Proposition
  29. 29. Focus on value [not feature/function]
  30. 30. Value proposition is the basis for your messages
  31. 31. Develop custom messages
  32. 32. 10, 25, 50 and 100 words
  33. 33. Validate messages
  34. 34. Value prop/message activity
  35. 35. #3. The Right Time
  36. 36. When is the right time?
  37. 37. It isn’t ALL the time!
  38. 38. Your audience is listening
  39. 39. Find the right time
  40. 40. Key events
  41. 41. Timing activity
  42. 42. #4. The Right Channel
  43. 43. Where is my audience?
  44. 44. Start a conversation
  45. 45. Listen and observe
  46. 46. Participate
  47. 47. “Engage brain. Open Mouth”
  48. 48. The media as an audience
  49. 49. How do I create a compelling story?
  50. 50. Scandal
  51. 51. Bad news
  52. 52. Human Interest
  53. 53. Currency
  54. 54. “Do something cool. Tell us about it. Then do it again” John Biggs, TechCrunch
  55. 55. Become an asset
  56. 56. Offer help before asking for it
  57. 57. Understand the audience
  58. 58. The right message to the right audience, at the right time via the right channel
  59. 59. Story-telling activity
  60. 60. Marketing
  61. 61. Content Marketing
  62. 62. The right content to the right audience at the right time in the right format, via the right delivery mechanism
  63. 63. Measuring PR & marketing performance
  64. 64. Pick commercial objectives
  65. 65. Coverage/awareness is NOT a goal
  66. 66. Actions speak louder than page impressions
  67. 67. Monitor/review campaigns
  68. 68. Find out what could work better
  69. 69. THINK | DIFFERENT [LY] http://differently.ca @THINK_Lyndon lyndon@thinkdifferently.ca 647.773.2677

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