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PR Fundamentals for Startups - MaRS Best Practices


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Mary Keating and Monta Johnson of Hill+Knowlton Strategies highlight the fundamentals of public relations (PR) for startups. They discuss how to know if you're ready for PR and provide tips for working with and being interviewed by the media.

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PR Fundamentals for Startups - MaRS Best Practices

  1. 1. PR Fundamentals for Startups November 15, 2012Presented by Hill+Knowlton:Mary Keating, Senior Vice PresidentMonta Johnson, Vice President
  2. 2. Today’s Agenda•  What  is  PR?  •  Are  You  Ready?  •  PR  Toolkit  •  Telling  Your  Story  •  Case  Study  •  Q&A   3
  3. 3. What is PR? 4
  4. 4. “ ” If advertising iswhat you say about yourself, public relations is what others say about you. 5
  5. 5. Defining Public RelationsWhat it is:●  Management of relationships between your company and various publics: ●  Media ●  Government ●  Customers ●  Employees ●  Partners ●  Analysts●  Our Focus: MEDIA 6
  6. 6. Defining Media RelationsWhat it can do:●  Enhance understanding●  Build reputation, credibility●  Create interest, demandWhat it is not:●  NOT advertising●  NOT free publicity●  NOT a science●  NOT just a press release 7
  7. 7. Are you ready for PR?You Should:1. Be ready to put a stake in the ground2. Have the right materials3.  Know what you want to convey4.  Have something to interest media5.  Have others who can endorse you6.  Know what to expect 8
  8. 8.    Telling YourStory 9
  9. 9. Media Relations: The Steps Research & Build & Target Continue1 2 3 4 Define Your Contact & Follow- Story up 10
  10. 10. Case Study: Launching “EatRight”●  Device for measuring and tracking nutrition levels●  “Under the radar”●  Launching in six weeks●  Why? ●  Attract staff ●  Funding ●  Start generating revenue 11
  11. 11. Launching EatRight: Step OneDefine The Story●  Ask yourself: ●  Problem being solved? ●  Differences from competition? ●  Who will buy it? ●  Why will they buy it? ●  How did you get here?●  Back it up with proof●  Write it down 12
  12. 12. Launching EatRight: Step TwoResearch & Target●  Know the media●  Build a list of targets ●  Journalists ●  Bloggers ●  Industry Analysts ●  Evangelists●  Decide on a hook for the launch 13
  13. 13. Launching EatRight: Step ThreeContact & Follow-up●  Brief industry analysts early●  Launch day: contact media and bloggers with your news●  Share the news with your partners, customers, investors and other stakeholders, too 14
  14. 14. Launching EatRight: Step FourBuild & Continue●  Don’t stop there! ●  Social media ●  Blog ●  Tradeshows and conferences ●  Write articles ●  Consider PR opportunities with partners ●  Maintain relationships with the media ●  Keep thinking about what makes news ●  New customer wins ●  Great hires ●  Financing ●  Awards ●  Surveys and data ●  Trends ●  Controversy 15
  15. 15. Media Relations Tips 16
  16. 16. Questions?Mary Keating416.413.4638mary.keating@hkstrategies.caMonta 17