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ABOVETHE CODE
- How to PropelYour Startup PR With
Smart Communications Strategies -
Tel Aviv University - February 16, 2015
ABOUT
•33 years - yup, I am an old school PR guy.... and believe in the real
power of PR
•San Antonio &Tel Aviv - mentored...
TODAY...
•Thank you to fellow panelists
•Presentation online @ www.alanweinkrantz.com
•Share in real time @alanweinkrantz
...
$24,000.00 in hosting / cloud / email credits for 12 months
I am sponsored by Rackspace Startup Program
GOOD NEWS :)
•Very low cost / no cost to
create a start-up
•Big Idea
•Core team
•Strong will
•Servers / hosting
BAD NEWS :(
•Someone in NewYork, Madrid, San Francisco, Singapore, Mumbai…
or Tel Aviv… is thinking the same thing as you ...
MAIN CHALLENGES
•Defining who you are
•Reaching journalists / bloggers / analysts
•Building a story and narrative
•Thinking...
5 PRACTICAL WAYSTO PLAN
FOR 2015
•1. Identify who you want to reach
•2. Listen and get inside their head
•3. Watch and lis...
1. WHO DO I WANTTO
REACH?
•Define the space - and the place you think you belong
•Rank the order of importance - it’s ok to...
www.angel.co
Text
www.twtrland.com
www.listorious.com
MuckRack.com
www.helpareporter.com
2. DEFINE WHOYOU ARE
•Marketing
•Business
•Technical
•Legal
•Medical
•Social
WRITE FOR STORYTELLING
•You don’t have to be “a writer…”
•Write like you speak…
•Your potential investors, partners, maybe...
WHYTHIS MATTERSTODAY...
•Story telling, having a voice, and the on-going narrative is a reflection
of your startup / compan...
3. LISTENTO COMPETITORS &
THE PERIPHERY
•Is there someone ahead of you?
•Who is not competing, but on
the periphery?
•Who ...
4. BUILD A BODY OF WORK
•Focus on your startup’s blog
•Builds credibility
•Increases your chances of being discovered
•Ena...
YOU’RE REALLY A MEDIA
COMPANYTHAT....
•Creates and makes media
so you’ll be discovered,
found and shared
•YouTube
•Twitter...
April May June
F1
F2
F3
F4
90 Day Editorial Calendar Planner
2x topics per month from each - 24 posts per quarter
HAVE A MISSION
•We’re out to make __________ better
•We want to help _____ do _______
•We want to help others the opportun...
HOWTO PITCH…
•Start story telling
•Write a simple, introductory
email… as an inquiry.
HACKYOUR OWN
COMMUNICATIONS
•Think of yourself as a reporter &
story teller
•Much of this you can initially do
yourself
•L...
PLAN....
•Post and write relevant content
so you can be a source to media
on your field of expertise
•Develop & publish inf...
BEFORE MARCH 15
•Make a wish list of where you
belong
•business / tech / bloggers
•media appropriate to your
space
•analys...
PLAN FOR PR
•If you follow some of these basic
principles, you’ll be further
ahead.
•This process takes at least six
month...
THIS HASTO BE…
•A team effort
•Sustainable. Start now…
•Listen. Listen. Listen. Always be in discovery mode.
•How can you ...
$24,000.00 in hosting / cloud / email credits for 12 months
I am sponsored by Rackspace Startup Program
please share:)
ABOVETHE CODE™
alan@weinkrantz.com
alan@weinkrantz.com
Twitter. Facebook. LinkedIn. SlideShare. Scribd. Instagram. YouTube.
© Alan Weinkrantz And Company 201...
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Above The Code How to Propel Your Startup PR .... Tel Aviv University

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The latest version of Tech & Startup PR Advisor, Alan Weinkrantz on the basics of PR / Story Telling / Branding and much more...

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Above The Code How to Propel Your Startup PR .... Tel Aviv University

  1. 1. ABOVETHE CODE - How to PropelYour Startup PR With Smart Communications Strategies - Tel Aviv University - February 16, 2015
  2. 2. ABOUT •33 years - yup, I am an old school PR guy.... and believe in the real power of PR •San Antonio &Tel Aviv - mentored at Wayra Buenos Aires in 2013 •Involved with Israel’s traditional tech sector for the last 20 years •Sponsored by Rackspace to #BeHelpful
  3. 3. TODAY... •Thank you to fellow panelists •Presentation online @ www.alanweinkrantz.com •Share in real time @alanweinkrantz •Sharing principles, methods, approaches... each company is different •Practical tips, hints and actionable steps you can take and succeed in 2015
  4. 4. $24,000.00 in hosting / cloud / email credits for 12 months I am sponsored by Rackspace Startup Program
  5. 5. GOOD NEWS :) •Very low cost / no cost to create a start-up •Big Idea •Core team •Strong will •Servers / hosting
  6. 6. BAD NEWS :( •Someone in NewYork, Madrid, San Francisco, Singapore, Mumbai… or Tel Aviv… is thinking the same thing as you are :( •Hard to have a defensible position •Hard to protect your IP •Getting traction is tough
  7. 7. MAIN CHALLENGES •Defining who you are •Reaching journalists / bloggers / analysts •Building a story and narrative •Thinking like an editor- not just “a startup” product manager or founder •Identifying “media” you want to be helpful to
  8. 8. 5 PRACTICAL WAYSTO PLAN FOR 2015 •1. Identify who you want to reach •2. Listen and get inside their head •3. Watch and listen to how others you compete with or on the periphery do it •4. Build a body of work that defines who you are and helps you get discovered - start thinking like an editor / brand publisher / media company •5. Reach out and pitch
  9. 9. 1. WHO DO I WANTTO REACH? •Define the space - and the place you think you belong •Rank the order of importance - it’s ok to dream •news.google.com is your friend. So is twitter… •Track competitors, subject matter, people, thought leaders in your space
  10. 10. www.angel.co
  11. 11. Text www.twtrland.com
  12. 12. www.listorious.com
  13. 13. MuckRack.com
  14. 14. www.helpareporter.com
  15. 15. 2. DEFINE WHOYOU ARE •Marketing •Business •Technical •Legal •Medical •Social
  16. 16. WRITE FOR STORYTELLING •You don’t have to be “a writer…” •Write like you speak… •Your potential investors, partners, maybe an acquisition are reading your content to see what’s in your heart and soul and why you care about what you are doing.
  17. 17. WHYTHIS MATTERSTODAY... •Story telling, having a voice, and the on-going narrative is a reflection of your startup / company’s heart and soul •It becomes the body of work that helps you recruit talent, attract investors, customers, build partnerships, and be discovered by the media •Someone at the other end of the periphery of the web just might find you and use your content to share your story.
  18. 18. 3. LISTENTO COMPETITORS & THE PERIPHERY •Is there someone ahead of you? •Who is not competing, but on the periphery? •Who is not competing and in another complementary space? •Where is the periphery?
  19. 19. 4. BUILD A BODY OF WORK •Focus on your startup’s blog •Builds credibility •Increases your chances of being discovered •Enables you to provide background material when you pitch •Helps you self-define your startup
  20. 20. YOU’RE REALLY A MEDIA COMPANYTHAT.... •Creates and makes media so you’ll be discovered, found and shared •YouTube •Twitter •Facebook •Blog •Pinterest •Instagram •SoundCloud •Google Plus •LinkedIn •UStream
  21. 21. April May June F1 F2 F3 F4 90 Day Editorial Calendar Planner 2x topics per month from each - 24 posts per quarter
  22. 22. HAVE A MISSION •We’re out to make __________ better •We want to help _____ do _______ •We want to help others the opportunity to ________ •We’re connecting _______ with ______ so they can ________ •We make it easier to ____________ •Have your voice be heard about _________
  23. 23. HOWTO PITCH… •Start story telling •Write a simple, introductory email… as an inquiry.
  24. 24. HACKYOUR OWN COMMUNICATIONS •Think of yourself as a reporter & story teller •Much of this you can initially do yourself •Leave digital bread crumbs
  25. 25. PLAN.... •Post and write relevant content so you can be a source to media on your field of expertise •Develop & publish infographics you can share •Follow a wish list of 20 journalists you think should cover you •Read and comment on relevant articles without being self promotional. •Ask end user / beta customers if you can refer to them to media •Create your own editorial calendar
  26. 26. BEFORE MARCH 15 •Make a wish list of where you belong •business / tech / bloggers •media appropriate to your space •analysts / influencers appropriate to your space •track competitors or companies in your periphery on news.google.com to see who covers and writes about them •track competitors on Angel.co
  27. 27. PLAN FOR PR •If you follow some of these basic principles, you’ll be further ahead. •This process takes at least six months to one year to really get on a journalist’s radar and be sticky - sometimes you can get lucky •Get everyone on your team to make this part of their regimen as it will make them aware of the opportunities that await you when you are ready. •Bring up PR in your team meetings in a “what if...” scenario. Be Ready For PR SoYou Can Succeed
  28. 28. THIS HASTO BE… •A team effort •Sustainable. Start now… •Listen. Listen. Listen. Always be in discovery mode. •How can you help
  29. 29. $24,000.00 in hosting / cloud / email credits for 12 months I am sponsored by Rackspace Startup Program
  30. 30. please share:) ABOVETHE CODE™ alan@weinkrantz.com
  31. 31. alan@weinkrantz.com Twitter. Facebook. LinkedIn. SlideShare. Scribd. Instagram. YouTube. © Alan Weinkrantz And Company 2014 AboveThe Code ™ (c) Alan Weinkrantz 2015
  • shuraki

    Feb. 16, 2015
  • stevenbeeckman

    Feb. 16, 2015
  • consultski

    Feb. 16, 2015

The latest version of Tech & Startup PR Advisor, Alan Weinkrantz on the basics of PR / Story Telling / Branding and much more...

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