StartUp PR Strategies

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Presentation on Public Relations strategies

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  • StartUp PR Strategies

    1. 1. START-UP PR STRATEGIES Jeff Pulver Event December13, 2011 Tel Aviv
    2. 2. ABOUT• 25 years• Based in San Antonio, TX• Frequent traveler to Israel• Works with Jeff on #140Conf & Israel initiatives• Involved with Israel’s traditional tech sector for the last 17 years• Shifting to Israel’s start-up economy
    3. 3. GOALS FOR TODAY• How Public Relations can... • be applied as an element of your R&D and development strategies • help you accelerate the potential for success • prepare your company for gaining coverage • prepare your company for being discovered • be ready when you are found • learn how to market to the media
    4. 4. THE MEDIA IS YOUR FIRST MARKETto share and tell your story
    5. 5. The Media is Your Customer.... bloggersyou the & analysts end enter- users prise media
    6. 6. I’M NOT READY FOR THIS...• WTF is a PR person doing in the room?• Most of you in the room are not ready for this•Istrongly advise you against doing “PR” until it makes business sense, or you have the bandwidth to do so (your mileage may vary)
    7. 7. GOOD NEWS :)• Very low cost / no cost to create a start-up• Big Idea• Core team• Strong will• Servers / hosting• Coding
    8. 8. BAD NEWS :(• Someone in Jerusalem, NY, Austin, SF, Singapore, Mumbai is thinking the same thing as you are :(• Hard to have a defensible position• Hard to protect your IP
    9. 9. QUALITIES THEN...• Strong Intellectual Property• Defensible technology• Strategic investors like Intel, Microsoft, Cisco, Motorola• VC funded• Office in U.S. for business development
    10. 10. QUALITIES NOW• No Intellectual property• Nothing really defensible• Strategic investors & partners - Google, Yahoo, AT&T, MTV, Jeff Pulver• No funding, or angel, micro, friends & family funding• Easyto run a virtual company... no real address, but a U.S. / European presence from a co-working space and an IP phone number
    11. 11. THE WORLD AS WE KNEW IT• Hardware• Software Go to School• Telecom Army Travel Year• Security Go to University• Bio Go to Work Sciences• Medical Devices
    12. 12. THE WORLD AS WE KNOW IT• Hardware School Start-Up• Software Army Start-Up• Telecom Travel Year Start-Up• Security University Start-Up• Bio Sciences Work• Medical Devices
    13. 13. Thought StoryleadershipDesign wins “BRAND” Scale Industry Standards
    14. 14. THEN...• OEM •• Design Win• Industry Standards• Licensing• Thought Leadership
    15. 15. Outbound / Inbound StrategyOutreach to media pick me Being found by the media find me
    16. 16. PR in the past.....company agency mediacompany analysts
    17. 17. THE MIND OF A DEVELOPER• Focus on... • functionality • application • utilitarian value
    18. 18. MYTHS• Youhave to “know” the journalist
    19. 19. CONSUMERIZATION OF IT The shift from• Journalists aren’t just reporting just reporting on the news about a product, about platform or technology, they are using them for their own technology, to personal use actually using it
    20. 20. CONSUMERIZATION OF IT NY, LA, SFO are• Journalists, andespecially a center, but not bloggers live at the end of their the center for IP connection and many travel meeting the extensively. media
    21. 21. CONSUMERIZATION OF IT Blogs are a vital• Many mainstream journalists part of the source, or verify emerging trends media coverage by sourcing story ideas from blogs. supply chain
    22. 22. PLAN....• Postand write relevant content • Read and comment on relevant so you can be a source to media articles without being self on your field of expertise promotional.• Develop & publish infographics • Askend user / beta customers if you can share you can refer to them to media• Follow a wish list of 10 • Follow editorial calendars journalists you think should cover you
    23. 23. PLAN FOR PR• Ifyou follow some of these basic • Get everyone on your team to principles, you’ll be further make this part of their regimen ahead. as it will make them aware of the opportunities that await you• This process takes at least six when you are ready. months to one year to really get on a journalist’s radar and be • Bring up PR in your team sticky meetings in a “what if...” scenario. Be Ready For PR So You Can Succeed
    24. 24. thank you alan@weinkrantz.comwww.alanweinkrantz.comTwitter. Facebook. LinkedIn.

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