StoryStack- The Role of PR and Branded Journalism for Education - Focused startups

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Please view: http://www.kpcb.com/internet-trends and go to slide # 24 - 28 ... focused on the opportunities in the education space. This report just came out and is an annual study that is highly regarded. I am going to use some of in my presentation. Education is a wonderful thing and all, but it's also a huge, global market opportunity

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StoryStack- The Role of PR and Branded Journalism for Education - Focused startups

  1. 1. STORYSTACK The Role of Narrative and StoryTelling for the Educational Startup June 1, 2014
  2. 2. ABOUT • Tech PR / Branded Journalism • 30+ years…. been through major shifts & cycles • U.S. and Israel • Met Amalia &Team at SXSWEdu in Austin / 2014
  3. 3. PRESENTATION • Live on www.alanweinkrantz.com blog & Slideshare • Tweet questions to: @alanweinkrantz • Ask questions….I’m not here to “lecture…” • Based on belief sets, principles, and experimentation
  4. 4. Istanbul - 29 May, 2014
  5. 5. A huge, global volume of education - related startups…. all vying for attention in the media
  6. 6. Just get us some press…
  7. 7. Do you have the right contacts in the media to get us a huge story in….. ?
  8. 8. We have a huge (and important) announcement next week and we need to be covered everywhere….
  9. 9. _____ is on our Advisory Board….our team came from the IDF….we have the most important educational technology in the history of man- mind….we are going to be the Google of ______, etc….
  10. 10. I heard that if you _________ with journalists, it’s a sure way to get__________. At least that’s what a friend of mine at another start-up did….and got covered in ______…
  11. 11. Education is very unique, and unless we have relationships with media, how can do we this ourselves?
  12. 12. There’s always a story behind the story, and what it took to get there….
  13. 13. ALAN’S PRINCIPLES OF “GETTING PRESS” • Listen • Build a sustainable body of work • Pitch - with expectations • Keep listening and contribute to your ecosystem
  14. 14. LISTEN… • Identify the writers, bloggers, analysts who you think matter • Come up with 15 - 20 as your target and assign the founders the responsibility to tune in, read, and just listen… • Share your insights with the team on what they write about, say, issues they cover, what they could be missing, and most of all, where you can help them.
  15. 15. A BODY OF WORK • Depends on what you are doing… use common sense • Social, of course, • Blog is best. • Helpful content. Not self-promotional. • Write to help the media discover you and be an authoritative source…”thought leader…”
  16. 16. PITCH - EXPECTATIONS • Introductory email • Various ways to “pitch” • Meeting and following up at conference is a good way • Commenting on articles can help you be discovered • Not every pitch sticks
  17. 17. As educational story tellers you have the opportunity to add a massive layer of value to your startup
  18. 18. What’s Branded Journalism? The art of applying story telling and building narratives to support and reflect a brand’s values…
  19. 19. Having a body of work separates your startup… all vying for attention
  20. 20. The new tools of building your startup
  21. 21. Technology Stack LAMP Java Python OpenStack Ruby AWS Rackspace Microsoft IBM / Softlayer
  22. 22. StoryStack Blog YouTube Instagram Twitter LinkedIn SoundCloud FaceBook
  23. 23. WHY • Builds a new type of defensible position • Your body of work helps you define who you are • Media can discover and cover you • Can lead to new types of unexpected deal flow
  24. 24. StoryStack Story Narrative Voice Engagement Discovery
  25. 25. STORY • Sets the stage for the heart and soul of your company • Builds and expresses culture • Attracts customers, partners, media, etc
  26. 26. VOICE • Educator • Researcher • Helping kids • Gets parents • Inspirational
  27. 27. NARRATIVE • Connected events • Gluing your story together • Ties your channels together • Helps you express, connect and engage with your ecosystem
  28. 28. ENGAGEMENT • Lets you listen • Give your customers / partners a voice • Enables amplification of your story • Which can lead to….
  29. 29. DISCOVERY • An act of faith • Parents, teachers, kids are searching for you • Let them discover you • Find others • Get discovered, covered by media
  30. 30. content (curated, contributed, posts) socialcommenting writing Branding your startup with content adds a unique layer of value Your Startup’s Voice
  31. 31. BRANDED JOURNALISM EXAMPLES…. • News • Content • StoryTelling • Media
  32. 32. WHAT’SYOURVOICE ? • Educator • Love kids • Helps parents • Gets teaching • A better world
  33. 33. EXECUTION… • Agree to some basic milestones • Don’t be afraid to write • Don’t publish until you feel comfortable doing so • Build out an editorial calendar • Share the responsibility with your co-founders
  34. 34. EXECUTION • Decide on the outposts (channels) • Allow 90 days to get the process going • Use stock tools • Your SmartPhone is a very powerful story telling platform
  35. 35. SUGGESTED READING ! • www.adweek.com/topic/branded-content • www.digiday.com • www.battellemedia.com • www.ragan.com • all photos (except forThe Beatles, BB King, etc) by me.
  36. 36. LET’S CONNECT… • Twitter • Facebook • LinkedIn • Instagram • SoundCloud • YouTube
  37. 37. ThankYou. alan@weinkrantz.com www.alanweinkrantz.com all photos by me…

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