Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

0

Share

Download to read offline

Tips for how to hire your first public relations professional

Download to read offline

This talk was given in March 2020 at the St. Louis Product Camp.

Related Books

Free with a 30 day trial from Scribd

See all
  • Be the first to like this

Tips for how to hire your first public relations professional

  1. 1. How to hire your first public relations professional STL Product Camp 3/2020 David Strom @dstrom david@strom.com http://Strominator.com Slides available: http://slideshare.net/davidstrom
  2. 2. Why am I here? • Long time IT B2B trade press freelancer • Write dozens of articles per month for a variety of publications • Have interacted with thousands of PR pros over the years • Started numerous print and Web pubs along with two computer networking books
  3. 3. Role of PR professional Find three things that really matter about your product Find three reporters that can best tell your story Connect the dots
  4. 4. Role of the product manager • Build something that is NEEDED • Mange/mediate expectations from the nerds and CxOs • Build relationships with the press • Understand your brand
  5. 5. The pre-trade show PR dance • Don’t “Chicago” (badger) the reporter: one email is fine, don’t spray and pray • Respond to reporter quickly and precisely • Have the most technical person as your interview candidate, not CMO • Beware of cc:’ing your entire press list • Forge IRL relationships • Offer demos
  6. 6. Common mistakes • Over promise, under deliver • Frequent delays on product announcements • Don’t have a go-to-market strategy or can’t explain a credible one • Manage pre-show event PR properly’ • Don’t wait for your first crisis – hire ahead and have a plan ready • Don’t be like Facebook
  7. 7. Don’t be like Facebook • Non-empowered CMO who can’t Get S[tuff] Done • Separate truth from fiction and intent • Don’t have your CEO do apology tours of world capitals • Embrace journalists who want to cover your company • Know how you use private/customer data and keep it private
  8. 8. Warning signs you made the wrong PR hire
  9. 9. Pitching the press
  10. 10. For further help • Eric Schwartzman’s On The Record podcast • My podcast with Paul Gillin about B2B marketing • Jason Calacanis: Fire your PR company and DIY. -- he suggests you “be amazing, be everywhere, be real and true to your brand.”
  11. 11. Where you can find me david@strom.com Strominator.com (for clips and blog posts) Twitter: @dstrom LinkedIn.com/in/davidstrom 314 277 7832 if you must Slideshare.net/davidstrom (for this deck)

This talk was given in March 2020 at the St. Louis Product Camp.

Views

Total views

119

On Slideshare

0

From embeds

0

Number of embeds

0

Actions

Downloads

1

Shares

0

Comments

0

Likes

0

×