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PR Hacks for Startups

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How to get noticed when you have no contacts, no money and no time. Workshop given for founders of SOSV portfolio in November 2017.

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PR Hacks for Startups

  1. 1. PR for STARTUPS
  2. 2. BENJAMINJOFFE PARTNER HAX/SOSV BEN@HAX.CO
  3. 3. 1,477,753 views
  4. 4. Media coverage Guest posts Presentations Reports (Robotics / Trends / Etc.)
  5. 5. Today’s Menu 1. What is PR and why it helps 2. The mindset of getting noticed 3. Three easy things you can do right away to get started
  6. 6. What is PR?
  7. 7. What people say about you
  8. 8. Google Yourself • Company name • Category • Search terms • Competitors
  9. 9. Why do you care?
  10. 10. Why do you care? • Customers • Partners • Investors • Staff • No “cold call”
  11. 11. Getting PR
  12. 12. Getting PR • Start with positioning • Define uniqueness • Messaging • Stories
  13. 13. What’s a Story?
  14. 14. Story can… • Entertain • Inform • Inspire
  15. 15. Interest • Inform: You, 10x Technology, Pilot / customers • Inspire: Giant enemy, Grand vision • Entertain: Metaphors / Pop culture references
  16. 16. Stories Structures
  17. 17. Stories (via Mike Butcher @ TC) • Competition/Drama “X will Kill Z” • Gossip “CEO/Company rumor…” • Insight “Trend X will change the world” • Evolution “Startup Y is like the X for Z” • Success “Awesome Y created!” • Failure “Company X dying/screwed up” • You “Kid creates FB” • Celebrity “Ashton Kutcher invests!” • Event “Krakow startup hacks Facebook!” • News cycle Relate to current affairs
  18. 18. Let’s try! • Competition/Drama “X will Kill Z” • Gossip “CEO/Company rumor…” • Insight “Trend X will change the world” • Evolution “Startup Y is like the X for Z” • Success “Awesome Y created!” • Failure “Company X dying/screwed up” • You “Kid creates FB” • Celebrity “Ashton Kutcher invests!” • Event “Krakow startup hacks Facebook!” • News cycle Relate to current affairs
  19. 19. Nura's headphones custom fit music to match your hearing
  20. 20. $1,000 tea infuser startup Teforia shuts down Posted Oct 27, 2017 by Matthew Lynley (@mattlynley)
  21. 21. Border-Wall Bidders Plead for Trump's Help to Fend Off Opponents By Mark Niquette November 1, 2017, 9:22 AM PDT
  22. 22. Messaging
  23. 23. Testing Stories • Conversations • Reverse-engineering • FB ads
  24. 24. Example: Orenda Coffee Maker • Vision: “Coffee science”? • Technology: “Vacuum brewing”, “Turbo-brewing” • Metaphor: Barista at home?
  25. 25. Your message?
  26. 26. Reaching out to Media
  27. 27. 3 Ways • Friend • Warm intro • Cold intro
  28. 28. Cold Intros • Sniper: Very specific influential editors for your category • Grenade: Covered your category • Carpet bomb: General editors
  29. 29. Finding relevant editors • UpWork • Past 12 months coverage • Find Email, twitter with Rapportive, etc. • $0.5/contact?
  30. 30. Hi @ben, we are making smart helmets for contractors - safety, tag team, etc. Launching Nov 1st. Interested? Twitter works best
  31. 31. Adjust message, remind gently Don’t give up yet
  32. 32. Don’t forget visuals!
  33. 33. Communities
  34. 34. Makers Parents Insomniacs Musicians Photographers Arduino/Pi
  35. 35. Influencers
  36. 36. Make it easy
  37. 37. Material • Clean / clear website • Twitter account • Web-ready photos of product & team • Logo • Videos for viral • Be “on brand”
  38. 38. Long Term Starts NOW
  39. 39. “Be interesting and they will come”
  40. 40. Become a Source • Follow, RT, Comment on Twitter • Send emails • Offer insights / connections
  41. 41. Publish Your Own • Your blog • Guest posts • Slideshare
  42. 42. To do NOW 1. Find the 5 top editors in your category.
 Follow, RT, Email about a recent piece. 2. Write 3 Insights and 10 Trends/Tech/Startups
 that matter in your category 3. Publish a slideshare
 and share the link with above editors
  43. 43. ben@hax.co

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