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US PR TACTICSLeslie CampisiUS Managing Director,Hotwire Public RelationsGeneral Assembly LondonSeptember 26, 2012
Who am I?14+ years in tech7 years at startups in NYC7 years in tech PR in NYCEarly stage  enterprise ITWeb, mobile, secur...
Why are you here? My best guess.“My angel investor forced me to come.”“I think I need PR…but I’m not sure what itis, how t...
AssumptionsFor the purposes of this conversation, “PR”will be used synonymously with “media andinfluencer relations.”In re...
HoweverEven within the restricted confines of“media and influencer relations,” there’s alot to talk about.
1 // Defining the PR ScopeTo#tell#the#company#story,"entrepreneur""and"founder"story,"to"solicit"partners"and"investors"  ...
But how?You must first set goals and objectives.What do you want to get out of PR?Budget plays a role.Time plays a role.Th...
Asset checklistA product or serviceA visionSharp opinionsCustomersPartnersInvestorsSpokespeopleDataA (prior) track record ...
US Asset checklistA US product or serviceA US visionSharp opinions relevant to the USUS customersUS partnersUS investorsUS...
US PR MAXIMS#1 It’s a local story.
1 // Defining the Campaign Scope                          US#Business#&#Tech#Press#                          US#Industry#T...
2 // Figuring out what to say                                           US#Business#&#Tech#Press#The story breakersHard ne...
2 // Figuring out what to say                                             US#Industry#Trade#Press#The craft honersHard new...
2 // Figuring out what to say                                             US#Ver6cal#Trade#Press#The weedsHard news (if th...
2 // Figuring out what to say                                             US#Consumer#Press#The me’sPractical•  Making lif...
2 // Figuring out what to sayUS asset             +          Relevancechecklist                       to targetSolid, prop...
US PR MAXIMS#1 It’s a local story.#2 Assets + relevance = coverage.
3 // PR bag of tricks – the nuances
3 // PR bag of tricks – the nuancesRelationships are overrated.No, they don’t want to have a drink with you.(Except maybe ...
3 // PR bag of tricks – the nuancesThere are no embargoes, nothing is off therecord, and they will compare you tocompetito...
US PR MAXIMS#1 It’s a local story.#2 Assets + relevance = coverage.#3 Respect the nuances.
Blind ItemsCENSORED   CENSORED
Blind Items              CENSORED
PR WORKSHOP!Q&AAsset brainstorm“Surgery”                                  or anytime at:                   leslie.campisi@...
US PR Tactics / Course from General Assembly London
US PR Tactics / Course from General Assembly London
US PR Tactics / Course from General Assembly London
US PR Tactics / Course from General Assembly London
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US PR Tactics / Course from General Assembly London

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US PR Tactics / Course from General Assembly London

  1. 1. US PR TACTICSLeslie CampisiUS Managing Director,Hotwire Public RelationsGeneral Assembly LondonSeptember 26, 2012
  2. 2. Who am I?14+ years in tech7 years at startups in NYC7 years in tech PR in NYCEarly stage  enterprise ITWeb, mobile, security, online retail,analytics, BPM, CRM, SFA, AI, and evenconsumer.Integrated marketing, PR & social media.
  3. 3. Why are you here? My best guess.“My angel investor forced me to come.”“I think I need PR…but I’m not sure what itis, how to do it, or where to start. Help.”“I’ve tried PR before, and it didn’t work.”“I’m PR savvy but know nothing about howit works in the US. Looking for tips.”“Convince me.”
  4. 4. AssumptionsFor the purposes of this conversation, “PR”will be used synonymously with “media andinfluencer relations.”In reality, PR is also:Internal communicationsSocial mediaSpeaking oppsAnalyst relationsAwards programs
  5. 5. HoweverEven within the restricted confines of“media and influencer relations,” there’s alot to talk about.
  6. 6. 1 // Defining the PR ScopeTo#tell#the#company#story,"entrepreneur""and"founder"story,"to"solicit"partners"and"investors" US#Business#&#Tech#Press#and"create"credibility"for"clients/customers"To#posi6on#favorably#against#compe66ve#offerings,"demonstrate"industry"leadership"and" US#Industry#Trade#Press#be"seen"as"a"part"of"the"considera7on"set"""To#speak#directly#to#prospec6ve#clients#in#their#markets#with"insights"and"proof"points"specific" US#Ver6cal#Trade#Press#to"their"industry"(govt.,"retail,"health)"To#speak#directly#to#prospec6ve#customers,#or#client#end#users,"in"a"way"that"is"meaningful"on" US#Consumer#Press#the"level"of"day>to>day"life#
  7. 7. But how?You must first set goals and objectives.What do you want to get out of PR?Budget plays a role.Time plays a role.The assets you have in hand can push youin the right direction.
  8. 8. Asset checklistA product or serviceA visionSharp opinionsCustomersPartnersInvestorsSpokespeopleDataA (prior) track record of successCommitment
  9. 9. US Asset checklistA US product or serviceA US visionSharp opinions relevant to the USUS customersUS partnersUS investorsUS spokespeopleUS dataA (prior) track record of US successCommitment to the US
  10. 10. US PR MAXIMS#1 It’s a local story.
  11. 11. 1 // Defining the Campaign Scope US#Business#&#Tech#Press# US#Industry#Trade#Press# US#Ver6cal#Trade#Press# US#Consumer#Press#
  12. 12. 2 // Figuring out what to say US#Business#&#Tech#Press#The story breakersHard news •  Client wins •  Investments •  Big partnershipsInnovation •  The crazy (or contrarian) idea…or individual •  The irresistible data •  The singular vision •  The super-in-depth trend follow-on
  13. 13. 2 // Figuring out what to say US#Industry#Trade#Press#The craft honersHard news (if the story breakers don’t bite)•  CommentInnovation•  The future – of that industryTools of the trade•  Boiling down a larger trend to make it more specific and relevant•  Thinly-veiled byline articles•  “Best of’s” and round-ups
  14. 14. 2 // Figuring out what to say US#Ver6cal#Trade#Press#The weedsHard news (if the story breakers don’t bite)•  CommentInnovation•  The future – of that verticalTools of the trade•  Boiling down a larger trend to make it more specific and relevant•  Thinly-veiled byline articles•  “Best of’s” and round-ups
  15. 15. 2 // Figuring out what to say US#Consumer#Press#The me’sPractical•  Making life better, easier, simpler•  Round-ups, reviews, editorial calendarsNarcissistic•  Getting a leg up•  “What’s hot”Emotional•  Human stories•  Seasonal trends
  16. 16. 2 // Figuring out what to sayUS asset + Relevancechecklist to targetSolid, proprietary …that can help retailersdata on US understand how toadoption rates of incorporate that technologyyour “quantified into the shoppingself” app… experience to enhance the user experience. = A great pitch for Internet Retailer! (But try the story breakers first.)
  17. 17. US PR MAXIMS#1 It’s a local story.#2 Assets + relevance = coverage.
  18. 18. 3 // PR bag of tricks – the nuances
  19. 19. 3 // PR bag of tricks – the nuancesRelationships are overrated.No, they don’t want to have a drink with you.(Except maybe at a trade show.)Never speak to more than one journalist at atime.Proof not pedigree.Exclusive interview vs. exclusive “comment.”
  20. 20. 3 // PR bag of tricks – the nuancesThere are no embargoes, nothing is off therecord, and they will compare you tocompetitors.There are so many of them. (All over.)Keep knocking.News “trickles up” – start at the bottom.PR can’t lead alone. You need marketing.
  21. 21. US PR MAXIMS#1 It’s a local story.#2 Assets + relevance = coverage.#3 Respect the nuances.
  22. 22. Blind ItemsCENSORED CENSORED
  23. 23. Blind Items CENSORED
  24. 24. PR WORKSHOP!Q&AAsset brainstorm“Surgery” or anytime at: leslie.campisi@hotwirepr.com @lesliecampisi +1 646 738 8961

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