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How to Use Publicity to Grow Your Startup


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Presented by Leverage PR and Startup America, this presentation provides great tips on how to use publicity to grow your startup. This presentation also discusses to to raise crowdfunding capital with publicity.

Published in: Business, News & Politics
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How to Use Publicity to Grow Your Startup

  1. 1. Presented by How to use Publicity to Grow Your Startup and Leverage PR Copyright 2012
  2. 2. For nearly a decade, Joy has been using creative PR and marketing techniques to help companies grow and raise capital with proven results. Joy Schoffler Principal The firms she has worked with have •Made the INC list multiple times •Gone from Home-based small business to INC in 1 ½ years •Risen over $25 million in capital, she personally rose over $20 million. • Gone from idea phase to $5 million in funding in under 2 years •Secured numerous Fortune 500 accounts in the first year of operations •Saved thousands of dollars a month by implementing tech-savvy marketing strategies that could be executed by interns •Secured national and local press coverage, including TV, newspapers, major national and trade magazines (including cover stories), speaking engagements, and numerous social media outlet mentions What Leverage PR does@Leverage_PR Leverage PR works with growth-phase companies offering full@JoySchoffler service marketing and publicity services as well as training for smaller firms looking to execute their own campaigns.Leverage PR Copyright 2012
  3. 3. What good publicity can do for your Startup• Investor dollars• Mainstream press• Expert reputation• Speaking engagements• Analyst interest• Writing opportunities• Partnership opportunities• Customers• Better terms with suppliers Leverage PR Copyright 2012
  4. 4. Why Publicity is the Key to Raising Crowdfunding Capital • Being quoted as a subject matter expert will give you an advantage over your peers who are just telling people they are experts • Your search results in the due diligence process will be more impressive as this will be one of the key ways people will make their investment choices • Increases your credibility to potential customers • Could be used as a way to show there is a market for your services • Press coverage could be included in the investor packages sent to potential investors to increase profile on crowdfunding company Leverage PR Copyright 2011Leverage PR Copyright 2012
  5. 5. The Process How to go from Start-up to Star•Define Goals•Market Analysis•Media Research•PR Strategy Development•Targeted Media Outreach•Leverage Results Leverage PR Copyright 2012
  6. 6. Step 1: Compile your List• Create a list of publications in your industry • Blogs • Trade journals • Mainstream media • Social media influencers• Stay on top of industry news - The trend is your friend• Take notes• Monitor social media• Build your database Leverage PR Copyright 2012
  7. 7. Step 2: Build a Relationship• Connect with journalists on social media channels• Comment• Ask questions Leverage PR Copyright 2012
  8. 8. Step 3: What is your Story Finding your Angle People Mission Events The NIM Test• Relate to the needs of the community• Highlight with a real-life situation• Explain your project• Tell a story about a benefit to the community Leverage PR Copyright 2012
  9. 9. Step 4: Tell a Good Story• Target your story to your audience• Call to Action What do you want people to do after they read your story? Leverage PR Copyright 2012
  10. 10. Step 5: Target your Message• Target messaging• How will you add value? Leverage PR Copyright 2012
  11. 11. Step 6: The Pitch• Pitching is sales• Be conscious of your words• Compelling• Memorable• Relevant• Brevity is KeyTie in to trending topics Leverage PR Copyright 2012
  12. 12. Become an Expert • Position yourself as an expert • Be objective! Positive Press is Outside Validation that you are an ExpertLeverage PR Copyright 2012
  13. 13. How to Become an ExpertCreate content: • Case studies • White papers • YouTube videos • Blog posts • Social media Leverage PR Copyright 2012
  14. 14. Becoming an Expert Continued• Respond to journalist requests • Twitter • HARO• Join associations in your industry• Volunteer to speak at industry events (even local small ones)• Use social media• Leverage all press mentions in a online press section on your website Leverage PR Copyright 2012
  15. 15. The Trend is your FriendThe easiest way to get media coverage is to reach out to themedia when an event occurs.• Tie company into trends• One story from beginning to end• Do not wait for the phone to ring• Marketing opportunity• Integrate social mediaExample Story- Texas State Guard Leverage PR Copyright 2012
  16. 16. Tap Influential Bloggers PR is not just about news publications• Connect with influencers• Product reviews• Trends and data• Give popular bloggers first dibs• Offer to guest post Leverage PR Copyright 2012
  17. 17. Be Charitable People love heart-warming storiesGood deeds = Good pressThe PPA Group Example Leverage PR Copyright 2012
  18. 18. Good PR Takes Planning• Time your stories to fit media needs• Craft news stories around events, holidays and seasonal activities• Give journalists plenty of lead time• Always meet your deadlines, be early if possible Leverage PR Copyright 2012
  19. 19. Set Your Organization up for Success Designate a PR Person• Your PR person should: o Know the organization’s goals o Have direct access to the CEO o Be involved in the capital raising process o Have PR and media training Don’t select a lower level person to work with the media Leverage PR Copyright 2012
  20. 20. Follow UpAlways call the day before or the day of to remind media of your event Remember what your mother taught you! Leverage PR Copyright 2012
  21. 21. Make your Story go Viral Turn one mention into several•Leverage social media•Utilize your network. Email family, friends and people in your socialnetworks letting them know about your coverage, and asking them to spreadthe good news.•Tell investors•Make it visible Make sure your press mentions are seen on your websiteand in your investor presentation. Leverage PR Copyright 2012
  22. 22. How to Leverage Your Publicity What to do once you have coverageTell target customers and investors • Email your database • Spread the word via social media • Have a link to the story on your company blogCall local newspapers and business journals about national coverage.Build an Investor/ Customer Kit • Product brochures • Company and executive bios • Press coverage Leverage PR Copyright 2012
  23. 23. How to Leverage Your Publicity Coverage is outside validation that your company is viableHave copies of your media coverage framed in the waiting roomInclude a press section in your investor or customer presentation • “What others are saying about us”Start building a News Room Section on your website • Press Releases • Media Coverage • Press KitQuote itGain Organizational buy-inCustomize your distributionMeasure the impact so investors can see you track data Leverage PR Copyright 2012
  24. 24. A Word of Warning What you must have in place before you pitch• Business plan or solid understanding of your business and goals• A professional looking website even if it is just a short low information site• A media plan that defines your goals• A designated contact person Leverage PR Copyright 2012
  25. 25. Next Step Sign Up for a Free ConsultationAll Startup America clients will receive afree 15 minute consultation to see iftheir business can Leverage PR forsuccess.To set up your appointment 512-541-1995 Leverage PR Copyright 2012
  26. 26. Connect with us to learn moreabout Leveraging PR for your startup Questions? 512-541-1995 Subscribe to our Growth Based @Leverage_PR @JoySchoffler Public Relations Place Logo Here, Otherwise Delete Box Leverage PR Copyright 2012