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PR FOR TECHIES
METZGER ALBEE PRESENTS
WHAT THE HELL IS PR AND WHY DO I NEED IT?
PR FOR TECHIES
TO UNDERSTAND PUBLIC RELATIONS AND ADVERTISING, WE
NEED TO UNDERSTAND THE THREE TYPES OF MEDIA:
EARNED, PAI...
PR FOR TECHIES
SO, WHY WOULD YOU
PAY SOMEONE TO
“EARN” YOUR MEDIA?
PR FOR TECHIES
▸ PR gives a “third-party endorsement.”
News coverage is not viewed as an ad, and
is therefore more credibl...
TO SUCCEED IN PUBLIC
RELATIONS, YOU NEED
TO CREATE MESSAGES
THAT RESONATE WITH
THE GENERAL PUBLIC
AND WITH MEDIA
PROSPECTS.
4 STEPS TO NAIL DOWN YOUR
COMPANY’S MESSAGING.
PR FOR TECHIES
PR FOR TECHIES
WHO ARE YOU?
Describe your company in
two sentences or less.
How are you different than
everyone else doing the
same thing as you?
PR FOR TECHIES
WHAT DISTINGUISHES YOU
FROM YOUR COMP...
PR FOR TECHIES
A value proposition is a
business or marketing state-
ment that a company uses to
summarize why a consumer
...
PR FOR TECHIES
WHO IS YOUR
TARGET CONSUMER?
Consumer = Customer
Where are they?
NOW WHAT?
THE NEXT STEP IS FINDING,
TARGETING AND
APPROACHING THE RIGHT
MEDIA WITH YOUR MESSAGE.
PR FOR TECHIES
FINDING THE RIGHT MEDIA
▸ You’re in the industry; what do you read/watch/
listen to?
▸ Set up Google Alerts...
PR FOR TECHIES
TARGETING THE RIGHT MEDIA
▸ Identify where you want to be: which columns/
shows/programs do you want to be ...
PR FOR TECHIES
APPROACHING THE MEDIA
▸ Method: Call versus email
▸ Personalize (DON’T: Send blasts. DO: Refer to
previous ...
MARKETING
TOOLS & SOCIAL
MEDIA
PLATFORMS
SPOILER: NOT EVERY COMPANY
NEEDS A FACEBOOK PAGE!
PR FOR TECHIES
WHICH PLATFORMS WILL BE VALUABLE?
WHICH ONES SHOULD YOU AVOID?
▸ Consider your audience. Where are they
tal...
PR FOR TECHIES
FACEBOOK
It’s always a good idea to claim a business page name just in
case, but don’t spend time maintaini...
PR FOR TECHIES
TWITTER
Looking to ramp up media relations? Twitter is a good way to begin engaging
with reporters (Like, F...
PR FOR TECHIES
INSTAGRAM
Instagram is great for highly
visual companies (design/photography), and
companies that regularly...
PR FOR TECHIES
PINTEREST
For the most part, tech companies
shouldn’t worry a lot about Pinterest. If
you can put up screen...
PR FOR TECHIES
For the most part, tech companies
shouldn’t worry a lot about Pinterest. If
you can put up screen grabs, it...
Join us in June for Part 2:
Members of our Meetup group will be notified when
the date is announced!
Stay tuned: meetup.co...
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PR For Techies: What the Hell is PR and Why Do I Need It?

Thank you to everyone who attended our first PR For Techies event on Wednesday! If you missed anything or weren't able to make it, here are the slides. We hope to see you at our second event, coming up in June.

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PR For Techies: What the Hell is PR and Why Do I Need It?

  1. 1. PR FOR TECHIES METZGER ALBEE PRESENTS WHAT THE HELL IS PR AND WHY DO I NEED IT?
  2. 2. PR FOR TECHIES TO UNDERSTAND PUBLIC RELATIONS AND ADVERTISING, WE NEED TO UNDERSTAND THE THREE TYPES OF MEDIA: EARNED, PAID AND OWNED. http://www.smartinsights.com/digital-marketing-strategy/customer-acquisition-strategy/new-media-options/ This is where PR comes in. An agency helps you “earn” media coverage.
  3. 3. PR FOR TECHIES SO, WHY WOULD YOU PAY SOMEONE TO “EARN” YOUR MEDIA?
  4. 4. PR FOR TECHIES ▸ PR gives a “third-party endorsement.” News coverage is not viewed as an ad, and is therefore more credible with the consumer and/or reader. ▸ Although public relations is a less controlled media, it is more credible and less costly. Advertising gives the company complete control, but the audience knows you’re controlling what is being said. ▸ Advertising is promotional. You’re telling people why you’re great. Public relations is getting someone else to say you’re great.
  5. 5. TO SUCCEED IN PUBLIC RELATIONS, YOU NEED TO CREATE MESSAGES THAT RESONATE WITH THE GENERAL PUBLIC AND WITH MEDIA PROSPECTS.
  6. 6. 4 STEPS TO NAIL DOWN YOUR COMPANY’S MESSAGING. PR FOR TECHIES
  7. 7. PR FOR TECHIES WHO ARE YOU? Describe your company in two sentences or less.
  8. 8. How are you different than everyone else doing the same thing as you? PR FOR TECHIES WHAT DISTINGUISHES YOU FROM YOUR COMPETITION?
  9. 9. PR FOR TECHIES A value proposition is a business or marketing state- ment that a company uses to summarize why a consumer should buy a product or use a service. WHAT ARE YOUR UNIQUE VALUE PROPOSITIONS?
  10. 10. PR FOR TECHIES WHO IS YOUR TARGET CONSUMER? Consumer = Customer Where are they?
  11. 11. NOW WHAT?
  12. 12. THE NEXT STEP IS FINDING, TARGETING AND APPROACHING THE RIGHT MEDIA WITH YOUR MESSAGE.
  13. 13. PR FOR TECHIES FINDING THE RIGHT MEDIA ▸ You’re in the industry; what do you read/watch/ listen to? ▸ Set up Google Alerts and maintain a database of reporters writing about similar things to what your company does or similar messages to what you want to say. ▸ Search competitor coverage/awards/etc.
  14. 14. PR FOR TECHIES TARGETING THE RIGHT MEDIA ▸ Identify where you want to be: which columns/ shows/programs do you want to be in/on? ▸ Determine if specific timing will help your cause (e.g., editorial calendars, events, seasonal, etc.) ▸ Find out which journalist(s) to reach out to based on his/her previous stories, history and beat. But wait! How do you find their contact information?
  15. 15. PR FOR TECHIES APPROACHING THE MEDIA ▸ Method: Call versus email ▸ Personalize (DON’T: Send blasts. DO: Refer to previous conversations or articles.) ▸ Use your strengths. ▸ Be clear about what you’re asking for. ▸ K.I.S.S. ▸ You’re busy, they’re busy. Get to the point! (Keep it simple, stupid!)
  16. 16. MARKETING TOOLS & SOCIAL MEDIA PLATFORMS SPOILER: NOT EVERY COMPANY NEEDS A FACEBOOK PAGE!
  17. 17. PR FOR TECHIES WHICH PLATFORMS WILL BE VALUABLE? WHICH ONES SHOULD YOU AVOID? ▸ Consider your audience. Where are they talking about and engaging in conversation about your topics and your industry? ▸ What is each medium used for, and is it applicable to your company? ▸ Do not (I repeat) DO NOT half-ass social media! It’s better to not have social media than to have a page that is doing it wrong.
  18. 18. PR FOR TECHIES FACEBOOK It’s always a good idea to claim a business page name just in case, but don’t spend time maintaining and updating a Facebook page if you’re not going to consistently engage with your target audience on that platform. Facebook is great for consumer-facing businesses.
  19. 19. PR FOR TECHIES TWITTER Looking to ramp up media relations? Twitter is a good way to begin engaging with reporters (Like, Follow & Retweet). If people are talking about your topic on Twitter, you should be active. Search hashtags/users to find out. #startup #prfortechies #tech
  20. 20. PR FOR TECHIES INSTAGRAM Instagram is great for highly visual companies (design/photography), and companies that regularly create and update a constant flow of interesting and applicable visuals. (Don’t expect a lot of followers!) #prfortechies #socialmedia #beseen
  21. 21. PR FOR TECHIES PINTEREST For the most part, tech companies shouldn’t worry a lot about Pinterest. If you can put up screen grabs, it could be applicable but likely more work than it’s worth.
  22. 22. PR FOR TECHIES For the most part, tech companies shouldn’t worry a lot about Pinterest. If you can put up screen grabs, it could be applicable but likely more work than it’s worth. If you are a business, you need LinkedIN. LINKEDIN
  23. 23. Join us in June for Part 2: Members of our Meetup group will be notified when the date is announced! Stay tuned: meetup.com/pr-for-techies

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