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How To Get Press For Your Startup - General Assembly, Hong Kong

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This is the presentation I used for my class at General Assembly Hong Kong on Tuesday, March 25th at The Hive. The topic was DIY online PR for startups. In the presentation I detailed three ways startups can do their own PR; 1) pitching the media directly, 2) content marketing, and 3) HARO (Help A Reporter Out/www.helpareporter.com).

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How To Get Press For Your Startup - General Assembly, Hong Kong

  1. 1. DIY Online PR Joshua Steimle josh@mwi.com @mwihongkong mwi.hk
  2. 2. Intro Entrepreneur • Founder and CEO, MWI • Founded in 1999 • Offices in Hong Kong & US • Lots ‘o clients, big and small. DIY Online PR mwi.hk @mwihongkong
  3. 3. Intro Speaker • Startup Grind Hong Kong • Self Storage Expo Asia • General Assembly DIY Online PR mwi.hk @mwihongkong
  4. 4. Intro Writer • Forbes, Entrepreneur, TechinAsia, Fast Company, VentureBeat, SCMP, etc. • Blog @ donloper.com DIY Online PR mwi.hk @mwihongkong
  5. 5. DIY Online PR mwi.hk @mwihongkong
  6. 6. Contact Me • josh@mwi.com • @donloper • donloper.com • Linkedin, Google+, Facebook DIY Online PR mwi.hk @mwihongkong
  7. 7. Contest • Follow @mwihongkong • Tweet one idea from tonight • I’ll choose a winner at random • Winner gets free consultation and lunch DIY Online PR mwi.hk @mwihongkong
  8. 8. What Is Online PR? Online media placement that is not purchased, typically obtained by influencing media producers. DIY Online PR mwi.hk @mwihongkong
  9. 9. What Is Online PR? Three primary forms of placement: 1. Feature stories 2. Expert mentions 3. Helpful content DIY Online PR mwi.hk @mwihongkong
  10. 10. What Is Online PR? Who to influence? • Writers • Bloggers • Social media users DIY Online PR mwi.hk @mwihongkong
  11. 11. DIY Online PR mwi.hk @mwihongkong
  12. 12. DIY Online PR mwi.hk @mwihongkong
  13. 13. DIY Online PR mwi.hk @mwihongkong
  14. 14. Why Online PR? • Creates brand recognition • Establishes credibility • Drives traffic • Improves search engine rankings DIY Online PR mwi.hk @mwihongkong
  15. 15. Why Online PR? Also great for your ego. DIY Online PR mwi.hk @mwihongkong
  16. 16. DIY Online PR mwi.hk @mwihongkong
  17. 17. DIY Online PR How do I spread the word? DIY Online PR mwi.hk @mwihongkong
  18. 18. 01 Pitching The Media First, when reaching out to writers, journalists, bloggers, and other media producers, DO NOT… DIY Online PR mwi.hk @mwihongkong
  19. 19. Do Not… DIY Online PR mwi.hk @mwihongkong
  20. 20. Use A Shotgun Customize your pitch. It’s obvious when you don’t. DIY Online PR mwi.hk @mwihongkong
  21. 21. Tell Me You’re Special Show me. In 5 seconds or less. DIY Online PR mwi.hk @mwihongkong
  22. 22. Tell Me I Can Help You I’d love to help you, and I’d love to help the other 20 people who contacted me this morning, but I can’t help everyone. DIY Online PR mwi.hk @mwihongkong
  23. 23. Ask To Talk On Phone Offer, don’t ask. DIY Online PR mwi.hk @mwihongkong
  24. 24. Think About Yourself Make it about the writer. DIY Online PR mwi.hk @mwihongkong
  25. 25. Do… DIY Online PR mwi.hk @mwihongkong
  26. 26. Understand What I Want DIY Online PR mwi.hk @mwihongkong As a writer, amongst other things, I want my article showing up here.
  27. 27. Know What I’ve Written If I just wrote a story about your competitor, what are the chances I’m going to write a similar story about your company? DIY Online PR mwi.hk @mwihongkong
  28. 28. Know My Interests I write about Hong Kong, entrepreneurship, and online marketing. But preferably all three. DIY Online PR mwi.hk @mwihongkong
  29. 29. Offer Something Valuable “I notice you write about companies like mine, and that you write for several publications, but not TechCrunch yet. I have an idea for an article that could get both of us in TC.” DIY Online PR mwi.hk @mwihongkong
  30. 30. Create Stories DIY Online PR mwi.hk @mwihongkong
  31. 31. You Are An Expert • Develop a product • Market a product • Land a customer • Land an investor • Solve a problem • Make money DIY Online PR mwi.hk @mwihongkong
  32. 32. Actionable Knowledge How to lists • Double Your Twitter Followers In One Month • 5 Ways To Sell More Online • How I Raised $5M • Get Rich With This One Weird Trick DIY Online PR mwi.hk @mwihongkong
  33. 33. Once You Have A Story… • Channels • People DIY Online PR mwi.hk @mwihongkong
  34. 34. Channels • Industry websites • Niche websites • Blogs • Influential social media accounts • Media-sharing websites (YouTube) • Social networks • Forums • Wikis • Top-tier websites DIY Online PR mwi.hk @mwihongkong
  35. 35. People • Channel first in most cases • Create a profile for a handful of writers • Pitch one story to one writer at a time • Learn something from each interaction to improve your pitch the next time around DIY Online PR mwi.hk @mwihongkong
  36. 36. Case Studies How businesses have successfully pitched me. DIY Online PR mwi.hk @mwihongkong
  37. 37. Case Study 01 SEO Gadget, Infographic DIY Online PR mwi.hk @mwihongkong
  38. 38. Case Study 02 HWTrek, Advice & Coffee DIY Online PR mwi.hk @mwihongkong
  39. 39. Case Study 03 MySugr, Timing DIY Online PR mwi.hk @mwihongkong
  40. 40. Getting Started 1. Read Platform by Michael Hyatt 2. Sign up for email newsletters from Michael Hyatt & Copyblogger 3. Start blogging. It works. This is how I got to write for Forbes. DIY Online PR mwi.hk @mwihongkong
  41. 41. 03 HARO Help Out A Reporter (HARO) HelpAReporter.com DIY Online PR mwi.hk @mwihongkong
  42. 42. HARO Keys 1. Respond quickly 2. Include “HARO - [story request]” in subject line 3. Give them what they want, nothing extra 4. Give them what they want in the first sentence DIY Online PR mwi.hk @mwihongkong
  43. 43. Contact Me • josh@mwi.com • @donloper • donloper.com • Linkedin, Google+, Facebook DIY Online PR mwi.hk @mwihongkong

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