PR For Startups Presentation April 18 2011

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PR For Startups Presentation April 18 2011

  1. 1. How to BOOST Sales (and/or I ( d/ Investor Leads) t L d ) #DIY- #DIY-PR© 2010, re:invention, inc., Proprietary and Confidential, Page 1 of 38
  2. 2. introductions • Kirsten Osolind – Founder and President of RE:INVENTION, inc. , • Duke MBA with 18 years experience as corporate and early-stage company marketing and PR adviser • Previous experience: Coke, P&G, WebMD, General Mills, Whole Foods Market, Genworth Financial, Vanguard Mortgage, Metropolitan C cago a gua d o tgage, et opo ta Chicago Healthcare Council, Brightscope, Deal Current, Brickfish, Marcel Media, JAJAH, PhatNoise, more. •FFormer E t Entrepreneur MMagazine marketing columnist i k ti l it© 2010, re:invention, inc., Proprietary and Confidential, Page 2 of 38
  3. 3. client media coverage Entrepreneur Magazine MSNBC Boston Herald Boston Business Journal Silicon Valley/San Jose Business Journal Houston Business Journal CNN Crains Chicago Business More Magazine First Business News Television Indianapolis Star Twin Cities Business Journal Star Tribune Chicago Sun Times St. St Paul Pioneer Press Chicago Tribune Inc. Magazine Cincinnati Business Courier Worthwhile Magazine Fortune Magazine BusinessWeek Glamour DesignTechnica Luxist TheAutoChannel.com Edmunds.com The Hollywood Reporter.com USA Today ABC News eeTimes Toronto Star Health Magazine g Natural Health Magazine Detroit Free Press Detroit News PC Magazine Time Magazine Northwest Herald Daily Herald McHenry Business Journal Small Business Chicago FORUM Magazine The Northwest Community Times Newsweek Magazine PBS Network “Nightly Business Report” NPR Radio “Marketplace” New York Times Wall Street Journal Knight Ridder Advertising Age Tribune Information Services NPR’s “All Things Considered” Promo Magazine Marketing Medios MYM FOX News Channel AssociatedPress - NYC bureau AdWeek BrandWeek New York Metro Newspaper LA Opinion Newspaper All Chicago TV news stations Associated Press Parade Home Good Housekeepingp g American Baby y The Washington Post HGTV – Smart Design Oprah Shape Magazine Forbes Chicago Social Pink Magazine Parenting Magazine First for Women Redbook MSN AOL News TechCrunch Scotsman Press Mortgage Daily News New York Times DMNews PR Week© 2010, re:invention, inc., Proprietary and Confidential, Page 3 of 38
  4. 4. client awards/speaking gigs In the past two years, RE:INVENTION has secured RE:INVENTION Clients have been numerous client conference honored with: speaking gigs at: p ggg • SDBJ’s Women Who Mean • WOMMA Business Award • Mediapost • Fast Companys Most Influential Company s • BIA/Kelsey Women in Technology Award • Digital Hollywood • International Stevie Awards • Search Marketing Summit • INC 5000 Awards • MIXX Expo • A Forrester Groundswell Award • IAB • A Red Herring Award • BDI • An OMMA Award • PRNewswire • A Summit Media Award© 2010, re:invention, inc., Proprietary and Confidential, Page 4 of 38
  5. 5. PR’s short & long term benefits GOOD PR can help your company: • Achieve world-class brand recognition world class • Win new clients or customer sales • Earn measurable media impressions • Increase search engine rankings • Forge new distribution channels • Outclass the competition • Build word of mouth buzz • Protect your public image during crisis© 2010, re:invention, inc., Proprietary and Confidential, Page 5 of 38
  6. 6. case study: Groupon© 2010, re:invention, inc., Proprietary and Confidential, Page 6 of 38
  7. 7. presentation overview • How to become notable and quotable – Positioning and messaging – Media relations – Social media – Executive spokesperson development • Measurement • Q&A© 2010, re:invention, inc., Proprietary and Confidential, Page 7 of 38
  8. 8. To become notable and quotable, you MUST: Attract + Inform + Influence© 2010, re:invention, inc., Proprietary and Confidential, Page 8 of 38
  9. 9. positioning and messaging© 2010, re:invention, inc., Proprietary and Confidential, Page 9 of 38
  10. 10. telling your story You get ONE chance to tell YOUR STORY If you don’t define YOUR STORY someone else will STORY, This is the SINGLE MOST IMPORTANT ACTION ITEM for any company© 2010, re:invention, inc., Proprietary and Confidential, Page 10 of 38
  11. 11. the secrets of messaging BRAND MESSAGING vision/mission positioning context • First define brand vision • Create your elevator pitch y p • Create narratives that and mission and positioning statement provide context • Next define brand identity • It needs to be strategic, • Provide proof points for • Then articulate your most differentiated, and how you deliver important offerings for aspirational • Develop strategic each audience • It will serve as the anecdotes and examples to “boilerplate” for your boilerplate bring y g your story to life y company • Circulate it among all employees© 2010, re:invention, inc., Proprietary and Confidential, Page 11 of 38
  12. 12. leading company descriptions Company Positioning Google’s innovative search technologies t h l i connect millions of t illi f people around the world with information each day. YouTube is the most popular online p p video community allowing millions of people to discover, watch, and share originally-created videos. Amazon is a Fortune 500 company…[that] offers Earth’s biggest selection…[and] seeks to be Earth’s most customer-centric company. company© 2010, re:invention, inc., Proprietary and Confidential, Page 12 of 38
  13. 13. company descriptions© 2010, re:invention, inc., Proprietary and Confidential, Page 13 of 38
  14. 14. media relations© 2010, re:invention, inc., Proprietary and Confidential, Page 14 of 38
  15. 15. media relations • REPORTERS receive bad pitches every day (and they aren’t afraid to blog/tweet about it) • RULES OF ENGAGEMENT • Sh Show respect (be h bl ) (b humble) • Read their coverage • Speak like a human being • REPORTERS vs. BLOGGERS – requires a different approach© 2010, re:invention, inc., Proprietary and Confidential, Page 15 of 38
  16. 16. your media outreach strategy • your outreach strategy depends on:© 2010, re:invention, inc., Proprietary and Confidential, Page 16 of 38
  17. 17. story ideas and story telling + + + • BE a resource t reporters to t • The key is continuous dialogue – stay top of mind • Build relationships - they take time but they are worth it • Remember relationships don’t replace the need to be newsworthy • Never underestimate the power of “the exclusive the exclusive”© 2010, re:invention, inc., Proprietary and Confidential, Page 17 of 38
  18. 18. press room/press kits • Mandatory page on your website to include: Company backgrounder Executive bios Fact Sheets Logos (high res JPEG, EPS) Videos Vid Recent press releases Recent media coverage Message to media Message to bloggers© 2010, re:invention, inc., Proprietary and Confidential, Page 18 of 38
  19. 19. pitch like a pro Use short colorful phrases “Speak in sound bites” Speak up and slow down! Be fearless, authentic, even controversial Make a passionate appeal Prepare, prepare, prepare Memorize and know your facts Target 3 “key messages” per key messages interview Remember YOU control the interview Always try to share a “local take” on national trends© 2010, re:invention, inc., Proprietary and Confidential, Page 19 of 38
  20. 20. free/low cost media relations tools© 2010, re:invention, inc., Proprietary and Confidential, Page 20 of 38
  21. 21. social media© 2010, re:invention, inc., Proprietary and Confidential, Page 21 of 38
  22. 22. How to Adoption (Low Engagement) Maximize • Bookmarking • Tagging • Adding to Group Social Social Collaborative Media (Highest Engagement) • Adding Friends Attention Filtering (Medium Engagement) • Networking • Promoting & • Rating • Voting • Create Fan Reputation • Commenting Community • Endorsing • Favoriting Content Creation (High Engagement) • Bl Blogging i • Fan Community Participation • Create Mash-Up • Podcasting/Vlogging© 2010, re:invention, inc., Proprietary and Confidential, Page 22 of 38
  23. 23. managing social media Prioritize and Create conversations integrate & content Monitor and measure© 2010, re:invention, inc., Proprietary and Confidential, Page 23 of 38
  24. 24. blogger/tweep blogger/tweep relations • BLOGGERS and TWEEPS, like reporters, receive bad pitches every day (and they aren’t afraid to blog/tweet about it) • REMEMBER YOUR POWER TOOLS Forget pitching press releases Practice the art of listening – READ their blog/tweets Link to their blog and retweet their tweets Post comments on their blog before reaching out with meaningful content Submit their posts/articles/tweets to social networks and news aggregators such as digg and reddit Build relationships BEFORE you pitch your news/story • READ THE SOCIAL MEDIA MANIFESTO© 2010, re:invention, inc., Proprietary and Confidential, Page 24 of 38
  25. 25. social media monitoring tools© 2010, re:invention, inc., Proprietary and Confidential, Page 25 of 38
  26. 26. executive spokesperson development© 2010, re:invention, inc., Proprietary and Confidential, Page 26 of 38
  27. 27. © 2010, re:invention, inc., Proprietary and Confidential, Page 27 of 38
  28. 28. online identity PR tools • 15secondpitch.com • Profnet • The Terrific Trifecta: (1) Podcasting/Video ( ) (2) e-newsletters (try Constant Contact) ( y ) (3) SEO-Press Releases (PRWEB, PitchEngine) • • N Naymz.com, R l f R Rapleaf, Repvine.com i • GOOGLE Adsense (buy your keywords!) • Bookmarking with:© 2010, re:invention, inc., Proprietary and Confidential, Page 28 of 38
  29. 29. speaking engagements • Community Organization Events • Trade Conferences (Marketing Sherpa, AD:TECH, PRSA, WorldWIT) • C f bb ( Confabb (www.confabb.com) f bb ) • Alumni Events • Speakers Bureaus k • National Speakers Association (NSA)© 2010, re:invention, inc., Proprietary and Confidential, Page 29 of 38
  30. 30. awards© 2010, re:invention, inc., Proprietary and Confidential, Page 30 of 38
  31. 31. awards valid success BENEFITS APPLICATION the app PROMOTION Use Award Logos! © 2011, re:invention, inc.© 2010, re:invention, inc., Proprietary and Confidential, Page 31 of 38
  32. 32. measurement© 2010, re:invention, inc., Proprietary and Confidential, Page 32 of 38
  33. 33. © 2010, re:invention, inc., Proprietary and Confidential, Page 33 of 38
  34. 34. measuring PR impact The Old Way: Impressions and Advertising Value The New Way: Exposure, Engagement, Influence, Action exposure engagement influence action • Change in • Change in • Change in • Change in awareness interaction perception behavior • Share of voice • Repeat visitors • Purchase • Sales • Search engine • Duration/time consideration • Store/website ranking spent • Likelihood to visits • Subscriptions recommend • Other contacts© 2010, re:invention, inc., Proprietary and Confidential, Page 34 of 38
  35. 35. measuring media coverage • Qualitative • Tone • Key message pull-through • Feature story vs. roundup vs. mention • Quantitative • Increase in leads • Increase in web traffic • Increase in sales • Increase in investor inquiries© 2010, re:invention, inc., Proprietary and Confidential, Page 35 of 38
  36. 36. © 2010, re:invention, inc., Proprietary and Confidential, Page 36 of 38
  37. 37. project kickstart • Today • Make a serious commitment to PR. • Review the press release template provided to you by Deal Current. • This Month • Issue the press release. • Schedule a one-hour planning conference call with RE:INVENTION. • This Quarter • Develop and execute a sound PR plan (consider hiring a ) consultant/adviser like RE:INVENTION).© 2010, re:invention, inc., Proprietary and Confidential, Page 37 of 38
  38. 38. for more information about marketing for measurable results… Kirsten Osolind RE:INVENTION, inc. www.reinventioninc.com kirsten@reinventioninc.com kirsten@reinventioninc com @kirsteno http://www.linkedin.com/in/osolind p 619.382.4411, ext. 711© 2010, re:invention, inc., Proprietary and Confidential, Page 38 of 38

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