Pr One On One For Start Ups Expeditionpr 092209


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Basic introdution to the range of public relations tools for entrepreneurs and start-ups. The presentation includes do's and don'ts to help small and medium size companies have a focused and successful public relations strategy in place. Particular attention is given to social media, which is now an integral component of public relations programs.

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Pr One On One For Start Ups Expeditionpr 092209

  1. 1. Public Relations 1:1 for Start-Ups<br />Social Media<br />Media<br />Academia<br />Customers/<br />Prospects<br />Industry Analysts<br />Industry<br /> Associations<br />Investors<br /> Partners<br />Employees<br />Katja Schroeder, Expedition PR, LLC, schroek@expeditionpr.comSeptember 22, 2009<br />
  2. 2. PR Tool Kit<br />Press Releases/<br />Multimedia Newsroom<br />Trade Shows/Events/Webinars<br />Case Studies/<br />White Papers/<br />Bylines<br />Awards<br />Editorial Calendars<br />Speaking Opportunities<br />Proactive Story Development<br />Social Media/<br />Blog/Podcast<br />Media Interviews/Tours<br />
  3. 3. Press Release - Structure<br /><ul><li> Who, What, Where, When, Why
  4. 4. Header, Subhead
  5. 5. Location, Date, Lead paragraph
  6. 6. Quote
  7. 7. Details in subsequent paragraphs
  8. 8. Boilerplate
  9. 9. Contact</li></ul>Tips<br /><ul><li> Short and factual
  10. 10. Third-party quotes
  11. 11. Market facts/stats
  12. 12. Search engine optimization
  13. 13. Sharing opportunities</li></li></ul><li>Press Release - Boilerplate<br />About eBayFounded in 1995, eBay Inc. connects hundreds of millions of people around the world every day, empowering them to explore new opportunities and innovate together. eBay Inc. does this by providing the Internet platforms of choice for global commerce, payments and communications. Since its inception, eBay Inc. has expanded to include some of the strongest brands in the world, including eBay, PayPal, Skype, StubHub, and others. eBay Inc. is headquartered in San Jose, California.<br />About PolitecPolitec, a Mitsubishi Corporation affiliate, is a leading full-service IT services provider in the U.S., Japan and Latin America. Founded in 1970 in Brazil, Politec&apos;s 6,500 employees provide technical expertise and service excellence for customers around the world. Politec&apos;s solutions portfolio includes IT and business process outsourcing, application lifecycle management services and SAP services. The company is certified by the highest IT standards such as CMMI level 5, MPSBr level A and ISO 9001, and has a strong delivery model and scale capacity.<br />
  14. 14. Press Release Wire Comparison<br />Source: ereleases,<br />
  15. 15. Platforms Used By B2B Marketers<br />Your own website<br />Email marketing<br />SEO - organic<br />Online ads/banners/etc.<br />SEM - paid keyword<br />Webinars<br />Social networks/social media<br />RSS feeds<br />Viral video<br />Podcasts<br />Wiki<br />Video-on-demand<br />Blogs<br />Mobile<br />Gaming<br />Second Life<br />Source: Association of National Advertisers and B2B Marketer Magazine Study June 2009<br />
  16. 16. Social Network Use<br />Source: Association of National Advertisers and B2B Marketer Magazine Study June 2009<br />
  17. 17. Tools Used in Reporting by Media<br />
  18. 18. Top 10 Tips To Get You Started<br />Avoid buzzwords/ tech lingo<br />Focus on 3 key messages<br />There is no “off-the-record”<br />Show market relevance<br />Repurpose results<br />(marketing/retweet)<br />Focus on key influencer network<br />Compile corporate one-pager (LinkedIn/site)<br />Develop a “story calendar”<br />SEO releases and use releases for hard news only (GoogleAdwork)<br />Pre-pitch byliners<br />
  19. 19. Sources<br /><br /><br /><br /><br />Social Media Release:<br />