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PR For Startups
 Presented by Kate Elisco, Sandbox
Industries, and Sara Fisher, 2 Moms
             Media, LLC
About Us
              Kate is the PR Director at Sandbox Industries. She leads all
              PR efforts for Sandbox startups including CakeStyle,
              doggyloot, Lab42 and Scout.

              Prior to Sandbox Industries, Kate worked at PR powerhouse
              Hill + Knowlton. At H+K, she led PR programs for a variety of
              clients including Yahoo!, SanDisk, Aflac, Deloitte and First
              Data. When not talking tech, Kate likes to read, cook and
              dream about traveling.


    Sara is a 14-year PR veteran and mom-preneur.
She co-founded her PR agency, 2 Moms Media, two
 years ago and specializes in working with start-ups,
 specifically those targeting parents and women, like
 the ladies of CakeStyle. In her free time she likes to
snow ski (when there's snow), lurk on Facebook and
                       play with her two young sons.
Overview
We know what you're thinking... how do we get our name
in lights in Times Square? ... Well, you're in the wrong
room!
But the good news is that we are going to talk today about ways to get your
name in print, type, or at least a mention in a really cool blog.

What is required?
•An interesting STORY! Tell your tale!
•A NEWSHOOK - what is immediate, relevant and timely
Because today's media is onto you...
What tools can get you started?
 •
  Then talk about pay to play, advertorials and other kinds of things that work for
 •  Basic information on your company (boiler plate)
    startups
 •   Fact Sheets, How-To's

 •   FAQ

 •   Media List




Key Message (2 or 3 is okay)
Elements of a Press Release
•Catchy Title and subtitle
 Then talk about pay to play, advertorials and other kinds of things that work for
•Direct opener that explains the news
   startups

•Quote
•Differentiators
•Contact Details
•Basic company info (boiler plate)
Chicago Media Landscape
What do they need to turn your idea into a news story?
- Local Ties
- Funding News
- Reactions to local breaking news (Groupon)
- Businesses that resonate with people
- Data to back it up
Alternative "PR"
PR also consists of...

•Advertorials pay to play, advertorials and other kinds of things that work for
  Then talk about

•   startups
 Sponsorships
•Events
•Direct to Consumer - Email blasts, etc.
Making Do With What You Have

You don't have accessplay, advertorials and other kindsand agencies usefor
  Then talk about pay to to resources that big brands of things that work
all the time....but you can still generate PR!
     startups

•Monitor Google Alerts to stay atop industry news
•React to stories with your own opinion
•Social Media is incredibly effective....and cheap
     o Facebook Ads, Twitter Promotions, bloggers
•General marketing and ads
•Offer embargoes
•Video
•HARO


Sometimes you just have to be scrappy.
Good Use of Video Goes a Long Way
PR Rules of Thumb

•Media relationships are key advertorials and other kinds of things that work for
  Then talk about pay to play,
     startups
•Smart, personal, strategic pitching
•Press releases work in the right situations
•Identify a media spokesperson




Startup or not, some general PR rules will always apply:
Make Sure Your Product is Ready to
If you build it, they might not Go
                                come....
 Then talk about pay to play, advertorials and other kinds of things that work for

•Test with users and get feedback
   startups

•Ensure site works properly
•Build lead in time to go to press
•Good messaging and customer value proposition
•Know your targets and what will work for each
•Have a press page - list everything!
Measurement and Defining Success
•   Inquiries to website
•   Increase in social media following
•   Tracking conversion of custom codes, email blasts and promotions
•   Customer acquisition - depends on what your offering
•   Media hits can be defined in several ways:
     o Business impact
     o Credibility
     o Consumer awareness
PR is Flexible

•If one outreach method isn't working, change tactics -
you're not locked into it like advertising.
•It's possible to get to the same people with the same
message in different ways
•Have to go to different reporters for different things and go
to reporters with new news
•YOU have to be flexible as well - in an interview, on the
phone -- media can be mercurial!
Any Questions?

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1871 pres pr_startups

  • 1. PR For Startups Presented by Kate Elisco, Sandbox Industries, and Sara Fisher, 2 Moms Media, LLC
  • 2. About Us Kate is the PR Director at Sandbox Industries. She leads all PR efforts for Sandbox startups including CakeStyle, doggyloot, Lab42 and Scout. Prior to Sandbox Industries, Kate worked at PR powerhouse Hill + Knowlton. At H+K, she led PR programs for a variety of clients including Yahoo!, SanDisk, Aflac, Deloitte and First Data. When not talking tech, Kate likes to read, cook and dream about traveling. Sara is a 14-year PR veteran and mom-preneur. She co-founded her PR agency, 2 Moms Media, two years ago and specializes in working with start-ups, specifically those targeting parents and women, like the ladies of CakeStyle. In her free time she likes to snow ski (when there's snow), lurk on Facebook and play with her two young sons.
  • 3. Overview We know what you're thinking... how do we get our name in lights in Times Square? ... Well, you're in the wrong room! But the good news is that we are going to talk today about ways to get your name in print, type, or at least a mention in a really cool blog. What is required? •An interesting STORY! Tell your tale! •A NEWSHOOK - what is immediate, relevant and timely Because today's media is onto you...
  • 4. What tools can get you started? • Then talk about pay to play, advertorials and other kinds of things that work for • Basic information on your company (boiler plate) startups • Fact Sheets, How-To's • FAQ • Media List Key Message (2 or 3 is okay)
  • 5. Elements of a Press Release •Catchy Title and subtitle Then talk about pay to play, advertorials and other kinds of things that work for •Direct opener that explains the news startups •Quote •Differentiators •Contact Details •Basic company info (boiler plate)
  • 6. Chicago Media Landscape What do they need to turn your idea into a news story? - Local Ties - Funding News - Reactions to local breaking news (Groupon) - Businesses that resonate with people - Data to back it up
  • 7. Alternative "PR" PR also consists of... •Advertorials pay to play, advertorials and other kinds of things that work for Then talk about • startups Sponsorships •Events •Direct to Consumer - Email blasts, etc.
  • 8. Making Do With What You Have You don't have accessplay, advertorials and other kindsand agencies usefor Then talk about pay to to resources that big brands of things that work all the time....but you can still generate PR! startups •Monitor Google Alerts to stay atop industry news •React to stories with your own opinion •Social Media is incredibly effective....and cheap o Facebook Ads, Twitter Promotions, bloggers •General marketing and ads •Offer embargoes •Video •HARO Sometimes you just have to be scrappy.
  • 9. Good Use of Video Goes a Long Way
  • 10. PR Rules of Thumb •Media relationships are key advertorials and other kinds of things that work for Then talk about pay to play, startups •Smart, personal, strategic pitching •Press releases work in the right situations •Identify a media spokesperson Startup or not, some general PR rules will always apply:
  • 11. Make Sure Your Product is Ready to If you build it, they might not Go come.... Then talk about pay to play, advertorials and other kinds of things that work for •Test with users and get feedback startups •Ensure site works properly •Build lead in time to go to press •Good messaging and customer value proposition •Know your targets and what will work for each •Have a press page - list everything!
  • 12. Measurement and Defining Success • Inquiries to website • Increase in social media following • Tracking conversion of custom codes, email blasts and promotions • Customer acquisition - depends on what your offering • Media hits can be defined in several ways: o Business impact o Credibility o Consumer awareness
  • 13. PR is Flexible •If one outreach method isn't working, change tactics - you're not locked into it like advertising. •It's possible to get to the same people with the same message in different ways •Have to go to different reporters for different things and go to reporters with new news •YOU have to be flexible as well - in an interview, on the phone -- media can be mercurial!

Editor's Notes

  1. pick 3 volunteers at beginning
  2. Sara's slide (CakeStyle needs a newshook) let's go around the room and pick 3 people to share their company story in one minute Tradtional - press releases and interviews
  3. know that phone calls will be hard -- no one will care
  4. Used these methods with large and small clients
  5. Kate's slide Examples of data to back it up - Lab42 Example of Andrew Mason news -- reacting to it
  6. Sara's slide - partnerships with marketing contacts at editorial outlets for e-blasts Sara - events - help draw people to a space or product and interact Kate - For Scout: Adding direct to consumer would have enhanced our overall efforts -- even though already successful
  7. Both slide Kate - can explain embargoes, video and HARO
  8. kate - downloads and funding
  9. Used these methods with large and small clients
  10. Sara's slide - ask same 3 people to tell us their customer value proposition
  11. Kate's slide -- Scout is example of business impact Lab42 - Forbes - credibility - door opener -- conversation, responses is THE first step even if result not in the end
  12. Kate - Changing from deskside briefings to webinar Selling Scout story to Mashable a few different ways