This document provides tips for getting a Russian startup featured in the Russian press. It begins by noting some key differences between the Russian media landscape and those in the West. It advises defining the company's product and business first before pursuing publicity. The document then offers guidance on developing a media strategy and identifying relevant media outlets. It concludes by emphasizing the importance of being responsive to journalists and understanding new media formats to maximize publicity opportunities.

1. HOW TO GET
A STARTUP
FEATURED
I N THE RUSSIAN
PRESS

2. The Route
• Defining the difference: Russia vs. The West
• Getting ready for media relations
• Dealing with journalists
•
Media , new media, or social media?
• The toolkit

3. The Russian media do differ
from the European
or American media

4. The stereotypes of Russia
and the Russian media

5. Do YOUR job.
First product, then public

6. Be proactive, initiate
the dialogue with the media

7. Get ready for working with
the media
• Strategy
•
Must- have docs
• Resources
•
Law

8. Stick to your
communication strategy
Social networks
Radio
PR
Magazines
TV

9. The speaker.
Find your company
a decent face

10. Time - plan your
communication
with the media

11. Thouroughly read the law
about the mass media

12. Get
to know
the journalist
that you are
about to call

13. Ask the interview
for approval

14. Correct facts,
not style

15. Don’t ask the
whole article
for approval

16. Do not share
not- for- prints with
a journalist

17. Trust you PR- person
and open

18. Check
on the medium
and the
journalist

19. Try to get requests
via e - mail

20. Solve
journalists’
problems

21. Be responsive, find time

22. Speak clearly,
listen to the
interviewer

23. Don’t try
to make bros
with
a journalist

24. Do not pay
for articles
Exclusive

25. Get publicity
at the
competitors’
expence

26. Understand
the new
formats

27. Say yes
to various
media

28. Media relations
don’t exclude other
communications
NEWS

29. The Toolkit. Updated
• Exclusive news
•
Briefing
• Press - release
• Interview
• Pitch
• Infographics
• Analytics
• Technical post
• Trends
• Discussion in a
social network
•
Co lumn
• Story
•
Co mmentary
•
Co mment
•
Co mment in a
social network
• Ad project

30. G et m entioned, get heard!
T han k you!
Evgenia
Kolobukhova
A-TAK Communication agency, CEO
тел.: 8 (495) 695-12-45
fb:/ atakagency
http:// a-tak.ru