This document provides principles and tips for startup communications from a communications expert with 34 years of experience in PR. It outlines 10 principles for effective startup communications, including getting the right side of issues, listening instead of just pitching, building a valuable body of work through social media, adding value through your brand, writing for storytelling, having a mission that helps others, leaving digital breadcrumbs, writing like you speak, reading media you want to be covered in, and sustaining efforts over time for cascading effects. It also provides tips for creating a 90-day editorial calendar and tracking relevant media, companies, analysts and influencers.

1. ABOVETHE CODE
Principles of Startup Communications
Tel Aviv - June 10, 2015

2. ABOUT
•34 years - believe in the real power of PR
•San Antonio &Tel Aviv
•Involved with Israel’s traditional tech sector for the last 22 years
•Sponsored by Rackspace Startups Program - #BeHelpful

3. the
personal
computer
mobile
data
networked
computer
VoIP
IPTV
WiFi
tablet /
mobile
cloud
full circle of platform shifts
1976 2015
network /
endpoint
security

4. $24,000.00 in hosting / cloud / email credits +
I am sponsored by Rackspace Startup Program
$25,000.00 in strategic communications advisory services

6. 1. Get to the right
side of “being
right…”
get lucky….

7. 2. Stop pitching and start
listening

8. 3. Build a body of work that
will make you valuable to
the media
make sure twitter / LinkedIn are current!

9. 4. Add a layer of
value with your brand

10. 5. Write for story telling

11. 6. Have a mission that
helps others and builds
community

12. 7. Leave a trail of digital
bread crumbs….
H/T to Jeff Pulver

13. 8. Write like you speak. If
you can speak, you can
write.

14. 9. The more you read /
listen / watch the media
you think you belong in, the
better you will get at
proposing your story

15. 10. If you can sustain, it will
cascade

16. How

17. July August September
F1
F2
F3
F4
90 Day Editorial Calendar Planner
2x topics per month from each - 24 posts per quarter

18. BEFORE JULY 1
•Make a wish list of where you
belong
•business / tech / bloggers
•media appropriate to your
space
•analysts / influencers
appropriate to your space
•track competitors or
companies in your periphery
on news.google.com to see
who covers and writes about
them
•track competitors on angel.co
•twitter / LinkedIn is current

19. ABOVETHE CODE™
best way to connect -
alan@weinkrantz.com

20. alan@weinkrantz.com
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AboveThe Code ™
(c) Alan Weinkrantz 2015