A PR primer for small to mid-sized companies seeking exposure for their business in the technology, business media and blogosphere

1. Building the Buzz
Leveraging PR to Build a Name and Generate
Attention for Your Business
May 6, 2009

2. The Value of PR
Highly credible
“Free” marketing – lower cost than traditional marketing
methods (online campaigns, tradeshows)
Gains momentum the more you do (flywheel)
Offers you an opportunity to grow closer to customers
(and their stories)
Tuned for start ups – stories are around disruptive
technologies, companies breaking out/breaking through,
financing rounds, M&A

3. The Circle of Influence
Industry
Analysts
Leverage your entire influence
network to build business
Customers Investors
awareness
Influencers are cross
Your referential – you need to
Story connect the dots
“Fly wheel” type momentum
Technology
Blogosphere
Press
Business
Press

4. Media Players & Coverage Opportunities
Technology Press Business Press
eWeek, Computerworld, Globe and Mail, New York
InformationWeek, Java Times, CTV News, Canadian
Developers Journal, Backbone Business, Fortune, Time
Magazine, etc News coverage, profiles,
News coverage, feature feature coverage, expert
articles, submitted editorial, commentary
column mentions, product Target with major business
reviews news – M&A, financing,
Moving almost exclusively business profile pieces, highly
online strategic partnerships or large
dollar value transactions
Part of a network

5. Media Players & Coverage Opportunities
Industry Press Blogosphere
Renewable Energy World, Most technology magazines
Gambling Times, Insurance have associated blogs,
Journal, Broadcaster Magazine independent bloggers
Feature articles, submitted News coverage, profiles,
editorial, customer case feature coverage, expert
studies commentary
Hungry for content & receptive Google blog search
Very targeted Highly influential

6. Industry Analysts
Why Consider? Firms
...Like PR too There is an analyst for any
industry/any discipline
Are influenced by evidence of
momentum Target by asking your customers: who
influences your decisions?
Pundits – may inject conflict,
o Compass Intelligence
dissention
o Gartner
Champion of the small and scrappy o Forrester
Highly influential with IT buyers o AMR
o IDC
Look for boutiques in your space –
o Yankee Group
may not be the traditional firms
o Butler Group
Very expensive to become a client, but o Screen Digest
will accept briefings o Sdi
o Directory of firms:
Can purchase research a la carte
http://analystfirms.tekrati.com/
Can commission research – great PR
angle

7. Coverage Recipe

8. Product Reviews
Detailed examination of hardware, software product or
device
Traditional methods – PC Magazine, eWeek, InfoWorld
Reviewers guides, assigned support/mentorship
But don’t be limited to traditional product review
channels – you can manufacture your own opportunity
o Explore communities/blogosphere/consultants
o Think YouTube...

9. So Do You Have a Story…Or Not?
The Pitch: what makes you different, fresh, new or unusual? How does
your business/technology map to marketplace trends/phenomena? What is
your angle (or angles)? P.S. keep it short, punchy and relevant.
The Target: Define and research your target. Who are the editors, bloggers,
reporters and columnists covering your sector and competitors and what are
they writing about? What is the line up in the magazine’s editorial calendar?
What are some resources you can use to find and target these individuals?
The Ingredients: What are the key story elements you need to provide?
Customer references; third party research/testimony; protagonist/antagonist,
conflict, executive interview; photographs; screenshots; background
information, plant/facility tours – the more complete the package, the easier
it is for the editor to say yes

10. Medium & Method of Communication
Press Release:
Inverted pyramid style
Two pages ideally
One time effect
Typically issued via newswire
supported by “call downs”
Targeted distribution!
Press release ≠ coverage
Press release = SEO
Personal Outreach:
Short, to the point
Be provocative
Cultivate sustained relationships
Do your homework
Become a resource
Virtual world – face to face
opportunities are rare
Telephone briefings

11. Other Tactics
Competitive sideswipe
Meetings/briefings at tradeshows/events
Columnist campaigns
Thought leadership – speaking engagements, panel
presentations
Product and business awards/recognition – Deloitte Fast
50, E&Y Entrepreneur of the Year, Top 40 Under 40
Twittering

12. Going the “Agency Route” – Pros and Cons
Pros Cons
Rich network of editorial Expensive, typically retainer
contacts driven
Creative perspective – story Pitch by the senior, execution
telling ability by the junior
Sustained activity “steady beat Don’t “own” the relationship
of the drum.” with journalists
Polish & expertise No guarantees of ROI
Access to tools – media
directories, newswire services
and can leverage costs across
base of clients
Perceived value – may be
important to your angel or VC

13. How to Measure Success
Direct Indirect
Column inches in story Natural search engine
rankings
Number of
o Press releases
references/stories
o “Good links”
Number of
New customers “I read
briefings/interviews and
about you guys”
press meetings

14. Leverage
Coverage and press release are just point in time stories
and press releases unless...
o Showcase on your web site – “good links” for SEO
o Send to prospects customers, partners, investors
o Include in your newsletter
o Draw out quotes for use on web site and in collateral
o And don’t forget to send to mom...

15. Help! There’s a Journalist on the Line..
When a journalist calls:
o Take down the reporter’s name, media affiliation and story
deadline
o Don’t feel compelled to react right away – buy yourself some
time, but do respect the reporter’s deadline
o Ask about the story – what is the angle, who else are they
talking to, when will the story run
Prior to the interview:
o Develop some key messages – what do you want to say? Don’t
be afraid to seek out assistance from your PR advisor
Remember:
o Everything you say is “on the record”

16. Just a bit about me…
Creative marketing advice and leadership to the high
technology sector
Marketing/PR chameleon – broad skill set
15 years at MKS – progressing from PR to VP Marketing
Record of PR coverage: Computerworld, Information
Week, JDJ, Application Development Trends, Backbone,
G&M, BNN, National Post, KW Record and on…
Joined Ignition in June 2008 – specialization in high tech
Bachelor of PR from MSVU, Accredited through Canadian
Public Relations Society
Give me a call 519-624-2402 or email me
ellyn@ignition.ca

17. Let’s Trouble Shoot
Questions?
PR challenges?
How do I get from here to there?