This document provides a summary of low-cost public relations tactics for startups and small businesses. It recommends fully developing an online presence with relevant information and establishing target audiences and messages. Various outreach methods are described like press releases, blogs, social media and media monitoring. Hiring a PR consultant is presented as an option for businesses that need outside help with public relations efforts.

1. PR on a shoestring
A D-I-Y crash course
By
Emily Tully
www.emilytully.com
1
Tuesday, February 24, 2009

2. PR - Why bother?
• Announce your existence to the world
• Boost traffic/sales
• Familiarise your customers with the
brand
• Build relationships with customers/
media/opinion leaders etc
• Cut advertising spend
• Deal with any negative publicity
Tuesday, February 24, 2009

3. Tuesday, February 24, 2009

4. Startup companies that engage in
PR campaigns are 30%
more successful in getting funding
within
one to three
months than those that don't
(BIGfrontier Communications Group)
Tuesday, February 24, 2009

5. First things
first…
Make sure you put as much information
as you can about ‘yourself’ online -
don’t make the media/publishers beg!
- Bios of relevant people
- Contact details INCLUDING
MOBILE!
- Images (professional photos, logos)
- News, events, achievements
- News Archive (not just the nice bits!)
- What’s been said about you (press,
endorsements, compliments)
- Q&A / FAQ - Explain any
complicated processes or outline your
USP
Tuesday, February 24, 2009

6. A good example
www.google.com/press
Tuesday, February 24, 2009

7. Then....identify
Decide who you want to
talk to and where to find
them
Tuesday, February 24, 2009

8. Who do you want to talk to?
• Business to Business?
• Public sector?
• Internet users/tech savvy types?
• Specific demographic?
Tuesday, February 24, 2009

9. Who does your target audience listen
to?
• A celebrity?
• A role model/ opinion leader?
• A group or society?
• A particular media outlet?
• A forum/social networking group?
Tuesday, February 24, 2009

10. Step 3 - YOUR MESSAGE
And how your audience wants
to receive it…
Tuesday, February 24, 2009

11. What makes a story?
• Relate your message to a current affairs
issue/event
• Tell them something they didn’t know
with a unique poll or research
• A great photo
• Jump on someone else’s bandwagon
Tuesday, February 24, 2009

12. Ways of getting
yourself heard
• Press release
• New media release
• Blog post
• Social media: Twitter, facebook, LinkedIn etc
• Photo & caption
• Events - launch, preview, piss-up
• Freebies
• Become an expert
• Give your knowledge away free
Tuesday, February 24, 2009

13. Press Releases
• Title is crucial - make
sure it grabs attention
Most Important
info • Get to the point quickly
in the top line
• Include relevant “quotes”
• Check spelling and
grammar twice (and then
get someone else to
check!)
• Include contact details
(mobile!!!) at the end
Tuesday, February 24, 2009

14. REMEMBER
90% of the time journalists won’t read past
the second line (if they do - you’re in!)
Tuesday, February 24, 2009

15. Distributing press releases…
• Research who to send it to
• Check deadlines ( send to daily papers before 2 pm, evening papers
before 11 am)
• Emailing? Put title of the release in the subject line
• Email with NO ATTACHMENTS
• Ask for a read receipt so you have an idea of who has read it
• If you’re making a follow up call watch the clock
Tuesday, February 24, 2009

16. Remember!
• Very few products/services are
groundbreaking - do not over-hype
yourself
• You have given your mobile number -
answer it!
• Be able to answer any question regarding
your press release, if you can’t, suggest
you call the enquirer back ASAP
Tuesday, February 24, 2009

17. New Media Release
• An edited down version of the press release
• Links, links and more links
• Link to video, podcasts, anything you have to
offer! Also allow RSS feeds of developments
• Set up a bookmarks page for more info
• Again, research who to send it to
• RSS or Tweet it but whatever you do, DO NOT
SPAM!!!!!
Tuesday, February 24, 2009

18. Watch, look & listen
Media Harvesting
Tuesday, February 24, 2009

19. • Get into the habit of “Googling” yourself
• Get analytics on your site - monitor traffic on key
pages
• Set up google alerts
• Use a media monitoring service (Expensive)
• Set up RSS feeds and monitor trackbacks/
pingbacks
• Tweetscan for chat about you on Twitter
(www.tweetscan.com)
• Alert friends, family and employees to the
possibility of coverage and get them to listen/
look out
Tuesday, February 24, 2009

20. Keep in touch…
Keeping relationships
going
Tuesday, February 24, 2009

21. • Blog
• Keep scanning online and offline for mentions
• Respond to comments on your own site and
others
• Offer an expert opinion to media outlets
• If your having a problem, blog it first
• Ask for your customers opinion/feedback on
new initiatives
Tuesday, February 24, 2009

22. PR is time
If you’re too busy or not
good at it, it’s worth
investing in professional
services
Tuesday, February 24, 2009

23. What to look for when hiring a PR
consultant...
• Chemistry
• Genuine interest/understanding of your
field
• Media Contacts
• Energy
• Flexibility
• Creativity
Tuesday, February 24, 2009

24. Questions I always get asked...
• If I don’t get any coverage do I still have to
pay?
• Why did the journalist print something
different to the press release?
• How much should I spend on PR?
• Do I have to pay a retainer?
• How can I control what people say about me
online?
• Have you any more?
Tuesday, February 24, 2009

25. Thanks for your
attention!
emily@emilytully.com
www.emilytully.com
www.linkedin.com/emilytully
Twitter @emilytully
Tuesday, February 24, 2009