PR is important for crowdfunding campaigns as it can help generate publicity and momentum. The document provides tips for incorporating PR at different stages of a crowdfunding campaign, including planning PR early, creating high-quality content like photos and videos, strategically launching at optimal times, targeting relevant media contacts, and following up before and after launch to maximize coverage. The key is to integrate PR throughout the entire campaign process.

1. PR Strategies
For Crowdfunding

2. Why Does PR Matter?
PR is a flash in the pan
But it can ignite a fire
And while it won’t guarantee success
It can give you 15 minutes of fame
And push your campaign forward

3. When and How?
• PR and marketing go hand-in-hand
• Start planning for PR early
• Incorporate PR at every stage
• Allocate time, money, and people to PR

4. Craft a Strong Message
• What’s your product? (elevator pitch)
• What are your key features?
• What are your key differentiators?
Iterate until you get it right

5. Create Great Content
• Hire a photographer and videographer
• Take beautiful photos of your product
• Shoot a quality crowdfunding video (2 min)
• Edit a few 5-10 second teaser clips
Use this content for everything

6. Launch Strategies
• Don’t reveal too much ahead of time
• Have a teaser page (website)
• Reviews are always best (pre-production)
• Demos / briefings (prototype)
• Announcements / news are terrible
This is where planning for PR early pays off

7. Launch Date
• Be mindful of conflicts with other launches
• Be aware of conferences
• Tuesdays at 10AM PT are best
• Setup an embargo
• Don’t launch between Black Friday and CES

8. Launch Targets
Acquire or build a media list:
• Research coverage for similar products
• Identify publications and reporters
• Find contact info (*)

9. 2 Weeks Before Launch
• Message and content must be ready
• HW and SW must be ready
• Campaign and teaser page must be ready
• Reviewer guides and blog must be ready
• Start pitching the media under embargo
• Send review units or setup demos / briefings

10. 1 Week Before Launch
• Continue pitching the media under embargo
• Follow up on review units
• Do briefings / demos
• Make sure the media have all the content

11. 1 Day Before Launch
• Follow up with the media
• Make sure the media have final content
• Answer final questions

12. Launch Day
• Pitch any remaining media
• Start keeping track of media coverage

13. Days After Launch
• Media interest decreases as time passes
• Delayed coverage can be helpful
• Continue keeping track of media coverage

14. Questions?
Myriam Joire
tnkgrl@gmail.com