This document outlines public relations basics for startups to fuel growth and generate new business. It discusses the benefits of PR for startups and why they need it, including that PR is free, has a high return on investment, and allows companies to reach new and existing audiences. It also covers typical PR goals, strategies, tactics, and services including media relations, editorial calendars, story generation, thought leadership, awards programs, and working with industry analysts.

1. PUBLIC RELATIONS BASICS FOR START-UPS:
How To Fuel Growth & Generate New Business
America Means Business
June 15, 2012
Sandra Fathi Email: sfathi@affect.com
President Twier: @sandrafathi
Affect www.affect.com
www.techaffect.com © Affect
© Affect Strategies PROPRIETARY & CONFIDENTIAL Presented to Absolute Soware | May 29, 2009

2. © Affect Strategies PROPRIETARY & CONFIDENTIAL Presented to Absolute Soware | May 29, 2009

3. PUBLIC RELATIONS
BENEFITS
Why Start-ups Need PR
• FREE*
• High ROI
• Reach: new audiences and existing audiences
• Objective: third-party endorsement
• Rapid Results
© Affect PROPRIETARY & CONFIDENTIAL Presented at AMB | June 2012

4. PUBLIC RELATIONS
GOALS & OBJECTIVES
Typical PR goals and objectives:
• Raise awareness for company, products and services
• Drive demand for products and services
• Generate sales leads
• Increase website traffic
• Change/improve/maintain public perceptions
• Strengthen brand/customer loyalty
• Enter new market
© Affect PROPRIETARY & CONFIDENTIAL Presented at AMB | June 2012

5. PUBLIC RELATIONS
STRATEGIES
Typical PR strategies:
• Establish unique and sustainable messaging and positioning
• Develop compelling content for media consumption
• Build and maintain strong relationships with the media
• Secure positive media coverage for company, products and services
• Increase share of voice in market (against competitive offerings)
• Position company spokespeople as industry experts and thought
leaders
© Affect PROPRIETARY & CONFIDENTIAL Presented at AMB | June 2012

6. PUBLIC RELATIONS
SERVICES
Public Relations
Analyst Relations Media Relations
Award Programs Positioning & Messaging
Blogger Relations Speaking Programs
Content Development Thought Leadership
Customer Relations
© Affect PROPRIETARY & CONFIDENTIAL Presented at AMB | June 2012

7. PUBLIC RELATIONS
MEDIA RELATIONS
Foundation Materials
• PR Plan/Roadmap
• Press Kit
• Company Backgrounder/Overview
• Company Fact Sheet
• Executive Bios
• Product/Services Overview
• Media Lists
• Press Release Matrix
• Editorial Calendar
© Affect PROPRIETARY & CONFIDENTIAL Presented at AMB | June 2012

8. TACTICS
PUBLIC RELATIONS/
MEDIA OUTREACH
Keys to Understanding Media:
• Audience – Readers
• Responsible – Editor
• Motivated by - Scoop
• Deadline – Always On
• Knowledge – Mile Wide, Inch Deep
• Deals with Information, Sort Facts Later
• Needs Good Sources
© Affect PROPRIETARY & CONFIDENTIAL Presented at AMB | June 2012

9. PUBLIC RELATIONS
MEDIA LIST
Finding Relevant Media:
• Media list services (i.e. Cision,
Vocus, My Media Info, Bulldog
Reporter)
• Read the ‘byline’ on articles/
newspapers
• Read the ‘masthead’ on magazines
• Review competitive coverage
• Look online for editorial staff
listings/news submission pages
© Affect PROPRIETARY & CONFIDENTIAL Presented at AMB | June 2012

10. PUBLIC RELATIONS
MEDIA RELATIONS
© Affect PROPRIETARY & CONFIDENTIAL Presented at AMB | June 2012

11. TACTICS
MEDIA RELATIONS:
MILITARY/INTELLIGENCE
• Air Force Magazine
• Aol Defense
• Army Times
• Defense News
• Defense Tech Briefs
• FBI Law Enforcement Bulletin
• Homeland Security Today
• Military.com
• National Defense Magazine
• Navy Times
© Affect PROPRIETARY & CONFIDENTIAL Presented at AMB | June 2012

12. TACTICS
MEDIA RELATIONS: LAW
ENFORCEMENT
• Evidence Technology Magazine
• Government Computer News
• Law Enforcement Product News
• Law Enforcement Technology
• Officer.com
• Police
• Police and Security News
• PoliceOne.com
© Affect PROPRIETARY & CONFIDENTIAL Presented at AMB | June 2012

13. PUBLIC RELATIONS
EDITORIAL CALENDARS
Editorial Calendar Snapshot
© Affect PROPRIETARY & CONFIDENTIAL Presented at AMB | June 2012

14. PUBLIC RELATIONS
EDITORIAL CALENDAR
© Affect PROPRIETARY & CONFIDENTIAL Presented at AMB | June 2012

15. PUBLIC RELATIONS
STORY GENERATION
Market
Customers
Employees
CEO
© Affect PROPRIETARY & CONFIDENTIAL Presented at AMB | June 2012

16. PUBLIC RELATIONS
STORY GENERATION
Prospects
Customers
Influencers
Media
© Affect PROPRIETARY & CONFIDENTIAL Presented at AMB | June 2012

17. PUBLIC RELATIONS
PRESS RELEASE MATRIX
© Affect PROPRIETARY & CONFIDENTIAL Presented at AMB | June 2012

18. PUBLIC RELATIONS
THOUGHT LEADERSHIP
• Trending topic in news cycle • Breaking news
• Long shelf life • Short shelf life
• Has time for commentary • Needs immediate reaction/
analysis
© Affect PROPRIETARY & CONFIDENTIAL Presented at AMB | June 2012

19. PUBLIC RELATIONS
TREND INTERVENTION
Industry Trend Action
Mobile Apple vs. Android Compile balecard, develop
infographic
Mobile HTML 5 vs. Native Apps/HTML 5 Establish company POV, offer
Myths media spokespersons
Media Monetization of Mobile Content Create tip sheets/press release
Banking Mobile Payments & NFC Develop byline article abstracts on
topic
Retail Holiday 2012/2013 Forecast Develop research survey/gather
statistics for media
© Affect PROPRIETARY & CONFIDENTIAL Presented at AMB | June 2012

20. PUBLIC RELATIONS
TREND INTERVENTION
© Affect PROPRIETARY & CONFIDENTIAL Presented at AMB | June 2012

21. PUBLIC RELATIONS
STORY HIJACKING
In April 2010 a volcanic eruption in Iceland le thousands of travelers on standby in
airports, many of whom were on business travel. As part of its strategy to
communicate with professionals around Regus’ flexible workspaces, Affect
conducted a story hijacking campaign to offer tips to business travelers on how to
work effectively while stranded.
Affect garnered more than 200 placements in Regus’ target publications as a
result of the media relations program during the volcanic eruption. Additionally,
Regus identified a 9% spike in its U.S. video conferencing services during this time.
© Affect PROPRIETARY & CONFIDENTIAL Presented at AMB | June 2012

22. PR STRATEGY
BYLINE ARTICLES
Keys to Success:
• Relevant/Topical
• Objective
• News-worthy
Sample Byline Topics:
• Taking the Mobile Leap: Five Things Every Small Company Should Know
• Agile in the Cloud: What it Means and How to Achieve Success
• Top 10 Characteristics of a Highly Successful Agile Team
• So You Want to Adopt a Continuous Delivery Model, Now What?
• Outsourcing vs. Insourcing: Finding a Development Partner That Can Adapt to
Your Company Culture & Deliver Stellar Work
© Affect PROPRIETARY & CONFIDENTIAL Presented at AMB | June 2012

23. PUBLIC RELATIONS
BYLINE ARTICLES
Process:
• Read editorial section or FAQ on website
• Search for the topic ‘byline articles’
• Examine other articles and their authors
• Just ask
• Write an abstract on the topic/s you can provide expertise on
• Secure the opportunity
• Write (According to guidelines)
• Get published!
© Affect PROPRIETARY & CONFIDENTIAL Presented at AMB | June 2012

24. PUBLIC RELATIONS
AWARDS PROGRAM
Sample Industry & Business Awards
Date Award
March BlackBerry World Wireless
Leadership Awards
March The American Business Awards
April Mobile Merit Awards
May WSJ Technology Innovation Awards
(Submied)
June Mobile Star Awards
*Antenna won in ‘mobile banking’ & ‘success story’ categories in 2010
September Mobile Excellence Awards
November Andrew Seybold Choice Awards
*Antenna named finalist in 2010
December Crunchies Awards
© Affect PROPRIETARY & CONFIDENTIAL Presented at AMB | June 2012

25. PUBLIC RELATIONS
AWARDS PROGRAM
Process:
• Review Editorial Calendars for key industry
publications
• Review competitor websites/awards
• Internet searches for business awards
• Develop calendar/matrix
• Establish a budget
• Submit according to exact criteria
• Bask in the glory of your new award!
(i.e. Leverage it for sales and marketing)
© Affect PROPRIETARY & CONFIDENTIAL Presented at AMB | June 2012

26. PUBLIC RELATIONS
SPEAKERS PROGRAM
Process:
• Search for industry conferences (1 year prior)
• Develop calendar of deadlines/submission process
• Develop Speaking Abstracts (Typically 100-250 word descriptions)
Types of Sessions: Event Date & Location
Computerworld Open Source May 21-22, 2012
• Workshops Business Conference (OSBC) San Francisco, CA
June 4-6, 2012
San Francisco Agile
• Panels San Francisco, CA
June 10-15, 2012
Better Software Conference West
• Educational Las Vegas, NV
October 11-12, 2012
Agile Business Conference
• Case Studies London, UK
November 4-6, 2012
Agile Development Conference East
Orlando, FL
• Develop speaker bio
• Submit according to process and follow up
© Affect PROPRIETARY & CONFIDENTIAL Presented at AMB | June 2012

27. PUBLIC RELATIONS
INDUSTRY ANALYST
RELATIONS
Keys to Understanding Analysts:
• Audience – Clients
• Responsible – P & L
• Motivated by - Fame
• Deadline – Has Time
• Knowledge – Mile Deep, Inch Wide
• Deals with Facts, Statistics, Data
• Needs Good Information
• Provides industry feedback and insight into competitive offerings/pain points
© Affect PROPRIETARY & CONFIDENTIAL Presented at AMB | June 2012

28. PUBLIC RELATIONS
ANALYST RELATIONS
Process:
• Identify relevant analyst firms (Internet searches, quoted in articles)
• Identify relevant individual analysts within each firm
• Examine website/speak with sales to understanding briefing request process
• Prepare analyst deck/briefing materials according to analyst firm guidelines
• Request/establish briefing (typically 6-8 weeks advance notice unless breaking
news)
• Understand how information will be used/published
• Understand future ‘rules of engagement’ with the firm
© Affect PROPRIETARY & CONFIDENTIAL Presented at AMB | June 2012

29. PUBLIC RELATIONS
STRATGIC PLACEMENTS Radio, Television, Print &
Online
Advertising or PR?
• Payment for services not for real-
estate
• Media must ‘agree’ to accept content
• Content is editorial in nature – not
commercial
• Spokespersons positioned as
‘experts’
• Product placement in context
© Affect PROPRIETARY & CONFIDENTIAL Presented at AMB | June 2012

30. PUBLIC RELATIONS
STRATEGIC PLACEMENTS
Types:
• SMT – Satellite Media Tour (Broadcast Television)
Dedicated or Co-op
• RMT – Radio Media Tour
• Feature Release
Benefits:
• Guaranteed** coverage
• Significantly cheaper than advertising
• Immediate impact
• Beer control of message/content
© Affect PROPRIETARY & CONFIDENTIAL Presented at AMB | June 2012

31. PUBLIC RELATIONS
DIY OR PR FIRM
Considerations:
• Financial and human resources
• Expertise in the arena
• Product knowledge
• ‘Connections’
• Strategy, ideation, content creation and execution
• Dedicated program
© Affect PROPRIETARY & CONFIDENTIAL Presented at AMB | June 2012

32. PUBLIC RELATIONS BASICS FOR START-UPS:
How To Fuel Growth & Generate New Business
America Means Business
June 15, 2012
Sandra Fathi Email: sfathi@affect.com
President Twier: @sandrafathi
Affect www.affect.com
www.techaffect.com © Affect
© Affect Strategies PROPRIETARY & CONFIDENTIAL Presented to Absolute Soware | May 29, 2009