An explanation of what tech-focussed PR firms like Third Hemisphere (www.thirdhemisphere.com.au) do for their clients, and what they are trying to achieve in the process. Delivered at Australasia's home of fintech and innovation, Stone & Chalk.

1. Lead the conversation.
Stone & Chalk Lunch & Learn:
Public Relations for
Tech Superstars:
What? Why? How?

2. Contents
Part 1
What do tech-focussed PR companies like Third Hemisphere
actually do?
Part 2
Do I need PR ever? Now? Agency vs DIY?

3. Lead the conversation.
Part 1: What do tech-focused PR companies like
Third Hemisphere do?

4. Lead the conversation.
We are: “A full-service public relations firm for innovators and thinkers who are breaking
new ground, and changing the world for the better.”
Our clients are: Tech start-ups & scaleups + incubators, accelerators, VCs, angel investors…
WHAT?

5. Lead the conversation.
Our clients’ PR goals might look familiar:
• Capital: Investors; grants
• People: Quality talent, partnerships
• Customers: Rapid adoption & scale
• Reputation: Create or change it, build trust & manage risk
• Thought leadership: Affect policy, guide or create discussion
WHY?

6. Lead the conversation.
1. Milestone announcements
2. “Created” news
3. Thought leadership editorials
4. Awards applications
5. Speaking engagements
HOW?

7. Lead the conversation.
Tactic 1: Milestone Announcements

8. Lead the conversation.
Tactic 2: “Created” News
Create industry discussion Engage customers

9. Lead the conversation.
Tactic 3: Thought Leadership or Consumer Editorials

10. Lead the conversation.
Tactic 4: Awards Applications

11. Lead the conversation.
Tactic 5: Speaking Engagements

12. Lead the conversation.
• Falling media revenues => constant state of flux
• Fewer journo’s, more tech companies
• Super wary of bullshit
So…
• Angles more important than ever before
• Different avenues for exposure should be explored
A word of warning: The current media landscape L

13. Lead the conversation.
Part 2:
PR or not yet? Agency or DIY?

14. Lead the conversation.
Q: Do I need an agency or should I do it myself?
Readiness check list
You • Business model relies on scale or volume
• Crowded and noisy marketplace
• Reputationally risky or trust-based segment
• True innovation requiring market education
• Portability / inertia effect
Your stage • Passed first “credibility” milestone
• You can afford it!
Your PR willingness • Actually value PR
• Willing to listen to advice on how to best achieve it
• Willing to voice an opinion and advance the industry as a whole (self serving only = X)

15. Lead the conversation.
• Track record in your industry
• Size
• Other clients – synergies?
• Subject matter experts
• Communication
• Connection
• Honesty – no bullshit!!!
Q: I need an agency! How do I choose one?

16. Lead the conversation.
• Try your luck!
• Scan the paper, find your sections, find your journo’s
• Get opinions, get writing, get on the phone
• Attend events and say hello (armed with your opinions)
• Pay for a one-off campaign – then pay attention
• Ask your founder friends for recommendations for when the time is right
Q: I don’t need an agency! What can I do instead?

17. Lead the conversation.

18. Third Hemisphere
Level 17, 115 Pitt Street, Sydney NSW 2000
M +61 (0) 452 523 117
T +61 (0)2 9231 2161
E hannah@thirdhemisphere.com.au
W www.thirdhemisphere.com.au