This document provides strategies for start-up communications. It discusses how strategic communications can help startups accelerate potential success, prepare for gaining media coverage, and be ready when opportunities arise. The document emphasizes treating the media as a first market by sharing your story across various platforms. It also notes that pitching should be replaced with storytelling and that startups should think of themselves as media companies by creating and distributing their own content.
Above The Code (TM) Story Telling & Branded Content - : TechLoft / Tel Aviv...Alan Weinkrantz
U.S. Public Relations Consultant, Alan Weinkrantz' nsights on Story Telling and Branded Content Strategies for 2013.
Weinkrantz's core premise of the discussion will be based on studying and playing music for the last 50 years, with his belief sets about music being the original code with great story telling.
What Weinkrantz sees today in most startups is great code, great UI and little and generally no story telling. He will discuss the art of story telling in the context of a building and sustaining a startup and its role in adding value to a company.
Visit: http://www.alanweinkrantz.com or email Alan - alan@weinkrantz.com
Story telling, having a voice, and the on-going narrative is a reflection of the startup's heart and soul. It also becomes the body of work which will help the startup recruit talent, gain investors, attract customers, build partnerships and be discovered by the media. It is the later that he will focus on. This discussion will not be about how to pitch media, but rather, how to prepare yourself to best work with the media by having not only a great product or service, but a body of work that will separate you from your competitors.
Above The Code (TM) Story Telling & Branded Content - : TechLoft / Tel Aviv...Alan Weinkrantz
U.S. Public Relations Consultant, Alan Weinkrantz' nsights on Story Telling and Branded Content Strategies for 2013.
Weinkrantz's core premise of the discussion will be based on studying and playing music for the last 50 years, with his belief sets about music being the original code with great story telling.
What Weinkrantz sees today in most startups is great code, great UI and little and generally no story telling. He will discuss the art of story telling in the context of a building and sustaining a startup and its role in adding value to a company.
Visit: http://www.alanweinkrantz.com or email Alan - alan@weinkrantz.com
Story telling, having a voice, and the on-going narrative is a reflection of the startup's heart and soul. It also becomes the body of work which will help the startup recruit talent, gain investors, attract customers, build partnerships and be discovered by the media. It is the later that he will focus on. This discussion will not be about how to pitch media, but rather, how to prepare yourself to best work with the media by having not only a great product or service, but a body of work that will separate you from your competitors.
Strategic Public Relations and Personal BrandingAlan Weinkrantz
Alan Weinkrantz presentation to Students at Trinity University on Strategic PR and Personal Branding. Presentation includes discussion case study of Denim Group, founded by 2 Trinity Univ. alumni
Strategic Public Relations & Personal BrandingAlan Weinkrantz
Alan Weinkrantz presentation at Trinity University of Strategic Public Relations, Social Media and Personal Branding.
Presentation includes a brief case study of client, Denim Group, of which two of its founders are Trinity Alumni
Things Every Designer Should Know About Creating for Devicespaultrani
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Make or break your nonprofit the art and science to revamping your communicat...FirstGiving
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Collaboration, Publications, Community: Building your personal tech brandDr Janet Bastiman
Expanded slides from the talk given at the Tech Women London Meetup group https://www.meetup.com/Tech-Women-London/ on 29th August 2017
"Wordy" slides are additions. The blue quote slides were most of the original presentation.
StoryStack- The Role of PR and Branded Journalism for Education - Focused sta...Alan Weinkrantz
Please view: http://www.kpcb.com/internet-trends and go to slide # 24 - 28 ... focused on the opportunities in the education space. This report just came out and is an annual study that is highly regarded. I am going to use some of in my presentation. Education is a wonderful thing and all, but it's also a huge, global market opportunity
Above the Code: Principles of Startup Communications : Enterprise greece - Co...Alan Weinkrantz
Rackspace Brand Ambassador to Israel, Alan Weinkrantz, share insights through his "Above The Code" method, with a focus on Greece's startup and innovation economy. Many of these companies are involved the the semiconductor and micro-electronics industry.
How to Design your Startup`s Communication StrategyPoderomedia
Here are some tips from Poderomedia Academy that can help you understand how Journalists think and work, so you can tailor your messages to Media needs and get the coverage you need.
At Poderomedia we are journalists, designers and programmers. We work with Media and Civic Media organizations. We also train at Poderomedia Academy.
Presentation to the heads of all Jewish organizations in San Antonio, Texas on my experience and insights of living and working in Israel's startup and innovation ecosystem from Nov 2014 to January 2016.
Strategic Public Relations and Personal BrandingAlan Weinkrantz
Alan Weinkrantz presentation to Students at Trinity University on Strategic PR and Personal Branding. Presentation includes discussion case study of Denim Group, founded by 2 Trinity Univ. alumni
Strategic Public Relations & Personal BrandingAlan Weinkrantz
Alan Weinkrantz presentation at Trinity University of Strategic Public Relations, Social Media and Personal Branding.
Presentation includes a brief case study of client, Denim Group, of which two of its founders are Trinity Alumni
Things Every Designer Should Know About Creating for Devicespaultrani
In this brave new world of web standards, mobile devices and tablets, what do you need to know to be successful as a designer? In this session I gave at Webvisions NYC I demystify the technology alphabet soup of UX, UI, CSS, HTML5, jQuery Mobile, Sencha Touch, and Appcelerator so you can boldly execute on your next project (or at least sound really smart in meetings).
Make or break your nonprofit the art and science to revamping your communicat...FirstGiving
Communicating your nonprofit's message is both an art and a science. In this webinar, learn best practices on how to organize an email, social media post, and an advertisement. Learn how to make your message stick with your supporters so they will do your promotion for you.
Collaboration, Publications, Community: Building your personal tech brandDr Janet Bastiman
Expanded slides from the talk given at the Tech Women London Meetup group https://www.meetup.com/Tech-Women-London/ on 29th August 2017
"Wordy" slides are additions. The blue quote slides were most of the original presentation.
StoryStack- The Role of PR and Branded Journalism for Education - Focused sta...Alan Weinkrantz
Please view: http://www.kpcb.com/internet-trends and go to slide # 24 - 28 ... focused on the opportunities in the education space. This report just came out and is an annual study that is highly regarded. I am going to use some of in my presentation. Education is a wonderful thing and all, but it's also a huge, global market opportunity
Above the Code: Principles of Startup Communications : Enterprise greece - Co...Alan Weinkrantz
Rackspace Brand Ambassador to Israel, Alan Weinkrantz, share insights through his "Above The Code" method, with a focus on Greece's startup and innovation economy. Many of these companies are involved the the semiconductor and micro-electronics industry.
How to Design your Startup`s Communication StrategyPoderomedia
Here are some tips from Poderomedia Academy that can help you understand how Journalists think and work, so you can tailor your messages to Media needs and get the coverage you need.
At Poderomedia we are journalists, designers and programmers. We work with Media and Civic Media organizations. We also train at Poderomedia Academy.
Presentation to the heads of all Jewish organizations in San Antonio, Texas on my experience and insights of living and working in Israel's startup and innovation ecosystem from Nov 2014 to January 2016.
In a stressed economy, marketing budgets are usually the first to feel the pinch. When times are tough, companies are forced to re-evaluate their current marketing campaigns and increasingly demand higher ROI from their marketing teams. When executed in a thoughtful manner, investing in traditional public relations can have a dramatic effect on your brand’s bottom line.
Want to learn how traditional and emerging public relations tactics can affect your bottom line? AJ Gerritson, 451 Marketing Founding Partner, will outline the key elements of a well-planned and integrated public relations campaign in this free webinar. Attendees will gain an understanding of how to leverage both traditional and digital public relations tactics to reach their target audience and increase their bottom line.
Creating an effective PR foundation and strategies Hariom Sharan
In this fast paced workshop, you will understand what elements are required to create successful PR strategies. We’ll cover from foundation to measuring PR impacts. Few successful examples of PR strategies also will be shown at the end of the workshop
A presentation about social media given at Comms Week Cal State Fullerton CA to PR students. Information on social media and why PR students need to learn social media as part of their PR course.
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In this interactive session you learn:
* PR in the realm of technology
* Credibility of PR versus other marketing vehicles
* The difference between media and influencer communications
* Making and communicating news
* Critical success factors for effective PR
* How and when to use PR in a strategic product launch
* How and when to use a PR agency and how best to evaluate their offering.
Part of the MaRS Best Practices Series. More information here: http://www.marsdd.com/events/details.html?uuid=8d2f09eb-064e-428a-af83-fe29b8503d63
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Meerkat and Periscope are experiencing exponential growth. Since their launch in March, the two apps have seen over 1.5 million live streams. We detail best practices for video streaming so that you can get the most benefit out from these two growing social platforms.
Social allows you to listen to (potential) customers’ needs and experiences. We want to help you join this social revolution so here are a few handy tips, tricks and presentations to get you up to speed.
4 Deadly Mistakes Most Startups Make When They LaunchRoss Simmonds
Wondering how to launch your startup? The first step to having a successful startup launch is understanding the mistakes that most startups make so you can avoid them. In this presentation, you're going to learn the most popular mistakes that startups make and how you can avoid them.
Above The Code - Successful Startup Communications StrategiesAlan Weinkrantz
Sponsored by Rackspace Hosting's Startup Program, Tech PR and Startup Communications advisor, Alan Weinkrantz, shares his insights and 5 key ways to get your communications mojo on for 2015. Presentation given at the HAC - Accelerator in Herzliya, Israel on December 23, 2014
Above The Code - Successful Startup Communications Strategies for 2015Alan Weinkrantz
Tech PR / Startup Communications Advisor, Alan Weinkrantz shares insights on five simple ways to help you in your startup's PR / Communications plans for 2015
Learn how to pitch your little startup heart out and actually get somewhere with the media peeps!
Join tech journalist Erica Swallow for an overview of how to interact with tech media as a startup. You'll learn the basics of PR for startups, including how to engage and build relationships with the media, how to craft a press release, top tips for writing an awesome email pitch, what "exclusive" and "embargo" mean, which assets are useful for journalists and what not to do. This class will also include a number of case studies from recent pitches that Erica has received. She will show you a behind-the-scenes look at how she was pitched and where each pitch led. Of course, questions are welcome, so bring your queries and a notebook for taking down your top learnings!
Learn more about Erica's class on Skillshare: http://www.skillshare.com/PR-for-Startups/2036846353
Social Media in Business - Best Practice for EntrepreneursAmar Trivedi
On Thursday 5 April, 2012, I was invited by the New Zealand Centre for Social Innovation (NZCSI) as a Social Media - Expert Witness to present to the Class of 2012 at Social Entrepreneurs School (SES) at Ko Awatea Centre, Auckland.
I had the honour of giving an introductory 90 minute session on Social Media in Business - Best Practice for Entrepreneurs. I titled it Social Media for SOLO-preneurs i.e. entrepreneurs (usually 1-2 person teams) armed with heaps of passion and a business plan to go with it.
I created this presentation mainly in the hope it inspires small businesses and professionals to get started, have a play and explore the vast possibilities (or switch up a marketing gear and take it up a notch or two) with social media.
Q - Who is a Social Entrepreneur?
A - "Social entrepreneurs act as the change agents for communities and society, developing ideas and new approaches, creating and implementing solutions to social problems that change society for the better."
Social Media for Financial Services Providers: How to Engage with IFAs and F...Philip Calvert
How Financial Services brands: life, pension, investment and protection providers can use Social Media, LinkedIn and conversational marketing to engage with IFAs and financial advisers online.
Contact Philip Calvert for information on conference speaking, in-house training and consultancy for Financial Services and regulated industries.
http://www.philipcalvert.com and http://www.ifalife.com
Start your Blog Camp experience off by hearing from content creator and lapsed journalist, Jeff Cutler. He’s been creating messaging, blog posts, videos, photos and even podcasts for companies and individuals for decades. If you recognize the names Brookstone, UNO’s, Ford Motor Company, Fidelity Investments, IDG, Google and Adobe, you’ve got a taste of the caliber of businesses who have hired Jeff to help with their communications.
In this keynote – aside from reminding you to drink your coffee, charge your devices and enjoy yourself – Jeff will try to work you into a frenzy with new methods for looking at the content you already have right in front of you.
People are increasingly mobile and ridiculously distracted. Take control of their eyeballs with content that’s interesting, valuable and fun. Learn the easiest way to get a blog post written; the right way to connect with mainstream media; the most important element about your videos; and much more. Finally, you’ll go away with a few strategies that will help you work more efficiently, examples of the companies that do content right, and an equipment list of the gear you can rely on when crafting your own content.
This session is worth the price of admission…come armed with your questions, too as Jeff will do his best to solve your challenges.
Rackspace Brand Ambassador to Israel, Alan Weinkrantz, shares his insights from living and working in Israel and looking at how to connect San Antonio and Startup Nation.
Above The Code: 10 Principles of Startup CommunicationsAlan Weinkrantz
Presentation at Tel Aviv University - during TAU Innovation Conference - 10 principles of startup PR by Rackspace's Brand Ambassador to Israel, Alan Weinkrantz
Alan Weinkrantz, Rackspace’s Brand Ambassador to Israel, shares his insights on Israel’s startup and innovation economy at Café Commerce / San Antonio.
Weinkrantz has traveled to Israel more than 50 times in the last 20 years and has just returned from an initial four month engagement to introduce and promote the Rackspace Startups program. Israel is now the world’s second largest startup ecosystem after Silicon Valley and ranked. He returns to Israel April 4.
Weinkrantz is a contributing columnist to "The Times of Israel" and "Geektime," where he covers the narrative of the startup economy.
In this talk Weinkrantz will shares his insights, compelling facts, photography and his view of how and why Israel has become a startup and innovation economic power house that last year saw over $3 billion in startup exits.
SXSW 2015 - When New Businesses Launch at The Public LibraryAlan Weinkrantz
As a public center for learning, research and discovery, how can we advance and find new purposes and missions for the public library?
The San Antonio Public library embarked on a new initiative to create Cafe Commerce – a 10,000 square foot resource and learning center focused making entrepreneurship easier, and to strengthen the support infrastructure for small business owners. In collaboration with Accion Texas, the nation's largest microlender, Cafe Commerce was created and launch in June 2014.
Licensing content and programming from The Kaufman Foundation, as well as creating its own events and tapping into local mentors, Cafe Commerce became a center for new business creation and inspiration.
In this fireside chat, Alan Weinkrantz will interviewed Cafe Commerce President, Peter L. French, on lessons learned, best practices, and how other libraries can create similar resource centers focused on startup and entrepreneurial ecosystems in their community.
Tech PR / Startup Communications Advisor, Alan Weinkrantz, shares his insights and methods on how early stage startups can begin to employ pre-launch activities aimed at the media, bloggers and analysts.
StoryStack - The Role of Narrative and Story Telling in Your Startup. Alan Weinkrantz
You have your technology stack. But do you have your story stack? Learn about the five critical elements in building your StoryStack. Presented during New Orleans Entrepreneur Week - The Idea Village / New Orleans - March 26, 2014
Alan Weinkrantz shared his insights with students at The University of the Incarnate Word (San Antonio) on the concept of branded journalism, and how students should prepare themselves with their own body of work in advance of graduating.
Technology Public Relations Consultant, Alan Weinkrantz, presents his views on how to approach the first steps in building your personal brand. For the purpose of this presentation, it's based on building your personal brand starting with being at Geekdom. For non-Geekdom members, the same principles apply.
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Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
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This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
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Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
2. PLEASE CHECK IN
SHOW SOME LOVE...
•@techloft
•facebook.com/techloft
3. ABOUT
• 30 years - yup, I am an old school PR guy :)
• Based in San Antonio, TX
• Frequent traveler to Israel - 6th trip in the last 12 months!
• Works with Jeff Pulver on State of NOW -#140Conf & Israel
initiatives
• Involved with Israel’s traditional tech sector for the last 18 years
4. Life in three labs....
pulver
geekdom techloft
ecosystem
www.geekdom.com
5. WHO’S IN THE ROOM?
• Five startups... chime in - 30 seconds each
• Show of hands....
• service providers / consultants
• startups
• funding
• looking for partners / job hunting
• previous exits?
6. NOTES...
• This presentation will be online tomorrow....
• alanweinkrantz.com
• slideshare.net/alanweinkrantz
7. GOALS FOR TODAY
• How Strategic Communications can...
• be applied as an element of your R&D and development strategies
• help you accelerate the potential for success
• prepare your company for gaining coverage
• prepare your company for being discovered
• be ready when you are found
• learn how to market to the media
8. WHAT’S ON YOUR MIND?
• Leaving room open for time for questions, issues, challenges....
9. THE MEDIA IS
YOUR FIRST
MARKET
to share and tell your story
10. The Media is Your Customer....
bloggers
you the &
analysts end
enter-
users
prise
media
11. I’M NOT READY FOR THIS...
• WTF is a PR person doing in the room?
• Most of you in the room are not ready for this
•Istrongly advise you against doing “PR” until it makes business sense,
or you have the bandwidth to do so (your mileage may vary)
12. GOOD NEWS :)
• Very low cost / no cost to create a start-up
• Big Idea
• Core team
• Strong will
• Servers / hosting
• Coding
13. BAD NEWS :(
• Someone in Jerusalem, NY, Austin, SF, Singapore, Mumbai is thinking
the same thing as you are :(
• Hard to have a defensible position
• Hard to protect your IP
14. QUALITIES THEN...
• Strong Intellectual Property
• Defensible technology
• Strategic investors like Intel, Microsoft, Cisco, Motorola
• VC funded
• Office in U.S. for business development
15. QUALITIES NOW
• No Intellectual property
• Nothing really defensible
• Strategic investors & partners - Google, Yahoo, AT&T, MTV, Jeff Pulver
• No funding, or angel, micro, friends & family funding
• Easyto run a virtual company... no real address, but a U.S. / European
presence from a co-working space and an IP phone number
16. THE WORLD AS WE KNEW IT
• Hardware
• Software
Go to School
• Telecom Army
Travel Year
• Security Go to University
• Bio
Go to Work
Sciences
• Medical Devices
17. THE WORLD AS WE KNOW IT
• Hardware School
Start-Up
• Software Army
Start-Up
• Telecom Travel Year
Start-Up
• Security University
Start-Up
• Bio Sciences Work
• Medical Devices
18. Thought Story
leadership
Design wins “BRAND” Scale
Industry
Standards
19. THEN...
• OEM •
• Design Win
• Industry Standards
• Licensing
• Thought Leadership
20. Outbound / Inbound Strategy
Outreach to media
pick me
Being found by the media
find
me
21. PR in the past.....
company agency media
company analysts
22. WHAT I BELIEVE
• 12 Fundamental Belief Sets
• Not everything I do always works
•I do this for me. I do this for clients.
• There’s always exceptions to the rules
• Discussion is based on a combination of experience and principles
24. #1 - STOP PITCHING
• Start story telling
• Yourpitch helps clarify / define
what you do, but really sucks as
a way to get coverage
25. #2 - YOU’RE REALLY A MEDIA
COMPANY THAT....
•Create and make media • Pinterest
so you’ll be discovered, • Instagram
found and shared
• Cinchcast
• YouTube
• SoundCloud
• Twitter
• Google Plus
• Facebook
• LinkedIn
• Blog
26. #3 UNDERSTAND THE
DIFFERENCES BETWEEN BEING...
being
discovered and
• Discovered - random
being found
• Found
increases your
- search
chances of
sharing
27. #4 IT’S NOT ABOUT YOU
• How do you help others do
something in a compelling way
you could not do before
28. #5 BE HUMAN
• Get off your perch and write
like you would speak
• Conversewith your potential
market wherever they are
29. #6 LIKE MINDED PEOPLE TEND
TO FIND EACH OTHER
• Givethem a place to connect
and share their story
30. #7 HAVE A MISSION
• We’re out to make __________ better
• We want to help _____ do _______
• We want to help others the opportunity to ________
• We’re connecting _______ with ______ so they can ________
• Make it easier to ____________
• Have your voice be heard about _________
31. #8 THINK LIKE A SOCIAL
DEMOGRAPHER
• The potential to collect Big Data means you have something of
incredible value to a potential partner, investor, or brand
• Gives you a better chance of a lift when an exit may present itself
• Bigdata lends itself to infographics, which contributes to your thought
leadership and a great way to get media coverage
32. spark -
what if?
technology platform
story... narrative to
real value
engagement
BIG DATA
Lift towards an exit... (c) Alan Weinkrantz
33. #9 PUT IT OUT THERE
• You never know who is going to find your content and engage
• You don’t have to have high quality production values to do this
• Hardware is cheap. Tools are free. Tons of creatives to help you
34. #10 DRAW, PAINT,
PHOTOGRAPH, ROCK OUT
• Do something or learn to do
something creative other than
working on your startup
• Itwill re-wire your brain in an
unexpected way
my drums circa 1968
35. #11 IT’S NOT ALWAYS
REPLICABLE
• Justbecause one strategy or
tactic worked for one company
does not mean it will work for
another
36. Case Studies Are Bullshit
WSJ
CNN
TechCrunch
GigaOm Financial Times
Pando
Daily Good Morning America
NY Times
Gizmodo
BusinessWeek
eWeek
Computerworld
Wired
38. #12 GET LUCKY
• Go wide
• Get lucky
• Runwith it when you strike a
chord
39. THE MIND OF A DEVELOPER
• Focus on...
• functionality
• application
• utilitarian value
40. MYTHS
• Youhave to “know” the
journalist
• Much of this you can do yourself
41. CONSUMERIZATION OF IT
The shift from
• Journalists
aren’t just reporting just reporting
on the news about a product, about
platform or technology, they are
using them for their own technology, to
personal use actually using it
42. CONSUMERIZATION OF IT
NY, LA, SFO are
• Journalists, andespecially
a center, but not
bloggers live at the end of their the center for
IP connection and many travel meeting the
extensively.
media
43. CONSUMERIZATION OF IT
Blogs are a vital
• Many mainstream journalists part of the
source, or verify emerging trends media coverage
by sourcing story ideas from
blogs. supply chain
44. PLAN....
• Postand write relevant content • Read and comment on relevant
so you can be a source to media articles without being self
on your field of expertise promotional.
• Develop & publish infographics • Askend user / beta customers if
you can share you can refer to them to media
• Follow a wish list of 20 • Follow editorial calendars
journalists you think should
cover you
45. PLAN FOR PR
• Ifyou follow some of these basic • Get everyone on your team to
principles, you’ll be further make this part of their regimen
ahead. as it will make them aware of
the opportunities that await you
• This process takes at least six when you are ready.
months to one year to really get
on a journalist’s radar and be • Bring
up PR in your team
sticky meetings in a “what if...” scenario.
Be Ready For PR So You Can Succeed