The guide is dedicated to PR managers and specialists responsible for communications in their organizations. We hope you will find here answers for all, or most of your questions regarding PR – techniques, activities, prices etc. – and this text will help you to successfully set up, run and develop your communication, both in your home countries and on markets where you choose to scale up.
Step-by-step guide to writing media pitches to gain press attention, getting your brand noticed, and measure public relations success without the PR flack. Especially relevant for the tech and startup industry, but with key insights for B2B and B2C consumer brands. Includes key steps to writing a great pitch, sample templates and common missteps.
Also features quick tips on how to measure PR success by utilizing coverage tracking, mentions, Google Analytics, and branded searches.
More information at: www.pinegrovepr.com
Want to get in touch?
ashley@pinegrovepr.com
Written and published by Pinegrove Public Relations, Seattle, WA, all content belongs directly to PPR.
This document provides tips and strategies for startups to conduct public relations on a limited budget. It discusses the importance of defining the company's vision, mission and values before pursuing PR. It also covers determining PR goals, identifying target media outlets, finding journalists to pitch, crafting compelling story angles, and following up effectively after a pitch. The document emphasizes having a quality product, conducting user testing, and networking within the media and startup communities to help gain press coverage. It aims to equip startups with the tools and strategies needed to maximize their PR efforts.
The Beginners Guide to Startup PR #startupprOnboardly
This document provides an overview of public relations strategies for startups. It discusses defining PR goals, researching target journalists, crafting effective pitches, and building relationships over time. The key lessons are to focus on developing genuine connections with journalists through engaging conversations rather than one-time pitches, and positioning your startup as solving a real problem for readers in order to attract media coverage.
Christian Grey has certainly taught us something about PR and we've laid it all out in this presentation. Here are 52 facts about Public Relations you should know for your small business or startup.
Content Marketing Detox: How to Beat the BulgeOnboardly
Content marketing is a beast. It takes time, money and precious resources to do it well. Here we teach you how to beat the bulge and how to detox your content marketing strategy (or lack there of).
Where does creativity come from? Explore then inspire your content marketing with quotes and tips from Content Marketing World keynote speaker John Cleese and other creative innovators.
The assistant spent their day conducting various planning activities including qualitative research, attending client meetings, developing brand strategies and creative briefs, and reviewing projects. They worked both independently and collaboratively with clients and colleagues. The activities covered both traditional and digital work involving both client projects and new business pursuits.
Step-by-step guide to writing media pitches to gain press attention, getting your brand noticed, and measure public relations success without the PR flack. Especially relevant for the tech and startup industry, but with key insights for B2B and B2C consumer brands. Includes key steps to writing a great pitch, sample templates and common missteps.
Also features quick tips on how to measure PR success by utilizing coverage tracking, mentions, Google Analytics, and branded searches.
More information at: www.pinegrovepr.com
Want to get in touch?
ashley@pinegrovepr.com
Written and published by Pinegrove Public Relations, Seattle, WA, all content belongs directly to PPR.
This document provides tips and strategies for startups to conduct public relations on a limited budget. It discusses the importance of defining the company's vision, mission and values before pursuing PR. It also covers determining PR goals, identifying target media outlets, finding journalists to pitch, crafting compelling story angles, and following up effectively after a pitch. The document emphasizes having a quality product, conducting user testing, and networking within the media and startup communities to help gain press coverage. It aims to equip startups with the tools and strategies needed to maximize their PR efforts.
The Beginners Guide to Startup PR #startupprOnboardly
This document provides an overview of public relations strategies for startups. It discusses defining PR goals, researching target journalists, crafting effective pitches, and building relationships over time. The key lessons are to focus on developing genuine connections with journalists through engaging conversations rather than one-time pitches, and positioning your startup as solving a real problem for readers in order to attract media coverage.
Christian Grey has certainly taught us something about PR and we've laid it all out in this presentation. Here are 52 facts about Public Relations you should know for your small business or startup.
Content Marketing Detox: How to Beat the BulgeOnboardly
Content marketing is a beast. It takes time, money and precious resources to do it well. Here we teach you how to beat the bulge and how to detox your content marketing strategy (or lack there of).
Where does creativity come from? Explore then inspire your content marketing with quotes and tips from Content Marketing World keynote speaker John Cleese and other creative innovators.
The assistant spent their day conducting various planning activities including qualitative research, attending client meetings, developing brand strategies and creative briefs, and reviewing projects. They worked both independently and collaboratively with clients and colleagues. The activities covered both traditional and digital work involving both client projects and new business pursuits.
The Ultimate Guide to Creating Inbound Marketing Buyer PersonasSmartBug Media
Personas are the anchor or any inbound or content marketing campaign. With this guide you will learn 75 questions to accelerate and refine your persona develop, and you help you start marketing smarter.....faster!
Journey Mapping for Marketers & Makers by Caitlin Vlastakis Smithcaitvsmith
This document provides an overview of journey mapping for marketers and product makers. It discusses what journey mapping is, its benefits, and outlines an 8 step process for conducting a journey mapping session: 1) state your intent, 2) bring qualitative research, 3) get the right people in the room, 4) define personas, 5) plot the customer experience, 6) locate pain points, 7) surface opportunities, and 8) assign action and ownership. The document emphasizes that journey mapping cultivates empathy, builds strategic alignment, and surfaces opportunities to reduce customer friction.
Best Marketing Advice - 100 Global Experts Share Their Career WisdomHeidi Cohen
Start building relationships now by following people in your dream jobs on social media and eventually meeting them for coffee. Develop your personal brand by thinking of yourself as a product and focusing on what sets you apart. Learn how to write well as it is an important skill for marketing careers and will help you stand out.
31 Must-Read Social Media Marketing ArticlesBarry Feldman
Social Media Examiner rounds up its leading bloggers and media experts to list and comment on the year's most useful articles on social media marketing.
Learn a 3 step process that will make people looking at your website, turn into actual paying customers. Despite what they may think, startups don't have an exposure problem, they have a conversion problem.
Creative Traction Methodology - For Early Stage StartupsTommaso Di Bartolo
The document discusses the Creative Traction Methodology (CTM) for gaining traction for new products and ideas. CTM has three parts: 1) The Idea Release Life Cycle which emphasizes validating ideas before development and engaging communities early. 2) Ransack Tools which means leveraging new growth hacking strategies and tools. 3) Act Creatively which involves lateral thinking with no biases to attract niche audiences and validate assumptions through experimentation. The document provides examples and case studies for applying each part of CTM.
How To Focus On The Big Picture
As a businessperson, you should not allow the paltriness in your mind to get the better of you. You should not confine yourself to thinking about petty things. What you need to think about is the big picture.
This is where you strategize, foresee and plan things to implement today so that the future of your business is stabilized.
If you only think about your current expenses and the present scenario of your business, then you are going to be stuck in the rut for a very long time. If you want you take your business to a wider clientele and really prosper with it, then you need to think about the big picture.
Gerald
gerald-pilcher.com
Content Marketing Hacks That Will Help You Stand OutRoss Simmonds
Keeping content fresh, exciting and bringing back visitors is a challenge for all businesses. Startups, government bodies and Fortune 500 companies all struggle with keeping their content compelling and unique. It’s definitely industry and team dependent, but it’s a challenge that can often be resolved with a few fresh content marketing hacks. Here are a few hacks that will help you stand out.
The creative brief is the foundation for any creative project and should not be a cursory piece of communication. It has several specific purposes: to outline objectives, provide all pertinent project information, keep everyone on the same page, and act as an anchor for every stage of the creative process. The brief should include details about the client, team, creative strategy statement, key facts, primary advertising problem, communication objectives, target market, primary competition, key consumer benefit, support or reason why, tone statement, and mandatories/limitations. The brief should assume the team knows nothing, highlight the core problem being solved, strike a balance of including only necessary information, and use clear language. It should be vetted by others and used
The document provides an overview of key marketing strategies for growing a business. It discusses identifying the target customer and their needs, creating an effective message, and ensuring the message is heard through various marketing channels. It emphasizes the importance of having a clear and concise message focused on the primary customer need. It also discusses building a great website that is easy to use and responsive across devices, as well as the importance of an integrated social media strategy to promote content and engage customers. Monitoring and managing online reviews is also highlighted as important for businesses' online reputation.
How to properly brief your agency by JJ Nonis Hacking DigitalJude Jefferson Nonis
This is just a little basic deck on why Client's should write a proper brief to their Agency. A proper brief will help agencies understand and create better strategies & creative for brands.
Networking as a Sales Tool - 5 Sure-Fire Steps to Increase Sales SuccessThe Chief Storyteller
Generally, a networking event is one big blind date. You never know who you will meet next. Networking is all about the deliberate development of professional relationships. Just as with personal dating, business dating takes time. You wouldn’t expect to get married on the first date. The same holds true with networking. Here are five sure-fire steps to make your networking more focused and effective to capitalize on opportunities, eliminate distractions, and increase your sales and development success.
Better Blogging for Better Results - 8 Tips to Generate Opportunities from Bl...The Chief Storyteller
On September 3, 2005, the screaming and shouting stopped. I finally gave in to writing my first blog. Back then, I did not have the appreciation for the power of blogging that I have today. Well-written, organized, and timely blogs offer tremendous benefits. If you look at social media today, blogging is rarely mentioned as a top application. And the irony is that, more likely than not, sites like LinkedIn, Facebook, and Twitter refer back to a blog entry as the source of the information. Here are 8 tips to generate more opportunities to connect quickly to your target audiences.
4 super fast ways to find out the questions your audience are already asking ...Jo Gifford
Knowing what your audience are already asking is key to creating compelling content.
The questions they are asking are already out there, and in this training you will find discover:
- 4 key places to find out questions your peeps are already asking (can I get a HELL YES?!)
- How to use the language your clients are already asking to hit the home run with valuable content they will love (that leads to sales...and not crickets).
- How to implement what you discover without attending Overwhelm Anonymous or needing Xanax laced donuts to cope with the freak out.
ClickBank copywriting secrets part one. Inside this
eBook, you will discover the topics about why the top is the most
important aspect, writing a powerful headline, understanding the
psychology of headlines, headlines examples and headline swipes
you can use.
It's time to conduct a PR agency search and you don't know where to begin. You're not alone - many people feel the way you do. This presentation is meant to help you organize your search and logically assess appropriate agencies that will meet your needs. You'll learn how to search for good candidates, narrow down the prospects, develop a Request for Proposal, assess agency responses and choose the best public relations firm to meet your needs. You'll also get tips on what to include in the contract.
MANJUU RANGARAJAN | PR For Startups | NSRCEL | Aug 2021 |NUMOSYS
Manjuu Rangarajan
Founder/ CEO - BrandiT Communications
Committed public relations specialist with extensive experience in driving PR campaigns and brand building for lifestyle luxury & boutique brands. Proven success developing and implementing media strategies across traditional and digital media channels. Grew businesses from Ad sales while working with top media firms. Bring to the table a strong network of media contacts.
International Business Forum Prague Marketing Workshop 2010Pavel Kucera
The document provides tips for businesses on choosing and managing external marketing agencies. It discusses determining agency needs based on objectives, sourcing agencies through references and awards, creating a shortlist based on expertise and reputation, having agencies do presentations with a clear brief, and managing the relationship through regular meetings and measuring effectiveness. It also addresses budget concerns, noting agencies should be paid for their expertise but to consider negotiating fees or using alternative solutions for limited budgets.
This document outlines an expanded framework of "12 P's" for marketing a business or nonprofit organization. It discusses positioning, people, process, plan, product, price, place, promotion, proposal, please, project management, and punctuate as key elements to consider. The goal is to provide a comprehensive approach to marketing that goes beyond the traditional "4 P's" and increases the potential for profits or donations.
The Ultimate Guide to Creating Inbound Marketing Buyer PersonasSmartBug Media
Personas are the anchor or any inbound or content marketing campaign. With this guide you will learn 75 questions to accelerate and refine your persona develop, and you help you start marketing smarter.....faster!
Journey Mapping for Marketers & Makers by Caitlin Vlastakis Smithcaitvsmith
This document provides an overview of journey mapping for marketers and product makers. It discusses what journey mapping is, its benefits, and outlines an 8 step process for conducting a journey mapping session: 1) state your intent, 2) bring qualitative research, 3) get the right people in the room, 4) define personas, 5) plot the customer experience, 6) locate pain points, 7) surface opportunities, and 8) assign action and ownership. The document emphasizes that journey mapping cultivates empathy, builds strategic alignment, and surfaces opportunities to reduce customer friction.
Best Marketing Advice - 100 Global Experts Share Their Career WisdomHeidi Cohen
Start building relationships now by following people in your dream jobs on social media and eventually meeting them for coffee. Develop your personal brand by thinking of yourself as a product and focusing on what sets you apart. Learn how to write well as it is an important skill for marketing careers and will help you stand out.
31 Must-Read Social Media Marketing ArticlesBarry Feldman
Social Media Examiner rounds up its leading bloggers and media experts to list and comment on the year's most useful articles on social media marketing.
Learn a 3 step process that will make people looking at your website, turn into actual paying customers. Despite what they may think, startups don't have an exposure problem, they have a conversion problem.
Creative Traction Methodology - For Early Stage StartupsTommaso Di Bartolo
The document discusses the Creative Traction Methodology (CTM) for gaining traction for new products and ideas. CTM has three parts: 1) The Idea Release Life Cycle which emphasizes validating ideas before development and engaging communities early. 2) Ransack Tools which means leveraging new growth hacking strategies and tools. 3) Act Creatively which involves lateral thinking with no biases to attract niche audiences and validate assumptions through experimentation. The document provides examples and case studies for applying each part of CTM.
How To Focus On The Big Picture
As a businessperson, you should not allow the paltriness in your mind to get the better of you. You should not confine yourself to thinking about petty things. What you need to think about is the big picture.
This is where you strategize, foresee and plan things to implement today so that the future of your business is stabilized.
If you only think about your current expenses and the present scenario of your business, then you are going to be stuck in the rut for a very long time. If you want you take your business to a wider clientele and really prosper with it, then you need to think about the big picture.
Gerald
gerald-pilcher.com
Content Marketing Hacks That Will Help You Stand OutRoss Simmonds
Keeping content fresh, exciting and bringing back visitors is a challenge for all businesses. Startups, government bodies and Fortune 500 companies all struggle with keeping their content compelling and unique. It’s definitely industry and team dependent, but it’s a challenge that can often be resolved with a few fresh content marketing hacks. Here are a few hacks that will help you stand out.
The creative brief is the foundation for any creative project and should not be a cursory piece of communication. It has several specific purposes: to outline objectives, provide all pertinent project information, keep everyone on the same page, and act as an anchor for every stage of the creative process. The brief should include details about the client, team, creative strategy statement, key facts, primary advertising problem, communication objectives, target market, primary competition, key consumer benefit, support or reason why, tone statement, and mandatories/limitations. The brief should assume the team knows nothing, highlight the core problem being solved, strike a balance of including only necessary information, and use clear language. It should be vetted by others and used
The document provides an overview of key marketing strategies for growing a business. It discusses identifying the target customer and their needs, creating an effective message, and ensuring the message is heard through various marketing channels. It emphasizes the importance of having a clear and concise message focused on the primary customer need. It also discusses building a great website that is easy to use and responsive across devices, as well as the importance of an integrated social media strategy to promote content and engage customers. Monitoring and managing online reviews is also highlighted as important for businesses' online reputation.
How to properly brief your agency by JJ Nonis Hacking DigitalJude Jefferson Nonis
This is just a little basic deck on why Client's should write a proper brief to their Agency. A proper brief will help agencies understand and create better strategies & creative for brands.
Networking as a Sales Tool - 5 Sure-Fire Steps to Increase Sales SuccessThe Chief Storyteller
Generally, a networking event is one big blind date. You never know who you will meet next. Networking is all about the deliberate development of professional relationships. Just as with personal dating, business dating takes time. You wouldn’t expect to get married on the first date. The same holds true with networking. Here are five sure-fire steps to make your networking more focused and effective to capitalize on opportunities, eliminate distractions, and increase your sales and development success.
Better Blogging for Better Results - 8 Tips to Generate Opportunities from Bl...The Chief Storyteller
On September 3, 2005, the screaming and shouting stopped. I finally gave in to writing my first blog. Back then, I did not have the appreciation for the power of blogging that I have today. Well-written, organized, and timely blogs offer tremendous benefits. If you look at social media today, blogging is rarely mentioned as a top application. And the irony is that, more likely than not, sites like LinkedIn, Facebook, and Twitter refer back to a blog entry as the source of the information. Here are 8 tips to generate more opportunities to connect quickly to your target audiences.
4 super fast ways to find out the questions your audience are already asking ...Jo Gifford
Knowing what your audience are already asking is key to creating compelling content.
The questions they are asking are already out there, and in this training you will find discover:
- 4 key places to find out questions your peeps are already asking (can I get a HELL YES?!)
- How to use the language your clients are already asking to hit the home run with valuable content they will love (that leads to sales...and not crickets).
- How to implement what you discover without attending Overwhelm Anonymous or needing Xanax laced donuts to cope with the freak out.
ClickBank copywriting secrets part one. Inside this
eBook, you will discover the topics about why the top is the most
important aspect, writing a powerful headline, understanding the
psychology of headlines, headlines examples and headline swipes
you can use.
It's time to conduct a PR agency search and you don't know where to begin. You're not alone - many people feel the way you do. This presentation is meant to help you organize your search and logically assess appropriate agencies that will meet your needs. You'll learn how to search for good candidates, narrow down the prospects, develop a Request for Proposal, assess agency responses and choose the best public relations firm to meet your needs. You'll also get tips on what to include in the contract.
MANJUU RANGARAJAN | PR For Startups | NSRCEL | Aug 2021 |NUMOSYS
Manjuu Rangarajan
Founder/ CEO - BrandiT Communications
Committed public relations specialist with extensive experience in driving PR campaigns and brand building for lifestyle luxury & boutique brands. Proven success developing and implementing media strategies across traditional and digital media channels. Grew businesses from Ad sales while working with top media firms. Bring to the table a strong network of media contacts.
International Business Forum Prague Marketing Workshop 2010Pavel Kucera
The document provides tips for businesses on choosing and managing external marketing agencies. It discusses determining agency needs based on objectives, sourcing agencies through references and awards, creating a shortlist based on expertise and reputation, having agencies do presentations with a clear brief, and managing the relationship through regular meetings and measuring effectiveness. It also addresses budget concerns, noting agencies should be paid for their expertise but to consider negotiating fees or using alternative solutions for limited budgets.
This document outlines an expanded framework of "12 P's" for marketing a business or nonprofit organization. It discusses positioning, people, process, plan, product, price, place, promotion, proposal, please, project management, and punctuate as key elements to consider. The goal is to provide a comprehensive approach to marketing that goes beyond the traditional "4 P's" and increases the potential for profits or donations.
Discover the key questions to ask when hiring a social media consultant. Uncover valuable insights in this comprehensive guide to ensure you find the right expertise for your business growth.
Outsourcing Social Media - 6 Tips To SuccessJomer Gregorio
To successfully run a business, the average CEO would put everything into proper perspective, prioritize essential aspects in the business, and set aside things that could be done later. This includes putting social media and other “non-essentials” on the calendar back-burner. Read our most recent presentation to learn more.
Check out our original blog post here - https://digitalmarketingphilippines.com/outsourcing-social-media-6-tips-to-success-infographic/
How to Successfully Hire a Marketing Consultant or AgencyME Consulting
This document provides guidance on hiring a marketer or marketing agency. It recommends being clear about your goals for marketing and how marketing will drive growth. It also suggests identifying who will lead marketing internally and how an external marketer will be integrated. Potential partners should be identified based on expertise in areas like lead generation or specific marketing channels relevant to goals. Proposals should request clear services and timeframes to avoid scope creep, and stick to budget while ensuring the expected personnel actually work on the project.
Why PR (Public Relations) is the most important thing before you go for any m...Utkarsh Garg
This document discusses why public relations (PR) is important before launching a marketing campaign. It explains that PR helps generate brand awareness and interest by bringing potential customers into the sales funnel. PR leverages content like articles, videos and social media posts to reach new audiences and motivate them to learn more about a brand. An effective PR firm also helps align a brand with current trends and leverages its network of experts and resources to boost the reach of outreach campaigns. While results from PR may not be seen for months or years, it helps position a brand as a thought leader and starts customers down the path to becoming leads and sales.
Strategic Business Plan - Starting A Small BusinessGirlie Villadarez
A strategic business plan focuses on future growth rather than short-term goals. It outlines strategies such as outsourcing non-essential tasks, networking to promote the business, and wisely budgeting expenses by initially working from home to save on costs. The plan also recommends finding an affordable publicist and virtual assistant, developing strong negotiation skills to get the best advertising deals, and asking vendors about payment plans to purchase necessary items. A strong strategic business plan is essential for long-term business success.
The document outlines a 5-step process for hiring a public relations firm: 1) assessing needs, 2) searching firms, 3) presentations and evaluations, 4) proposals, and 5) selection. It provides guidance on determining budget, objectives, services needed, and evaluating firm strategies, resources, media expertise, account teams, and intangibles like proactivity and chemistry. The goal is to choose a firm that can best help achieve marketing goals through PR services and build a long-term, profitable relationship.
This document outlines 5 essential steps to starting a successful recruitment business: ideas, business plan, funding, management, and attitude. For ideas, thorough research is key to developing a unique brand identity and business name. The business plan should include goals, marketing strategy, costs, and financial forecasts. Funding options include family, banks, crowdfunding, and invoice financing. Proper management of operational, legal, financial, technology, and marketing aspects is important. A passionate attitude with a focus on candidate placement and adapting to changes will help the business succeed.
The document provides information about Profile 7's branding and marketing program and services. The program includes 7 steps to strategically improve a brand and reinforce its promise, and 7 steps to tactically increase the value of a client connection. Profile 7 offers branding and marketing strategy and advice, graphic design services, hands-on consultancy, and monthly workshops to help clients stay focused on their strategy. The goal is to help clients improve their clients' worth by strengthening their brand and deepening client connections through strategic and tactical marketing.
This document discusses key considerations for recruiting self-employed sales agents, including interview questions and etiquette. It provides guidance on narrowing the search criteria to find the best-suited agents. Common interview etiquette that agents expect is outlined, such as treating the agent as an equal partner, not an employee. The document also provides sample interview questions companies should ask agents to assess skills, experience, goals and work ethic, and questions agents may ask companies to evaluate compensation, support and opportunities. Overall traits of top-performing agents are discussed.
The document discusses public relations (PR) for startups. It provides an overview of what PR is, when startups need PR, how to get PR, and how to make the most of PR efforts. The key points are:
- PR involves strategic communication to build beneficial relationships between organizations and audiences, unlike advertising which is paid media.
- Startups may need PR to appropriately position themselves in a crowded marketplace or to disrupt as a possible disrupter.
- To get PR, startups should develop clear messaging and cultivate meaningful relationships with media, bloggers, and influencers in their industry.
- Making the most of PR involves having clear goals and metrics, being consistent in messaging, and engaging
How to Maximize the Effectiveness of Your Agency/Client RelationshipDigital Reach
Whether you’re currently working with an agency or still searching for the right one, understanding how the relationship works and how you’ll see success can feel like the unknown.
In this webinar we’ll demystify agency/client relationships and share some industry secrets to help make your future partnerships as successful as possible.
Join our Associate Director of SEO & Internal Development, Rebecca Berin, to discuss:
• The questions you should ask yourself and your agency
• The Importance of meeting your agency halfway
• How to embrace your agency’s expertise
• Why your continued education will help with your success
No matter how good you think your product or service is its nothing unless you can tell the world about it. So how can you work with traditional media to build an effective marketing and advertising campaign on a low budget?
Effective marketing doesn’t have to be costly but it must have the potential to increase your business reach and your revenue.
No matter what the size of your business you are, you certainly can’t afford to let your marketing, advertising and promotions slide. I agree it does take time and effort to developing effective campaigns as it requires a unique mix of strategy and creativity to hit just the right spot, or target market.
Here 121 Business Coach who specialize in marketing for the small and medium size businesses offers you help on how to pick the right mediums for your marketing campaign.
Good luck and email us with your marketing questions at info@121businesscoach.com
So you want to start a social enterprise?Pilotlight
As the funding climate for charities becomes increasingly challenging, many are seeing social enterprise as a way of diversifying their income streams to create a sustainable business model. However, with failure rates for new businesses in the private sector running at nearly 50% in the first five years, how can charities give their ideas the best chance of converting to ventures that deliver?
At Pilotlight we bring teams of business leaders, our Pilotlighters, together with charities and social businesses to give them the strategic support they need to become more efficient, effective and sustainable. We asked some of our Pilotlighters who have built their own businesses, to share the questions that they think every organisation should ask before starting a social enterprise. They’ve also provided the answers that we hope will help you think through and start to plan your new venture.
Q1: Why set up a new business?
Q2: Who are our customers and what are they looking for?
Q3: What do we want the business to look and feel like in a few years time?
Q4: Will we have the cash available to fund what we need, when we need it?
Q5: What might go wrong and how could we respond?
Q6: Do we have the capability to deliver the social enterprise effectively?
Q7: How do we build the right team to plan and launch it?
Q8: How will we build customer awareness and demand for our offering?
Q9: How do we make sure that our current employees and volunteers don't see the social enterprise as a threat to what they do or what the charity does?
Q10: How do we know if we’re making progress?
Q11: We have never attempted anything quite on this scale, how do we set ourselves up for success?
Q12: What kind of partnerships will help us succeed?
Other things to consider
You're Ready to Start Marketing. Now What? (Series: Digital Marketing Tips fo...Financial Poise
Business owners should certainly have a clear plan for their marketing and should understand which channels are the best fit for their marketing mix. However, there are a few more things that should be done, once it’s time to start marketing. As an example, it’s important to have Google Analytics setup on the company’s website. This will be incredibly beneficial for tracking success. It’s a free tool from Google, but it won’t work until it’s been added to the website’s coding. Upon completion of this episode, the business owner will discover a variety of marketing tips which will increase their online exposure and improve their ability to refine their marketing plan for greater results.
To listen to this webinar on-demand, go to: https://www.financialpoise.com/financial-poise-webinars/youre-ready-to-start-marketing-now-what-2020/
In the fast paced world, where things are moving so rapidly, it becomes tough for marketer to decide about the right digital marketing agency, which can deliver the right value with the proper strategic business approach.
Marketing for Startup: 14 Things You Shouldn't MissLukas Obdrzalek
I focused on 3 topics
- What should you know when setting up your marketing
- How you should build your marketing team
- How you should choose your agency and how to work with it
Similar to The Ultimate Guide to PR for Startups (20)
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
In this dynamic session titled "Future-Proof Like Beyoncé: Syncing Email and Social Media for Iconic Brand Longevity," Carlos Gil, U.S. Brand Evangelist for GetResponse, unveils how to safeguard and elevate your digital marketing strategy. Explore how integrating email marketing with social media can not only increase your brand's reach but also secure its future in the ever-changing digital landscape. Carlos will share invaluable insights on developing a robust email list, leveraging data integration for targeted campaigns, and implementing AI tools to enhance cross-platform engagement. Attendees will learn how to maintain a consistent brand voice across all channels and adapt to platform changes proactively. This session is essential for marketers aiming to diversify their online presence and minimize dependence on any single platform. Join Carlos to discover how to turn social media followers into loyal email subscribers and ultimately, drive sustainable growth and revenue for your brand. By harnessing the best practices and innovative strategies discussed, you will be equipped to navigate the challenges of the digital age, ensuring your brand remains relevant and resonant with your audience, no matter the platform. Don’t miss this opportunity to transform your approach and achieve iconic brand longevity akin to Beyoncé's enduring influence in the entertainment industry.
Key Takeaways:
Integration of Email and Social Media: Understanding how to seamlessly integrate email marketing with social media efforts to expand reach and reinforce brand presence. Building a Robust Email List: Strategies for developing a strong email list that provides a direct line of communication to your audience, independent of social media algorithms. Data Integration for Targeted Campaigns: Leveraging combined data from email and social media to create personalized, targeted marketing campaigns that resonate with the audience. Utilization of AI Tools: Implementing AI and automation tools to enhance efficiency and effectiveness across marketing channels. Consistent Brand Voice Across Platforms: Maintaining a unified brand voice and message across all digital platforms to strengthen brand identity and user trust. Proactive Adaptation to Platform Changes: Staying ahead of social media platform changes and algorithm updates to keep engagement high and interactions meaningful. Conversion of Social Followers to Email Subscribers: Techniques to encourage social media followers to subscribe to email, ensuring a direct and consistent connection. Sustainable Growth and Minimized Platform Dependence: Strategies to diversify digital presence and reduce reliance on any single social media platform, thereby mitigating risks associated with platform volatility.
In the face of the news of Google beginning to remove cookies from Chrome (30m users at the time of writing), there’s no longer time for marketers to throw their hands up and say “I didn’t know” or “They won’t go through with it”. Reality check - it has already begun - the time to take action is now. The good news is that there are solutions available and ready for adoption… but for many the race to catch up to the modern internet risks being a messy, confusing scramble to get back to "normal"
In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
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Efficient Website Management for Digital Marketing ProsLauren Polinsky
Learn how to optimize website projects, leverage SEO tactics effectively, and implement product-led marketing approaches for enhanced digital presence and ROI.
This session is your key to unlocking the secrets of successful digital marketing campaigns and maximizing your business's online potential.
Actionable tactics you can apply after this session:
- Streamlined Website Management: Discover techniques to streamline website development, manage day-to-day operations efficiently, and ensure smooth project execution.
- Effective SEO Practices: Gain valuable insights into optimizing your website for search engines, improving visibility, and driving organic traffic to your digital assets.
- Leverage Product-Led Marketing: Explore strategies for incorporating product-led marketing principles into your digital marketing efforts, enhancing user engagement and driving conversions.
Don't miss out on this opportunity to elevate your digital marketing game and achieve tangible results!
Are you struggling to differentiate yourself in a saturated market? Do you find it challenging to attract and retain buyers? Learn how to effectively communicate your expertise using a Free Book Funnel designed to address these challenges and attract premium clients. This session will explore how a well-crafted book can be your most effective marketing tool, enhancing your credibility while significantly increasing your leads and sales while decreasing overall lead cost. Unpacking practical steps to create a magnetic book funnel that not only draws in your ideal customers, but also keeps them engaged. Break through the noise in the marketing world and leave with a blueprint that will transform your sales strategy.
Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.
This session will aim to comprehensively review the current state of artificial intelligence techniques for emotional recognition and their potential applications in optimizing digital advertising strategies. Key studies developing AI models for multimodal emotion recognition from videos, images, and neurophysiological signals were analyzed to build content for this session. The session delves deeper into the current challenges, opportunities to help realize the full benefits of emotion AI for personalized digital marketing.
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
Key Takeaways:
>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
>> Future-Proofing Your Business: Discover how staying informed about and utilizing the latest AI tools and strategies can keep your business competitive in a rapidly evolving digital landscape.
Conferences like DigiMarCon provide ample opportunities to improve our own marketing programs by learning from others. But just because everyone is jumping on board with the latest idea/tool/metric doesn’t mean it works – or does it? This session will examine the value of today’s hottest digital marketing topics – including AI, paid ads, and social metrics – and the truth about what these shiny objects might be distracting you from.
Key Takeaways:
- How NOT to shoot your digital program in the foot by using flashy but ineffective resources
- The best ways to think about AI in connection with digital marketing
- How to cut through self-serving marketing advice and engage in channels that truly grow your business
Yes, It's Your Fault Book Launch WebinarDemandbase
From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth.
Tired of the perpetual tug-of-war between your sales and marketing teams? Come hear Demandbase Chief Marketing Officer, Kelly Hopping and Chief Sales Officer, John Eitel discuss key insights from their new book, “Yes, It’s Your Fault! From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth.”
They’ll share their no-nonsense approach to bridging the sales and marketing divide to drive true collaboration — once and for all.
In this webinar, you’ll discover:
The underlying dynamics fueling sales and marketing misalignment
How to implement practical solutions without disrupting day-to-day operations
How to cultivate a culture of collaboration and unity for long-term success
How to align on metrics that matter
Why it’s essential to break down technology and data silos
How ABM can be a powerful unifier
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The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Mastering SEO for Google in the AI Era - Dennis Yu
The Ultimate Guide to PR for Startups
1. The Ultimate PR Guide for Startups by
ENTERIE
author: Andrzej Jędrzejczak
2. About The Guide
Everything you need to know about PR for tech startups which want to start an active,
effective and well organized communication
PR for tech startups has its own characteristic. It so happens, that tech startups are the
biggest client group for Enterie – PR agency network for digital economy. We have decided
to gather all our experience, as well as daily dilemmas of our clients, to create this ultimate
guide to PR for tech startups.
The guide is dedicated to PR managers and specialists responsible for communications in
their organizations. We hope you will find here answers for all, or most of your questions
regarding PR – techniques, activities, prices etc. – and this text will help you to successfully
set up, run and develop your communication, both in your home countries and on markets
where you choose to scale up. And if you need more tailored advice – do not hesitate to
contact us!
3. Table of content
1. How to plan
2. How to organize
3. How to manage
4. How much to pay
5. How to do
6. How to scale up
5. How to plan PR for startups
ARE YOU READY FOR PR ?
Answer to this question is crucial, and more
difficult than it seems to be. Therefore some
leading questions might be helpful here:
Is my business stable enough?
Especially at the beginning of its development,
startups tend to change their business model,
target groups, or even the industry and services
they offer. Public relations activities are usually a
long run. So it makes no sense to invest in building
awareness and reputation for something that can
change in a minute?
Do I have resources to run PR activities?
Even if PR is sometimes called (completely
wrongly) a “free advertisement” in fact it always
requires time and work.
Even if you hire a PR agency, you will need to
invest your time in introducing your company and
explaining your business. After that you will have
to feed your consultants with information,
authorize materials and oversee activities. Make
sure you have time and/or a manpower.
What PR goals do I want to achieve?
If not, maybe you do not need PR services at all? It
is very unlikely – all organizations have to
communicate with its various stakeholders. It is
important to do it deliberately. To define goals,
you can use the help of PR agency. But you can
also start with this guide.
6. How to plan PR for startups
WHAT ARE SENSIBLE GOALS FOR PR?
▪ To build reputation and credibility on the
market. Information about your business
coming from journalists is always better seen
than paid ads
▪ To educate the market about your services and
technologies – especially these innovative ones
– as well as needs you help fulfill
▪ To support sales – without objective
information about your new products and
services it will be hard to win clients’ trust.
However, “to support” does not mean “to
drive”
WHAT OTHER GOALS CAN PR SUPPORT?
▪ To build brand awareness on B2B market –
especially in market niches served by industry
media
▪ To support website positioning in search
engines, by gaining inbound links from high-
worth domains
▪ To build your expert image in respective field
▪ To enforce your brand as an employer
▪ To drive investor attention
WHEN IT IS BETTER TO USE OTHER TOOLS?
▪ To build brand awareness on consumer market
– even a bunch of articles mentioning your
company will not substitute reach advertising
campaig
▪ To drive sales – do not expect media to
spontaneously write about your product and
encourage readers to purchase. That would be
an advertisement, and you have to pay extra
for it.
8. How to organize PR for startups
HOW TO SET UP PR OPERATIONS
At the beginning each organization has to decide –
who, and using what resources will run its
communications? Is it worth to build its own PR
team? Should it be independent, or rather as a
part of marketing division? Is it better to hire in-
house specialists or to hire a PR agency? Answers
to this question will depend on how important PR
is to your firm, and what resources you have. Here
are some hints:
Advantages of having your own PR team
▪ Costs – an hourly rate of an in-house specialist
is lower than an hourly rate of an outsourced
consultant. Under the condition, that you can
effectively use the time of your employees
▪ Proximity – a fast, direct access to information
and experts can save a lot of time
▪ Independence – building personal relations
with media, independently of a third party
Advantages of hiring a PR agency
▪ Possibility to use agency’s resources – such as
know-how, knowledge and broad contacts of
its consultants
▪ Costs optimization – as in every outsourcing
model, you pay for services that you need and
when you need them
▪ Second opinion – a possibility to discuss and
validate your ideas– something which every
specialist working alone lacks
9. How to organize PR for startups
A lot of startups and fast-growing companies start
with an agency. And this is a very good solution.
You can benefit from know-how transfer, use their
already developed contacts and still retain costs
flexibility. However, at some point you will need
someone in-house to coordinate and feed the
agency with information. This will help to utilize
firms’ communication potential to maximum
HOW TO CHOOSE A PR AGENCY
Very often the decision is simply based of your
business contacts recommendation. And for a
start – this is not that bad strategy. But let’s
assume you do not have a good recommendation?
How to find and hire the best PR agency for your
business?
How to organize a tender for a PR agency?
Start with research. Search online, ask your
business partners. Pay a special attention to:
▪ The profile of the agency – is it specialized in
technology and/or tech startups? Or does it at
least have a specialized tech team?
▪ Experience of the agency – do/did they work
for similar companies, from the same industry
or niche? If yes – they will have knowledge of
your business environment and media
10. How to organize PR for startups
HOW TO CHOOSE A PR AGENCY || cont’d
Prepare a brief – a document which the agency
will use to offer you right services:
▪ Introduce your company
▪ Describe your goals and expectations
▪ Provide deadlines and technical details of the
tender (more details: below)
Send your brief to selected agencies and confirm
their participation in the process.
Have a debriefing – agencies can ask you
additional questions. Do answer them. The more
information you give, the better proposals you can
expect.
Analyze proposals and meet selected agencies
▪ For rehearsals you can ask agencies to prepare
more detailed presentations, including creative
ideas
▪ Request to meet the team that will work with
you – you will work very closely, so chemistry is
also important
Make your choice and sign the contract
▪ Negotiate the scope of work and prices
▪ After signing the contract – reach out to
agencies you did not pick; give them your
feedback on their proposal and the reasons for
your decision; agencies usually put a lot of work
into preparing proposals – a good feedback,
which they can learn from, will be a way of
saying thank you for effort
11. How to organize PR for startups
HOW TO CHOOSE A PR AGENCY || cont’d
How to write a PR brief?
A brief for a PR agency should include:
▪ Information about your company – what do
you do, who found it, what is your market
position, who are your competitors, etc.
▪ Business goals you want to support with
communication – building recognition,
launching on new market, supporting sales,
building brand as an employer or other goals
▪ Description of the offering – if promotion of
products/services is your main goal – describe
them: who will use them, what needs do they
address, why are they better than other
solutions?
▪ More about the company – if you are more
interested in corporate PR, say something more
about your mission and vision, values, size of
operations, awards, memberships in industry
bodies, etc.
▪ Desired services – if you already know what
services you want to purchase – name it
▪ Technical details – provide deadlines for
submitting proposals and further steps of the
tender, describe what should be included in
proposals
▪ The budget – it is always good to give the size
of your PR budget – you will get offers fitting
better to your needs and possibilities, as well as
easier to compare
12. How to organize PR for startups
HOW TO CHOOSE A PR AGENCY || cont’d
How detailed should your PR brief be?
▪ The more information you provide, the better
proposals you can expect. You may also want to
provide additional information about your
market and competition, send links, etc. There
is really nothing wrong in helping the agency a
bit. To assure confidentiality of information – it
is good to sign a Non Disclosure Agreement
(NDA) prior to sending a brief.
Can you ask for creative ideas to be included
in proposal?
▪ Yes, PR agencies are usually asked to present
some creative ideas, to
▪ demonstrate creative capabilities. This should
be rather be a part of the proposal at
the presentation level. Remember that
creative ideas are an intellectual property of
the agencies. Asking to prepare extended
strategies and ideas at the beginning of the
process can be seen as a way to get it for free.
Many agencies will not join such pitch.
▪ If it happens that you especially like an idea of
an agency which you decided not to hire, you
can propose to buy the idea, and execute it
with a different partner.
13. How to organize PR for startups
HOW TO CHOOSE A PR AGENCY || cont’d
How many PR agencies you should invite to
your tender?
▪ If you don’t have a good grasp of the PR
market, you can invite several to make a first
selection, but do not ask them to provide
extended proposals. Focus on profile and
experiences of the agencies (see: above). A
large number of agencies invited to the pitch
can discourage some to join it.
▪ For the next phase select 3-4 agencies – the
ones you want to meet.
Is it better to hire a small or a big PR agency?
▪ Big, international PR agencies are usually more
expensive (but not always). For higher fee you
buy access to international know-how, and a
larger team when needed. For corporate
managers it is sometimes important to pick a
big brand agency – this is a choice that no one
will question. For startups it usually doesn’t
matter.
▪ Smaller PR agency will probably have more
reasonable fees – also thanks to lower cost,
savings on fancy headquarters and
shareholders profits. As a startup with a limited
budget you will be a more important client for
a smaller shop than for a big players chasing big
budgets. Which means the agency will simply
try harder to keep you happy.
14. How to organize PR for startups
HOW TO CHOOSE A PR AGENCY || cont’d
What else you should consider when
choosing PR agency?
▪ Experience of the agency – this is probably the
most important factor. If the agency has been
working/works for clients from your industry,
similar organizations to yours, you can assume
that it knows your business environment and
media. It is good to ask how long did the
agency work for those clients, what was the
task and the scope of work.
▪ The team – it is important to make sure if the
agency have right people on board (also senior
consultants) and who will actually work for
your company.
▪ Except “your” account managers experience
(most important), it is also good to check if
there is the “right chemistry” between you and
them. You will work on daily basis with these
people, so it is good to like each other.
▪ Staff turnover – if consultants stay with the
agency for several years – it is a very good sign.
First, you don’t want to have new account
managers every half a year. Second – it means
that they are happy with their work. And happy
people work better.
▪ Costs – but we are sure you know that well!
16. How to manage PR for startups
You have your PR strategy in place. You have your
plan of activities ready, and an agency with
defined SOW to support you. It is time to start to
manage your communication activities. How to do
that?
▪ PR Manager – even if you decided to outsource
PR activities to a PR agency, you will have to
invest some time in coordination. Especially at
the beginning, when the agency needs to learn
about your business. Therefore, you need
someone who will be a contact point and who
will coordinate activities – feed the agency with
information, accept materials, work on plans,
budgets and strategies. In case of startups this
role is assigned to the head of marketing. At
some point you may think of appointing a PR
manager.
▪ Reporting – it is good to have regular reports of
activities (what has the agency executed) and
results (most often – publications and media
mentions, but also various statistics for web
traffic or social media engagement). First – you
need them to track progress, to evaluate and
modify your actions and spendings. Second – it
always prods the agency to work better.
However – do not order detailed reports if you
have no time to analyze them. Remember that
you are charged by the hour of work.
17. How to manage PR for startups
▪ Regular evaluation – even if you communicate
with your consultants on daily basis, it makes
sense to have regular evaluation/planning
meetings. Especially at the beginning of the
cooperation. Go together through the status
report, discuss current issues. It will give you
the sense of control and you will be sure that
the agency goes in the right direction,
according to your expectations.
▪ Measurements in PR – this is a broad and
complex issue. Times of infamous
AVE (Advertising Value Equivalent) are gone.
Except its many disadvantages, in the digital era
AVE doesn’t make much sense. In general,
measurements should depend on goals you
want to achieve.
▪ If you need to gain credibility – you should
focus on the quality of earned publications, the
number of mentions will be less important. If
you want to build broader awareness – then
focus more on the reach of media. Most of
online businesses are focusing on hard,
quantitative indicators of traffic on their web
platforms. In terms of generating traffic, there
are better means than PR. However, backlinks
earned by an article in a well-positioned media
can have a significant contribution in
positioning your www outlets in search engines
that you are charged by the hour of work.
19. How much to pay for PR for startups
To spend your money effectively and not to
overpay for PR services, it is good to know how
the prices are calculated. It will be easier to
compare offers of PR agencies. This chapter
should help you.
Basic terms and calculation
▪ Scope of Work (SOW) – this is the base for
every calculation. SOW is a list of activities,
usually monthly, which PR agency is obliged to
run for you. The agency estimates time
necessary to execute, mostly in hours, and
hourly rates.
▪ Hourly rates – this is a second factor of the
calculation. PR agencies can use diverse hourly
rates, depending on qualifications needed to
execute particular task.
▪ Hours spent on developing strategy will be
more expensive than these spend on reporting.
Sometimes, for a sake of simplicity, one
average rate is being used.
▪ Retainer – is a type of a long term agreement,
when agency assigns a team to run
communication on behalf of a client, always
defining scope of work, in exchange for a
defined fee. It is usually signed for a year. Long
term agreements are healthy for PR agencies –
predictable and enabling to plan the budget
and employment of the agency. Therefore,
activities under retainer agreement are
relatively cheaper than these included in one-
time projects.
20. How much to pay for PR for startups
Basic terms and calculation || cont’d
▪ Projects – this form of cooperation is less
popular, as PR (building relations!) is usually a
long run. However, in case of startups, it
sometimes starts with a project as a kind of a
trial period. Projects are relatively more
expensive than the same activities under a
retainer agreement. Agency has to cover the
time of “learning” the client, planning, setting
up a press office, etc. Higher price also
mitigates the business risk (of hiring
consultants and other related costs).
▪ External costs – all expenses needed to
execute activities, excluding costs of
consultants work. It is good to keep these two
categories clearly separated, so you are sure
that none of them are exaggerated.
▪ Read also: Prices of PR services – a guide for
startups
Exemplary prices of PR activities for startups
in Europe
Costs of PR activities will differ depending on the
scope of work and the country. To give you a
general idea, please, see the estimation provided
by agencies associated in Enterie PR network on
the next page. [All proces given in Euros, netto]
23. How much to pay for PR for startups
Basic terms and calculation || cont’d
*Launch pack – a 3 months entry project for
startups launching on new market, covering:
▪ strategy and messaging development,
▪ preparing and distributing launch press release
▪ organizing 1-2 interviews,
▪ writing and offering 2 byline articles to media,
▪ monitoring and reporting.
**Mothly basic services – within a longer
agreement, covering monthly:
▪ running a local press office,
▪ handling media requests, answering questions,
▪ media monitoring,
▪ maintaining and updating tailored media list,
▪ writing and distributing 1 press release,
▪ writing and pitching 2 articles,
▪ seeking speaking opportunities: preparing
statements commenting on the market,
▪ developments, when appropriate,
▪ ongoing advisory
25. How to do PR for startups
If you know what goals you want to achieve with
PR activities, but you don’t know how – read this
section. If you decide to hire a PR agency – they
will surely propose you a set of activities. Still, it is
good to have some basic knowledge of what can
work best.
What you need, and what will work?
If your company is a startup just beginning to
consciously communicate with its stakeholders,
you should start with basic documents and
infrastructure:
▪ Developing communication strategy – this will
be a base to plan your activities, it should
define your communication goals, target
groups and key messages
▪ Developing communication plan – which is a
set of activities based in time, with allocated
budget and other resources
▪ Preparing/collecting a press pack - including
descriptions of your company and products or
services, logos and other graphic materials,
photos and bios of your founders and experts
▪ Setting up your press office – listing media
important for your business, identifying key
journalists and collecting contact details
▪ Setting up tools which you will use in your
work, such as virtual press office or a platform
to monitor your media presence
26. How to do PR for startups
What you need, and what will work? || cont’d
Next you should introduce your company (and
yourself) to the media. How?
▪ Issuing press releases about new developments,
new services and products
▪ Offering interviews with founders
▪ Meeting journalists 1:1, inviting for a coffee or
lunch to start relations
▪ Inspiring journalists to write about your
company in a broader context interesting for
media and readers
First publications and mentions about your
company will gain you some credibility. Later, you
can fight for larger visibility, start to shape your
image and awareness of your brand and offer.
These activities can be useful:
▪ Press releases about new products and
services (if really innovative)
▪ Press releases about new clients (if they are
known brands)
▪ Positioning your representatives as industry
experts
▪ Commenting on current market developments
▪ Creating and publishing consumer and market
reports
▪ Offering exclusive texts and other content to
key media
▪ Other creative activities to interact with your
audience and media
27. How to do PR for startups
What actions make no sense and will not
work?
Certain activities, even if they sound as a good idea,
may not be suited for you. You should carefully
consider:
▪ Press releases about personal changes. Such
things as promotions are being covered only in
case of well-known brands. In case of a startup it
is very unlikely
▪ Press releases about minor changes in your
products, new features at your web platform,
etc. If it is not really innovative or game changing
– the chance that media will pick it up is very
little
▪ Press conferences – again, if you are not a big
brand which is influencing the whole market, or
you have nothing really important to
communicate – better drop this idea.
Journalists are more and more busy, there is a
risk that no one will show up.
29. How to scale PR globally
PR SUPPORT WHEN ENTERING A NEW MARKET
Tech companies, focused on building reach and
conversion, often underestimate the role of PR
when entering foreign markets. It is true, that PR
will not drive sales (even if it can support it). But it
is necessary to build trust for a new brand. A local
PR agency can be helpful in several ways.
How a PR agency can be helpful to startups
scaling up abroad?
▪ Communication advisory – although European
markets are more and more similar, still,
knowledge of local specifics, cultures and
contexts can decide on failure or success. PR
agency will help you develop a local strategic
approach, key messages and tone of voice, as
▪ well as to identify right touchpoints and media
tailored for the local audience.
▪ Eyes and ears on the market – local PR
agencies constantly monitor markets of their
specialization, follow developments, industry
media and news. When we do not have our
own office on the spot, a PR agency can be a
great source of information.
▪ Contracting (and controlling) contractors –
local PR specialists, having good knowledge of
their own market, can be very helpful to find
you other Partners and providers. Especially
these from marketing industry – interactive
agencies, advertising agencies, media houses,
etc. It is always good to have someone with
local insight evaluate their proposal.
30. How to scale PR globally
How a PR agency can be helpful to startups
scaling up abroad? // Cont’d
▪ Trust, trust, trust! – As mentioned, in case of
a new player on the market, especially a
foreign one, gaining credibility is the very first
communication goal. Therefore being such a
company you should cover two things:
▪ Localization of your communications – all the
materials you use should be prepared in a local
language, native level. Just think of your own
reactions to all these mailings translated by
google translator…
▪ Certificate of credibility - even basic presence
in high profile media will serve as a certificate
of your credibility, a signal that someone has
already checked your business
▪ Local representative – having someone who
can speak on your behalf, who knows about
your product and the local market is crucial to
build good (or rather any) relations with media.
And if you don’t have such person on the spot,
a PR consultant can play this role.
31. How to scale PR globally
PR GOALS AND ACTIVITIES FOR NEWCOMERS
Entering a foreign country with your business is a
bit similar to launching a new
company/product/service on your own market.
However, there are a few things you should pay a
special attention to. What should you do then?
What to do in first 3 months?
▪ Develope a communications strategy for
respective market. Copy-paste of your
communication strategy from your home
market is probably not the best idea, but it can
be a decent start for localization. It at least has
to be adjusted to local culture, environment,
media contexts, as well as to activities and
positioning of your competitors.
▪ What is convincing to Germans, does not
necessarily have to work in France.
▪ Verifiy and localize – especially in terms of
language, but also creation of local testimonials
and materials corresponding with local context
and market data. Don’t forget to use local
examples and… pictures. Especially of people,
so they do not look like taken from a free stock
site.
▪ Introduce yourself to the market – depending
on your profile and the specifics of your offer,
you may do it with several tactics
32. How to scale PR globally
What to do in first 3 months? // cont’d
Introduce yourself to the market by:
▪ Issuing a press release about your launch
▪ Organizing an interview (an interesting angle is
necessary)
▪ Pitching an exclusive text about your
service/product/market in an interesting
context of needs and problems it addresses
▪ starting cooperation with influencers and
opinion leaders
Further PR activities – what to do next
▪ Once media are familiar with you and your
offer, it is time to keep up the visibility.
▪ The scope of activities might be similar to the
ones you use on your home market. Still, you
should remember two things:
▪ Bragging about local success – such as new
clients, implementations etc. This is very
important, especially in b2b sector. Let your
potential clients know that other companies
have verified your offer and chose you as a
partner. It will assure prospective clients that
you are a good/safe choice for them.
▪ Local case studies – the purpose of developing
a local case study or gaining local testimonials is
the same, but it has far stronger impact. Such
testimonials are a great argument and sales
support. Should be used in media, but also by
your sales forces.
33. How to scale PR globally
Coordinating PR activities on several markets
Having in mind localization, do not forget about
coherence of your communication efforts. Also,
coordination of activities and production of
universal materials for several markets can bring
you significant savings in money and time. How to
organize and manage communication on several
markets?
▪ Each market has to have a representative – a
local employee or an agency consultant who
can talk to the media, knows the language and
the market
▪ A company should have a communications
manager – a central role to plan, manage and
serve as a contact point for local
representatives and agencies
▪ A leading PR agency can be a help for
communications manager in coordinating
activities and rolling out communications plans
on local markets. It is an additional cost, but
saves time and work, as well as enables to
focus on strategy instead of operational tasks
▪ Own communication team and own
coordination is usually a choice of smaller (or
rather younger) organizations. In such
arrangement an in-house PR/marketing
manager communicates and coordinates
several agencies by him/herself. In case of
limited scope it is usually a good solution,
which allows to save some money (on expense
of own time and work).
34. How to scale PR globally
Coordinating PR activities on several markets
However, it is often not the case of the size of
SOW but the attitude of startups, when founder
feels responsible for everything and still learns to
delegate work. (I call it “we do it better” attitude).
Letting go and putting more trust in internal and
external partners is both challenging and
unavoidable. At some point it simply pays off to
outsource certain services.
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▪ We operate in most of European markets and in U.S.
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ENTERIE
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37. ▪ Strategy development based on market research, analyses and
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▪ Localisation and adjustment of content, case studies,
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▪ Media and influencers relations, including 1:1 meetings, arranging
interviews, press releases, media events, by-line articles
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