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    Public Relations For Startups: Using PR To Grow Your Business

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    Khan Nehal
    This document provides an overview of public relations strategies for startups. It discusses how PR can be used to [1] build awareness of a company and brand, [2] legitimize other marketing efforts, and [3] potentially provide a cost-effective sales funnel. The document outlines different PR tactics like press releases, contributed content, media pitches, and social media. It also discusses developing newsworthy stories, preparing for media interviews, researching target publications and journalists, and establishing PR goals that align with a company's overall marketing plan.

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    Public Relations For Startups: Using PR To Grow Your Business

    Uploaded by

    Khan Nehal
    39 views13 pages
    This document provides an overview of public relations strategies for startups. It discusses how PR can be used to [1] build awareness of a company and brand, [2] legitimize other marketing efforts, and [3] potentially provide a cost-effective sales funnel. The document outlines different PR tactics like press releases, contributed content, media pitches, and social media. It also discusses developing newsworthy stories, preparing for media interviews, researching target publications and journalists, and establishing PR goals that align with a company's overall marketing plan.

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    This document provides an overview of public relations strategies for startups. It discusses how PR can be used to [1] build awareness of a company and brand, [2] legitimize other marketing efforts, and [3] potentially provide a cost-effective sales funnel. The document outlines different PR tactics like press releases, contributed content, media pitches, and social media. It also discusses developing newsworthy stories, preparing for media interviews, researching target publications and journalists, and establishing PR goals that align with a company's overall marketing plan.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    39 views13 pages

    Public Relations For Startups: Using PR To Grow Your Business

    Uploaded by

    Khan Nehal
    This document provides an overview of public relations strategies for startups. It discusses how PR can be used to [1] build awareness of a company and brand, [2] legitimize other marketing efforts, and [3] potentially provide a cost-effective sales funnel. The document outlines different PR tactics like press releases, contributed content, media pitches, and social media. It also discusses developing newsworthy stories, preparing for media interviews, researching target publications and journalists, and establishing PR goals that align with a company's overall marketing plan.

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    © All Rights Reserved
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    You are on page 1of 13

    Public Relations for Startups:

    Using PR to Grow your Business


    Chris Plunkett
    Director of External Relations
    Communitech

    communitech.ca
    Startup Storytelling
    There are a number of different ways for startups to tell their
    stories.

    • Marketing (Paid)
    • Content / Social (Owned)
    • Media (Earned)
    Public Relations
    • Public Relations is about getting others to tell your story
    o Builds awareness of your company and brand
    o Legitimizes business and other marketing efforts
    o Potentially cost-effective sales funnel
    • Is about ‘telling not selling’. Needs to be newsworthy, or an
    interesting story.
    o Different tone and approach than marketing or sales

    • The publication controls content, angle and timing of the story.


    Understanding Media
    Media Trends
    • Fewer reporters, more subjects
    • Pressure on journalists to be first
    • Increased reliance on contributed content

    Hooking your story to relevant news


    • Aeryon Labs (Libya, Amazon, etc.)
    • BlackBerry

    Schedule announcements appropriately


    Are you ready for Media?
    • Media coverage can be a powerful tool, but needs to be timed
    carefully and build on other efforts.

    o Website
    o Media Kit
    o Spokespeople / Messaging Prepared
    o Sources (besides you), data / traction, research to support
    o Sales / HR / Investment funnel ready to capture increased attention
    Establish your Goals
    • What are you trying to accomplish with media coverage?
    o Launch a product
    o Drive Sales
    o Attract investors or talent
    o Become a thought leader / build credibility
    o Aggravate a competitor

    • The publications you target, and story you tell should flow
    from these goals, and align with your overall marketing plan.
    Do your Homework
    Understand who you want to reach (and why)
    • Local (media and blogs)
    • Mainstream Print / Broadcast (Broad awareness)
    • Tech Press (Investors / Funding / Talent)
    • Specialty / Trade Media (B2B Sales)

    Research your targets (journalists / outlets)


    • Understand their beat / medium
    • Focus on quality pitches over quantity releases
    Your product is not news
    • You need to develop a story that is interesting / compelling for
    readers.
    o Hero’s Journey
    o Problem being solved (Customer’s story)
    o Groundbreaking technology
    o Part of a growing trend (need data)
    o Investment
    o Hooking on to current news cycle.

    • Example : Wagepoint
    Preparing for an Interview
    • Know your messages and what you want to get across
    Don’t be robotic, but interviews go by quickly (especially live), so
    important to get your key messages out.
    • Understand the Medium.
    o Print vs. live radio / TV vs. a taped segment.
    • Understand the Audience (and Journalist)
    o Mainstream vs. specialized makes a big difference.
    • Be prepared for tough questions.
    Crowdfunding PR
    • PR can help a crowdfunding campaign, but it can’t save one.

    • The Kickstarter / Indiegogo page is your funnel


    o High quality video, copy and aligned perks / benefits.

    • Know your customers


    o Email lists, blogs, influencers drive more sales

    • Use media as an accelerant


    o Initial media important, but can use again when there is good traction.

    • Example: Structur3d Printing


    PR Toolbox
    • Press Releases
    • Contributed Content
    • Media Pitches

    • Social Media
    • Relationships with Journalists
    PR Agencies
    • PR agencies can be powerful tools, but usually not cost
    effective for startups.

    • Understand the work they’ve done / where they’ve been


    effective.
    o Local vs. Canadian vs. US / International coverage
    o B2B vs. B2C

    • Retainer model rarely effective for startups


    o Need agency willing to work on specific projects and to grow with company.
    Questions?
    Chris.plunkett@communitech.ca
    @cmlplunkett

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