When your company is a startup, ie extremely innovative, potentially disruptive and absolutely money deprived, getting noticed on your market is key. And PR appears to be the most obvious and the fastest way to reach this objective. So they say. But when, what, how and whom with should you start? Here are some key steps to those meaningful questions.

1. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
PR FOR STARTUPS

2. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
Agenda
• Storiesout
• PR?
• Getting noticed
• Timing & objectives
• Survival kit
• Journalists’ advices
• Get an agency or not?

3. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
StoriesOut
• Agency for innovating companies
• PR
• Community Communication
• Communication Training & Coaching
• 20+ years experience in IT

4. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
StoriesOut
• Agency for innovating companies
• PR
• Community Communication
• Communication Training & Coaching
• 20+ years experience in IT

5. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
PR?

6. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
PR For Startups

7. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
PR For Startups

8. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
PR For Startups

9. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
ButYou Are Not Alone...

10. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
ButYou Are Not Alone...

11. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
ButYou Are Not Alone...

12. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
ButYou Are Not Alone...

13. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
In Order To Avoid This

14. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
In Order To Avoid This

15. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
The Trick Is To Get Noticed

16. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
The Trick Is To Get Noticed
• Be smarter
• Define your objectives
• Observe and use the same lexicon as
bigger players

17. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
The Trick Is To Get Noticed
• Be smarter
• Define your objectives
• Observe and use the same lexicon as
bigger players

18. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
The Trick Is To Get Noticed
• Be smarter
• Define your objectives
• Observe and use the same lexicon as
bigger players
• React on news & market
announcements
• Know your competition

19. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
Define PR Objectives & Schedule

20. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
Define PR Objectives & Schedule

21. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
Define PR Objectives & Schedule

22. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
Define PR Objectives & Schedule

23. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
Matching Media

24. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
Matching Media

25. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
Matching Media

26. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
Matching Media

27. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
Matching Media

28. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
Survival Kit

29. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
1 - Some Rules
Position

30. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
1 - Some Rules
Position Prove

31. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
1 - Some Rules
Position Prove Leverage

32. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
1 - Some Rules
Position Prove Leverage
and again!

33. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
Position
• Define your activity
--> SW vendor, HW manufacturer,
service provider, reseller
• Define your market
--> senior care, mobile apps
development, ethnic fast food, etc.
Use your market key words
• Define your target
--> B2B, B2C, local, International
Position

34. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
Prove
• Leader, Pioneer, etc
--> figures, dates, patents
• A team of superstars
--> scientific publications, experience
• Revolutionary product / service
--> why, for who, what is the disruption,
where is the competition
• Demonstrate, illustrate, engage with
your audience
Prove

35. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
Leverage
• Levarage bigger notorieties
--> customers, partners, resellers,
investors
• Leverage events
--> tradeshow, news from the market
and benefit from the attention it has
created
• Leverage your competition
--> “Our product brings the power of
MS Office to your desktop, for free”
Leverage

36. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
2 - Schedule Announcements
• Frequency: at least one every 6
weeks
• Topic of announcements:
product, corporate, raising funds, new
hires, events, case studies, partners, new
customers, create your own poll and
release some results etc.
• Delays: schedule possible delays due
to multiple companies’ validations

37. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
3 - PhraseYour Press Release
• One idea per press release
• Organize: title, sub-title, quotes
• Rich media : URLs
• Boilerplate

38. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
4 - Distribute
• Prohibit PDF, attached files etc.
• Publish Online
• Journalists are not the only influencers:
use email, wire, twitter, viadeo, linkedin,
forums...

39. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
5 - Homo Journalicus - Clichés
Prima Donna?

40. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
5 - Homo Journalicus - Clichés
Prima Donna?

41. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
5 - Homo Journalicus - Clichés
Prima Donna?
Got a Boss !

42. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
5 - Homo Journalicus - Clichés
Prima Donna? Cunning?
Got a Boss !

43. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
5 - Homo Journalicus - Clichés
Prima Donna? Cunning?
Got a Boss !

44. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
5 - Homo Journalicus - Clichés
Prima Donna? Cunning?
Got a Boss ! Must write!

45. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
5 - Homo Journalicus - Clichés
Prima Donna? Cunning? Idiot?
Got a Boss ! Must write!

46. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
5 - Homo Journalicus - Clichés
Prima Donna? Cunning? Idiot?
Got a Boss ! Must write!

47. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
5 - Homo Journalicus - Clichés
Prima Donna? Cunning? Idiot?
Got a Boss ! Must write!
Make yourself
clearer!

48. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
Homo Journalicus - User Guide

49. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
Homo Journalicus - User Guide
• 1 - Before the interview, define the title of the ideal
article you’d expect the journalist to write

50. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
Homo Journalicus - User Guide
• 1 - Before the interview, define the title of the ideal
article you’d expect the journalist to write
• 2 - Select 3 pillars (max) to build the article upon

51. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
Homo Journalicus - User Guide
• 1 - Before the interview, define the title of the ideal
article you’d expect the journalist to write
• 2 - Select 3 pillars (max) to build the article upon
• 3 - Illustrate: you are the expert, not the journalist

52. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
Homo Journalicus - User Guide
• 1 - Before the interview, define the title of the ideal
article you’d expect the journalist to write
• 2 - Select 3 pillars (max) to build the article upon
• 3 - Illustrate: you are the expert, not the journalist
• 4 - 3X3 : rephrase your 3 key messages at least 3 times

53. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
Homo Journalicus - User Guide
• 1 - Before the interview, define the title of the ideal
article you’d expect the journalist to write
• 2 - Select 3 pillars (max) to build the article upon
• 3 - Illustrate: you are the expert, not the journalist
• 4 - 3X3 : rephrase your 3 key messages at least 3 times
• 5 - Use the“Off”: it allows you to give visibility on
forthcoming news and helps establish a truthful relationship
with the journalist

54. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
Homo Journalicus - User Guide
• 1 - Before the interview, define the title of the ideal
article you’d expect the journalist to write
• 2 - Select 3 pillars (max) to build the article upon
• 3 - Illustrate: you are the expert, not the journalist
• 4 - 3X3 : rephrase your 3 key messages at least 3 times
• 5 - Use the“Off”: it allows you to give visibility on
forthcoming news and helps establish a truthful relationship
with the journalist
• 6 -You are the star: that’s why the journalist agreed on
meeting you btw...

55. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
Homo Journalicus - User Guide
• 1 - Before the interview, define the title of the ideal
article you’d expect the journalist to write
• 2 - Select 3 pillars (max) to build the article upon
• 3 - Illustrate: you are the expert, not the journalist
• 4 - 3X3 : rephrase your 3 key messages at least 3 times
• 5 - Use the“Off”: it allows you to give visibility on
forthcoming news and helps establish a truthful relationship
with the journalist
• 6 -You are the star: that’s why the journalist agreed on
meeting you btw...
• PRE-PARE

56. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
6 - DoYou (really) Need An Agency?

57. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
6 - DoYou (really) Need An Agency?
• This is NOT MANDATORY!

58. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
6 - DoYou (really) Need An Agency?
• This is NOT MANDATORY!
• How long do you need to commit?
depends on quantity of scheduled
announcements --> either project basis of
long term retainer

59. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
6 - DoYou (really) Need An Agency?
• This is NOT MANDATORY!
• How long do you need to commit?
depends on quantity of scheduled
announcements --> either project basis of
long term retainer
• How to pick an agency? --> talk to its
clients, ask for clippings

60. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
6 - DoYou (really) Need An Agency?
• This is NOT MANDATORY!
• How long do you need to commit?
depends on quantity of scheduled
announcements --> either project basis of
long term retainer
• How to pick an agency? --> talk to its
clients, ask for clippings
• Consider doing it internally

61. Anne de Forsan - annedeforsan@storiesout.com - +33 6 07 67 30 38
Thanks!
Contact me:
www.StoriesOut.com
@adeforsan