Olga Steidl PR Checklist on how to prepare a PR campaign as a tech startup as presented at Rollfeld Workshop "Medienarbeit" in Zurich, March 27, 2013

1. PR and Marketing Questionary
1. What are your key brand values and messages?
2. How would you describe what you do in ten words or less without using
sales or PR speak?
3. Avoiding technical speak, can you provide a couple of sentences about
your key services and products?
4. What makes you stand out from your competitors? What are your USPs?

2. 5. What are your milestones? (with dates)
6. What info about the company we can make public? What should be kept
in secret? (shareholders, location, size etc.)
7. What marketing and PR have you done up until now, at trade shows and
ongoing?

3. 8. Which sales channels do you use (if any)?
9. Who would you consider to be your most important target audience? And
which people do you need to reach in each organization? i.e. CTO's,
CIO's etc
10. In order of importance and percentage, which territories and markets do
you aim to cover? For example North America 70% UK 30 %

4. 11. When speaking to customers what hot topics are they facing (if any)?
12. Why have you decided to create this tool/app/service ?
13. Who are some of your key customers/partners we can use for press
purposes? Will these be willing to speak to the media and analysts too?

5. 14. Can we use user statistic for PR needs? If yes, what kind of stat?
15. What are the key challenges you face?
16. Who do you consider your main competition?
17. Who is the senior spokesperson? Will we have access to senior

6. spokespeople? And are they media trained?
18. Do you plan to take part in any events this year?
19. Are there any awards/associations in your field of knowledge?
20. Do you have a budget for the project?