The basics of PR every entrepreneur should know before they start their first media relations/brand awareness campaign.

1. Everything You Always Wanted to Know
About PR (But Were Afraid to Ask)

2. PR = Reputation / Revenues

3. PR = Proof

4. PR = Relations = Trust / Care

5. Is The Force With You?

6. The Force
1 – REAL PRODUCT
2 – REAL USERS
3 – REAL STORY
4 – OR NOT

7. We Need A Strategy!

8. Own A Territory

9. Define Your Territory
CONTEXT YOU
AUDIENCE
MY
BRAND

10. Define Your Territory
YOU
STORY
ASSETS
FACTS & FIGURES

11. Define Your Territory
AUDIENCE
BEHAVIOR
DESIRES
REFERENCES

12. Define Your Territory
CONTEXT
CULTURE
NEWS
COMPETITORS

13. Define Your Territory
THAT'S WHAT
MAKE ME
DIFFERENT
& DESIRABLE

14. W HO YOU ARE, YOUR STORY, ASSETS, VISION
WHO/WHAT YOUR
ARE TODAY
FACT #1
· Data point
· Data point
· Data point
FACT #2
· Data point
· Data point
· Data point
WHAT YOU BRING TO
THE INDUSTRY OR
CONSUMERS
FACT #1
· Data point
· Data point
· Data point
FACT #2
· Data point
· Data point
· Data point
WHAT YOU ARE
BUILDING FOR THE
NEXT 1/2/10/20 YEARS
FACT #1
· Data point
· Data point
· Data point
FACT #2
· Data point
· Data point
· Data point
PILLAR #2PILLAR #1 PILLAR #3

15. SOCIETE TECHNOLOGIQUE FRANÇAISE,
PIONNIERE ET LEADER EN SEGMENTATION ET CIBLAGE D’AUDIENCE,
XXX EST ANIME PAR UNE VISION ETHIQUE D’UN MARCHE DE LA PUB DIGITALE + PROPRE ET + DURABLE
1 - Une société technologique
pionnière/leader en
segmentation/ciblage
A - Une société techno qui valorise la
data des éditeurs
· Au coeur de la révolution en cours
sur le marché de la pub digitale
· Une vingtaine de data scientists
· Investi 2M€ dans la R&D
B – Une société française,
pionnière/leader en
segmentation/ciblage d’audience
· dès 2012 création des 1ères DMP en
France
· env 100 DMP déjà déployées en 18
mois
· confiance de clients majeurs
· big data : analyse quotidienne de 25M
d'écrans et 200M d'événements –
sans mélange des données
2 - Une société performante qui apporte
de la valeur à toutes les parties
prenantes de l'écosystème
A - Une société performante et solide
· CEO : 2nd time entrepreneur
· VC majeur en Europe - seed = 2M€
· création d’un nouveau marché et d’un
business modèle original
· ambitions internationales : UK en 2013,
US en 2014
· créateur d’emplois : 35 en 18 mois + 15
d’ici 1 an (en France)
B - Apporte de la valeur à l'écosystème
· Editeurs : monétiser leur inventaire à sa
juste valeur, condition de leur survie
· Annonceurs : campagnes performantes
car personnalisées et en real time, dans
un contexte premium
· Neutralité : par rapport aux acteurs et à
la data
· Transparence : par rapport aux clients
éditeurs et acheteurs
3 - Une vision éthique de son marché
: faire de la publicité en ligne un
marché "propre"
A - Strict respect de la vie privée
· Données anonymisées
· Pas de cible de moins 18 ans
· Respecte législation UE en vigueur
B - Dès l'origine, une intuition forte
· La pub en ligne doit être
personnalisée mais non intrusive
· 55 % souhaitent une pub +
personnalisée mais s’estiment mal
informés de l’usage de leurs données
C – Objectif : rendre le marché +
performant et durable
· Rendre le système acceptable
· Permettre aux éditeurs et annonceurs
de mieux connaître les attentes
réelles des internautes
· Redonner aux internautes le
contrôle sur leurs données : projet
d’outils pour le 2nd
sem. 2013
PERFORMANCE PRIVACYTECHNO
EXEMPLE

16. Write Tomorrow’s Headline

17. Define a strategy
THE SPECTRUM OF CREATIVITY

18. A strategy for Classified Ads

19. A strategy for Classified Ads
Absurd?

20. A Strategy For A 60-year Old Candy

21. A Strategy For A 60-year Old Candy
Absurd?

22. Hey, We’ve Got News For You…

23. A Journalist's Ordinary Day
"YOU WANNA TALK TO ME.
LIKE SERIOUSLY."
(let's pretend she works for the NYT)

24. A Journalist's Ordinary Day
"UUUUH…"

25. A Journalist's Ordinary Day
"Uuuuh"
"WHAT DO YOU MEAN
BY NOT FINISHED YET?"

26. Where Are Your Readers?

27. Where Are Your Influencers?

28. The Influencers
WHO: POWER USERS, JOURNALISTS,
BLOGGERS, OPINION LEADERS, INVESTORS,
COMPETITORS
ONLINE: MEDIA, TWITTER, LINKEDIN, G+
OFFLINE: CONFERENCES, TRADE SHOWS,
DEMO DAYS/PITCH CONTESTS

29. The Influencers
COMMENT ON THEIR ARTICLES
SHARE THEIR WORK VIA SOCIAL MEDIA
BUY THEIR BOOK
ATTEND THEIR EVENTS
OFFER THEM RESOURCES
TIP THEM STORIES (EVEN WHEN THEY
DON’T PERTAIN TO YOU)

30. Try Easy First

31. Play Their Addiction To Clicks

32. Play Their Addiction To Clicks
HOT NEWS

33. Play Their Addiction To Clicks
CALENDAR

34. Play Their Addiction To Clicks
EVENTS

35. Play Their Addiction To Clicks
NAME
DROPPING

36. Play Their Addiction To Clicks
CONTROVERSY

37. Get Personal

38. Talk Their Language
CORPORATE / B2B CONSUMER / B2C
Send Print
+ Product

39. The Press Kit
1 – SHORT OVERVIEW OF THE COMPANY
2 – YOUR STORY
3 – KEY FACTS & FIGURES
4 – BIOS
5 – HOW DOES THIS WORK
6 – TWO CASE STUDIES
7 – CLIENTS
8 – PR CONTACT

40. OK THAT’S:
 NEWS
 TIMELY
 CLEAR
 CREDIBLE
 USEFUL
WOW THAT’S!!!
• HOT
• ORIGINAL
• ATTRACTIVE
• NAME DROPPING
• EXCLUSIVE
• FUNNY/KINKY
Talk Both To Their Brains & Hearts

41. Respect Their Hectic Schedule
ANTICIPATE THEIR NEEDS
BE AT THEIR SERVICE, ANYTIME
&
HD PICS
DEADLINES
FACTS
& FIGURES

42. How To Dance This Tango

43. Define & Measure Metrics
REVENUES
SUBSCRIBERS
VISITS
ARTICLES
SHARES
REPUTATION
GROWTH

44. Is The Press Release Dead?
"I’m on a mission to
kill the press release"

45. "Everyday Is Election Day"

46. PRESS RELEASE
STORYTELLING

47. The Good Press Release
DON’T SELL THE
PRODUCT
BUT PLAY THE
AUDIENCE
KEEP IT
SHORT
& SIMPLE
KEY MESSAGES STORYTELLING
HYPERBOLES AND CLICHÉS

48. The Good Press Release
LOGO
DATE
TITLE
SUBTITLE
5 Ws: Who,
What, Why,
Where, When
QUOTE
LOCATION
DETAILS
INSIGHTS
ABOUT
CONTACT
Press Release

49. The Good Press Release Payback
 NEWS
 TIMELY
 CLEAR
 CREDIBLE
 USEFUL
• HOT
• ORIGINAL
• ATTRACTIVE
• NAME
DROPPING

50. The Peachy Pitch

51. The Peachy Pitch

52. The Lame Pitch

53. The Peachy Pitch
BE FRIENDLY AND (VERY) BRIEF
WORK (HARD) ON YOUR SUBJECT LINE
1 – CATCH INTRO PERSONALIZED FOR
EACH JOURNALIST
2 – WHO YOU ARE & WHAT YOUR COMPANY
DOES
3 – OFFER MORE DETAILS IN FURTHER ITW
OR BY EMAIL
4 – KIND WORDS
5 – SIGNATURE: YOUR TEL & EMAIL

54. The Pitch Checklist
• FOCUS ON WHAT IS DESIRED FOR A
NEWS STORY VS. WHAT IS COMMONLY
OFFERED
• GIVE THE REPORTER THE ESSENCE OF
THE ARTICLE – WHAT HE NEEDS TO
KNOW
• FIND THE “SO WHAT?” AND EXPLAIN
• PITCH WHAT IS RELEVANT AND
CONSUMABLE (CLEAR AND CONCISE)

55. The Interview
KEY
MESSAGE
STORYTELLIN
G
BEHAVIOR
Friendly, Polite, Dynamic

56. The Interview
PREPARE YOUR KEY MESSAGE
BE FRIENDLY AND POLITE
1 – INTRODUCE YOURSELF BRIEFLY
2 – SUMMARIZE YOUR KEY MESSAGE
3 – GIVE USEFUL PROOF POINTS &
EXAMPLES
4 – DON'T GET CARRIED AWAY OFF TOPIC
5 – DON'T BE AFRAID TO TALK ABOUT
COMPETITORS = EXPLAIN WHAT MAKES
YOU SPECIAL

57. The Follow Up

58. The Follow Up
AFTER INTRO: NICE MEETING YOU +
USEFUL INFO ON TOPIC + FOLLOW
AFTER PITCH: REMINDER 4-5 DAYS AFTER
BEFORE ITW: REMINDER 12H PRIOR
AFTER ITW: THANKS FOR YOUR TIME +
DETAILS/PICS/DATA REQUESTED
AFTER PUBLICATION: THANKS + SHARE

59. #5 – Hungry For More Coverage?

60. #1 EXPLORE
NEW ANGLES

61. Explore New Angles
Your (pioneering) market
Your (amazing) metrics
Fundraising
Awards
BUSINESS

62. Explore New Angles
Pain solved
(Surprising) uses
Calendar opportunities
(Christmas, sales, summer, holidays…)
Anniversaries
Consumers' types
ranking
CONSUMER

63. Explore New Angles
Market data
(Famous) client testimony
Design
Offices
HR
VERTICAL

64. #2 BECOME
THE EXPERT

65. Become The Expert
Guest Blog
Guest Post
Op-eds
Survey / Infographic
Owned/Shared event
Reformatted Cold News
CONTENT

66. Become The Expert
Columnists/Opinion Leaders
Trade shows, Conferences
Go Local
Network
TARGETS

67. #3 MONITOR
AND SHARE

68. Monitor
Find content
Measure
Share

69. THE CHECKLIST

70. The Checklist
ARE YOU READY?
OWN A TERRITORY
ENGAGE WITH YOUR INFLUENCERS
THINK CLICKS
WORK HARD AND REHEARSE
EXPLORE EVERY OPPORTUNITY

71. Now Enjoy The Ride ;)

72. Presentation made by Fleur Broca
Media.ppl [Media People] is an early-stage startup. The aim of
our platform is to connect high-skilled writers and storytellers with
entrepreneurs and business owners to help them shape and
develop their PR & content marketing strategy.
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