PR tips for tech startups looking to kick start a media relations campaign

1. ―Publicity the Silicon Valley Way:
PR Tips for Startups‖
Shahirah Gardner, Launchcode PR

2. What is PR… really?
―Brands are built on what people are saying
about you,
not what you're saying about yourself.
People say good things about you when
(a) you have a great product and
(b) you get people to spread the word about it.‖
- Guy Kawasaki
PR = third party validation

3. Common PR tactics:
 Media releases
 News angles
 Publicity stunts
 Events/ Tradeshows
 Editorial Opportunities
 Speaking Engagements/ Awards
 Sponsorship
 Content
 Social media
What gets people talking?

4.  The state of the startup
Before you consider PR, ask yourself:
What is your goal?
 More customers?
 Attract investors?
 Impress potential business partners?
PR for Startups?

5.  Today’s evolving media landscape = access
reporters quicker and easier than ever.
 You are no longer at the mercy of big
agencies, you can start building human
relations with reporters yourselves.
Media Relations

6. 5 WAYS TO KICKSTART YOUR
PR CAMPAIGN

7.  Identify target publications and reporters who
cover your space.
 Get to know them: Who are they? What are
their interests? What do you have in common?
Follow them on twitter, comment on what they
write… introduce yourself in a non-promotional
way. Be human.
 If want reporters to invest time in you, expect to
invest time in them.
#1 Make friends before you need them

8. #2: Understand what’s newsworthy
Exciting stories:
 The startup's launch
 The launch of a new product, feature or offering
 The release of a compelling study or interesting
data or infographic
 The company's response to a current event,
trend, headline
 Milestones, funding, high profile partnerships

9. #3 Craft a clear, crisp media pitch
 Explain your startup in one sentence so that
anyone — techie or not — can understand its
purpose.
 Craft a message around the news you are
pitching.
 Avoid jargon, make it concise.

10. #3b Crafting a product pitch
 Here's what our product can do VS
 Here's what you can do with our product
 Who is my audience and why do they care?
=
 Who is my reporter’s audience and why do they
care?
 Sell the benefits not the features

11. #3b Crafting a product pitch
iKoast is a free, lifestyle app that provides a visual
map of your favourite activities and facilities along
the coast while delivering real time shark, rip and
weather alerts.
VS
Plan your next coastal adventure with hundreds of
mapped activities from wreck dives to kitesurfing,
kayaking to sailing. Help keep our beaches safe by
pinning the real time location of a shark, rip, or other
hazards you spot on the coast.

12. #4 Develop a press kit
Create a file/ Dropbox/ press page:
 Press release
 Screenshots
 Explainer Video
 Bios
 FAQs

13. Before going any further…
Check that:
 #1: You’ve made some friends
 #2: You’ve got newsworthy news
 #3: You’ve spent time creating a solid pitch
 #4: You have a press kit
 Then.. and ONLY then…

14. #5 Distribute and Pitch
 Press distribution service – MediaNet, SubmitEdge,
Get To Press, Get the word out from $100
 Create a media list of the 5-10 reporter friends you
have made
 Draft a friendly, human email that includes:
icebreaker, pitch and press release.
 Proofread.
 Check your spelling. Please check your spelling!
 Proofread one last time.
 Go on, send!

15. Rookie Mistakes
Do not:
 Spray and Pray
 Not proofread, use !!!!, CAPITALS, or funky font
 Make press contact info and kit difficult to find
 Be annoying, self promotional, or stalk

16. Measuring PR
 Exposure – Engagement – Influence – Action
Common KPIs:
 No. of coverage: hits, impressions, unique visitors
 Increased organic website traffic; click thrus;
view thrus (Google Analytics)
 No. new leads or sign-ups
 No. of new social media followers
 No. of new referral links

17. Questions
e/ shahirah@launchcodepr.com
m/ 0415 288 549
t/ @launchcodepr

18. Good reads
 http://www.startupnation.com/
 http://prinyourpajamas.com/
 http://growthhackers.com/
 http://www.inc.com/public-relations
 http://mashable.com/marketing/
 http://www.entrepreneur.com/marketing
 http://www.briansolis.com/