Harness the power of PR and learn how to deal with the press. A presentation by Oussama Ammar, cofounder at TheFamily.
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13. But don’t bullshit them
A lot of entrepreneurs claim to be the “only”
ones doing X, Y, and Z, but it is rarely true
14. Know what's newsworthy
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•
•
•
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The startup's launch
!
The launch of a new product, feature or offering
!
The release of a compelling study or interesting data
!
The company's response to a current event
!
News of a high profile partnership
24. Follow journalists on Twitter
and interact with them
Check out Muck Rack, a list of journalists on Twitter.
!
Use tools like HARO and NewsBasis to find and respond to reporter requests for sources
25. Go global!
It’s never been easier to get high
quality translations and to gain
access to international blogs
26. Other languages (beyond English & French)
Spanish, Portuguese (Brazil), Mandarin,
Russian, German, Japanese, Korean & Italian
31. Make it simple for them:
Have sample tweets to copy & paste,
have a common hashtag for all, etc
32. Be a pro, have a pre-launch checklist:
Embargo* / timings clear to everyone,
servers ready, support team ready, etc.
* An embargo is "a request by a source that the information or news provided by that
source not be published until a certain date or certain conditions have been met"
33. Have a Q&A ready for you and the team
with key questions that will come up
34. Measure and improve
Analyse where traffic came from and what quality
that traffic had (i.e. conversion to active user, etc)
35. Decide whether a channel
was just bad or you need to
improve how you use it
37. Asking a reporter to write about
the same story over and over is
the best way to get ignored
38. Be date < your story
flexible!
Launch
getting attention
39. Good reasons to change your press date:
● Surprise announcement by Apple
● Natural disaster / events with 24/7 news coverage
● Your CEO / Key contact won’t be available
● Important event in your industry