Learn how to pitch your little startup heart out and actually get somewhere with the media peeps! Join tech journalist Erica Swallow for an overview of how to interact with tech media as a startup. You'll learn the basics of PR for startups, including how to engage and build relationships with the media, how to craft a press release, top tips for writing an awesome email pitch, what "exclusive" and "embargo" mean, which assets are useful for journalists and what not to do. This class will also include a number of case studies from recent pitches that Erica has received. She will show you a behind-the-scenes look at how she was pitched and where each pitch led. Of course, questions are welcome, so bring your queries and a notebook for taking down your top learnings! Learn more about Erica's class on Skillshare: http://www.skillshare.com/PR-for-Startups/2036846353

1. How To Rock
at #StartupPR

2. Preliminary Reading
#StartupPR

3. What Defines Startup PR?
• No reputation
• No budget
• No time
• Newness
• Passion
• No PR experience
#StartupPR

4. 1. Know What’s Newsworthy
• Startup’s launch
• New product
• Study or data
• Current event
• Partnership
#StartupPR

5. 1. Know What’s Newsworthy
Startup’s Launch / Relaunch
“Bizzy is going to change local search by launching a Bizzy Recommendation Engine and Local Business Census
at the end of the month and the Founder and President of Bizzy, Gadi Shamia, would like to sit down with you
prior to the announcement to show you how the engine will work.
The Local Business Census will ask users 20 questions about the local businesses in their area in order to gage
their preferences. Once complete, Bizzy will have what it needs to provide you with a recommendation the way
a friend would in a fun and interactive way.
So far there have really been two tiers of online local search: 1) Yellow Pages and 2) Yelp and Zagat's reviews.
We are moving into the third tier of predictive technology, creating the ability to provide users and consumers
with recommendations based on their preferences.
Bizzy's recommendations wont just be based on what your friends like or recommend - because we don't
necessarily always agree with what our friends and family like - but Bizzy's unique and proprietary algorithm
will match your data with the best fit for you anywhere you go.”
#StartupPR

6. 1. Know What’s Newsworthy
New Product
“Saw on Twitter that you had downloaded our new app Snooth Wine Pro. Hope you're
enjoying it or will enjoy it on your trip to Napa/Sonoma. I've sent some information to
your counterparts at Mashable in hopes of receiving some Mashable love in the form
of coverage and haven't heard anything just yet. I had luck pitching back in 2008 when
I was still in college and had my own streaming music search engine, Streamzy - but
this time seems a bit more challenging. This is my first big project since I've arrived at
Snooth and I'd be forever grateful if you could consider covering the new app - it's the
first of its kind and we're extremely proud of it. I've included our press release below
and a link to find screenshots and contest info. Let me know if you'd like some promo
codes to gift to your readers. Again, I appreciate your consideration.”
#StartupPR

7. 1. Know What’s Newsworthy
Study or Data
“My client, QuBit, has done some research into retail websites
and has come up with a list of top reasons that people don't
convert into paying customers - we'd be more than happy to
do a 'Top ways to improve website conversions' style piece off
the back of this if you'd be interested.”
#StartupPR

8. 2. Have a Concise, Value-Driven Message
• YES
– “Skillshare is a community marketplace to learn anything from anyone.”
– “Airbnb is a trusted community marketplace for people to list, discover
and book unique spaces around the world online or from an iPhone.”
– “Lot18 is a membership by invitation website for wine and epicurean
products from coveted producers at attractive discounts.”
• NO
– Companies are now adopting the same level of attention to data–driven
design, optimization, engagement and monetization that their social game
counterparts are. And, many of them are winning big. Company X, a user
analytics firm based in SF, helps them to do so – would you be interested
in learning more?
– Company Y offers consumers and businesses an innovative, easy way to
cut the clutter, save some trees and even save money by storing and
organizing all their purchase receipts in the cloud.
#StartupPR

9. 2. Have a Concise, Value-Driven Message
Creating a Message
• Fill in the blank: “*My startup+ is a ____________.”
• Cut down on industry jargon
• Use it everywhere
#StartupPR

10. 3. Understand Coverage Area & Audience
• Try to avoid this sentence:
– “I read your recent post called ‘XYZ,’ and I think you’d be interested
in my startup.”
• With that being said…
– “Loved your piece a few days ago (I sent it around to all of
[Company X] to read) - is this a preview of your class?
I’ve been meaning to reach out to you because our CEO, *Person Y+
just published his first book, [Book Title], which addresses a lot of
the points you made, as well as…”
#StartupPR

11. 3. Understand Coverage Area & Audience
Don’t Send Me This
• “ArchPort Footwear began
offering the first sandals
with flashlights that fit inside
the sole; there are 20 days
remaining to take advantage
of this offer. Each pair of
ArchPort Sandals arrive with
a flashlight that fits into a
chamber located in the arch
of the sole. The flashlight is
ideal for night outings during
the summer…”
#StartupPR

12. 4. Customize Your Pitches
• Journalist’s name
• Mention of his or her publication
• True interest in recent coverage / coverage area
#StartupPR

13. 5. Avoid Press Releases
• 95% of press releases are useless
• If you use one…
– Be informative, not sales-y
– Omit quotes (good publications don’t use them)
– Attach or copy-and-paste it below the email
– Embed a link to the press release
– Or offer to send the press release later
• If you don’t use one…
– 1 sentence defining your startup
– 2-3 sentences explaining the occasion for your pitch
• EMAIL SUBJECT LINES ARE VERY IMPORTANT!
#StartupPR

14. 5. Avoid Press Releases
Composing a Subject Line
• YES
– Story: Building Landing Pages That Convert
– Snooth Launches "Shazam" for Wine
– Top tips for e-commerce websites
– Exclusive: Performance Reviews Go Social (infographic)
• NO
– Press Release for Mashable.com
– PRESS RELEASE - ARCHPORT SANDALS WITH FLASHLIGHT IN THE SOLE
– Plextor Debuts Superfast Limited Edition SSD
– Telligent Announces Social Community Software at WPC
• I forwarded to a coworker, saying, “For you if interested. These PR peeps have no
idea what I do.”
#StartupPR

15. 6. Have Useful Assets Available
• Useful assets include:
– A company or product description
– Photos relevant to the story
– Screenshots of the product
– Company logos
• Ideas for implementation:
– Zipped file as an attachment
– Link to “press” page
#StartupPR

16. 7. Exclusives & Embargoes
• Exclusive: when a publication is given the right to be the
first publication to report on a given story
• Embargo: 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
#StartupPR

17. 8. Offer Up Unique Data
#StartupPR

18. 9. Follow Reporters on Twitter
• “It’s amazing to me that I get a MUCH higher
response rate when pitching reporters via Twitter
than email. I would actually go as far as to say that
every time I’ve pitched a reporter via Twitter, I have
gotten some sort of response (often resulting in a
story for my client). Via email, I have maybe a 50%
response rate. The phone call response rate would
be my lowest.”
- Nicole Denton, PR, Pyxl
#StartupPR

19. 10. Reverse Pitch with HARO & NewsBasis
#StartupPR

20. 10. Reverse Pitch with HARO & NewsBasis
Stories I’ve Written with HARO
• 13 Branded iPhone Apps That Enhance Their Company’s Products
• 13 Ways to Improve Your International SEM Strategy
• 7 Unique Eco-Friendly Company Transportation Alternatives
• 6 New & Innovative Social Media Campaigns to Learn From
• 7 Twitter Marketing Campaigns to Learn From
• How The iPad Is Helping Businesses Go Green
#StartupPR

21. Final Tips
• Be concise.
• Have a very clear message.
• Think like the reader.
#StartupPR

22. Questions?