This document provides guidance on getting media coverage for startups. It discusses fundamentals of public relations (PR) and relationships with the media. The key recommendations are to understand media outlets and journalists, proactively pitch your startup story and news, issue press releases at milestones, and contribute articles or opinions. Effective media relations involves having a media strategy and press kit to introduce your startup in a compelling way. The overall message is that startups should thoughtfully engage the media to build their reputation and visibility.

1. HOW TO GET MEDIA COVERAGE
FOR YOUR STARTUP
(An edited version)
A talk by:
Kam Hashim
Hashim Communications
June 14, 2016
@ MaGIC Accelerator Program - ASEAN StartupTrack
Cyberjaya

2. FUNDAMENTALS OF PR

3. What is PR?

4. Definition of PR
“Public relations is a strategic communication
process that builds mutually beneficial
relationships between organizations and their
publics.”
By Public Relations Society of America
Source: www.prsa.org

5. Definition of PR – Cont’d
“Public relations is about reputation – the result of what you
do, what you say and what others say about you.
Public relations is the discipline that looks after an
organisation's reputation. Its aim is to win understanding and
support, and influence opinion and behaviour. It establishes
and maintains goodwill and mutual understanding between
an organisation and its publics.”
ByThe Chartered Institute of Public Relations (UK)
Source: Chartered Institute of Public Relations

6. PR responsibilities
Analyst relations
Community relations
Crisis communications
Employee (Internal) relations
Financial PR – M&As, IPOs
Government relations (Public Affairs)
Investor Relations
Media Relations

7. Key PR activities at a startup
Accolades
Blogging
Case studies
Media relations
Newsletters
Press releases
Product Reviews
 Social Media
 Speaker’s Bureau
 Special events
 Visuals (photographs,
videos)
 Web communications
(including SEOs)

8. GETTING PRESS

9. 1. Understand the media

10. 2. Establish good media relationships
Research and identify media outlets as well as individual
journalists relevant to your business
Create a media database
Introduce your company to journalists. i.e. an email
introductory note
Follow journalists on social media to become familiar with
their work. Interact with them when appropriate

11. 3. Proactively pitch your startup
Aim for a “corporate story”
Pitch your startup launch
In your pitch, tell the media what makes you
unique
Explain what problem(s) you are solving
Incorporate your relevant personal experience to
start the business/startup journey
Share news

12. 4. Issue a press release to get
media attention
Think like a journalist
Gather newsworthy information
Create a plan for your press release
Communicate milestones:
Product releases
Funding news
Key customer acquisitions or partnerships
Management hires

13. Press release writing

14. Anatomy of a press release

15. Samples of press releases on
www.hashimpr.com

16. 5. Compile editorial calendars to
identify opportunities
For mostly non-news media coverage
Research and compile editorial opportunities
within the target media based on your target
customers and stakeholders
Pitch every opportunity identified

17. 6. Contribute articles or opinions in
relevant media
Share your expertise and knowledge by writing a
good article or an opinion piece

18. EFFECITVE MEDIA RELATIONS

19. Media relations for a startup

20. Media Strategy
YOU
Media
1 Media
2
Media
3
Media
4
Media
5Media
6
Media
7
Media
8
Media
9
Media
10
YOU
Online
Portal
VS.

21. Preparing a press kit

22. HOW TO BE SUCCESSFUL IN
DO-IT-YOURSELF PR

23. Focus on these

24. …and don’t forget, you’d need these
too:

25. ANY QUESTIONS?

26. FINAL WORDS

27. Want to get some press?
Answer these questions first:

28. ALL THE BEST!

29. Thank you!