Thank you to everyone who attended our first PR For Techies event on Wednesday! If you missed anything or weren't able to make it, here are the slides. We hope to see you at our second event, coming up in June.
2. PR FOR TECHIES
TO UNDERSTAND PUBLIC RELATIONS AND ADVERTISING, WE
NEED TO UNDERSTAND THE THREE TYPES OF MEDIA:
EARNED, PAID AND OWNED.
http://www.smartinsights.com/digital-marketing-strategy/customer-acquisition-strategy/new-media-options/
This is where PR comes in.
An agency helps you “earn”
media coverage.
4. PR FOR TECHIES
▸ PR gives a “third-party endorsement.”
News coverage is not viewed as an ad, and
is therefore more credible with the
consumer and/or reader.
▸ Although public relations is a less
controlled media, it is more credible and
less costly. Advertising gives the company
complete control, but the audience knows
you’re controlling what is being said.
▸ Advertising is promotional. You’re telling
people why you’re great. Public relations is
getting someone else to say you’re great.
5. TO SUCCEED IN PUBLIC
RELATIONS, YOU NEED
TO CREATE MESSAGES
THAT RESONATE WITH
THE GENERAL PUBLIC
AND WITH MEDIA
PROSPECTS.
6. 4 STEPS TO NAIL DOWN YOUR
COMPANY’S MESSAGING.
PR FOR TECHIES
7. PR FOR TECHIES
WHO ARE YOU?
Describe your company in
two sentences or less.
8. How are you different than
everyone else doing the
same thing as you?
PR FOR TECHIES
WHAT DISTINGUISHES YOU
FROM YOUR COMPETITION?
9. PR FOR TECHIES
A value proposition is a
business or marketing state-
ment that a company uses to
summarize why a consumer
should buy a product or use
a service.
WHAT ARE YOUR UNIQUE
VALUE PROPOSITIONS?
10. PR FOR TECHIES
WHO IS YOUR
TARGET CONSUMER?
Consumer = Customer
Where are they?
12. THE NEXT STEP IS FINDING,
TARGETING AND
APPROACHING THE RIGHT
MEDIA WITH YOUR MESSAGE.
13. PR FOR TECHIES
FINDING THE RIGHT MEDIA
▸ You’re in the industry; what do you read/watch/
listen to?
▸ Set up Google Alerts and maintain a database
of reporters writing about similar things to
what your company does or similar messages
to what you want to say.
▸ Search competitor coverage/awards/etc.
14. PR FOR TECHIES
TARGETING THE RIGHT MEDIA
▸ Identify where you want to be: which columns/
shows/programs do you want to be in/on?
▸ Determine if specific timing will help your
cause (e.g., editorial calendars, events,
seasonal, etc.)
▸ Find out which journalist(s) to reach out to
based on his/her previous stories, history and
beat.
But wait! How do you find their
contact information?
15. PR FOR TECHIES
APPROACHING THE MEDIA
▸ Method: Call versus email
▸ Personalize (DON’T: Send blasts. DO: Refer to
previous conversations or articles.)
▸ Use your strengths.
▸ Be clear about what you’re asking for.
▸ K.I.S.S.
▸ You’re busy, they’re busy. Get to the point!
(Keep it simple, stupid!)
17. PR FOR TECHIES
WHICH PLATFORMS WILL BE VALUABLE?
WHICH ONES SHOULD YOU AVOID?
▸ Consider your audience. Where are they
talking about and engaging in conversation
about your topics and your industry?
▸ What is each medium used for, and is it
applicable to your company?
▸ Do not (I repeat) DO NOT half-ass social
media! It’s better to not have social media than
to have a page that is doing it wrong.
18. PR FOR TECHIES
FACEBOOK
It’s always a good idea to claim a business page name just in
case, but don’t spend time maintaining and updating a Facebook
page if you’re not going to consistently engage with your target
audience on that platform.
Facebook is great for consumer-facing businesses.
19. PR FOR TECHIES
TWITTER
Looking to ramp up media relations? Twitter is a good way to begin engaging
with reporters (Like, Follow & Retweet).
If people are talking about your topic on Twitter, you should be active. Search
hashtags/users to find out. #startup #prfortechies #tech
20. PR FOR TECHIES
INSTAGRAM
Instagram is great for highly
visual companies (design/photography), and
companies that regularly create and update
a constant flow of interesting and applicable
visuals. (Don’t expect a lot of followers!)
#prfortechies #socialmedia #beseen
21. PR FOR TECHIES
PINTEREST
For the most part, tech companies
shouldn’t worry a lot about Pinterest. If
you can put up screen grabs, it could
be applicable but likely more work than
it’s worth.
22. PR FOR TECHIES
For the most part, tech companies
shouldn’t worry a lot about Pinterest. If
you can put up screen grabs, it could
be applicable but likely more work than
it’s worth.
If you are a
business, you
need LinkedIN.
LINKEDIN
23. Join us in June for Part 2:
Members of our Meetup group will be notified when
the date is announced!
Stay tuned: meetup.com/pr-for-techies
