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How to tell stories about your startup beyond funding

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How to tell stories about your startup beyond funding, and during Covid-19

Publicado en: Tecnología
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How to tell stories about your startup beyond funding

  1. 1. * How to tell stories about your startup post-Series A, beyond, and during Covid-19 mike@techcrunch.com (This will be the only graphic in this presentation. Enjoy).
  2. 2. * The good news: You raised a Series A (or more) The bad news: What stories can you tell now? mike@techcrunch.com
  3. 3. * Simple answers: Stay relevant to the news Maintain your ‘newsworthiness’: - Be relevant - Be timely - Be novel mike@techcrunch.com
  4. 4. * What makes a news story? @mikebutcher
  5. 5. * • Typical startup stories: Worthy but easy / a bit dull: - Client wins - C-suite new hires - Product milestones - Funding events • More interesting & requires creativity: Growth stories! @mikebutcher
  6. 6. * First, you need to think about the long-term cadence of your company’s ‘story’: - The founding - First big customers / Big hires - Evidence of growth - Its relevance to wider issues @mikebutcher
  7. 7. * After funding it’s now about growth & momentum stories - This boosts your recruiting efforts - Gives ‘social’ validation to your company - Keeps investors interested @mikebutcher
  8. 8. * Job one: Create working (and mutually useful) relationships with media @mikebutcher
  9. 9. * To do this you’ve got to keep your media contacts ‘warm’ You want to build helpful relationships which are non-transactional — give and help, don't just take or expect. @mikebutcher
  10. 10. * Journalists ultimately want to build a relationship with CEOs / co/founders So what are some of the best approaches? @mikebutcher
  11. 11. * One way: stay close to the SUBJECTS that interest the journalists & news outlets you want to stay close to. @mikebutcher
  12. 12. * Ways to do that: Follow them on Twitter! Techmeme Read the damn news! RSS! (e.g. Feedly) Journorequests.com Helpareporter.com Muckrack.com @mikebutcher
  13. 13. * A note on Twitter: - It rarely hurts to Retweet or Comment on a journo’s tweets - It’s a real-time feed into a reporter’s brain @mikebutcher
  14. 14. * Keeping ‘warm’: - You do not need to always send press releases! - A SHORT, semi-regular note on activity (BUT, don’t over-do it) - And don’t expect a reply @mikebutcher
  15. 15. * E.g. Here’s a what a startup once regularly sent me: Hi folks, Here's the latest snippets of what's happening at XXXXXX. Oh, and join us for a beer! If anything looks interesting and you'd like to find out more, I'm always available on the phone - 075XXXXX - and we like sharing both beer and coffee! This email is going out to a select group of people who've written about us before (there are about 30 on here) - it isn't intended to be spam. If you want to be taken off the list, just say. Happened recently: - <Two sentences> - <Three sentences> Coming up soon: - Fun event to see London's Christmas lights! Next Thursday evening we're etc Thanks! <CEO name> @mikebutcher
  16. 16. * Know your journo: - Be aware: Journos are swamped by incoming - Typical day starts on messages - *Email is read by subject line* - There are 6+ PRs to every journo - COVID = the average day x10 @mikebutcher
  17. 17. * Get your CEO & execs ‘match fit’ for the media @mikebutcher
  18. 18. * Staying ‘warm’: - Keep tabs on the news cycle! - Ensure the CEO is never too busy to comment on stories - Don’t be a bottleneck! - Offer quick email comment on major events *if substantive* @mikebutcher
  19. 19. * - Display your expertise - Back this up with FACTS - Make use of CEO’s personality - CEO personal stories can be compelling e.g. World Remit @mikebutcher
  20. 20. * Other tactics and ideas to use @mikebutcher
  21. 21. * - Be associated with a hot story - If possible, it doesn’t (usually) hurt to be associated with a celebrity @mikebutcher
  22. 22. * - Be creative. Brainstorm ideas for stories in meetings - Anticipate upcoming news - Get AHEAD of events @mikebutcher
  23. 23. * - Be surprising: Attack your competition e.g. Uber/Postmates - Be UNUSUAL: “This startup uproots its entire team and operation for one month, and relocates to a new city.” @mikebutcher
  24. 24. * Get broader with coverage: - Campaigns current in the news e.g. Accessibility / Disability - Politics / Brexit / disinformation - Immigration and talent @mikebutcher
  25. 25. * - Environment / Climate change - WorkFH / Remote office - Education / Skills - Huawei / Move to 5G - EC regulation / GDPR - e-Bikes / city mobility @mikebutcher
  26. 26. * But, caution: If your stance on a controversial issue comes across as inauthentic, it can come off very poorly. E.g. BLM / MeToo / LGBTQ Rights *You MUST offer real substance* @mikebutcher
  27. 27. * Become known for being a key commentator on a key issue or megatrend. e.g. - GreenTech founders should be experts on the environment - Fintech founders expert on the economy @mikebutcher
  28. 28. * ‘Giving back’ stories: - What are YOU doing for your industry that isn’t about you? - What are YOU doing that isn’t just about your own self-interest? @mikebutcher
  29. 29. * CURATE your own stories: E.g. Run an event to discuss a major topic and invite journalists. It might well generate a story?! @mikebutcher
  30. 30. * Stick your neck out: E.g. “Fintech founder says better rules around e-money institutions may have prevented today’s financial crisis” @mikebutcher
  31. 31. * A short note about exclusives / embargoes: - All journos want exclusives! - Your ‘exclusive’ about something minor is dumb - Embargoes are best for major events not tiny ones @mikebutcher
  32. 32. * What media won’t respond to: ● Branch office openings ● So-so appointments ● Minor customer wins ● Overly frequent pitches ● Generic pitches @mikebutcher
  33. 33. * Media will take in interest if: - You have weird, over-the-top spending post-Series A... - You company has a scandal - Executives behave badly - Many other obvious reasons! @mikebutcher
  34. 34. * News in the age of the pandemic @mikebutcher
  35. 35. * COVID-19, the biggest story in 100 years, has almost taken over the media. @mikebutcher
  36. 36. * And there are ALWAYS new angles: Wired: Tech to open theatres BBC: Future of virtual meetings FT: E-scooters are booming TC: VC/Tech hubs post-Covid @mikebutcher
  37. 37. * New outlets have majored on COVID-19 because it’s big, but its also an endless source of news @mikebutcher
  38. 38. * And finally... mike@techcrunch.com
  39. 39. * Dealing with rejection: - Ask why the story didn’t work - Don’t burn bridges / be polite - LISTEN to the feedback you get from journalists - Avoid mixing ‘average’ stories with major ones mike@techcrunch.com
  40. 40. * The End. Questions? mike@techcrunch.com

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