How to Use Publicity to Grow Your Startup

Presented by

and

Leverage PR Copyright 2012

How to use Publicity to Grow

Your Startup

For nearly a decade, Joy has been using creative PR and marketing

techniques to help companies grow and raise capital with proven

results.

The firms she has worked with have • Made the INC list multiple times• Gone from Home-based small business to INC in 1 ½ years• Risen over $25 million in capital, she personally rose over $20

million.• Gone from idea phase to $5 million in funding in under 2 years• Secured numerous Fortune 500 accounts in the first year of

operations• Saved thousands of dollars a month by implementing tech-savvy

marketing strategies that could be executed by interns• Secured national and local press coverage, including TV,

newspapers, major national and trade magazines (including cover stories), speaking engagements, and numerous social media outlet mentions

What Leverage PR does

Leverage PR works with growth-phase companies offering full

service marketing and publicity services as well as training for

smaller firms looking to execute their own campaigns.

Joy SchofflerPrincipal


@Leverage_PR@JoySchoffler

What good publicity can do for your Startup


• Investor dollars• Mainstream press• Expert reputation• Speaking engagements• Analyst interest• Writing opportunities• Partnership opportunities• Customers• Better terms with suppliers



Why Publicity is the Key to Raising Crowdfunding Capital

• Being quoted as a subject matter expert will give you an advantage over your peers who are just telling people they are experts

• Your search results in the due diligence process will be more impressive as this will be one of the key ways people will make their investment choices

• Increases your credibility to potential customers

• Could be used as a way to show there is a market for your services

• Press coverage could be included in the investor packages sent to potential investors to increase profile on crowdfunding company

The Process


How to go from Start-up to Star

• Define Goals

• Market Analysis

• Media Research

• PR Strategy Development

• Targeted Media Outreach

• Leverage Results

Step 1: Compile your List


• Create a list of publications in your industry• Blogs• Trade journals• Mainstream media• Social media influencers

• Stay on top of industry news

- The trend is your friend

• Take notes

• Monitor social media

• Build your database

Step 2: Build a Relationship


• Connect with journalists on social media channels

• Comment

• Ask questions

Step 3: What is your StoryFinding your Angle


PeopleMissionEventsThe NIM Test

• Relate to the needs of the community• Highlight with a real-life situation• Explain your project• Tell a story about a benefit to the community

Step 4: Tell a Good Story


• Target your story to your audience

• Call to Action

What do you want people to do after they read your story?

Step 5: Target your Message


• Target messaging

• How will you add value?

Step 6: The Pitch


• Pitching is sales• Be conscious of your words• Compelling• Memorable • Relevant• Brevity is Key

Tie in to trending topics

• Position yourself as an expert

• Be objective!

Positive Press is Outside Validation that you are an Expert

Become an Expert


How to Become an Expert


Create content:

• Case studies

• White papers

• YouTube videos

• Blog posts

• Social media

Becoming an Expert Continued


• Respond to journalist requests• Twitter

• HARO

• Join associations in your industry

• Volunteer to speak at industry events (even local small ones)

• Use social media

• Leverage all press mentions in a online press section on your website

The Trend is your Friend


The easiest way to get media coverage is to reach out to the media when an event occurs. • Tie company into trends

• One story from beginning to end

• Do not wait for the phone to ring

• Marketing opportunity

• Integrate social media

Example Story- Texas State Guard

Tap Influential BloggersPR is not just about news publications


• Connect with influencers

• Product reviews

• Trends and data

• Give popular bloggers

first dibs

• Offer to guest post

Be CharitablePeople love heart-warming stories


Good deeds = Good press

The PPA Group Example

Good PR Takes Planning


• Time your stories to fit media needs

• Craft news stories around events, holidays and seasonal activities

• Give journalists plenty of lead time

• Always meet your deadlines, be early if possible

Set Your Organization up for SuccessDesignate a PR Person


• Your PR person should:o Know the organization’s goals

o Have direct access to the CEO

o Be involved in the capital raising process

o Have PR and media training

Don’t select a lower level person to work with the media

Follow Up


Always call the day before or the day of to remind media of your event

Remember what your mother taught you!

Make your Story go ViralTurn one mention into several


• Leverage social media • Utilize your network. Email family, friends and people in your social

networks letting them know about your coverage, and asking them to spread the good news.

• Tell investors • Make it visible Make sure your press mentions are seen on your website

and in your investor presentation.

How to Leverage Your Publicity What to do once you have coverage


Tell target customers and investors • Email your database • Spread the word via social media • Have a link to the story on your company blog

Call local newspapers and business journals about national coverage.

Build an Investor/ Customer Kit• Product brochures• Company and executive bios• Press coverage

How to Leverage Your PublicityCoverage is outside validation that your company is viable


Have copies of your media coverage framed in the waiting room

Include a press section in your investor or customer presentation • “What others are saying about us”

Start building a News Room Section on your website• Press Releases• Media Coverage• Press Kit

Quote it

Gain Organizational buy-in

Customize your distribution

Measure the impact so investors can see you track data

A Word of WarningWhat you must have in place before you pitch


• Business plan or solid understanding of your business and goals

• A professional looking website even if it is just a short low information site

• A media plan that defines your goals

• A designated contact person

Next Step


Sign Up for a Free Consultation

All Startup America clients will receive a free 15 minute consultation to see if their business can Leverage PR for success.

To set up your appointment email

[email protected]

512-541-1995


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Growth Based Public Relations

Connect with us to learn more about Leveraging PR for your

startup

www.leverage-pr.com

Subscribe to our blog www.leverage-prblog.com

@Leverage_PR@JoySchoffler

[email protected]

512-541-1995

http://www.leverage-pr.com/

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