Anne de Forsan - [email protected] - +33 6 07 67 30 38
Agenda
• Storiesout
• PR?
• Getting noticed
• Timing & objectives
• Survival kit
• Journalists’ advices
• Get an agency or not?
Anne de Forsan - [email protected] - +33 6 07 67 30 38
StoriesOut
• Agency for innovating companies
• PR
•Community Communication
• Communication Training & Coaching
• 20+ years experience in IT
Anne de Forsan - [email protected] - +33 6 07 67 30 38
StoriesOut
• Agency for innovating companies
• PR
•Community Communication
• Communication Training & Coaching
• 20+ years experience in IT
Anne de Forsan - [email protected] - +33 6 07 67 30 38
The Trick Is To Get Noticed
• Be smarter
•Define your objectives
•Observe and use the same lexicon as bigger players
Anne de Forsan - [email protected] - +33 6 07 67 30 38
The Trick Is To Get Noticed
• Be smarter
•Define your objectives
•Observe and use the same lexicon as bigger players
Anne de Forsan - [email protected] - +33 6 07 67 30 38
The Trick Is To Get Noticed
• Be smarter
•Define your objectives
•Observe and use the same lexicon as bigger players
•React on news & market announcements
• Know your competition
Anne de Forsan - [email protected] - +33 6 07 67 30 38
1 - Some Rules
Position Prove Leverage
and again!
Anne de Forsan - [email protected] - +33 6 07 67 30 38
Position
•Define your activity--> SW vendor, HW manufacturer, service provider, reseller
•Define your market--> senior care, mobile apps development, ethnic fast food, etc. Use your market key words
•Define your target--> B2B, B2C, local, International
Position
Anne de Forsan - [email protected] - +33 6 07 67 30 38
Prove
• Leader, Pioneer, etc--> figures, dates, patents
• A team of superstars--> scientific publications, experience
•Revolutionary product / service--> why, for who, what is the disruption, where is the competition
•Demonstrate, illustrate, engage with your audience
Prove
Anne de Forsan - [email protected] - +33 6 07 67 30 38
Leverage
• Levarage bigger notorieties--> customers, partners, resellers, investors
• Leverage events--> tradeshow, news from the marketand benefit from the attention it has created
• Leverage your competition--> “Our product brings the power of MS Office to your desktop, for free”
Leverage
Anne de Forsan - [email protected] - +33 6 07 67 30 38
2 - Schedule Announcements
• Frequency: at least one every 6 weeks
•Topic of announcements: product, corporate, raising funds, new hires, events, case studies, partners, new customers, create your own poll and release some results etc.
•Delays: schedule possible delays due to multiple companies’ validations
Anne de Forsan - [email protected] - +33 6 07 67 30 38
3 - Phrase Your Press Release
•One idea per press release
•Organize: title, sub-title, quotes
• Rich media : URLs
• Boilerplate
Anne de Forsan - [email protected] - +33 6 07 67 30 38
4 - Distribute
• Prohibit PDF, attached files etc.
• Publish Online
• Journalists are not the only influencers: use email, wire, twitter, viadeo, linkedin, forums...
Anne de Forsan - [email protected] - +33 6 07 67 30 38
5 - Homo Journalicus - Clichés
Prima Donna?
Got a Boss !
Anne de Forsan - [email protected] - +33 6 07 67 30 38
5 - Homo Journalicus - Clichés
Prima Donna? Cunning?
Got a Boss !
Anne de Forsan - [email protected] - +33 6 07 67 30 38
5 - Homo Journalicus - Clichés
Prima Donna? Cunning?
Got a Boss !
Anne de Forsan - [email protected] - +33 6 07 67 30 38
5 - Homo Journalicus - Clichés
Prima Donna? Cunning?
Got a Boss ! Must write!
Anne de Forsan - [email protected] - +33 6 07 67 30 38
5 - Homo Journalicus - Clichés
Prima Donna? Cunning? Idiot?
Got a Boss ! Must write!
Anne de Forsan - [email protected] - +33 6 07 67 30 38
5 - Homo Journalicus - Clichés
Prima Donna? Cunning? Idiot?
Got a Boss ! Must write!
Anne de Forsan - [email protected] - +33 6 07 67 30 38
5 - Homo Journalicus - Clichés
Prima Donna? Cunning? Idiot?
Got a Boss ! Must write!Make yourself
clearer!
Anne de Forsan - [email protected] - +33 6 07 67 30 38
Homo Journalicus - User Guide• 1 - Before the interview, define the title of the ideal
article you’d expect the journalist to write
Anne de Forsan - [email protected] - +33 6 07 67 30 38
Homo Journalicus - User Guide• 1 - Before the interview, define the title of the ideal
article you’d expect the journalist to write
• 2 - Select 3 pillars (max) to build the article upon
Anne de Forsan - [email protected] - +33 6 07 67 30 38
Homo Journalicus - User Guide• 1 - Before the interview, define the title of the ideal
article you’d expect the journalist to write
• 2 - Select 3 pillars (max) to build the article upon
• 3 - Illustrate: you are the expert, not the journalist
Anne de Forsan - [email protected] - +33 6 07 67 30 38
Homo Journalicus - User Guide• 1 - Before the interview, define the title of the ideal
article you’d expect the journalist to write
• 2 - Select 3 pillars (max) to build the article upon
• 3 - Illustrate: you are the expert, not the journalist
• 4 - 3X3 : rephrase your 3 key messages at least 3 times
Anne de Forsan - [email protected] - +33 6 07 67 30 38
Homo Journalicus - User Guide• 1 - Before the interview, define the title of the ideal
article you’d expect the journalist to write
• 2 - Select 3 pillars (max) to build the article upon
• 3 - Illustrate: you are the expert, not the journalist
• 4 - 3X3 : rephrase your 3 key messages at least 3 times
• 5 - Use the“Off”: it allows you to give visibility on forthcoming news and helps establish a truthful relationship with the journalist
Anne de Forsan - [email protected] - +33 6 07 67 30 38
Homo Journalicus - User Guide• 1 - Before the interview, define the title of the ideal
article you’d expect the journalist to write
• 2 - Select 3 pillars (max) to build the article upon
• 3 - Illustrate: you are the expert, not the journalist
• 4 - 3X3 : rephrase your 3 key messages at least 3 times
• 5 - Use the“Off”: it allows you to give visibility on forthcoming news and helps establish a truthful relationship with the journalist
• 6 -You are the star: that’s why the journalist agreed on meeting you btw...
Anne de Forsan - [email protected] - +33 6 07 67 30 38
Homo Journalicus - User Guide• 1 - Before the interview, define the title of the ideal
article you’d expect the journalist to write
• 2 - Select 3 pillars (max) to build the article upon
• 3 - Illustrate: you are the expert, not the journalist
• 4 - 3X3 : rephrase your 3 key messages at least 3 times
• 5 - Use the“Off”: it allows you to give visibility on forthcoming news and helps establish a truthful relationship with the journalist
• 6 -You are the star: that’s why the journalist agreed on meeting you btw...
• PRE-PARE
Anne de Forsan - [email protected] - +33 6 07 67 30 38
6 - Do You (really) Need An Agency?
• This is NOT MANDATORY!
Anne de Forsan - [email protected] - +33 6 07 67 30 38
6 - Do You (really) Need An Agency?
• This is NOT MANDATORY!
•How long do you need to commit? depends on quantity of scheduled announcements --> either project basis of long term retainer
Anne de Forsan - [email protected] - +33 6 07 67 30 38
6 - Do You (really) Need An Agency?
• This is NOT MANDATORY!
•How long do you need to commit? depends on quantity of scheduled announcements --> either project basis of long term retainer
• How to pick an agency? --> talk to its clients, ask for clippings
Anne de Forsan - [email protected] - +33 6 07 67 30 38
6 - Do You (really) Need An Agency?
• This is NOT MANDATORY!
•How long do you need to commit? depends on quantity of scheduled announcements --> either project basis of long term retainer
• How to pick an agency? --> talk to its clients, ask for clippings
• Consider doing it internally
Anne de Forsan - [email protected] - +33 6 07 67 30 38
Thanks!
Contact me:
www.StoriesOut.com@adeforsan
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