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PR for Start-Ups
Presented by: Storia PR & Rob Campbell @storiaPR, @knussbaum @Dcnussbaum @Roberrific
• Telling Your Story • Content Creation • How to connect with your target audience • The Do’s of Launching
• Making a Story Funnel • Case Studies
agenda
Where did your idea come from? What inspired to create your product, service or brand? Idea
What makes you different from your compe5tors? Why should the media care? Why should your audience care?
Point of Differentiation
What type of messaging will you develop around your product? What do you want to convey? What are the key benefits?
Messaging
Telling your story
Content Creation
Key Messages
Media KiT Website+ + =
Key messages Three points about your product, service, or brand
Media kit can consist if
Media release (who, what where, when, how, why) Bios/backgrounders Photos or videos
Website Blog Media kit
• Media relations
• Influencer relations
• Launch events
• Strategic partnerships
• Social Media
• Content Blvd
Connecting with your Audience
Influencer Relations
Brand
Content Blvd
Social Media
Medi a Relations
Launch Events
Strategic Partnerships
• Media relations
• Influencer relations
• Launch events
• Strategic partnerships
• Social Media
• Content Blvd
Connecting with your Audience – Content BLVD
What makes news
• Timing
• Trends
• Fulfils a need
• Charitable tie-in
• Innovative
• Celebrity
HARO - Help A Reporter Out
The do’s of Launching
• You are ready to launch when:
• You’ve developed your key content
• Product/service is tried, tested and true
• Your product is available to consumers
• You have enough inventory
• Your website is up and running - all the glitches have been sorted (especially important for e-commerce sites)
• Your social media channels are set up (If key for your business)
• The timing works (don’t launch on the weekend, on a Friday afternoon, late at night or if something significant is happening)
Laifa Baby
A start-‐up by a mom who wanted to create a beGer sleeper. for her kids. One focussed on simple design and func5onality so dressing and diaper changing would be quick and easy. Laifa Baby's patent-‐pending design combines two zippers. Babies stay warm, covered and in a sleep state Fully lined zippers won’t pinch or irritate baby’s skin Easy to zip and unzip even if your baby is rolling, kicking or crawling away
Case study
Specialized Swimwear
Filosofia is a specialized swimwear company which offers women of all shapes and sizes beau5ful premium designer quality swimsuit products. Filosofia’s collec5on is made in Brazil; ac5ng as an inspira5on behind the brand’s mission – to challenge women’s concep5ons of what is normal and what is beau5ful. Date: Feb – April 2015 Achievements • Developed targeted PR campaign with select media influencers to
encourage them to try Filosofia swimwear • Increased sales by over 40% during campaign duration.
filosofia
Daphna Nussbaum 416.892.5038 [email protected] Karen Nussbaum 416.301.3193 [email protected] Rob Campbell 647-980-1086 [email protected]
EMAIL SOCIAL MEDIA
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