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PR for STARTUPS
BENJAMIN JOFFE PARTNER HAX / [email protected]
1,477,753 views
Media coverage
Guest posts Presentations Reports (Robotics / Trends / Etc.)
Today’s Menu
1. What is PR and why it helps
2. The mindset of getting noticed
3. Three easy things you can do right away to get started
What is PR?
What people say about you
Google Yourself
• Company name
• Category
• Search terms
• Competitors
Why do you care?
Why do you care?
• Customers
• Partners
• Investors
• Staff
• No “cold call”
Getting PR
Getting PR
• Start with positioning
• Define uniqueness
• Messaging
• Stories
What’s a Story?
Story can…
• Entertain
• Inform
• Inspire
Interest
• Inform: You, 10x Technology, Pilot / customers
• Inspire: Giant enemy, Grand vision
• Entertain: Metaphors / Pop culture references
Stories Structures
Stories (via Mike Butcher @ TC)• Competition/Drama “X will Kill Z”
• Gossip “CEO/Company rumor…”
• Insight “Trend X will change the world”
• Evolution “Startup Y is like the X for Z”
• Success “Awesome Y created!”
• Failure “Company X dying/screwed up”
• You “Kid creates FB”
• Celebrity “Ashton Kutcher invests!”
• Event “Krakow startup hacks Facebook!”
• News cycle Relate to current affairs
Let’s try!• Competition/Drama “X will Kill Z”
• Gossip “CEO/Company rumor…”
• Insight “Trend X will change the world”
• Evolution “Startup Y is like the X for Z”
• Success “Awesome Y created!”
• Failure “Company X dying/screwed up”
• You “Kid creates FB”
• Celebrity “Ashton Kutcher invests!”
• Event “Krakow startup hacks Facebook!”
• News cycle Relate to current affairs
Nura's headphones custom fit music
to match your hearing
$1,000 tea infuser startup Teforia shuts downPosted Oct 27, 2017 by Matthew Lynley (@mattlynley)
Border-Wall Bidders Plead for Trump's Help to Fend Off OpponentsBy Mark Niquette November 1, 2017, 9:22 AM PDT
Messaging
Testing Stories
• Conversations
• Reverse-engineering
• FB ads
Example: Orenda Coffee Maker
• Vision: “Coffee science”?
• Technology: “Vacuum brewing”, “Turbo-brewing”
• Metaphor: Barista at home?
Your message?
Reaching out to Media
3 Ways
• Friend
• Warm intro
• Cold intro
Cold Intros
• Sniper: Very specific influential editors for your category
• Grenade: Covered your category
• Carpet bomb: General editors
Finding relevant editors
• UpWork
• Past 12 months coverage
• Find Email, twitter with Rapportive, etc.
• $0.5/contact?
Hi @ben, we are making smart helmets for contractors - safety, tag team, etc.
Launching Nov 1st. Interested?
Twitter works best
Adjust message, remind gently
Don’t give up yet
Don’t forget visuals!
Communities
Makers
Parents
Insomniacs
MusiciansPhotographers
Arduino/Pi
Influencers
Make it easy
Material• Clean / clear website
• Twitter account
• Web-ready photos of product & team
• Logo
• Videos for viral
• Be “on brand”
Long Term Starts NOW
“Be interesting and they will come”
Become a Source
• Follow, RT, Comment on Twitter
• Send emails
• Offer insights / connections
Publish Your Own
• Your blog
• Guest posts
• Slideshare
To do NOW
1. Find the 5 top editors in your category.Follow, RT, Email about a recent piece.
2. Write 3 Insights and 10 Trends/Tech/Startups that matter in your category
3. Publish a slideshareand share the link with above editors