PR tips for startups from PressDoc

1. PR for Startups
Thursday, February 14, 13

2. 5 PR #fails for Startups
•Getting coverage for a product that is not ready
“We are in pre-alpha, but we want everybody to sing up!”
Thursday, February 14, 13

3. 5 PR #fails for Startups
•Spamming media contacts
“I’ve sent my press release to all my 1000 media contacts
in BCC”
Thursday, February 14, 13

4. 5 PR #fails for Startups
•Rely on content to get word-of-mouth for your startup
“I blogged about it, now they will write.”
Thursday, February 14, 13

5. 5 PR #fails for Startups
•Push a story that is not news, and then harass them to
cover it
“We have a Kickstarter project, can you write about it?”
“We 'exist', hurray! Can you write a post?”
Thursday, February 14, 13

6. 5 PR #fails for Startups
•Not invest time in constant PR
“Bloggers and journalist can find out what my news is
about, on their own.”
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7. 5 PR #wins for Startups
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8. 5 PR #wins for Startups
•Form relationships with key journalists. PR = Personal
Relations
- Give heads up about news
- Get to know them before you need them
- Do your homework
- Be a source
- Aim for a publish ratio of >51%
Thursday, February 14, 13

9. 5 PR #wins for Startups
•Media likes to talk to founders, especially when it comes
to startups.
- How about a PR firm?
Thursday, February 14, 13

10. 5 PR #wins for Startups
•Use embargoes and exclusivity for bigger hand picked media
- Be honest (who else got the embargo)
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11. 5 PR #wins for Startups
•Invest time and attention in PR constantly.
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12. 5 PR #wins for Startups
•Build a great product that people love and care about!
- Media likes to write about companies people like (people
click on)
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13. What do you need?
•Key message (2 - 3 paragraphs)
•Basic info about your company (boiler plate)
•Fact sheets, howto’s, more in depth info
•FAQ
•Media list
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14. What to include?
•Title and subtitle
•Body content
•Quotes
•Contact details
•Basic info about your company (boiler plate)
•Relevant media (pictures etc.)
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15. How to effectively pitch journalists
Do extended research on the journalists and bloggers covering
your industry. Target your news to the outlets you've carefully
handpicked for a good reason.
“Making sure your pitch is something that is
suitable for an outlet is important. There’s no
point pitching a car engine part to a fashion
writer.”
Jamillah Knowles, UK Editor at The Next Web
Thursday, February 14, 13

16. How to effectively pitch journalists
Be sure what you wish to announce is news (ask yourself
what you would want to read about other startups).
“News lines like mergers and acquisitions,
funding news and product releases are good
solid fare.”
Jamillah Knowles, UK Editor at The Next Web
Thursday, February 14, 13

17. How to effectively pitch journalists
Be straight to the point and short! Try to fit everything in a
couple of paragraphs. Your startup idea is really good, but it
won’t save the world.
“The first point is to be very clear. Explain what
the news is and what you do.”
Jamillah Knowles, UK Editor at The Next Web
Thursday, February 14, 13

18. How to effectively pitch journalists
Always point out why the news is interesting for the readers.
“Writing to female journalists and pushing a
product ‘because you’re a girl’ is not great for
obvious reasons.”
Jamillah Knowles, UK Editor at The Next Web
Thursday, February 14, 13

19. How to effectively pitch journalists
Journalists like exclusivity, consider giving them the news under
embargo some time before the release to the general public.
“The ones I give attention to are the ones that
are a nice early heads-up with an embargo we
can work with and of course interesting news.”
Jamillah Knowles, UK Editor at The Next Web
Thursday, February 14, 13

20. What does a PressDoc look like?
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21. Why create a PressDoc?
•Template makes it easy to create professional online press releases
•Include all relevant media (hi-res images, video, sound, audio)
•Press releases are optimized for social sharing
•Have all news in one central place
•Use PressList to easily pitch journalists
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22. Custom header
Hi-res attachments
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23. Embargo feature
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24. Startups category
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25. OpenPressRoom
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26. PressList
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27. Thank you!
Thursday, February 14, 13