The Press42 workshop on PR, Communication and storytelling for startups. Learn how to deal with bloggers, journalists and how to tell a powerful and engaging story!
25. Communication Ninja workshop
How many do you know?
Tweet this!
Tweet this!
“Gather a list of bloggers/journalists you’re
“Gather a list of bloggers/journalists you’re
interested in, follow them and interact
interested in, follow them and interact
with them, DAILY”
with them, DAILY”
26. Communication Ninja workshop
How many do you know?
Tweet this!
Tweet this!
“Gather a list the marketers: Write stuff
“Market of bloggers/journalists you’re
interested in, follow them and interact
anywhere where they can see it but don’t
with them, DAILY”
spam”
27. Communication Ninja workshop
How many do you know?
Tweet this!
Tweet this!
“Gather a list the marketers: Write stuff
“Market of bloggers/journalists you’re
interested in, follow them and interact
anywhere where they can see it but don’t
with them, DAILY”
spam”
30. Communication Ninja workshop
How many do you know?
Tweet this!
Tweet this!
“Gather a list of bloggers/journalists you’re
“Your startup pitch should be exempt of
interested in, follow that your grandma
any technical term them and interact
with them, DAILY”
wouldn’t understand”
36. Communication Ninja workshop
How many do you know?
Tweet this!
Tweet this!
“Gather a talking about your startup,you’re
“Before list of bloggers/journalists make
sure anyone can find them contact (email,
interested in, follow your and interact
Twitter withFacebook) on your site”
and them, DAILY”
37. My inbox on a Monday
Communication Ninja workshop
38. My inbox on a Monday
Communication Ninja workshop
Your story better be awesome
44. Communication Ninja workshop
How many do you know?
Tweet this!
Tweet this!
“Gather a the storyteller in your startup,
“Find list of bloggers/journalists you’re
match him with your them and interact
interested in, follow writer and put them
towith them, DAILY”
work on YOUR story”
46. An EVENT
creates meaningful
change in the life situation
of a character that is
expressed and
experienced in
terms of a
What are VALUE.
our building
blocks?
47. An EVENT
creates meaningful
change in the life situation
of a character that is
expressed and
experienced in
terms of a
What are VALUE.
our building
blocks? VALUES are
the universal qualities
of human experience that
may shift from positive
to negative, or negative
to positive, from
one moment
to the next
49. Communication Ninja workshop
15 min
Who is your protagonist?
What’s your cast?
What’s are the values at play?
Where is the conflict?
50. Communication Ninja workshop
Protagonist: David, the succesful Spanish entrepreneur
Cast: Wife, kids, VC friend, VC, blogger A, blogger friend,
press42 team, blogger B, users, media
Values: success/failure, security/insecurity, trust/distrust,
gratitud/ingratitud, determination/undecisiveness,
happiness/unhappiness, fairness/unfairness
Confict: David vs SF, David vs Blogger A, David vs VC
57. Communication Ninja workshop
What is your genre?
Romantic involvement 2 characters
Love story or search for love
Love is a cure
Happy up-ending
Love is a two-sided sword
58. Communication Ninja workshop
What is your genre?
Grandeur and spectacle
Recreate past events
Protagonist is a hero
Clear evil antagonist
68. Communication Ninja workshop
Extra-personal conflicts
Personal conflicts
Inner conflicts
Individuals in society Family Mind Body Lovers Physical environment
Emotions
Friends
Social institutions
80. David: Successful
entrepreneur, tech savy,
family guy, trip to SF 2
years ago, not good
with sales, money but
not rich, former poster
boy, not fluent in
English, driven
10 min
83. Communication Ninja workshop
1. Premise idea
2. Protagonist (Characterization)
3. Select genre and settings
4. Inciting incident + object of desire
5. Build your event’s (Scene) progressive beats
6. Each beat a GAP (antagonists)
7. Climax your scene
8. Distill the Controlling idea (value + cause)
85. Communication Ninja workshop
1. Change your genre
2. Change your settings
3. Switch protagonists (team vs user vs product)
4. Change point of view
5. Change the plot (events + values)
86. Communication Ninja workshop
1. From love to war:
“Take pics of your love moments”
“Our crusade is to eradicate Microsoft’s ugliness from
this world”
87. Communication Ninja workshop
1. From love to war:
“Take pics of your love moments”
“Our crusade is to eradicate Microsoft’s ugliness from
this world”
2. From present to past-present:
“Speaking her mind is so easy now, she never though it
was possible”
“When Gutenberg created his printer, he couldn’t
forecast the true revolution yet to come when Internet
came into play”
88. Communication Ninja workshop
3. From you to your partner’s:
“Alice can now easily expose her paintings to all
corners of the world”
“Bob can track new artists and paintings to buy for his
clients, without going out of his apartment”
89. Communication Ninja workshop
3. From you to your partner’s:
“Alice can now easily expose her paintings to all
corners of the world”
“Bob can track new artists and paintings to buy for his
clients, without going out of his apartment”
4. Change point of view
“Alice can now easily expose her paintings to all
corners of the world”
“Daniel is so happy that Alice doesn’t travels so much
thanks to X, he’s even investing in it”
90. Communication Ninja workshop
5. From sad/happy to hate/love:
“Alice didn’t have time for her children. Work kept her busy
at all times. Her boss, an egocentric pig, made
sure her days where akin to walking through hell. Desperate
for time, she discovered X, which found her a new job, one
with free spare time and life balance for her and her
children”
“Alice hated her children. They required time she couldn’t
spare. She needed that raise and they where going to
trump it. [...] Finally free of everything she
realized her children save her soul. She found a feeling
long lost, something primal she didn’t let go again.”
96. Communication Ninja workshop
How many do you know?
Tweet this!
Tweet this!
“Gather a list of bloggers/journalists you’re
“Always make sure you know who the
interested in, is and adjustand interact
audience follow them the story
with them, DAILY”
accordingly”
97.
98.
99. Communication Ninja workshop
How many do you know?
Tweet this!
Tweet this!
“Gather a list of bloggers/journalists you’re
“Your social in, follow them and interact
interested media channels are your story
trailers,them, DAILY”
with use them wisely”
101. Communication Ninja workshop
1. Not publication but journalist
2. Research the journalist’s topics
3. Send small excerpt (trailer) asking if interested
4. Build rapport bottom-up (3rd tier first)
5. Use different media: text + pics + video
6. Include all info: crunchbase profile+logo+other posts
7. Activity on Twitter, Facebook and your blog
8. Help them when they ask for info/contacts
102. Communication Ninja workshop
Tips & tricks: Twitter
1. Tease influential people into answering you
2. Space your tweets strategically (buffer app)
3. Share interesting links, not your own stuff
4. CC specific users (influencers, journalists, etc.) based
on the content you share
5. Tweet at least once a day
6. Bio + avatar extremely important
7. Personal accounts better - Personal branding
8. RT + comment on journalist’s stuff
9. Plaster your twitter everywhere! (@abarrera)