In this presentation I summarize techniques and tools to present your startup to blogger and media, from the day one to the launch through different steps of communication.

1. STARTUP PR
Founder Institute, 8/2/2012, Rome

2. You're never really
done for, as long as
you've got a good story
and someone to tell it to
Danny Boodman T.D. Lemon Novecento
The Legend of 1900

3. if you want
to be
interesting...
you need
a story
to tell

4. your story
is your startup

5. how to spread
the story?

6. write
the story

7. write
the story
start
telling
the story

8. write
the story
start
telling
the story
pitch
the press

9. write your story
identifying your audience

10. photo credit: lumaxart
you have a startup

11. lots of people have it too

12. they write about them

13. yes but who writes
???

14. • what do they write?

15. • what do they write?
• who gives better feedbacks?

16. • what do they write?
• who gives better feedbacks?
• what kind of links do they share?

17. • what do they write?
• who gives better feedbacks?
• what kind of links do they share?
• which hashtags do they use?

18. • what do they write?
• who gives better feedbacks?
• what kind of links do they share?
• which hashtags do they use?
• which site do they link to?

19. • what do they write?
• who gives better feedbacks?
• what kind of links do they share?
• which hashtags do they use?
• which site do they link to?
• who they answer back to? when?

20. • what do they write?
• who gives better feedbacks?
• what kind of links do they share?
• which hashtags do they use?
• which site do they link to?
• who they answer back to? when?
• who are your favorites?

21. interact with them
(twitter, linkedin, mail)

22. direct contact with
selected press

23. tell the story

24. write about
your startup
since
the very
beginning

25. share stories
about your world
using their hashtags

26. create a community
since day one

27. go to tumblr

28. tweet as a CEO
• use a personal
account

29. tweet as a CEO
• use a personal
account
• use hashtags used
from other CEO and
press

30. tweet as a CEO
• use a personal
account
• use hashtags used
from other CEO and
press
• istitutional news

31. tweet as a CEO
• use a personal
account
• use hashtags used
from other CEO and
press
• istitutional news
• lessons you learned

32. tweet as a CEO
• use a personal
account
• use hashtags used
from other CEO and
press
• istitutional news
• lessons you learned
• events

33. tweet as a CEO
• use a personal
account
• use hashtags used
from other CEO and
press
• istitutional news
• lessons you learned
• events
• answer to questions
you know the answer

34. tweet as a CEO
• use a personal • share links and your
account opinion together
• use hashtags used
from other CEO and
press
• istitutional news
• lessons you learned
• events
• answer to questions
you know the answer

35. tweet as a CEO
• use a personal • share links and your
account opinion together
• use hashtags used • link your blog
from other CEO and
press
• istitutional news
• lessons you learned
• events
• answer to questions
you know the answer

36. tweet as a CEO
• use a personal • share links and your
account opinion together
• use hashtags used • link your blog
from other CEO and
press • share images of what
you’re doing at job if
• istitutional news you can get funny
pics
• lessons you learned
• events
• answer to questions
you know the answer

37. tweet as a CEO
• use a personal • share links and your
account opinion together
• use hashtags used • link your blog
from other CEO and
press • share images of what
you’re doing at job if
• istitutional news you can get funny
pics
• lessons you learned
• update on your jobs
• events
• answer to questions
you know the answer

38. tweet as a CEO
• use a personal • share links and your
account opinion together
• use hashtags used • link your blog
from other CEO and
press • share images of what
you’re doing at job if
• istitutional news you can get funny
pics
• lessons you learned
• update on your jobs
• events
• RT news from your
• answer to questions and friends company
you know the answer account

39. use social network
as they should be
• share interesting things
• interact with other people
• mix job and hobby

40. which social?
• tumblr-->blog
• twitter-->news, links
• instagram-->team, milestones
• slideshare-->pitch
• youtube-->how to
• quora-->contacts, info, feedback
• facebook-->fan page, collect all the
others

41. stay where startups stay
• buy a plush
• write your startup’s name on it
• show it when you go to an event (one
event per month)

42. be there
angel.co
crunchbase
startupitalia.eu

43. Siamosoci.com
• even if you’re not looking for money
• lots of investors are here
• you are required to introduce your
company (info, pitch, video...)
• it gives you contacts (maybe money)

44. facebook groups
• startuppami
• italianstartupscene
• indigenidigitali
• ...

45. how to
tell the story?

46. photo credit:Fouquier ॐ
pitch your mum

47. ogni scarrafone
è bello a mamma so
every mum
likes his son

48. pitch a blond
(sorry blonds, I love you all)

49. pitch at
the traffic
light
offer pay coffe for it

50. video
• YOUTUBE • VIMEO
• tell your story • present your project
• tell how to solve a • share results
problem
• promote team
• be funny
• or be useful

51. pitch the press

52. ready to press?

53. no you’ll never be

54. press is for
milestones

55. alpha product
contact bloggers, ask for beta testers

56. you need testers
pay their time
testers will spread
your product

57. preview
pick a journalist or a blogger
(better if abroad)

58. public beta
share announcement and press kit
to journalist and blogger
offer interview, pitch via skype

59. launch
organize something great
related to your business

60. funding
announce on social, share in groups like
startuppami, italianstartupscene,
indigenidigitali, then notify press

61. press kit
saved on dropbox

62. • elevetor pitch
• CEO and co-founder bio
• video embeddable
• stats and essential info
• market numbers
• picture (horizontal) for the press you
want to be published in

63. commons mistakes
• not having a clear image of what you
want to communicate
• call yourself the new xxx (but it’s ok
to say your are the x for y)
• multi-ping to the same person

64. newspapers
• they are not on the Internet
• is that your audience?
• newspapers journalists rarely use
social networks
• do you believe they’ll answer to your
mail?

65. desperate times call for
desperate measures

66. how to tell the story
to the press?

67. this is the story
you guys have a problem
and nobody
has solved it yet

68. I got the fix
others have it to, but mine is better

69. here’s how
I can fix
the bug

70. Keep
It
Simple
Stupid

71. 1.. 2.. 3.. done!

72. how to engage
journalists?

73. • ask a question

74. • ask a question
• quote somebody (old is better)

75. • ask a question
• quote somebody (old is better)
• remeber a personal experience

76. • ask a question
• quote somebody (old is better)
• remeber a personal experience
• show facts, give stats

77. • ask a question
• quote somebody (old is better)
• remeber a personal experience
• show facts, give stats
• describe the context

78. • ask a question
• quote somebody (old is better)
• remeber a personal experience
• show facts, give stats
• describe the context
• create mental images

79. • ask a question
• quote somebody (old is better)
• remeber a personal experience
• show facts, give stats
• describe the context
• create mental images
• use analogies

80. • ask a question
• quote somebody (old is better)
• remeber a personal experience
• show facts, give stats
• describe the context
• create mental images
• use analogies
• go straight to the point

81. what they want to know
• stats about your
startup: how many
users/client/deal?

82. what they want to know
• stats about your
startup: how many
users/client/deal?
• when did you start
working on this
project?

83. what they want to know
• stats about your
startup: how many
users/client/deal?
• when did you start
working on this
project?
• which is your market
and how much is it
valued? (quote
sources)

84. what they want to know
• stats about your • who are your
startup: how many competitors?
users/client/deal?
• when did you start
working on this
project?
• which is your market
and how much is it
valued? (quote
sources)

85. what they want to know
• stats about your • who are your
startup: how many competitors?
users/client/deal?
• how have you
• when did you start managed to create a
working on this better product? how
project? did you get the idea
for it?
• which is your market
and how much is it
valued? (quote
sources)

86. 140 characters
per answer
if it can’t be short it is not simple
and nobody will understand

87. contacts
www.silviogulizia.it
@silviogulizia