Presentation given at America Means Business Conference. June 15th, 2012. NY, NY.

1. PUBLIC RELATIONS BASICS FOR START-UPS:
How To Fuel Growth & Generate New Business
America Means Business
June 15, 2012
Sandra Fathi Email: sfathi@affect.com
President Twier: @sandrafathi
Affect www.affect.com
www.techaffect.com © Affect
© Affect Strategies PROPRIETARY & CONFIDENTIAL Presented to Absolute Soware | May 29, 2009

2. © Affect Strategies PROPRIETARY & CONFIDENTIAL Presented to Absolute Soware | May 29, 2009

3. PUBLIC RELATIONS
BENEFITS
Why Start-ups Need PR
• FREE*
• High ROI
• Reach: new audiences and existing audiences
• Objective: third-party endorsement
• Rapid Results
© Affect PROPRIETARY & CONFIDENTIAL Presented at AMB | June 2012

4. PUBLIC RELATIONS
GOALS & OBJECTIVES
Typical PR goals and objectives:
• Raise awareness for company, products and services
• Drive demand for products and services
• Generate sales leads
• Increase website traffic
• Change/improve/maintain public perceptions
• Strengthen brand/customer loyalty
• Enter new market
© Affect PROPRIETARY & CONFIDENTIAL Presented at AMB | June 2012

5. PUBLIC RELATIONS
STRATEGIES
Typical PR strategies:
• Establish unique and sustainable messaging and positioning
• Develop compelling content for media consumption
• Build and maintain strong relationships with the media
• Secure positive media coverage for company, products and services
• Increase share of voice in market (against competitive offerings)
• Position company spokespeople as industry experts and thought
leaders
© Affect PROPRIETARY & CONFIDENTIAL Presented at AMB | June 2012

6. PUBLIC RELATIONS
SERVICES
Public Relations
Analyst Relations Media Relations
Award Programs Positioning & Messaging
Blogger Relations Speaking Programs
Content Development Thought Leadership
Customer Relations
© Affect PROPRIETARY & CONFIDENTIAL Presented at AMB | June 2012

7. PUBLIC RELATIONS
MEDIA RELATIONS
Foundation Materials
• PR Plan/Roadmap
• Press Kit
• Company Backgrounder/Overview
• Company Fact Sheet
• Executive Bios
• Product/Services Overview
• Media Lists
• Press Release Matrix
• Editorial Calendar
© Affect PROPRIETARY & CONFIDENTIAL Presented at AMB | June 2012

8. TACTICS
PUBLIC RELATIONS/
MEDIA OUTREACH
Keys to Understanding Media:
• Audience – Readers
• Responsible – Editor
• Motivated by - Scoop
• Deadline – Always On
• Knowledge – Mile Wide, Inch Deep
• Deals with Information, Sort Facts Later
• Needs Good Sources
© Affect PROPRIETARY & CONFIDENTIAL Presented at AMB | June 2012

9. PUBLIC RELATIONS
MEDIA LIST
Finding Relevant Media:
• Media list services (i.e. Cision,
Vocus, My Media Info, Bulldog
Reporter)
• Read the ‘byline’ on articles/
newspapers
• Read the ‘masthead’ on magazines
• Review competitive coverage
• Look online for editorial staff
listings/news submission pages
© Affect PROPRIETARY & CONFIDENTIAL Presented at AMB | June 2012

10. PUBLIC RELATIONS
MEDIA RELATIONS
© Affect PROPRIETARY & CONFIDENTIAL Presented at AMB | June 2012

11. TACTICS
MEDIA RELATIONS:
MILITARY/INTELLIGENCE
• Air Force Magazine
• Aol Defense
• Army Times
• Defense News
• Defense Tech Briefs
• FBI Law Enforcement Bulletin
• Homeland Security Today
• Military.com
• National Defense Magazine
• Navy Times
© Affect PROPRIETARY & CONFIDENTIAL Presented at AMB | June 2012

12. TACTICS
MEDIA RELATIONS: LAW
ENFORCEMENT
• Evidence Technology Magazine
• Government Computer News
• Law Enforcement Product News
• Law Enforcement Technology
• Officer.com
• Police
• Police and Security News
• PoliceOne.com
© Affect PROPRIETARY & CONFIDENTIAL Presented at AMB | June 2012

13. PUBLIC RELATIONS
EDITORIAL CALENDARS
Editorial Calendar Snapshot
© Affect PROPRIETARY & CONFIDENTIAL Presented at AMB | June 2012

14. PUBLIC RELATIONS
EDITORIAL CALENDAR
© Affect PROPRIETARY & CONFIDENTIAL Presented at AMB | June 2012

15. PUBLIC RELATIONS
STORY GENERATION
Market
Customers
Employees
CEO
© Affect PROPRIETARY & CONFIDENTIAL Presented at AMB | June 2012

16. PUBLIC RELATIONS
STORY GENERATION
Prospects
Customers
Influencers
Media
© Affect PROPRIETARY & CONFIDENTIAL Presented at AMB | June 2012

17. PUBLIC RELATIONS
PRESS RELEASE MATRIX
© Affect PROPRIETARY & CONFIDENTIAL Presented at AMB | June 2012

18. PUBLIC RELATIONS
THOUGHT LEADERSHIP
• Trending topic in news cycle • Breaking news
• Long shelf life • Short shelf life
• Has time for commentary • Needs immediate reaction/
analysis
© Affect PROPRIETARY & CONFIDENTIAL Presented at AMB | June 2012

19. PUBLIC RELATIONS
TREND INTERVENTION
Industry Trend Action
Mobile Apple vs. Android Compile balecard, develop
infographic
Mobile HTML 5 vs. Native Apps/HTML 5 Establish company POV, offer
Myths media spokespersons
Media Monetization of Mobile Content Create tip sheets/press release
Banking Mobile Payments & NFC Develop byline article abstracts on
topic
Retail Holiday 2012/2013 Forecast Develop research survey/gather
statistics for media
© Affect PROPRIETARY & CONFIDENTIAL Presented at AMB | June 2012

20. PUBLIC RELATIONS
TREND INTERVENTION
© Affect PROPRIETARY & CONFIDENTIAL Presented at AMB | June 2012

21. PUBLIC RELATIONS
STORY HIJACKING
In April 2010 a volcanic eruption in Iceland le thousands of travelers on standby in
airports, many of whom were on business travel. As part of its strategy to
communicate with professionals around Regus’ flexible workspaces, Affect
conducted a story hijacking campaign to offer tips to business travelers on how to
work effectively while stranded.
Affect garnered more than 200 placements in Regus’ target publications as a
result of the media relations program during the volcanic eruption. Additionally,
Regus identified a 9% spike in its U.S. video conferencing services during this time.
© Affect PROPRIETARY & CONFIDENTIAL Presented at AMB | June 2012

22. PR STRATEGY
BYLINE ARTICLES
Keys to Success:
• Relevant/Topical
• Objective
• News-worthy
Sample Byline Topics:
• Taking the Mobile Leap: Five Things Every Small Company Should Know
• Agile in the Cloud: What it Means and How to Achieve Success
• Top 10 Characteristics of a Highly Successful Agile Team
• So You Want to Adopt a Continuous Delivery Model, Now What?
• Outsourcing vs. Insourcing: Finding a Development Partner That Can Adapt to
Your Company Culture & Deliver Stellar Work
© Affect PROPRIETARY & CONFIDENTIAL Presented at AMB | June 2012

23. PUBLIC RELATIONS
BYLINE ARTICLES
Process:
• Read editorial section or FAQ on website
• Search for the topic ‘byline articles’
• Examine other articles and their authors
• Just ask
• Write an abstract on the topic/s you can provide expertise on
• Secure the opportunity
• Write (According to guidelines)
• Get published!
© Affect PROPRIETARY & CONFIDENTIAL Presented at AMB | June 2012

24. PUBLIC RELATIONS
AWARDS PROGRAM
Sample Industry & Business Awards
Date Award
March BlackBerry World Wireless
Leadership Awards
March The American Business Awards
April Mobile Merit Awards
May WSJ Technology Innovation Awards
(Submied)
June Mobile Star Awards
*Antenna won in ‘mobile banking’ & ‘success story’ categories in 2010
September Mobile Excellence Awards
November Andrew Seybold Choice Awards
*Antenna named finalist in 2010
December Crunchies Awards
© Affect PROPRIETARY & CONFIDENTIAL Presented at AMB | June 2012

25. PUBLIC RELATIONS
AWARDS PROGRAM
Process:
• Review Editorial Calendars for key industry
publications
• Review competitor websites/awards
• Internet searches for business awards
• Develop calendar/matrix
• Establish a budget
• Submit according to exact criteria
• Bask in the glory of your new award!
(i.e. Leverage it for sales and marketing)
© Affect PROPRIETARY & CONFIDENTIAL Presented at AMB | June 2012

26. PUBLIC RELATIONS
SPEAKERS PROGRAM
Process:
• Search for industry conferences (1 year prior)
• Develop calendar of deadlines/submission process
• Develop Speaking Abstracts (Typically 100-250 word descriptions)
Types of Sessions: Event Date & Location
Computerworld Open Source May 21-22, 2012
• Workshops Business Conference (OSBC) San Francisco, CA
June 4-6, 2012
San Francisco Agile
• Panels San Francisco, CA
June 10-15, 2012
Better Software Conference West
• Educational Las Vegas, NV
October 11-12, 2012
Agile Business Conference
• Case Studies London, UK
November 4-6, 2012
Agile Development Conference East
Orlando, FL
• Develop speaker bio
• Submit according to process and follow up
© Affect PROPRIETARY & CONFIDENTIAL Presented at AMB | June 2012

27. PUBLIC RELATIONS
INDUSTRY ANALYST
RELATIONS
Keys to Understanding Analysts:
• Audience – Clients
• Responsible – P & L
• Motivated by - Fame
• Deadline – Has Time
• Knowledge – Mile Deep, Inch Wide
• Deals with Facts, Statistics, Data
• Needs Good Information
• Provides industry feedback and insight into competitive offerings/pain points
© Affect PROPRIETARY & CONFIDENTIAL Presented at AMB | June 2012

28. PUBLIC RELATIONS
ANALYST RELATIONS
Process:
• Identify relevant analyst firms (Internet searches, quoted in articles)
• Identify relevant individual analysts within each firm
• Examine website/speak with sales to understanding briefing request process
• Prepare analyst deck/briefing materials according to analyst firm guidelines
• Request/establish briefing (typically 6-8 weeks advance notice unless breaking
news)
• Understand how information will be used/published
• Understand future ‘rules of engagement’ with the firm
© Affect PROPRIETARY & CONFIDENTIAL Presented at AMB | June 2012

29. PUBLIC RELATIONS
STRATGIC PLACEMENTS Radio, Television, Print &
Online
Advertising or PR?
• Payment for services not for real-
estate
• Media must ‘agree’ to accept content
• Content is editorial in nature – not
commercial
• Spokespersons positioned as
‘experts’
• Product placement in context
© Affect PROPRIETARY & CONFIDENTIAL Presented at AMB | June 2012

30. PUBLIC RELATIONS
STRATEGIC PLACEMENTS
Types:
• SMT – Satellite Media Tour (Broadcast Television)
Dedicated or Co-op
• RMT – Radio Media Tour
• Feature Release
Benefits:
• Guaranteed** coverage
• Significantly cheaper than advertising
• Immediate impact
• Beer control of message/content
© Affect PROPRIETARY & CONFIDENTIAL Presented at AMB | June 2012

31. PUBLIC RELATIONS
DIY OR PR FIRM
Considerations:
• Financial and human resources
• Expertise in the arena
• Product knowledge
• ‘Connections’
• Strategy, ideation, content creation and execution
• Dedicated program
© Affect PROPRIETARY & CONFIDENTIAL Presented at AMB | June 2012

32. PUBLIC RELATIONS BASICS FOR START-UPS:
How To Fuel Growth & Generate New Business
America Means Business
June 15, 2012
Sandra Fathi Email: sfathi@affect.com
President Twier: @sandrafathi
Affect www.affect.com
www.techaffect.com © Affect
© Affect Strategies PROPRIETARY & CONFIDENTIAL Presented to Absolute Soware | May 29, 2009