Presentation on Public Relations strategies

1. START-UP PR STRATEGIES
Jeff Pulver Event
December13, 2011
Tel Aviv

2. ABOUT
• 25 years
• Based in San Antonio, TX
• Frequent traveler to Israel
• Works with Jeff on #140Conf & Israel initiatives
• Involved with Israel’s traditional tech sector for the last 17 years
• Shifting to Israel’s start-up economy

3. GOALS FOR TODAY
• How Public Relations can...
• be applied as an element of your R&D and development strategies
• help you accelerate the potential for success
• prepare your company for gaining coverage
• prepare your company for being discovered
• be ready when you are found
• learn how to market to the media

4. THE MEDIA IS
YOUR FIRST
MARKET
to share and tell your story

5. The Media is Your Customer....
bloggers
you the &
analysts end
enter-
users
prise
media

6. I’M NOT READY FOR THIS...
• WTF is a PR person doing in the room?
• Most of you in the room are not ready for this
•Istrongly advise you against doing “PR” until it makes business sense,
or you have the bandwidth to do so (your mileage may vary)

7. GOOD NEWS :)
• Very low cost / no cost to create a start-up
• Big Idea
• Core team
• Strong will
• Servers / hosting
• Coding

8. BAD NEWS :(
• Someone in Jerusalem, NY, Austin, SF, Singapore, Mumbai is thinking
the same thing as you are :(
• Hard to have a defensible position
• Hard to protect your IP

9. QUALITIES THEN...
• Strong Intellectual Property
• Defensible technology
• Strategic investors like Intel, Microsoft, Cisco, Motorola
• VC funded
• Office in U.S. for business development

10. QUALITIES NOW
• No Intellectual property
• Nothing really defensible
• Strategic investors & partners - Google, Yahoo, AT&T, MTV, Jeff Pulver
• No funding, or angel, micro, friends & family funding
• Easyto run a virtual company... no real address, but a U.S. / European
presence from a co-working space and an IP phone number

11. THE WORLD AS WE KNEW IT
• Hardware
• Software
Go to School
• Telecom Army
Travel Year
• Security Go to University
• Bio
Go to Work
Sciences
• Medical Devices

12. THE WORLD AS WE KNOW IT
• Hardware School
Start-Up
• Software Army
Start-Up
• Telecom Travel Year
Start-Up
• Security University
Start-Up
• Bio Sciences Work
• Medical Devices

13. Thought Story
leadership
Design wins “BRAND” Scale
Industry
Standards

14. THEN...
• OEM •
• Design Win
• Industry Standards
• Licensing
• Thought Leadership

15. Outbound / Inbound Strategy
Outreach to media
pick me
Being found by the media
find
me

16. PR in the past.....
company agency media
company analysts

17. THE MIND OF A DEVELOPER
• Focus on...
• functionality
• application
• utilitarian value

18. MYTHS
• Youhave to “know” the
journalist

19. CONSUMERIZATION OF IT
The shift from
• Journalists
aren’t just reporting just reporting
on the news about a product, about
platform or technology, they are
using them for their own technology, to
personal use actually using it

20. CONSUMERIZATION OF IT
NY, LA, SFO are
• Journalists, andespecially
a center, but not
bloggers live at the end of their the center for
IP connection and many travel meeting the
extensively.
media

21. CONSUMERIZATION OF IT
Blogs are a vital
• Many mainstream journalists part of the
source, or verify emerging trends media coverage
by sourcing story ideas from
blogs. supply chain

22. PLAN....
• Postand write relevant content • Read and comment on relevant
so you can be a source to media articles without being self
on your field of expertise promotional.
• Develop & publish infographics • Askend user / beta customers if
you can share you can refer to them to media
• Follow a wish list of 10 • Follow editorial calendars
journalists you think should
cover you

23. PLAN FOR PR
• Ifyou follow some of these basic • Get everyone on your team to
principles, you’ll be further make this part of their regimen
ahead. as it will make them aware of
the opportunities that await you
• This process takes at least six when you are ready.
months to one year to really get
on a journalist’s radar and be • Bring
up PR in your team
sticky meetings in a “what if...” scenario.
Be Ready For PR So You Can Succeed

24. thank you
alan@weinkrantz.com
www.alanweinkrantz.com
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