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Growth Hack your
Startup with PR
By Bebop Asia
www.slideshare.net/peterjustinyu/
Growth Hack through
Public Relations
How much effort do
startups spend on PR?
• For most, the answer is none.
• Excuses:
• “Building product comes first.”
• “O...
Why PR?
• Simple
• Low-cost
• Replicable
Why Now?
• PR takes time to deliver value
• Sustainable
Traditional Media Public Relations
Getting started
•Create Content
•Share Content
•Start Relationships
•Helpful Automation
Content for thought leadership
Content creation
• Press releases
• Guest Posts
• Blogs
• Social media
• Viral
• Events
Share your content
• Write well and periodically
• Share it socially
• Post where your audience is
• Post when your audien...
Facebook posting schedule
• Post to Facebook five to 10 times per
week (once per day)
Twitter posting schedule
• Post to Twitter at least 5 times a day. If you can
swing up to 20 posts, you might be even bett...
LinkedIn / G+
posting schedule
• Post to LinkedIn / G+ once per day (20 times
per month).
Start Relationships
•Get to know journalists
•Write well
•Pitch succinctly
•Think long term
What NOT to do when
approaching journalists?
• Get their names or beats wrong
• Mass emails
• Long-winded or overly techni...
Automation tools to help
1. Wordy.com for content creation
Automation tools to help
2. MyNewsDesk.com for thought leadership
3. Bufferapp.com for social media scheduling
4. Muckrack.com to find journalists
5. Good old fashioned email for pitching
What can PR do?
• Give quality links
• Get companies free editorial coverage
• Influence the media to win the ultimate
goa...
Workshop
Grammar matters
1st
exercise: Grammar Test
1.C 2.B 3.B 4.A 5.A 6.B 7.A 8.B
Content matters:Writing a
press release
• Short and sweet
• Write from the reporters’ POV
• Succinct additional information
Keys to a good press
release
Summarize the story in one line on “Why is this story
relevant and worthy of discussion?” - U...
A one line title to catch the reader’s attention.A one line title to catch the reader’s attention.
One line to explain why...
Before the conclusion, provide background information.Before the conclusion, provide background information.
The second to...
2nd
Exercise: Press Release
• Write the first paragraph of your next
press release
• 40 word limit
• All necessary informa...
Distribution matters:
What next?
• Leverage on social media (blogs / Twitter /
Facebook / Instagram / etc)
• Any gimmicks?
Unique ways to
generate media interest
• Sponsor an expert roundtable discussion
• Document “A day in the life of ...”
• D...
3rd
Exercise:
What’s buzzworthy?
• Dropbox launch
• UberValentine’s Day
• Dropmyemail
• 99.co at PropertyGuru event
3rd
Exercise:
What’s buzzworthy?
• Dropbox launch
3rd
Exercise:
What’s buzzworthy?
• UberValentine’s Day
3rd
Exercise:
What’s buzzworthy?
• Dropmyemail viral
3rd
Exercise:
What’s buzzworthy?
• 99.co at PropertyGuru event
Measurement matters:
How was the campaign?
• The more coverage, the better
• Links help tremendously with SEO
• Free media...
Measurement matters:
Exercise 4 – How much?
• PR value is measured against the cost of
advertising space
• What is the app...
www.bebop.asia
@peterjustinyu
justin@bebop.asia
Questions?
Growth Hack Your Startup with PR
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Growth Hack Your Startup with PR

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Getting media coverage for your startup is one of the best ways to get yourself out there and acquire new customers. But how to reach out to journalists and influencers and get exactly the media coverage you need, remains a mystery to many founders.

It is true that getting press coverage is not always easy, but there are guidelines, tricks and tactics that you can follow. This presentation will be focusing on tactics and strategies to get media coverage for your startup in Singapore.

Veröffentlicht in: Marketing
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Growth Hack Your Startup with PR

  1. 1. Growth Hack your Startup with PR By Bebop Asia www.slideshare.net/peterjustinyu/
  2. 2. Growth Hack through Public Relations
  3. 3. How much effort do startups spend on PR? • For most, the answer is none. • Excuses: • “Building product comes first.” • “Once I raise funds, I will do it.” • “I have no manpower for it.”
  4. 4. Why PR? • Simple • Low-cost • Replicable
  5. 5. Why Now? • PR takes time to deliver value • Sustainable Traditional Media Public Relations
  6. 6. Getting started •Create Content •Share Content •Start Relationships •Helpful Automation
  7. 7. Content for thought leadership
  8. 8. Content creation • Press releases • Guest Posts • Blogs • Social media • Viral • Events
  9. 9. Share your content • Write well and periodically • Share it socially • Post where your audience is • Post when your audience is online • Post what your audience reads
  10. 10. Facebook posting schedule • Post to Facebook five to 10 times per week (once per day)
  11. 11. Twitter posting schedule • Post to Twitter at least 5 times a day. If you can swing up to 20 posts, you might be even better off.
  12. 12. LinkedIn / G+ posting schedule • Post to LinkedIn / G+ once per day (20 times per month).
  13. 13. Start Relationships •Get to know journalists •Write well •Pitch succinctly •Think long term
  14. 14. What NOT to do when approaching journalists? • Get their names or beats wrong • Mass emails • Long-winded or overly technical or pressure sales pitch • Mention other publications • Re-use/Plagiarize content
  15. 15. Automation tools to help 1. Wordy.com for content creation
  16. 16. Automation tools to help 2. MyNewsDesk.com for thought leadership
  17. 17. 3. Bufferapp.com for social media scheduling
  18. 18. 4. Muckrack.com to find journalists
  19. 19. 5. Good old fashioned email for pitching
  20. 20. What can PR do? • Give quality links • Get companies free editorial coverage • Influence the media to win the ultimate goal: the trust of the consumer • Achieve quantitative and qualitative results
  21. 21. Workshop
  22. 22. Grammar matters
  23. 23. 1st exercise: Grammar Test 1.C 2.B 3.B 4.A 5.A 6.B 7.A 8.B
  24. 24. Content matters:Writing a press release • Short and sweet • Write from the reporters’ POV • Succinct additional information
  25. 25. Keys to a good press release Summarize the story in one line on “Why is this story relevant and worthy of discussion?” - Use as title Don’t boast - Provide the concise facts Use two quotations, usually one from the founder/CEO and one from an industry insider
  26. 26. A one line title to catch the reader’s attention.A one line title to catch the reader’s attention. One line to explain why the announcement is meaningful.One line to explain why the announcement is meaningful. State where the company is headquartered and the date of the press release.State where the company is headquartered and the date of the press release. The first line in your beginning paragraph to repeat whatThe first line in your beginning paragraph to repeat what your story is.your story is. Following paragraphs should go in-depth into the particular announcement.Following paragraphs should go in-depth into the particular announcement.
  27. 27. Before the conclusion, provide background information.Before the conclusion, provide background information. The second to last section is an About portion, providing a background of the company.The second to last section is an About portion, providing a background of the company. The last section should include the contact information, including name, email, and phoneThe last section should include the contact information, including name, email, and phone number.number.
  28. 28. 2nd Exercise: Press Release • Write the first paragraph of your next press release • 40 word limit • All necessary information included yet still appealing enough to read on
  29. 29. Distribution matters: What next? • Leverage on social media (blogs / Twitter / Facebook / Instagram / etc) • Any gimmicks?
  30. 30. Unique ways to generate media interest • Sponsor an expert roundtable discussion • Document “A day in the life of ...” • Design an interesting infograph • Office open-house (free drinks are essential) • Create memorable collaterals
  31. 31. 3rd Exercise: What’s buzzworthy? • Dropbox launch • UberValentine’s Day • Dropmyemail • 99.co at PropertyGuru event
  32. 32. 3rd Exercise: What’s buzzworthy? • Dropbox launch
  33. 33. 3rd Exercise: What’s buzzworthy? • UberValentine’s Day
  34. 34. 3rd Exercise: What’s buzzworthy? • Dropmyemail viral
  35. 35. 3rd Exercise: What’s buzzworthy? • 99.co at PropertyGuru event
  36. 36. Measurement matters: How was the campaign? • The more coverage, the better • Links help tremendously with SEO • Free media tracking: Google News • Paid media tracking: Meltwater
  37. 37. Measurement matters: Exercise 4 – How much? • PR value is measured against the cost of advertising space • What is the approximate value of ONE piece of coverage from a reputable media source? - $500 USD - $1,000 USD - $5,000 USD - $10,000 USD
  38. 38. www.bebop.asia @peterjustinyu justin@bebop.asia Questions?

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