1.
Growth Hack your
Startup with PR
By Bebop Asia
www.slideshare.net/peterjustinyu/

2.
Growth Hack through
Public Relations

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.
Why PR?
• Simple
• Low-cost
• Replicable

5.
Why Now?
• PR takes time to deliver value
• Sustainable
Traditional Media Public Relations

6.
Getting started
•Create Content
•Share Content
•Start Relationships
•Helpful Automation

7.
Content for thought leadership

8.
Content creation
• Press releases
• Guest Posts
• Blogs
• Social media
• Viral
• Events

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.
Facebook posting schedule
• Post to Facebook five to 10 times per
week (once per day)

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.
LinkedIn / G+
posting schedule
• Post to LinkedIn / G+ once per day (20 times
per month).

13.
Start Relationships
•Get to know journalists
•Write well
•Pitch succinctly
•Think long term

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.
Automation tools to help
1. Wordy.com for content creation

16.
Automation tools to help
2. MyNewsDesk.com for thought leadership

17.
3. Bufferapp.com for social media scheduling

18.
4. Muckrack.com to find journalists

19.
5. Good old fashioned email for pitching

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.
Workshop

22.
Grammar matters

23.
1st
exercise: Grammar Test
1.C 2.B 3.B 4.A 5.A 6.B 7.A 8.B

24.
Content matters:Writing a
press release
• Short and sweet
• Write from the reporters’ POV
• Succinct additional information

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.
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.
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.
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.
Distribution matters:
What next?
• Leverage on social media (blogs / Twitter /
Facebook / Instagram / etc)
• Any gimmicks?

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.
3rd
Exercise:
What’s buzzworthy?
• Dropbox launch
• UberValentine’s Day
• Dropmyemail
• 99.co at PropertyGuru event

32.
3rd
Exercise:
What’s buzzworthy?
• Dropbox launch

33.
3rd
Exercise:
What’s buzzworthy?
• UberValentine’s Day

34.
3rd
Exercise:
What’s buzzworthy?
• Dropmyemail viral

35.
3rd
Exercise:
What’s buzzworthy?
• 99.co at PropertyGuru event

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.
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.
www.bebop.asia
@peterjustinyu
justin@bebop.asia
Questions?