Public Relations for Startups: Using PR to Grow your Business

Chris Plunkett Director of External Relations Communitech

communitech.ca

Startup Storytelling

There are a number of different ways for startups to tell their stories. • • • Marketing (Paid) Content / Social (Owned) Media (Earned)

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Public Relations

Public Relations is about getting others to tell your story o o o Builds awareness of your company and brand Legitimizes business and other marketing efforts Potentially cost-effective sales funnel Is about ‘telling not selling’. Needs to be newsworthy, or an interesting story. o Different tone and approach than marketing or sales The publication controls content, angle and timing of the story.

Understanding Media

• • • Media Trends Fewer reporters, more subjects Pressure on journalists to be first Increased reliance on contributed content • • Hooking your story to relevant news Aeryon Labs (Libya, Amazon, etc.) BlackBerry Schedule announcements appropriately

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Are you ready for Media?

Media coverage can be a powerful tool, but needs to be timed carefully and build on other efforts. o o o o o Website Media Kit Spokespeople / Messaging Prepared Sources (besides you), data / traction, research to support Sales / HR / Investment funnel ready to capture increased attention

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Establish your Goals

What are you trying to accomplish with media coverage? o Launch a product o o o o Drive Sales Attract investors or talent Become a thought leader / build credibility Aggravate a competitor • The publications you target, and story you tell should flow from these goals, and align with your overall marketing plan.

Do your Homework

• • • • Understand who you want to reach (and why) Local (media and blogs) Mainstream Print / Broadcast (Broad awareness) Tech Press (Investors / Funding / Talent) Specialty / Trade Media (B2B Sales) • • Research your targets (journalists / outlets) Understand their beat / medium Focus on quality pitches over quantity releases

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Your product is not news

You need to develop a story that is interesting / compelling for readers. o Hero’s Journey o Problem being solved (Customer’s story) o o o o Groundbreaking technology Part of a growing trend (need data) Investment Hooking on to current news cycle. • Example : Wagepoint

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Preparing for an Interview

Know your messages and what you want to get across Don’t be robotic, but interviews go by quickly (especially live), so important to get your key messages out. Understand the Medium. o Print vs. live radio / TV vs. a taped segment. Understand the Audience (and Journalist) o Mainstream vs. specialized makes a big difference. Be prepared for tough questions.

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Crowdfunding PR

PR can help a crowdfunding campaign, but it can’t save one. • • • The Kickstarter / Indiegogo page is your funnel o High quality video, copy and aligned perks / benefits. Know your customers o Email lists, blogs, influencers drive more sales Use media as an accelerant o Initial media important, but can use again when there is good traction.

• Example: Structur3d Printing

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PR Toolbox

Press Releases Contributed Content Media Pitches • • Social Media Relationships with Journalists

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PR Agencies

PR agencies can be powerful tools, but usually not cost effective for startups. • Understand the work they’ve done / where they’ve been effective. o o Local vs. Canadian vs. US / International coverage B2B vs. B2C • Retainer model rarely effective for startups o Need agency willing to work on specific projects and to grow with company.

Questions?

[email protected]

@cmlplunkett