pr for startups ppt final
DESCRIPTION
Media Relations for Startups in Five Easy Steps. This PPT outlines the five steps to a successful do-it-yourself PR program, especially written for tech startups.TRANSCRIPT
Media Relations for Startups
In 5 Easy Steps
Step 1: Define Media Targets
• Which media are you trying to reach?• Identify the journalists, editors,
wire writers and bloggers that cover your industry
• Prioritize your top 10-20
• Research the background of each target• What they cover• Their typical story angles• How often they write about your
industry• Have they covered your product
or company previously?
Step 2: Determine Timing
• Research publishing schedules • How often does each of your
targets publish?• Do they follow an editorial
calendar? (If so, editorial calendars can
usually be found inside a media outlet’s online media kit)• Respect the schedules of your
targets(For example, if an outlet publishes every Monday – you probably need to reach out early in the preceding week)
Step 3: Build Relationships
• Here’s how to build beneficial relationships with your “wishlist” of reporters:• Research and understand their backgrounds• Read everything they write• Comment on their articles, when appropriate• Follow them on social media• Reach out personally and offer non-self-
serving information and story ideas
Step 4: Pitch
• Don’t rely on a press release to capture media attention
• Instead, send a pitch to explain why your news should matter to each individual target
• There are two kinds of pitches:• A product or announcement pitch
that links to a formal press release• An Introductory or proactive pitch
that offers up your experts to comment on industry news or trends
Pitching: In Detail
• Ideally, your pitch will include these three elements:• Timeliness: Does your pitch tie into the
news cycle or contain a sense of urgency?
• Relevance: Will your targets consider the content of your pitch newsworthy and relevant to their respective fields?
• Third-Party Validation: Can you offer up a customer or analyst who can back up your claims or add to the story?
TimelinessRelevanceThird-Party Val-idation
Step 5: Follow Up• Don’t harass, but do follow up• If you still don’t get a response –
diagnose your pitch• Could the title be improved?• Did you meet the three components
of timeliness, relevance and validation?
• Were your targets distracted by other industry news?
• Recognize that it’s not unusual to be ignored
• Perseverance is critical for a successful media relations program, and it may take several pitches before you get a response
Need More Information?• Download our
“Starter Guide: Do-It-Yourself Media Relations”
(bit.ly/Hf5B0y)
THANK YOU
7900 Westpark Drive McLean, VA 22102 Tel: 703-287-7800 Fax: 703-485-3975
www.speakerboxpr.com