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We’ve all heard about the “Power of PR” – but how do you go about harnessing it and making it work for your start-up? Contrary to popular belief, start-ups can actually generate effective PR without having to hire a big agency. This presentation offers the inside scoop from a PR industry veteran on the foundational elements, strategies and valuable shortcuts you need to create buzz, attract investors and drive sales/traffic.
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PR STRATEGIES FOR STARTUPS
#PR4STARTUPS
@EMILYJS3
BY EMILY SCHERBERTH, SYMPHONY PR & MARKETING, INC.
#pr4startups@EmilyJS3
INTRODUCTION
Emily Scherberth – Founder & CEO of Symphony PR & Marketing, Inc.
17+ years experience in PR and integrated marketing
Specializes in early-stage companies, primarily in technology & digital media
Past experience: YouTube, Justin.tv Yahoo!, thismoment, Lunch.com, Citysearch, Match.com, Nike, General Motors, Nestlé
Adjunct Professor, PR & Social Media at Loyola Marymount University
M.A. Communication Studies at California State University, Northridge
#pr4startups@EmilyJS3
OVERVIEW
Positioning & Messaging
Media Relations
PR Staffing
Q&A
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POSITIONING & MESSAGING
#pr4startups@EmilyJS3
POSITIONING & MESSAGING
You only get one chance to tell your story
If you don’t define your story, someone else will do it for you!
Single most important foundation to build prior to launch
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SIX-STEP PROCESS
1. Start with your brand identity
2. Articulate your most important offerings for each audience
3. Create narratives that provide context
4. Provide proof points for how you deliver
5. Develop strategic anecdotes and examples
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SIX-STEP PROCESS
6. Create your “elevator pitch” or one-sentence positioning statement
• Needs to be strategic, differentiated and sometimes, aspirational• Serves as the basis of your “boiler plate” in all press materials,
collateral, etc.• Circulate among employees so all external messages are
consistent
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LEADING COMPANY POSITIONING
Company Positioning
Google is a global technology leader focused on improving the ways people connect with information.
YouTube is the world’s most popular online video community allowing millions of people to discover, watch and share originally-created videos.
Amazon.com, Inc. is a Fortune 500 company…[that] offers Earth's Biggest Selection…[and] seeks to be Earth's most customer-centric company.
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EVOLVES WITH THE BUSINESS
Then:Google's innovative search technologies connect millions of people around the world with information every day.
Now:Google is a global technology leader focused on improving the ways people connect with information. Google’s innovations in web search and advertising have made its website a top internet property and its brand one of the most recognized in the world.
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Then:
“Twitter is a text messaging service that lets people send
notes to groups.”
(Source: San Francisco Chronicle, August 2006)
Now:
Twitter is a real-time information network that connects
you to the latest stories, ideas, opinions and news about
what you find interesting.
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Then:“Pinterest is a self-expression engine” – Sahil Lavingia, Pinterest
Now:Pinterest is a social networking site with a visually-pleasing “virtual pinboard” interface.
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BANNED WORDS
Revolutionize Unique
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STARTUP CASE STUDY
Challenge• New entrant into cluttered deal space dominated by Groupon & LivingSocial• Crucial to create a compelling position for Bevvy in the market that highlighted
its differentiators
Strategy• Symphony recommended that Bevvy avoid the label “deal site” and instead
become a “nightlife reservation site” that offers insider access and ongoing, preferred pricing at exclusive nightlife venues.
Results • Messaging was successfully carried through in Bevvy's launch coverage • PR generated a 20 percent conversion rate for new members • Helped the company stand out of the crowd of deal sites and create a niche of
its own.
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MEDIA RELATIONS
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THE RULES OF ENGAGEMENT
Reporters/bloggers/influencers get inundated with bad pitches every day (and they’re not afraid to tweet about it)
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THE RULES OF ENGAGEMENT
1. Show respect, be humble
2. Read their coverage & follow them on Twitter
3. Make sure you’re relevant & have real news
4. Speak like a human
5. Take Kenny’s advice & know when to “fold ‘em”
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RELATIONSHIPS
They take time, but they’re worth it
BUT: they don’t replace need to have something newsworthy
Be a resource, even if you have nothing to gain
Help keep your company top-of-mind with reporters
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KEY STORY DRIVERS
Key Company MilestonesFunding/Revenues
Traffic/UsagePersonnel Announcements
Product Development
New Products/Features
Innovative Technology
Industry Trend Stories
Momentum/critical mass
Trends among users
Business Development/Sales
New Partnerships/Deals
Case Studies/Testimonials
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ANNOUNCEMENT STRATEGY OPTIONS
The Exclusive: give the story to one key reporter
The Pre-Brief: give the story to 4-6 reporters under embargo
Pre-Pitch: send press release to key reporters day before it goes over the wire for wide distribution
SEO Announcement: put release over wire for SEO purposes; little coverage expected
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THE PRESS RELEASE
You don’t need one to get coverage!
Sometimes a compelling email pitch is more effective
Save press releases for big company news
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PRESS ROOMS
Mandatory press page on your company website should include:
• Company backgrounder/executive bios
• Product fact sheet
• Logos (hi-res JPEG, EPS)
• Videos (company/product overview)
• Recent press releases
• Meaningful media coverage
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FREE MEDIA RELATIONS RESOURCES
Free service that connects journalists and sources
Listing of reporters on Twitter by beats
Social & search-optimized press release & pitch distribution (freemium)
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PR STAFFING
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WHEN DO I NEED PR?
3-4 weeks prior to hard launch for messaging, press materials and media strategy
Consider soft launch, influencer outreach first (e.g. Scoble)
Get multiple opinions on timing from PR consultants, product team, partners, investors, etc.
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PR STAFFING
Main Staffing Question: PR Firm, Consultant or In-House?
Key considerations:
• Scope of work • Budget• Timing• Geography
CEO always needs to be involved in the PR process
Make sure to maintain an ongoing dialogue with your PR team – they can’t function in a silo!
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THANK YOU!!
#pr4startups@EmilyJS3
CONTACT INFO
TXT “SYMPHONY” TO 50500
@EMILYJS3
SYMPHONYPR.COM
EMILY@SYMPHONYPR.COM
310.500.6830
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