PR for Startups

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


OVERVIEW

Positioning & Messaging

Media Relations

PR Staffing

Q&A


POSITIONING & MESSAGING


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


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


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


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.


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.


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.


Then:“Pinterest is a self-expression engine” – Sahil Lavingia, Pinterest

Now:Pinterest is a social networking site with a visually-pleasing “virtual pinboard” interface.


BANNED WORDS

Revolutionize Unique


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.


MEDIA RELATIONS


THE RULES OF ENGAGEMENT

Reporters/bloggers/influencers get inundated with bad pitches every day (and they’re not afraid to tweet about it)


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”


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


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


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


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


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


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)


PR STAFFING


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.


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!


THANK YOU!!


CONTACT INFO

TXT “SYMPHONY” TO 50500

@EMILYJS3

SYMPHONYPR.COM

[email protected]

310.500.6830