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Emerging Tech Companies: Effective PR without Hiring a PR Agency
(as told to you by a PR agency)
Oasis Public Relations at The Junction
Uriah Av-Ron
Founded Oasis PR in 2004 Focus on B2B PR predominantly in online
ad and ecommerce technology Current clients: eXelate, SupersonicAds,
Todacell, Barilliance
Oasis Public Relations
Ground rules for today:
Please ask questions Let’s make it a dialogue so bring up
actual scenarios you have / are facing
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What is PR?
Engaging with Journalists / Bloggers / Communicators who can create and disseminate content to help influence the people you desire to reach.
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How do you do that?
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Divide & Conquer
Identify 5 Journalists / Bloggers / Communicators that can help you reach your target audience
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Research these 5 and compile a list of 10 things which they have written about which are relevant to what your start-up does
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Reach out to these 5 Journalists / Bloggers / Communicators
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Tips for how to reach out to these 5 Journalists / Bloggers / Communicators (in random order)
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Please ask any questions you have related to the points I’m making
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What is your objective? Why do you want the PR?
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Set realistic expectations
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Be realistic. Leave the hype for your mother.
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It’s about them, not you
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Be creative
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Use all of the information that’s available about the journalists / bloggers / communicators you’re targeting.
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Public Relations builds like a rolling snowball, but sometimes you have to make sure it keeps rolling.
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Keep it short – a pitch email about your company should be under 150 words
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Tell a story
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Make sure you:
Tell why the Journalist / Blogger / Communicator (and their readers) should care about your company / technology
Have a clear business model Solve a pain (a ‘must have’ instead of a
‘nice to have’)
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Include links but DON’T send attachments (unless they tell you that you can).
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Recommended: start with an email, and if needed, follow-up with other media, including Twitter, Skype, LinkedIn, etc.
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If someone can make an introduction to the Journalist / Blogger / Communicator, ask them to do so (provided it’s someone whom the Journalist / Blogger / Communicator respects).
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Most Journalists / Bloggers / Communicators won’t sign an NDA
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Social Media isn’t the answer
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This is the only slide about PR agencies:
Please hire someone who knows PR to help you announce funding because funding announcements get the most press coverage (Sorry Globes / The Marker, but if you’re targeting countries outside of Israel, don’t give the story exclusively to the Israeli press).
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