PR for Startups (DIYPR)

PR for StartupsApril 2016

#DIYPR

Paul WilkeCEO, Upright Position CommunicationsMare Island, California, USA

About me & Upright Position Communications

2© Upright Position Communications, LLC All rights reserved.

20+ years of experience (former journalist, in-house PR, agency)

Financial/Tech, Biz PR & crisis comms specialist

Pres. Obama's Travel & Tourism Advisory Board

Created travel/tourism public affairs division for Visa Inc.

Silicon Valley-based PR firm that works closely with late-stage startups

CES, Davos, Mobile World Congress, the Olympics, SXSW & TechCrunch Disrupt

#DIYPR

Today’s Objectives

• Know how to get coverage

• Learn the best ways to get your

key messages across

• Understand how to control your story

#DIYPR© Upright Position Communications, LLC All rights reserved.

© Upright Position Communications, LLC All rights reserved.

What is PR?

© Upright Position Communications, LLC All rights reserved.

#DIYPR

• Utilizing the news or business media to carry positive stories about your company or your products

• A form of managing your messaging to a broad audience that has staying power & third party credibility

• Telling your story to the right audience in a way that resonates with them

• A mixture of quality, customized content, audience cultivation & an emphasis on substance over style

All rights reserved.© Upright Position Communications, LLC

#DIYPR

What isn’t PR?


#DIYPR

What isn’t PR?

❌ Your personal publicity pipeline

❌ A press release

❌ Guaranteed coverage

❌ 100% controlled messaging

❌ Instant credibility

❌ A quick fix


#DIYPR

Finding the right approach

A good strategy meansthe difference between

good PR & great PR.

1

Ensure you’re telling a compelling story about

your business.

2

Know that public relations is far more than

issuing a press release.

3

It’s the opportunities between the launches & the

announcements that build momentum.

4

PR is not a switch you turn on: Results aren’t

immediate.

5

Build a foundation around key milestones so your

story is constantly being told.

6

Measure media coverage by quality, not quantity.

7

Effective communications provide

solutions to business issues.

8


#DIYPR

Finding the right PR fuel mix

Messaging Leadership PR Media 101 Economic Potential Storyline

Product PR Interjection PR Social Media Results


Slow PR, but quickly: The basics

Proceed with caution

(and patience)

Compelling Storytelling

• News / novelty /change• Controversy• Drama / narrative• “Man Bites Dog”• Trends• Timeliness• Human element• Competition• How to• Relevance - “Why should I care?”

What makes a story What brings a story to life

• Strong quotes• Clear concise statement of facts

• Illustrative anecdotes• Specific examples• Clients• Third-party opinions (e.g., analysts)

• “Wow” number/statistic


“If we amplify everything, we hear nothing”

#DIYPR

Getting your story straight

• Find your internal PR champion• Spend time on messaging• Contributed content: Pay to play, genuine & DIY• Influencers

#DIYPR

A word about press releases

“The best time to make friends is

before you need them.”

- Ethel Barrymore

#DIYPR

#DIYPR

THE PITCH

What reporters want

• What’s the story?

• What is the problem you’re solving?

• What does it do?

• Why is it relevant?

• Funding?

• Unique founder/owner/team/location?

• Dog bites man vs. Man bites dog

#DIYPR

A reporter’s interested. Now what?

• Be selective

• Know your messages

• Be well briefed

• Understand the journalist

• Reporters are as diverse as any other group of people

• They are neither your friend nor your enemy

• All journalists are not created equal

• Set limits & rehearse

#DIYPR

Be quotable

• Strong quotes are insightful, intelligent and short

• Use good analogies and sound bites

• Paint a visual picture

• Avoid corporate speak and jargon

• Avoid clichés

• Avoid the negative

• Prepare in advance and practice delivery

#DIYPR

Questions you can ask

• Who are you?

• What can you tell me about the story you’re working on?

• What’s your angle?

• Who else are you talking to?

• What’s the format?

• What do you need from me?

• Who will be doing the interview?

• When are you running the story?

#DIYPR

The Interview

• Don’t dumb it down...just make it simpler

• Three questions reporters always ask

• Questions you don’t know the answer to

• Questions that call for speculation

• Questions that ask for your personal opinion

• Find your comfort zone (location, clothes, props, etc.)

• Be concise, jargon-free

• No comment? NO!

#DIYPR

The 4 Cs to Mastering Interviews

• Confidence (in the material)

• Credibility (you’re the subject expert)

• Comfort (in how you look & feel)

• Control (knowing you have more of it than you realize)

23#DIYPR

The Rules• Off the record?

• Be prepared

• Take control

• Remain focused

• Show enthusiasm

• Learn to bridge

• No, you can’t see the story before they run it

• Misrepresentation does occur

• Corrections? Retractions? Don’t count on it

#DIYPR

All rights reserved.

More Steps to Getting Coverage


#DIYPR

Be social

• What’s available to you:

– Twitter

– Instagram

– Facebook

– Medium

– Your blog


#DIYPR

Final thoughts

• It’s seldom about you

• Plan ahead

• Leave certain things to the professionals

– Design

– Video

– Crisis comms

– Media training

– Heavy writing

– Large campaigns


#DIYPR

Source:AirPR

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“It’s such a fine line between stupid and clever”

For a free guide

“5 ways to take charge of your own PR”

please visit:

www.uprightcomms.com/galvanize

Web: www.uprightcomms.comTwitter: @UprightCommsEmail: [email protected]: +1-415-215-8750

Upright Position Communications LLC438 E. Poplar Ave.Mare Island, CA 94592USA

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PR for Startups (DIYPR)