PR StrategiesFor Startups

Who Am I?Myriam Joire:• Studied applied math. / elect. engineering• Video game developer (15 years)• Tech journalist (10 years)• Product / Media strategy advisor (3 years)• LucasFilm, Sony, Dolby, Engadget, Pebble

What is PR?Public Relations includes:• External communications• Customer relations• Social media• Media relations

Why Does PR Matter?PR is a flash in the panBut it can ignite a fireAnd while it won’t guarantee successIt can give you 15 minutes of fameAnd push your launch forward

When To do PR?• PR and marketing go hand-in-hand • Start planning for PR early• Incorporate PR at every stage• Allocate time, money, and people to PR

Marketing vs. PRMarketing crafts the messagePR delivers the messageIt’s a symbiotic relationshipIt’s a feedback loop

Media RelationsRelationships with the media take years to develop

+ Good PR takes a lot of experience= Hire a professional or an agency

Craft a Strong Message• What’s your product? (elevator pitch)• What are your key features?• What are your key differentiators?Iterate until you get it right

Create Great Content• Hire a photographer and videographer• Take beautiful photos of your product• Shoot a quality video (2 min)• Edit a few 5-10 second teaser clipsUse this content for everything

Launch Strategies• Don’t reveal too much ahead of time• Have a teaser page (website)• Reviews are always best (pre-production)• Demos / briefings (prototype)• Announcements / news are terribleThis is where planning for PR early pays off

Launch Date• Be mindful of conflicts with other news• Be aware of conferences• Pitch around 2AM PT Mon-Wed• Setup an embargo• Tuesdays at 10AM PT is the best launch time• Don’t pitch between Black Friday and CES

Launch TargetsAcquire or build a media list:• Research coverage for similar products• Identify publications and reporters• Find contact info (*)

Understand the Media• Overworked, underpaid• Receive several dozen pitches a day• Looking for new, cool, and unique products• Prefer products that will be shipping soon• Juggling many other more important things• Reviews, events, breaking news

Pitching dos• Keep your pitch short, sweet, and to the point• Email the media• Personalize your pitch• Include images and (short) videos• Setup an embargo

Pitching don’ts• Use long and formal pitches• Call the media (*)• Waste the media’s time• Pitch stale / irrelevant news• Pitch too often / harass

Speaking with the Media• Be prepared, know your message• Practice your briefing / demo• Relax and take your time (*)• Be conversational and inclusive• Ask to speak off the record if necessary• The media don’t want to trick you

Bad Example

Good Example

Questions?Myriam Joiretnkgrl@gmail.com