5 Startup PR Fails - And How to Avoid Them

http://fi.co | @founding

5 Startup PR Fails

Jonathan Greechan, Co-Founder, Founder Institute


.. and how to fix them!

Jonathan Greechan, Co-Founder, Founder Institute


Who am I?

v.01: Intern --> Marketing Lead, Game Trust• 10mm+ players, Billboard Award Winning Game Producer • Raised $16mm, Acquired by RealNetworks (2007)

v.02: Co-Led Product on Real’s Community Game Platform

v.03: Launched TheFunded.com, Founder Showcase– < $1,000 paid marketing

v.04: Co-Founder, Founder Institute– < $5,000 paid marketing in first 3 years, < $25,000 to date


Before we get started…

What is the most important thing for startup founders

to focus on?


Avoid the “Product Fallacy”

Product is not king.

TRACTION IS.


Don’t be this guy


Try lots of different things


5 Startup PR Fails

1.“I’ll just Outsource It”2.Neglect the Basics3.Start PR Too Late4.No Story5.No Strategy


Fail #1: “I’ll Outsource PR”

• No seed-stage startup should ever outsource PR

• >$5k/mo, 6/mo min• No reduction in the

Founder’s work


1.1: “I’ll Do it Myself”*

• Early PR needs to be Founder/ CEO driven

• Early PR firms are only efficient when you have inbound/ need training


Fail #2: Neglect the Basics

Stop making it so hard to promote you!


2.1: Help Them Help You*

Easily found on your site:

1.1 Sentence Description2.Clear positioning in your

competitive landscape3.Logo and art package

Required Reading: FI.co/posts/504

http://fi.co/press


Fail #3: Start Too Late

“Hello, my name is…we launch on

Monday.”


3.1. PR is NOT a “One-Off”

Get Started Today:

1.Find the storytellers 2.Learn the narrative3. Contribute to the narrative


3.2: Find the Storytellers

• You don’t pitch publications - you pitch people

• Who are the storytellers?• Learn about them on

Twitter• Start engaging!


3.3: Tools to Find Them

http://followerwonk.com/bio/?q=startups&q_type=all&flmin=1000&stctmin=100


3.4: Tools to Find Them (& Engage)


3.5: Contribute to the Narrative


3.5: No Niche is Too Small!

• Devote a few hours a week to documenting your learnings• Be opinionative• Every subject has an

expert


3.6: Share Data

http://www.one-tab.com/page/Qh1EDxC1QPyEa3mO4ymIGQ


3.7: Curate


3.8: Be Opportunistic*


Fail #4: No Basic Planning

• Launching in the press is not a rite of passage

• Press is not a tool for idea validation, MVP testing, or product feedback


4. Basic Planning*

• What is your goal?– “Announcing our X”,

“Spreading the word” are NOT GOALS.

– Goals: Early adopters? Investment? Recruitment? Mainstream adoption?

• Who is your target?• What is your story?


Fail #5: No Story

• You launching is not a story

• ANAS (Advertisement, Not a Story)


Don’t Drink Your Own Kool Aid

• Your baby is not special

• How do you make other people care?

• Build a story.


5.1. Build a Meaningful Story

Build a (1)meaningful

story where your company

(2)plays an important role.


5.1. Build a Meaningful Story

Build a (1)meaningful

story where your company

(2)plays an important role.


Six Story Types

1. Drama2. A Trend3. People4. Purpose5. Traction6. Unique Insight


Story Type 1: Drama

We like Drama1. Good vs. Evil2. David vs.

Goliath3. Evolution (X for

Y)4. Controversy


Story Type 2: A Trend

Pitch a trend, not a company– Don’t start with

“I”, “my”, “we”, “our”

– Start with “the”, “today”, “there”

http://techcrunch.com/


Story Type 3: People

People (the “who”) are more interesting than companies (the “what”)– Your story– Your customer’s story


Story Type 4: Purpose

The mission (the “why”) is more interesting than the company (the “what”)– The motivation– The societal benefit


Story Type 5: Validation/ Traction

Enough Said…


Story Type 6: Unique Insight

Create Relevancy– Data, Data,

Data– Counterpoint– Controversy

wins EM

http://www.one-tab.com/page/STPsaVRPS5OhRp2WucIqXA


But Wait! Gut Check

• Journalists wade through BS all day

• Don’t get caught manufacturing news


Appendix: The Pitch

REQUIRED READING: FI.co/guides/93

• Keep it simple - just a few sentences

• Offer an exclusive• Take it step by step• Get them on the phone


“If I leave you with ONE thing…”

Advertising is bought.

PR IS EARNED.

You need to start EARNING it NOW.


Jonathan GreechanCo-Founder, Founder Institute Producer, Founder ShowcaseTwitter/ Insta: @jonnystartupFB/ Linked: jonathan.greechan

Thanks!


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5 Startup PR Fails - And How to Avoid Them