TECHCHILL BALTICS

PR FOR STARTUPS

@MichaelaKrause@BallouPR_DE

A N D M A N Y M O R E …

B E R L I N , LO N D O N , PA R I S

DO STARTUPS NEED PR?AND AN AGENCY?

THE WORLD NEEDS TO KNOW THAT YOU EXIST, BUT WHEN INFORMATION IS CHEAP, ATTENTION BECOMES EXPENSIVE

YOU PROBABLY DON’T NEED AN AGENCY

SOMETIMES PUBLICITY CAN EVEN BE YOUR BIGGEST NIGHTMARE

FOCUS ON YOUR PRODUCT USE YOUR NETWORKFOR THE REST

THE GOOD NEWS IS: YOU CAN DO IT ON

YOUR OWN

WHAT’S YOUR STORY?AND HOW TO TELL IT

hey!the media the investors

the customers

you

THIS IS BERND.Founder of aboalarm, a 14 person startup, completely bootstrapped.

BE LIKE BERND.

A N D M A N Y OT H E R S …

174 stories published in 2015

KNOW WHAT’S NEWSWORTHY

NEWS IS

• New product • Personalities & People • Expansion or Failure • Financials • Unique

NEWS IS NOT

• We’ve been the first! • We are still here! • Look at our unspecific numbers! • Our competition sucks!

NEWS ARE REALLY EXCITING, INSIGHTFUL, SURPRISING, FUNNY, CONTROVERSIAL OR EMOTIONAL FOR YOUR JOURNALIST’S READERS

THE PRESS RELEASETHE LOVE / THE HATE

holy fuck,look at this mount everest of boring!

aww yes! this release will

make us look so good!

t h e c o m p a n y t h e j o u r n a l i s t

PRO

• All information at a glance • Can be used as an archive

for journalists on your website

CONTRA

• One of the most abused formats • Requires excellent writing skills • Takes a lot of time • Companies send too many • An average journalist receives

over 300 per day

BUT WHAT IF I DON’T HAVE NEWS?

You have stories to tell. Look closely.

This is what you pay a PR

person for.

DIG DEEPER

• User behavior/statistics • Surveys about customer needs • Testimonials and case studies • Comment on market trends • Networking at events

THANK YOU FOR PITCHING!

HOW TO APPROACH MEDIA

DO

• Be helpful • Deliver structured information • Research the journalist’s interests • Know your media targets • Only pitch a story that you believe in • Respect their time • Accept a No

DON’T

• Put journalists under pressure • Pitch them with a topic that they

don’t care about • Send attachments • Talk about things you don’t

know enough about • Lie

PLEASE STOPDOING THIS

XY

5 SENTENCES 1 EVENT

28 INTERVIEWS

Subject: Coffee at Next

Hey Martin,

I was really happy, when I read that you will be at Next conference. I would love to introduce you to Holger Seim, the founder of Blinkist. Blinkist is a young Startup in Berlin that offers “non-fiction books at your fingertips” on the smartphone — as a reaction to our evolving reading habits. Would you like to meet for a quick chat?

Blinkist and the concept behind the app was mentioned in Süddeutsche Zeitung, Bild, Deutschlandradio and Berliner Morgenpost.

Best, Sebastian

Subject: Coffee at Next

Hey Martin,

I was really happy, when I read that you will be at Next conference. I would love to introduce you to Holger Seim, the founder of Blinkist. Blinkist is a young Startup in Berlin that offers “non-fiction books at your fingertips” on the smartphone — as a reaction to our evolving reading habits. Would you like to meet for a quick chat?

Blinkist and the concept behind the app was mentioned in Süddeutsche Zeitung, Bild, Deutschlandradio and Berliner Morgenpost.

Best, Sebastian

2. relevant & timely

1. short subject line

3. visual & catchy

4. social proof

DON’T PANICWHEN IT TAKES TIME

@MichaelaKrause @BallouPR_DE