Startup PRAnd what's in it for you.

You don't have to be in PR to get PR. !

You also don't have to be an extrovert.

Today's Menu• The World of PR

• Why you should care

• Know your audience

• Craft the pitch

• Resources

• Examples

The World of PR

• Meaningful events

• Press release

• Embargo

• Exclusive

Why you should care

• Coverage is important

• Leverage your work / passion

• Press release not required

• Reporters / Influencers = Humans

"The trickiest thing about publicity is that there’s never a guarantee. All you can do is

make sure that you’re always trying to provide something valuable to others and not

just yourself. !

If you do, you’ll find that PR will end up accomplishing exactly what you wanted it to." !- Jackie Lampugnano, Lightbank (Tech VC) Director of PR

Know your audience

• Who are you trying to reach?

• What publications give you access?

• Build your list

• Craft the pitch

“Most pitches I receive from newbie publicists and clueless startup founders are lengthy, full of jargon, and lacking a clear thesis about what the company

does and why I, or my readers, should care.”

!- Erica Swallow, Tech Journalist Forbes, Mashable, Huffington Post

Pitch Craft

• Tell it in plain English

• Keep it short -- Offer resources to dive deeper

• Do the work for them -- Be relevant

• Clear CTA

• Don't be selfish

ThingsWeStart Example from Customer Development Labs

Pitch Craft

• Tell it in plain English

• Keep it short -- Offer resources to dive deeper

• Do the work for them

• Clear CTA

• Don't be selfish

Resources• Copywriting 101

• HARO: Help A Reporter Out

• Brownstein & Egusa

• Top 100 Tech Blogs, Mobile Blogs, Reporters, etc.

• Old School PR - New School pricing

• Deconstructing PR From Former VentureBeat writer

• Customer Dev Labs: Step by step PR launch

Examples• Lifehacker

• Guy Kawasaki

• CoolTools

• Robert Scoble

• MakeUseOf

• Cool Mom Tech