7 Mistakes Every Startup Should Avoid To Protect Intellectual Property
5 Startup PR Fails - And How to Avoid Them
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Transcript of 5 Startup PR Fails - And How to Avoid Them
http://fi.co | @founding
5 Startup PR Fails
Jonathan Greechan, Co-Founder, Founder Institute
http://fi.co | @founding
.. and how to fix them!
Jonathan Greechan, Co-Founder, Founder Institute
http://fi.co | @founding
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
http://fi.co | @founding
Before we get started…
What is the most important thing for startup founders
to focus on?
http://fi.co | @founding
Avoid the “Product Fallacy”
Product is not king.
TRACTION IS.
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Don’t be this guy
http://fi.co | @founding
Try lots of different things
http://fi.co | @founding
5 Startup PR Fails
1.“I’ll just Outsource It”2.Neglect the Basics3.Start PR Too Late4.No Story5.No Strategy
http://fi.co | @founding
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
http://fi.co | @founding
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
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Fail #2: Neglect the Basics
Stop making it so hard to promote you!
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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 | @founding
Fail #3: Start Too Late
“Hello, my name is…we launch on
Monday.”
http://fi.co | @founding
3.1. PR is NOT a “One-Off”
Get Started Today:
1.Find the storytellers 2.Learn the narrative3. Contribute to the narrative
http://fi.co | @founding
3.2: Find the Storytellers
• You don’t pitch publications - you pitch people
• Who are the storytellers?• Learn about them on
Twitter• Start engaging!
http://fi.co | @founding
3.3: Tools to Find Them
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3.4: Tools to Find Them (& Engage)
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3.5: Contribute to the Narrative
http://fi.co | @founding
3.5: No Niche is Too Small!
• Devote a few hours a week to documenting your learnings• Be opinionative• Every subject has an
expert
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3.7: Curate
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3.8: Be Opportunistic*
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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
http://fi.co | @founding
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?
http://fi.co | @founding
Fail #5: No Story
• You launching is not a story
• ANAS (Advertisement, Not a Story)
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Don’t Drink Your Own Kool Aid
• Your baby is not special
• How do you make other people care?
• Build a story.
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5.1. Build a Meaningful Story
Build a (1)meaningful
story where your company
(2)plays an important role.
http://fi.co | @founding
5.1. Build a Meaningful Story
Build a (1)meaningful
story where your company
(2)plays an important role.
http://fi.co | @founding
Six Story Types
1. Drama2. A Trend3. People4. Purpose5. Traction6. Unique Insight
http://fi.co | @founding
Story Type 1: Drama
We like Drama1. Good vs. Evil2. David vs.
Goliath3. Evolution (X for
Y)4. Controversy
http://fi.co | @founding
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://fi.co | @founding
Story Type 3: People
People (the “who”) are more interesting than companies (the “what”)– Your story– Your customer’s story
http://fi.co | @founding
Story Type 4: Purpose
The mission (the “why”) is more interesting than the company (the “what”)– The motivation– The societal benefit
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Story Type 5: Validation/ Traction
Enough Said…
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Story Type 6: Unique Insight
Create Relevancy– Data, Data,
Data– Counterpoint– Controversy
wins EM
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But Wait! Gut Check
• Journalists wade through BS all day
• Don’t get caught manufacturing news
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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
http://fi.co | @founding
“If I leave you with ONE thing…”
Advertising is bought.
PR IS EARNED.
You need to start EARNING it NOW.
http://fi.co | @founding
Jonathan GreechanCo-Founder, Founder Institute Producer, Founder ShowcaseTwitter/ Insta: @jonnystartupFB/ Linked: jonathan.greechan
Thanks!
http://fi.co | @founding
PR 101 Workshop
Everyone has an angle, let’s find yours!
1. Define Your Goal 2. Identify Your Targets3. Craft a Story