PR for Startups - N RAVI SHANKAR - Aim High Consulting - 5th july 2014
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Transcript of PR for Startups - N RAVI SHANKAR - Aim High Consulting - 5th july 2014
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COMMUNICATION CONSULTING • PUBLIC RELATIONS • ADVERTISING • INTERNAL COMMUNICATION
www.aimhighindia.com | www.tenetadvertising.com
Media for Start-ups – Cases and FAQs
N. Ravi Shankar CEO, Aim High Consulting
05-07-2014, NSRCEL@IIMB
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Things are changing…
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Maslow’s hierarchy of needs...
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Maslow’s hierarchy of needs...
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Why should you listen to me?
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"The history of PR is… a history of a battle for what is reality and how people will see and understand reality." - Stuart Ewen
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www.aimhighindia.com
FAQsfollowed-by
Cases.
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What is a good time to start PR?
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If you have a reasonable answer to this, then, it is a good time to start engaging with the media.
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Why is PR better than
Advertising / Social Media?
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PR Vs Ad / Social Media
• Credibility.• Third party endorsement.• Pull Vs Push.• Less cluttered.• Lower cost.
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How long should the ‘campaign’ be?
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Length of the ‘campaign’
• What ‘campaign’?• PR is about ‘advocacy’.• PR needs to be seen as a ‘business
function’.• If you have not created anything that
has ‘sustained PR value’, do not waste your money on PR.
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How much will it cost?
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That is what Advertising costs!
"If I was down to my last dollar, I'd spend it on public relations." - Bill Gates
PR is highly cost effective.
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Should it be just online, or offline as well?My audience is online, you know!
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Be where your TG is!
Horses for courses.
Media learns and buys from media!
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Why does PR fail?
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What you are saying is not new!
What you are saying is not believable!
What you are saying does not make any difference.
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Why can’t we do it in-house?
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Well, PR is not ‘rocket science’!
But then, it is not ‘child play’ either!
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How do I measure PR success?
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‘PR metrics’
• Output• Outcome
• Key messages • Media Value
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Does PR help me in a crisis?
Will it help in ‘silencing’ the media?
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NO!
PR is not about fixing! You cannot silence anyone with money or influence.
But, concerted and longstanding PR effort might earn you a chance for ‘fair-play’, during a crisis.
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www.aimhighindia.com
There is good news for start-ups!
There are a lot of ‘start-up spaces.
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Today’s start-ups lend themselves to PR
• Media eco-system getting built around start-ups
• Start-ups are ‘reformist’ in their DNA
• Start-ups are involved in nation building
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Media opportunity grid - Startups
Media Opportunities for
Startups
Company / Entrepreneur
Profiling
Investment
Product modification /
extension
HR policies
Technology
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Profiling Opportunities
Company / Entrepreneur
Profiling
Business Dailies – special startup pages in all major business
publications
Business magazines – Most business
magazines have special sections for startups
Mainlines – Mainline newspapers provide
good profiling spaces to startups
TV – Startup shows on leading business channels
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www.aimhighindia.com
So, is it all rosy for a start-up who wants to do PR?
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Challenges• Clutter. We start from scratch!• Cynicism about the offering
itself.• Staying differentiated – from
generic & specific competition.• Media may not be as
‘specialised’ as your business.• Geographically dispersed
heterogeneous masses.• Bad experiences might get
highlighted.
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What does that mean?
• We cannot afford to be lazy• Disruptive business ideas will demand
‘disruptive communication’!
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Spare the details…
• We need to learn to be brief – – Three short stories!
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What do we need to do?
– Tell a story, if the media has to write about your client.
– But, get to the point quickly.– Relevant and Interesting – that is all that
is there. And, that is all you need to know.
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Examples of some ‘short stories’
• Olacabs– Cabs at auto prices
• Skyline– A wall for the wall
• Flipkart– Cash on delivery
• BCIL– Bring back the sparrow
• EduSports – Indian children are becoming unfit
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www.aimhighindia.com
All the best…
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www.aimhighindia.com
ASK QUESTIONS…
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