PR Hacks for Startups
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Transcript of PR Hacks for Startups
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PR for STARTUPS
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BENJAMIN JOFFE PARTNER HAX / [email protected]
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1,477,753 views
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Media coverage
Guest posts Presentations Reports (Robotics / Trends / Etc.)
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Today’s Menu
1. What is PR and why it helps
2. The mindset of getting noticed
3. Three easy things you can do right away to get started
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What is PR?
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What people say about you
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Google Yourself
• Company name
• Category
• Search terms
• Competitors
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Why do you care?
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Why do you care?
• Customers
• Partners
• Investors
• Staff
• No “cold call”
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Getting PR
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Getting PR
• Start with positioning
• Define uniqueness
• Messaging
• Stories
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What’s a Story?
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Story can…
• Entertain
• Inform
• Inspire
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Interest
• Inform: You, 10x Technology, Pilot / customers
• Inspire: Giant enemy, Grand vision
• Entertain: Metaphors / Pop culture references
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Stories Structures
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Stories (via Mike Butcher @ TC)• Competition/Drama “X will Kill Z”
• Gossip “CEO/Company rumor…”
• Insight “Trend X will change the world”
• Evolution “Startup Y is like the X for Z”
• Success “Awesome Y created!”
• Failure “Company X dying/screwed up”
• You “Kid creates FB”
• Celebrity “Ashton Kutcher invests!”
• Event “Krakow startup hacks Facebook!”
• News cycle Relate to current affairs
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Let’s try!• Competition/Drama “X will Kill Z”
• Gossip “CEO/Company rumor…”
• Insight “Trend X will change the world”
• Evolution “Startup Y is like the X for Z”
• Success “Awesome Y created!”
• Failure “Company X dying/screwed up”
• You “Kid creates FB”
• Celebrity “Ashton Kutcher invests!”
• Event “Krakow startup hacks Facebook!”
• News cycle Relate to current affairs
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Nura's headphones custom fit music
to match your hearing
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$1,000 tea infuser startup Teforia shuts downPosted Oct 27, 2017 by Matthew Lynley (@mattlynley)
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Border-Wall Bidders Plead for Trump's Help to Fend Off OpponentsBy Mark Niquette November 1, 2017, 9:22 AM PDT
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Messaging
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Testing Stories
• Conversations
• Reverse-engineering
• FB ads
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Example: Orenda Coffee Maker
• Vision: “Coffee science”?
• Technology: “Vacuum brewing”, “Turbo-brewing”
• Metaphor: Barista at home?
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Your message?
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Reaching out to Media
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3 Ways
• Friend
• Warm intro
• Cold intro
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Cold Intros
• Sniper: Very specific influential editors for your category
• Grenade: Covered your category
• Carpet bomb: General editors
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Finding relevant editors
• UpWork
• Past 12 months coverage
• Find Email, twitter with Rapportive, etc.
• $0.5/contact?
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Hi @ben, we are making smart helmets for contractors - safety, tag team, etc.
Launching Nov 1st. Interested?
Twitter works best
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Adjust message, remind gently
Don’t give up yet
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Don’t forget visuals!
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Communities
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Makers
Parents
Insomniacs
MusiciansPhotographers
Arduino/Pi
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Influencers
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Make it easy
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Material• Clean / clear website
• Twitter account
• Web-ready photos of product & team
• Logo
• Videos for viral
• Be “on brand”
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Long Term Starts NOW
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“Be interesting and they will come”
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Become a Source
• Follow, RT, Comment on Twitter
• Send emails
• Offer insights / connections
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Publish Your Own
• Your blog
• Guest posts
• Slideshare
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To do NOW
1. Find the 5 top editors in your category.Follow, RT, Email about a recent piece.
2. Write 3 Insights and 10 Trends/Tech/Startups that matter in your category
3. Publish a slideshareand share the link with above editors