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PR is the art of persuasion
PR professionals aim to persuade people and influence beliefs.
This makes people change behaviorsor take actions, which benefit your company.
PR persuades...▪ Users to download your app or visit your website▪ VCs to invest in your startup▪ Contributors to back your campaign▪ Partners to sign agreements with you▪ The public to believe you are a trustful brand▪ Amazing people to leave high-paid jobs to join your
team
Corporate PR...
helps existing brands interact with the public and maintains or boosts brand value
Startup PR...
breaks stories about new businesses to build awareness and establish brand
Does PR work?
One good article placement can increase sales leads and drive growth
Consumers believe third party endorsements more than Ads
“You always need to think about PR, but that doesn’t mean you should chase press coverage as soon as you’ve got a company name. Startups should not hire a PR firm till they have customers as proof-of-concept”
Shalini Singh, Founder of Galvanise PR
When do you need PR?
PR In ActionReal-life examples
Cloudike
Process• Interviewed founders• Built company intro and press kit• Distributed to global media
Achievements:• TechCrunch article resulted in a
10 X increase in qualified business leads through their website
NOTE: Securing TC took six months and a trip to San Fransisco
http://tcrn.ch/1Him39g
Solar Paper by YOLKSolar Paper is the first solar charger that’s thin and
light enough that you can fold it up, slip it inside of a
notebook, and take it with you anywhere. The
company’s founder, SungUn Chang, says that it’s
her mission to bring solar technology into people’s
everyday lives. With help from G3 Partners, Solar
Paper has beat out all of the previous crowdfunding
campaigns from Korea, raising more than US$1
million on Kickstarter.
6,297backers
pledged
$1,021,583
Recipe for SuccessPress coverage of Solar Paper has been
spectacular, ranging from CNBC to the Daily Mail
and Mashable. The company’s reputation was
established during their prior campaign last year.
The success of Solar Paper clearly demonstrates
that a good product, trust from former backers,
and improved crowdfunding aptitude can clearly
bulldoze through cultural and language barriers.
One thing that stands out is how personal this
campaign is to its creator, who writes her
updates in the first person, and whose passion is
clearly evident in the product video. Learn more
Now we’re going to talk about…
HOW
1. The Boilerplate - a boilerplate is a unit of writing that can be reused over and over, for multiple press releases, without change
2. The Elevator Pitch - An elevator pitch is a short description of your product/service
3. The Press Release - PR announcement issued to the media4. Images 5. Other items
The Press Kit – “Pure PR”
The Boiler Plate“A standard piece of writing that can be reused over and over”
• Usually found at the end of a press release• Briefly describes the company or organization• The same boilerplate is usually used on every press release• Boilerplates should be up to date, clearly written and short
Not Just For press Releases
Terrible Boiler Plates
“Orbotech is principally engaged in the design, development, manufacture, marketing and service of yield-enhancing and production solutions for specialized applications in the supply chain of the electronics industry. TheCompany’s products include automated optical inspection (AOI), production and process control systems forprinted circuit boards (PCBs) and AOI, test and repair systems for flat panel displays (FPDs). The Company alsomarkets computer-aided manufacturing (CAM) and engineering solutions for PCB production. In addition, throughits subsidiary, Orbograph Ltd., the Company develops and markets character recognition solutions to banks andother financial institutions, and has developed a proprietary technology for use, among other things, in web-based,location-independent data entry for check and forms processing; and, through its subsidiaries, Orbotech MedicalDenmark A/S and Orbotech Medical Solutions Ltd., is engaged in the research and development, manufacture andsale of specialized products for application in medical nuclear imaging. Of Orbotech’s employees, more than onequarter are scientists and engineers, who integrate their multi-disciplinary knowledge, talents and skills to developand provide sophisticated solutions and technologies designed to meet customers’ long-term needs. Orbotechmaintains its corporate headquarters, executive and registered offices and principal research and development,engineering and manufacturing facilities in Israel. The Company’s extensive network of marketing, sales andcustomer support teams, located in over 35 offices throughout North America, Europe, the Pacific Rim, China andJapan, delivers its knowledge and expertise directly to customers the world over. For more information visitwww.orbotech.com.”
Orbotech is principally engaged in the design, development,manufacture, marketing and service of yield-enhancing andproduction solutions for specialized applications in thesupply chain of the electronics industry…
This doesn’t actually say anything
8 Boilerplate Tips
• Include what your company does and for whom• Describe your strengths• Include your organization’s tagline• Use appropriate keywords for SEO• Include specific metrics• Use words that position you against competitors• Include a link to your website• Include contact details
Keep it short and simple: 100 – 150 words
http://bit.ly/1mGzs4O
Boilerplate Template
[Company Name] is an [City, Country] based company, founded in [Year], which provides [Products] to [Customers, Target Audience].
[Company Name] has consistently [Value Proposition].
[Company Name] is [Key Fact – such as “the first company to provide peer to peer payment services in Asia” or “a startup dedicated to solving communication issues between friends”].
In the future [Company Name] plans to [do what].
For more information about [Company Name], please contact [Person] at [email], [Phone] or visit [Website].
Boilerplate Example
Founded in 2015, G3 Partners is Asia's first dedicated startup PR agency, based in Seoul.
G3 Partners specializes in providing regional and global PR services for tech startups in Asia, and supports global growth stage tech companies with PR in Asia.
G3 Partners helps clients get featured on major technology, business and finance publications in Asia and the US, such as TechCrunch and TechInAsia.
G3 Partners currently serves clients in Korea, China, Singapore and the US and has presence in SE Asia since June 2015
For more information contact Nathan Millard (CEO) at [email protected], give him a call on +82 10 8723 7702 or visit their website at www.g3partners.asia.
The Elevator Pitch
• An elevator pitch is a short description of your product/service
• In one sentence you should be able to explain your company’s mission
– “my company, _(insert name of company)_, is developing _(a defined offering)_ to help _(a defined audience)_ _(solve a problem)_ with_(secret sauce)_”.
• Imagine you’re on an elevator with a potential investor and you can only pitch to him/her during the ride
Elevator Pitch Example
“We solve the problem of genealogy by matchingpossible relatives, to help genealogists createone accurate world family tree. We make moneyby charging enthusiasts for enhanced search andother premium features.”
Elevator Pitch Example
“We solve the problem of genealogy by matching
possible relatives, to help genealogists create one
accurate world family tree. We make money by
charging enthusiasts for enhanced search and
other premium features.”
One sentence
describing a
service.Explains how this service
is viable (makes money)
and touches on other
offerings that are going to
lead to questions.
Elevator Pitch Example
• Grab attention immediately and craft a clear statement that can lead to a question by the receiver
• If you don’t get a follow on question, you’ve failed
• In the brief amount of time you have, you have create curiosity!
The Press Release“An announcement sent to the press, to let the public know of company developments”
• A press release is not an advertisement• It should be factual and concise• Avoid jargon and technical language• Limit yourself to one subject• It should announce something new
Generally writers will create their own article, based on your press release
10 Tips For Writing A Press Release
1. Have a good reason for sending a press release
2. Grab attention with a good headline
3. Get right to the point in the first paragraph
4. Answer who, what, when, where, why and how
5. Include hard numbers or data points
6. Make it grammatically flawless
7. Include quotes whenever possible
8. Make sure it is appropriately targeted
9. One page is best, two is maximum
10. Provide access to more information
“No one can write great copy first time out. Keep practicing and get feedback to help you improve”
Press Kit…
what to include
Essentials
• Boiler plate • Backgrounder (1-3 page company summary)• Executive profiles• Contact details for follow-up information• Hi-res images (for web and print):
logo, screenshot, CEO, team
Nice To Have
• CEO Q&A• Details of Awards • Previous press coverage• Previous press releases
Images
• Your Logo
• Use a high-quality image of your logo that is sharp and visible.
• Product Photos
• 1-2 should be sufficient. Make sure it’s the product you talk about in the release
• Shots of people
• Make these appropriate to the audience
• Video
• The video should clearly back up what is said in the release
• Keep it to 60 seconds or less
What you need
Sample Images
Even More Tips
• The press list• How to build a press list• How to contact journalists• PR tools
What is a press list
“An effective press list is actually not a list, it’s a collection of personal connections”
• Effective PR relies on strong media connections• If writers already know you they are much more likely to listen• Like friendships, building strong media connections will take time
So… a press list will take time to develop,
and should be looked after, like you look after your friends.
Writers might change jobs, but you should keep the friendship.
http://bit.ly/1yRaDdk
How to build a press list
• Identify target publications
• Identify writers who cover your ‘beat’
• Record contact information and build writer profiles
• Connect with them and start interacting early
• Get to know their preferences / interests
Acquiring Contacts for Publications
• You can even buy a media list on Vocus or Mondo Times, but check:
• Is it up to date?• What information does it contain?• Is the life of the list unlimited?• Which outlets are included?• Will this be digital?
• Services like VoilaNorbert and EmailChecker helps you find emails for targeted writers and verify that they are real
• Most important – build a list of relationships, not contacts
How to contact journalists
“Spamming 1,000 ‘cold’ contacts will not be nearly as effective as pitching 10 relevant people you know very
well”
• Add value to their work
• Follow them on Twitter
• Share their relevant work
• Comment on their Writing
• Try Snail Mail
• Buy them a beer
• Send a highly personalized e-mail
• Keep them informed
How to make friends with journalists
Tips on connecting with press
• Target relevant writers• Ask writers how they like press kits
received• Send 1-2 reminders• Develop meaningful dialogs
• Focus on the 5 W’s
• Show your appreciation & keep the dialog going
• Keep in touch with writers
• Offer support with other related stories
• Don’t demand coverage• Don’t chase up more than twice per
press release• Assume all writers have the same
preferences• Use excessive superlatives
• Don’t treat Reporters like your soapbox
• Don’t make writers feel like an after-thought
• Don’t mistake ‘No’ for ‘Never’
Do Don’t
