PR For StartupsPresented by Kate Elisco, Sandbox

Industries, and Sara Fisher, 2 Moms Media, LLC

About Us

Sara is a 14-year PR veteran and mom-preneur. She co-founded her PR agency, 2 Moms Media, two years ago and specializes in working with start-ups, specifically those targeting parents and women, like the ladies of CakeStyle. In her free time she likes to

snow ski (when there's snow), lurk on Facebook and play with her two young sons.

Kate is the PR Director at Sandbox Industries. She leads all PR efforts for Sandbox startups including CakeStyle, doggyloot, Lab42 and Scout.

Prior to Sandbox Industries, Kate worked at PR powerhouse Hill + Knowlton. At H+K, she led PR programs for a variety of clients including Yahoo!, SanDisk, Aflac, Deloitte and First Data. When not talking tech, Kate likes to read, cook and dream about traveling.

We know what you're thinking... how do we get our name in lights in Times Square? ... Well, you're in the wrong room!

But the good news is that we are going to talk today about ways to get your name in print, type, or at least a mention in a really cool blog.

What is required? •An interesting STORY! Tell your tale!•A NEWSHOOK - what is immediate, relevant and timely

Because today's media is onto you...

Overview

Then talk about pay to play, advertorials and other kinds of things that work for startups

•• Basic information on your company (boiler plate)

• Fact Sheets, How-To's

• FAQ

• Media List

Key Message (2 or 3 is okay)

What tools can get you started?

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•Catchy Title and subtitle

•Direct opener that explains the news

•Quote

•Differentiators

•Contact Details

•Basic company info (boiler plate)

Elements of a Press Release

What do they need to turn your idea into a news story?

- Local Ties - Funding News- Reactions to local breaking news (Groupon)- Businesses that resonate with people- Data to back it up

Chicago Media Landscape

Then talk about pay to play, advertorials and other kinds of things that work for startups

PR also consists of...

•Advertorials•Sponsorships•Events•Direct to Consumer - Email blasts, etc.

Alternative "PR"

Then talk about pay to play, advertorials and other kinds of things that work for startups

You don't have access to resources that big brands and agencies use all the time....but you can still generate PR!

•Monitor Google Alerts to stay atop industry news•React to stories with your own opinion•Social Media is incredibly effective....and cheap

o Facebook Ads, Twitter Promotions, bloggers•General marketing and ads•Offer embargoes•Video •HARO

Sometimes you just have to be scrappy.

Making Do With What You Have

Good Use of Video Goes a Long Way

Then talk about pay to play, advertorials and other kinds of things that work for startups

•Media relationships are key

•Smart, personal, strategic pitching

•Press releases work in the right situations

•Identify a media spokesperson

Startup or not, some general PR rules will always apply:

PR Rules of Thumb

Then talk about pay to play, advertorials and other kinds of things that work for startups

If you build it, they might not come....

•Test with users and get feedback •Ensure site works properly•Build lead in time to go to press •Good messaging and customer value proposition •Know your targets and what will work for each•Have a press page - list everything!

Make Sure Your Product is Ready to Go

• Inquiries to website• Increase in social media following• Tracking conversion of custom codes, email blasts and promotions• Customer acquisition - depends on what your offering • Media hits can be defined in several ways:

o Business impacto Credibilityo Consumer awareness

Measurement and Defining Success

PR is Flexible

•If one outreach method isn't working, change tactics - you're not locked into it like advertising.

•It's possible to get to the same people with the same message in different ways

•Have to go to different reporters for different things and go to reporters with new news

•YOU have to be flexible as well - in an interview, on the phone -- media can be mercurial!

Any Questions?