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

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Before we get started…

What is the most important thing for startup founders

to focus on?

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Avoid the “Product Fallacy”

Product is not king.

TRACTION IS.

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Don’t be this guy

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Try lots of different things

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5 Startup PR Fails

1.“I’ll just Outsource It”2.Neglect the Basics3.Start PR Too Late4.No Story5.No Strategy

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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

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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

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Fail #3: Start Too Late

“Hello, my name is…we launch on

Monday.”

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3.1. PR is NOT a “One-Off”

Get Started Today:

1.Find the storytellers 2.Learn the narrative3. Contribute to the narrative

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3.2: Find the Storytellers

• You don’t pitch publications - you pitch people

• Who are the storytellers?• Learn about them on

Twitter• Start engaging!

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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

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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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3.6: Share Data

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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

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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?

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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.

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5.1. Build a Meaningful Story

Build a (1)meaningful

story where your company

(2)plays an important role.

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Six Story Types

1. Drama2. A Trend3. People4. Purpose5. Traction6. Unique Insight

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Story Type 1: Drama

We like Drama1. Good vs. Evil2. David vs.

Goliath3. Evolution (X for

Y)4. Controversy

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Story Type 2: A Trend

Pitch a trend, not a company– Don’t start with

“I”, “my”, “we”, “our”

– Start with “the”, “today”, “there”

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Story Type 3: People

People (the “who”) are more interesting than companies (the “what”)– Your story– Your customer’s story

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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

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“If I leave you with ONE thing…”

Advertising is bought.

PR IS EARNED.

You need to start EARNING it NOW.

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Jonathan GreechanCo-Founder, Founder Institute Producer, Founder ShowcaseTwitter/ Insta: @jonnystartupFB/ Linked: jonathan.greechan

Thanks!

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