crash course : pr for entrepreneurs - media.ppl

Everything You Always Wanted to Know

About PR (But Were Afraid to Ask)

PR = Reputation / Revenues

PR = Proof

PR = Relations = Trust / Care

Is The Force With You?

The Force

1 – REAL PRODUCT

2 – REAL USERS

3 – REAL STORY

4 – OR NOT

We Need A Strategy!

Own A Territory

Define Your Territory

CONTEXT YOU

AUDIENCE

MY

BRAND

Define Your Territory

YOU

STORY

ASSETS

FACTS & FIGURES

Define Your Territory

AUDIENCE

BEHAVIOR

DESIRES

REFERENCES

Define Your Territory

CONTEXT

CULTURE

NEWS

COMPETITORS

Define Your Territory

THAT'S WHAT

MAKE MEDIFFERENT& DESIRABLE

W HO YO U ARE, YO UR STO RY, ASSETS, V ISIO N

WHO/WHAT YOUR

ARE TODAY

FACT #1

· Data point

· Data point

· Data point

FACT #2

· Data point

· Data point

· Data point

WHAT YOU BRING TO

THE INDUSTRY OR

CONSUMERS

FACT #1

· Data point

· Data point

· Data point

FACT #2

· Data point

· Data point

· Data point

WHAT YOU ARE

BUILDING FOR THE

NEXT 1/2/10/20 YEARS

FACT #1

· Data point

· Data point

· Data point

FACT #2

· Data point

· Data point

· Data point

PILLAR #2 PILLAR #1 PILLAR #3

SOCIETE TECHNOLOGIQUE FRANÇAISE,

PIONNIERE ET LEADER EN SEGMENTATION ET CIBLAGE D’AUDIENCE,

XXX EST ANIME PAR UNE VISION ETHIQUE D’UN MARCHE DE LA PUB DIGITALE + PROPRE ET + DURABLE

1 - Une société technologique

pionnière/leader en

segmentation/ciblage

A - Une société techno qui valorise la

data des éditeurs

· Au coeur de la révolution en cours

sur le marché de la pub digitale

· Une vingtaine de data scientists

· Investi 2M€ dans la R&D

B – Une société française,

pionnière/leader en

segmentation/ciblage d’audience

· dès 2012 création des 1ères DMP en

France

· env 100 DMP déjà déployées en 18

mois

· confiance de clients majeurs

· big data : analyse quotidienne de 25M

d'écrans et 200M d'événements –

sans mélange des données

2 - Une société performante qui apporte

de la valeur à toutes les parties

prenantes de l'écosystème

A - Une société performante et solide

· CEO : 2nd time entrepreneur

· VC majeur en Europe - seed = 2M€

· création d’un nouveau marché et d’un

business modèle original

· ambitions internationales : UK en 2013,

US en 2014

· créateur d’emplois : 35 en 18 mois + 15

d’ici 1 an (en France)

B - Apporte de la valeur à l'écosystème

· Editeurs : monétiser leur inventaire à sa

juste valeur, condition de leur survie

· Annonceurs : campagnes performantes

car personnalisées et en real time, dans

un contexte premium

· Neutralité : par rapport aux acteurs et à

la data

· Transparence : par rapport aux clients

éditeurs et acheteurs

3 - Une vision éthique de son marché

: faire de la publicité en ligne un

marché "propre"

A - Strict respect de la vie privée

· Données anonymisées

· Pas de cible de moins 18 ans

· Respecte législation UE en vigueur

B - Dès l'origine, une intuition forte

· La pub en ligne doit être

personnalisée mais non intrusive

· 55 % souhaitent une pub +

personnalisée mais s’estiment mal

informés de l’usage de leurs données

C – Objectif : rendre le marché +

performant et durable

· Rendre le système acceptable

· Permettre aux éditeurs et annonceurs

de mieux connaître les attentes

réelles des internautes

· Redonner aux internautes le

contrôle sur leurs données : projet

d’outils pour le 2nd sem. 2013

PERFORMANCE PRIVACY TECHNO

EXEMPLE

Write Tomorrow’s Headline

Define a strategy

THE SPECTRUM OF CREATIVITY

A strategy for Classified Ads

A strategy for Classified Ads

Absurd?

A Strategy For A 60-year Old Candy

A Strategy For A 60-year Old Candy

Absurd?

Hey, We’ve Got News For You…

A Journalist's Ordinary Day

"YOU WANNA TALK TO ME.

LIKE SERIOUSLY."

(let's pretend she works for the NYT)

A Journalist's Ordinary Day

"UUUUH…"

A Journalist's Ordinary Day

"Uuuuh"

"WHAT DO YOU MEAN

BY NOT FINISHED YET?"

Where Are Your Readers?

Where Are Your Influencers?

The Influencers

WHO: POWER USERS, JOURNALISTS,

BLOGGERS, OPINION LEADERS, INVESTORS,

COMPETITORS

ONLINE: MEDIA, TWITTER, LINKEDIN, G+

OFFLINE: CONFERENCES, TRADE SHOWS,

DEMO DAYS/PITCH CONTESTS

The Influencers

COMMENT ON THEIR ARTICLES

SHARE THEIR WORK VIA SOCIAL MEDIA

BUY THEIR BOOK

ATTEND THEIR EVENTS

OFFER THEM RESOURCES

TIP THEM STORIES (EVEN WHEN THEY

DON’T PERTAIN TO YOU)

Try Easy First

Play Their Addiction To Clicks

Play Their Addiction To Clicks

HOT NEWS

Play Their Addiction To Clicks

CALENDAR

Play Their Addiction To Clicks

EVENTS

Play Their Addiction To Clicks

NAME

DROPPING

Play Their Addiction To Clicks

CONTROVERSY

Get Personal

Talk Their Language

CORPORATE / B2B CONSUMER / B2C

Send Print

+ Product

The Press Kit

1 – SHORT OVERVIEW OF THE COMPANY

2 – YOUR STORY

3 – KEY FACTS & FIGURES

4 – BIOS

5 – HOW DOES THIS WORK

6 – TWO CASE STUDIES

7 – CLIENTS

8 – PR CONTACT

OK THAT’S:

NEWS

TIMELY

CLEAR

CREDIBLE

USEFUL

WOW THAT’S!!!

• HOT

• ORIGINAL

• ATTRACTIVE

• NAME DROPPING

• EXCLUSIVE

• FUNNY/KINKY

Talk Both To Their Brains & Hearts

Respect Their Hectic Schedule

ANTICIPATE THEIR NEEDS

BE AT THEIR SERVICE, ANYTIME

&

HD PICS

DEADLINESFACTS

& FIGURES

How To Dance This Tango

Define & Measure Metrics

REVENUES

SUBSCRIBERS

VISITS

ARTICLES

SHARES

REPUTATION

GROWTH

Is The Press Release Dead?

"I’m on a mission to

kill the press release"

"Everyday Is Election Day"

PRESS RELEASE

STORYTELLING

The Good Press Release

DON’T SELL THE

PRODUCT BUT PLAY THE

AUDIENCE

KEEP IT

SHORT & SIMPLE

KEY MESSAGES STORYTELLING

HYPERBOLES AND CLICHÉS

The Good Press ReleaseLOGO

DATE

TITLE

SUBTITLE

5 Ws: Who,

What, Why,

Where, When

QUOTE

LOCATION

DETAILS

INSIGHTS

ABOUT

CONTACT

Press Release

The Good Press Release Payback

NEWS

TIMELY

CLEAR

CREDIBLE

USEFUL

• HOT

• ORIGINAL

• ATTRACTIVE

• NAME

DROPPING

The Peachy Pitch

The Peachy Pitch

The Lame Pitch

The Peachy Pitch

BE FRIENDLY AND (VERY) BRIEF

WORK (HARD) ON YOUR SUBJECT LINE

1 – CATCH INTRO PERSONALIZED FOR

EACH JOURNALIST

2 – WHO YOU ARE & WHAT YOUR COMPANY

DOES

3 – OFFER MORE DETAILS IN FURTHER ITW

OR BY EMAIL

4 – KIND WORDS

5 – SIGNATURE: YOUR TEL & EMAIL

The Pitch Checklist

• FOCUS ON WHAT IS DESIRED FOR A

NEWS STORY VS. WHAT IS COMMONLY

OFFERED

• GIVE THE REPORTER THE ESSENCE OF

THE ARTICLE – WHAT HE NEEDS TO

KNOW

• FIND THE “SO WHAT?” AND EXPLAIN

• PITCH WHAT IS RELEVANT AND

CONSUMABLE (CLEAR AND CONCISE)

The Interview

KEY MESSAGE

STORYTELLING

BEHAVIORFriendly, Polite, Dynamic

The Interview

PREPARE YOUR KEY MESSAGE

BE FRIENDLY AND POLITE

1 – INTRODUCE YOURSELF BRIEFLY

2 – SUMMARIZE YOUR KEY MESSAGE

3 – GIVE USEFUL PROOF POINTS &

EXAMPLES

4 – DON'T GET CARRIED AWAY OFF TOPIC

5 – DON'T BE AFRAID TO TALK ABOUT

COMPETITORS = EXPLAIN WHAT MAKES

YOU SPECIAL

The Follow Up

The Follow Up

AFTER INTRO: NICE MEETING YOU +

USEFUL INFO ON TOPIC + FOLLOW

AFTER PITCH: REMINDER 4-5 DAYS AFTER

BEFORE ITW: REMINDER 12H PRIOR

AFTER ITW: THANKS FOR YOUR TIME +

DETAILS/PICS/DATA REQUESTED

AFTER PUBLICATION: THANKS + SHARE

#5 – Hungry For More Coverage?

#1 EXPLORE

NEW ANGLES

Explore New Angles

Your (pioneering) market

Your (amazing) metrics

Fundraising

Awards

BUSINESS

Explore New Angles

Pain solved

(Surprising) uses

Calendar opportunities(Christmas, sales, summer, holidays…)

Anniversaries

Consumers' types

ranking

CONSUMER

Explore New Angles

Market data

(Famous) client testimony

Design

Offices

HR

VERTICAL

#2 BECOME

THE EXPERT

Become The Expert

Guest Blog

Guest Post

Op-eds

Survey / Infographic

Owned/Shared event

Reformatted Cold News

CONTENT

Become The Expert

Columnists/Opinion Leaders

Trade shows, Conferences

Go Local

Network

TARGETS

#3 MONITOR

AND SHARE

Monitor

Find content

Measure

Share

THE CHECKLIST

The Checklist

ARE YOU READY?

OWN A TERRITORY

ENGAGE WITH YOUR INFLUENCERS

THINK CLICKS

WORK HARD AND REHEARSE

EXPLORE EVERY OPPORTUNITY

Now Enjoy The Ride ;)

Presentation made by Fleur Broca

Media.ppl [Media People] is an early-stage startup. The aim of

our platform is to connect high-skilled writers and storytellers with

entrepreneurs and business owners to help them shape and

develop their PR & content marketing strategy.

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