pr 4 startups by @susanfsu of @500startups @500distribution

4 STARTUPSPR

Susan Su

Public relations and press relations.

AKA, getting people in the media to talk about u.

WHAT IS PR??

Awareness — people find out about u

Social proof of brand — reminder & motivation to activate

Fundraising — all ur selling, now 4 investors

WHAT IS PR GOOD FOR?

PR, the tide that lifts all your marketing*

*only works if your other marketing actually floats.

WHAT IS PR GOOD FOR?

Tracking 4 PR is hard.

A few solutions:

● Coded URLs● Coded promos● Referral traffic● Time/date correlation

but a LOT of it is going to be direct!!

TRACKING PR

Ok, I’m convinced.

GIMME PR!

GET INTERNET FAMOUS

STEP 0: Press Kit

GET PR

About “Boilerplate” ● What your product does● Key company bio details● Topline stats

Images ● Founder images● Team images● Action images● Product screenshots

“In the Press”● for social proof● include logos

STEP 1: Know ur ‘customers’

Nothing’s more annoying than being randomly spammed by yet another founder looking for coverage.

● Follow reporter / outlet● Know their ‘beat’● Look 4 reporters who are covering ur competitors● Relate ur story to smthg they just published

GET PR

STEP 2: “Honeypot Technique” aka attraction

GET PR

1. Stepping stones through smaller coverage

2. Ur own content marketing

3. Syndication of ur own content

STEP 3: Don’t pitch, let them know.

● Multi-channel, esp Twitter● Press release & press contact.

GET PR

STEP 4: ROI on the Techcrunch Effect

BE READY

1. Landing page!!!!!2. Let more press know

The TC Effect is not always direct, but it will help.

GET PR

A note about PR agencies… It doesn’t mean u get the day off.

GET PR

LOTS MORE!

From hacks to high level strategies

@susanfsu

susan@500.co

Or come to my office hours!