pr bootcamp draftpulppr.com/workbook/files/pr_bootcamp.pdf · 6. identifying media targets 7....

PR Bootcamp Eyes to

The U.S.

STARTUP

Jessica Hasson pulp PR

jessica@pulppr.com

1. Clearly Expressing your Company to A Global Audience 1. Content Development

2. Mission Statements

3. Press Kits / Review Guides

4. Case Studies

5. Reports / Infographics

6. Identifying Media Targets

7. Conferences

8. Speaking Engagement

9. And the list goes on…

The Basics of PR.U.S. PR Bootcamp

2. Application of P.R. through 1. Press Release = 90% Useless.

2. Stories (Case-Studies, Client Stories, User Stories) = 90% Useful

3. Content Creation (Data Reports, Guest Articles)= 90% Useful.

3. Pitching = Telling the Story, Content, Report, Data to Media

4. Hits = Getting the Media to Report the Story.

2 easy steps

U.S. PR Bootcamp

STARTUP

Step #1 Build Something

Have a Great Idea

and Create it!

Step #2 Tell the World

We are the

best!

• U.S. Competitive Market • Over Saturated Media

Everyone Wants to be in TechCrunch, New York Times, Wall Street Journal.

• Lost in Translation Many Company’s Offerings need to be localized to Global Market

tHINGS TO REMEMBER

BUILD A PRODUCT

App, SAAS, Something

Ideas or VAPORWaRE IS NOT ACCEPTABLE

Step #1

PR TiP #1

Over 80 Articles

$1-million in pre-sale orders in 24-hours, millions more since…. BUT

No Product Available for U.S. Market Over for Over 1-year.

The U.S. Media Will NOT cover Rotimatic Again without a Product in-Market

The Problem

You Built a Product!

App, SAAS, Something

Step #1

Spread the Word

Easy as pie…

Step #2

The Old way

Press Release

funding

Product hires Reporters

Bloggers

News Anchors

#1 Know your Brand

#2 Know your Market

The New PR

#3 Know your Story

#1 Know your Brand

The New PR

STRONG GLOBAL Messaging

IMAGELogo +

Creative

LOCALU.S. Web Site+ Presence

WHO ARE YOu?

FACESSmile.

CONTENTMessaging

#1 Know your Brand

#1 Know your Brand

Today: Messaging - Simplified ✓ Tag Line ✓ The Pitch ✓ Images and Assets Need to ROCK! ✓ Headshots… SMILE!

Tomorrow: ReConsider Brand Web Site Content Social Media Content

Workshop

#1 Know your Brand Workshop

Descriptive Examples

Salesforce:

Customer Success Platform

LinkedIN:

World’s Largest Professional Network

GitHub:

Where software is built.

Disruptive Examples

Apple: Think Different.

✓ Tag Line

Clear. Concise.

>4 words

= Your Company

To Pitch

30 Seconds

#1 Know your Brand Workshop

✓ 30-Second Pitch

Clear. Concise.

What you Do.

What’s the Hook.

Rotimatic

A Robot that Makes Rotis.

FlyCleaners

An App for On-Demand Dry-Cleaning.

30 Seconds or less

#2 Know your Market

The New PR

Understand Your Target

VerticalIndustry +

Trade

NarrowFocus on 2 or

3 Verticals

WHO Do you want to Reach?

ClientsWhat vertical are they in?

ContentWhat do they read about?

#2 Know your Market

#2 Know your Market

Today: Identify ✓3 Competitors ✓3 Blogs ✓3 Reporters

Tomorrow: track Competitors Blogs Reporters

Workshop

Workshop

✓Competitors

Track them.

Yes. Competition.

Know them.

#2 Know your Market

Competitors Will

Give you the Best Insight

Into PR For your Industry

Workshop

✓Reporters / Bloggers

Track them.

Vertical + Industry

Know them.

#2 Know your Market

News. Google. com =

Your Best Friend

#3 Know your Story

The New PR

Content and Studies

4-5 Studies

3 Clients

THE MOST IMPORTANT!!!!!!

2Experts

1Report

#3 Know your Story

Workshop

✓Clients + Case Studies

Permission. Required.

Clients = Interviews

Case Studies = Clients

50% Of PR Coverage for Early

Stage Companies will Come from Clients +

Case Studies

#3 Know your Story

Workshop

✓Internal Content

You’ve Got a lot to Give.

Data Reports

Expert Commentary

Data Reports, Articles and

Expert Quotes Allows Startups to Break Into Bigger Media

outlets

#3 Know your Story

#3 Know your StoryToday: Identify ✓3 Clients (Interviewees) ✓4-5 Case Studies ✓1 Report / Story / Infographic

Tomorrow: Write + Permission Client (Interviewees) Case Studies Reports / Data Announcements

Workshop

Counting Socks

Counting Socks

#2 Know your Market

#1 Know your Brand

Tomorrow: ReConsider

Brand

Web Site

Social Media

Tomorrow: track

Competitors

Blogs

Reporters

Tomorrow: Write + Permission

Client (Interviewees)

Case Studies

Reports / Data

Announcements

#3 Know your Story

The New PR

Pitching is more than a Press Release

The New pitch

✓PITCHING

story news

users

funding

Product hireslists

experts data

hard news vs

soft news

✓PITCHING don’t

• don’t use caps • don’t spam/mail merge • don’t bug them

• Don’t Target incorrectly

• Humanize • Make it Personal • Keep it Short • Make it Relevant • Connect with the Writer

✓do

Understand Your Target

VerticalIndustry +

Trade

NarrowFocus on 2 or

3 Verticals

ClientsWhat vertical are they in?

ContentWhat can you

contribute?

Do not Target Everyone

Retail Blogs Marketing Blogs

Security Bloggers

Education Tech Blogs

Big Data Blogs

#1 Know your Brand

#2 Know your Market

The New PR

#3 Know your Story

The New pitch

story

news

Content

Humanized

#2 Know your Market

#1 Know your Brand

Tomorrow: ReConsider

Brand

Web Site

Social Media

Tomorrow: track

Competitors

Blogs

Reporters

Tomorrow: Write + Permission

Client (Interviewees)

Case Studies

Reports / Data

Announcements

#3 Know your Story

The New PR

Thank you! Jessica Hasson

pulp PR jessica@pulppr.com

STARTUPPR Bootcamp

Eyes to

The U.S.