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Everything You Always Wanted to Know
About PR (But Were Afraid to Ask)
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PR = Reputation / Revenues
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PR = Proof
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PR = Relations = Trust / Care
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Is The Force With You?
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The Force
1 – REAL PRODUCT
2 – REAL USERS
3 – REAL STORY
4 – OR NOT
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We Need A Strategy!
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Own A Territory
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Define Your Territory
CONTEXT YOU
AUDIENCE
MY
BRAND
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Define Your Territory
YOU
STORY
ASSETS
FACTS & FIGURES
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Define Your Territory
AUDIENCE
BEHAVIOR
DESIRES
REFERENCES
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Define Your Territory
CONTEXT
CULTURE
NEWS
COMPETITORS
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Define Your Territory
THAT'S WHAT
MAKE MEDIFFERENT& DESIRABLE
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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
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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
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Write Tomorrow’s Headline
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Define a strategy
THE SPECTRUM OF CREATIVITY
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A strategy for Classified Ads
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A strategy for Classified Ads
Absurd?
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A Strategy For A 60-year Old Candy
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A Strategy For A 60-year Old Candy
Absurd?
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Hey, We’ve Got News For You…
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A Journalist's Ordinary Day
"YOU WANNA TALK TO ME.
LIKE SERIOUSLY."
(let's pretend she works for the NYT)
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A Journalist's Ordinary Day
"UUUUH…"
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A Journalist's Ordinary Day
"Uuuuh"
"WHAT DO YOU MEAN
BY NOT FINISHED YET?"
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Where Are Your Readers?
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Where Are Your Influencers?
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The Influencers
WHO: POWER USERS, JOURNALISTS,
BLOGGERS, OPINION LEADERS, INVESTORS,
COMPETITORS
ONLINE: MEDIA, TWITTER, LINKEDIN, G+
OFFLINE: CONFERENCES, TRADE SHOWS,
DEMO DAYS/PITCH CONTESTS
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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)
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Try Easy First
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Play Their Addiction To Clicks
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Play Their Addiction To Clicks
HOT NEWS
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Play Their Addiction To Clicks
CALENDAR
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Play Their Addiction To Clicks
EVENTS
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Play Their Addiction To Clicks
NAME
DROPPING
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Play Their Addiction To Clicks
CONTROVERSY
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Get Personal
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Talk Their Language
CORPORATE / B2B CONSUMER / B2C
Send Print
+ Product
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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
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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
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Respect Their Hectic Schedule
ANTICIPATE THEIR NEEDS
BE AT THEIR SERVICE, ANYTIME
&
HD PICS
DEADLINESFACTS
& FIGURES
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How To Dance This Tango
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Define & Measure Metrics
REVENUES
SUBSCRIBERS
VISITS
ARTICLES
SHARES
REPUTATION
GROWTH
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Is The Press Release Dead?
"I’m on a mission to
kill the press release"
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"Everyday Is Election Day"
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PRESS RELEASE
STORYTELLING
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The Good Press Release
DON’T SELL THE
PRODUCT BUT PLAY THE
AUDIENCE
KEEP IT
SHORT & SIMPLE
KEY MESSAGES STORYTELLING
HYPERBOLES AND CLICHÉS
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The Good Press ReleaseLOGO
DATE
TITLE
SUBTITLE
5 Ws: Who,
What, Why,
Where, When
QUOTE
LOCATION
DETAILS
INSIGHTS
ABOUT
CONTACT
Press Release
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The Good Press Release Payback
NEWS
TIMELY
CLEAR
CREDIBLE
USEFUL
• HOT
• ORIGINAL
• ATTRACTIVE
• NAME
DROPPING
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The Peachy Pitch
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The Peachy Pitch
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The Lame Pitch
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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
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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)
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The Interview
KEY MESSAGE
STORYTELLING
BEHAVIORFriendly, Polite, Dynamic
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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
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The Follow Up
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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
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#5 – Hungry For More Coverage?
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#1 EXPLORE
NEW ANGLES
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Explore New Angles
Your (pioneering) market
Your (amazing) metrics
Fundraising
Awards
BUSINESS
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Explore New Angles
Pain solved
(Surprising) uses
Calendar opportunities(Christmas, sales, summer, holidays…)
Anniversaries
Consumers' types
ranking
CONSUMER
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Explore New Angles
Market data
(Famous) client testimony
Design
Offices
HR
VERTICAL
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#2 BECOME
THE EXPERT
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Become The Expert
Guest Blog
Guest Post
Op-eds
Survey / Infographic
Owned/Shared event
Reformatted Cold News
CONTENT
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Become The Expert
Columnists/Opinion Leaders
Trade shows, Conferences
Go Local
Network
TARGETS
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#3 MONITOR
AND SHARE
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Monitor
Find content
Measure
Share
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THE CHECKLIST
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The Checklist
ARE YOU READY?
OWN A TERRITORY
ENGAGE WITH YOUR INFLUENCERS
THINK CLICKS
WORK HARD AND REHEARSE
EXPLORE EVERY OPPORTUNITY
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Now Enjoy The Ride ;)
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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.
www.facebook.com/media.ppl