growth hack your startup with pr
TRANSCRIPT
Growth Hack your Startup with PR
By Bebop Asia
www.slideshare.net/peterjustinyu/
Growth Hack through Public
Relations
How much effort do startups spend
on PR?•For most, the answer is none.
•Excuses:
•“Building product comes first.”
•“Once I raise funds, I will do it.”
•“I have no manpower for it.”
Why PR?
• Simple
• Low-cost
• Replicable
Why Now?•PR takes time to deliver value
•Sustainable
Traditional Media Public Relations
Getting started
•Create Content
•Share Content
•Start Relationships
•Helpful Automation
Content for thought leadership
Content creation
•Press releases
•Guest Posts
•Blogs
•Social media
•Viral
•Events
Share your content
•Write well and periodically
•Share it socially
•Post where your audience is
•Post when your audience is online
•Post what your audience reads
Facebook posting schedule
•Post to Facebook five to 10 times per week (once per day)
Twitter posting schedule
•Post to Twitter at least 5 times a day. If you can swing up to 20 posts, you might be even better off.
LinkedIn / G+ posting schedule
•Post to LinkedIn / G+ once per day (20 times per month).
Start Relationships
•Get to know journalists
•Write well
•Pitch succinctly
•Think long term
What NOT to do when approaching journalists?•Get their names or beats
wrong
•Mass emails
•Long-winded or overly technical or pressure sales pitch
•Mention other publications
•Re-use/Plagiarize content
Automation tools to help1. Wordy.com for content creation
Automation tools to help2. MyNewsDesk.com for thought leadership
3. Bufferapp.com for social media scheduling
4. Muckrack.com to find journalists
5. Good old fashioned email for pitching
What can PR do?•Give quality links
•Get companies free editorial coverage
•Influence the media to win the ultimate goal: the trust of the consumer
•Achieve quantitative and qualitative results
Workshop
Grammar matters
1st exercise: Grammar Test
1.C 2.B 3.B 4.A 5.A 6.B 7.A 8.B
Content matters: Writing a press
release
•Short and sweet
•Write from the reporters’ POV
•Succinct additional information
Keys to a good press release
Summarize the story in one line on “Why is this story relevant and worthy of discussion?” - Use as title
Don’t boast - Provide the concise facts
Use two quotations, usually one from the founder/CEO and one from an industry insider
A one line title to catch the reader’s A one line title to catch the reader’s attention. attention.
One line to explain why the announcement is One line to explain why the announcement is meaningful.meaningful.
State where the company is headquartered and the date of the State where the company is headquartered and the date of the press release.press release.
The first line in your beginning paragraph to The first line in your beginning paragraph to repeat what your story is.repeat what your story is.
Following paragraphs should go in-depth into the particular Following paragraphs should go in-depth into the particular announcement. announcement.
Before the conclusion, provide background Before the conclusion, provide background information.information.
The second to last section is an About portion, providing a background The second to last section is an About portion, providing a background of the company.of the company.
The last section should include the contact information, including name, The last section should include the contact information, including name, email, and phone number.email, and phone number.
2nd Exercise: Press Release•Write the first paragraph of your
next press release
•40 word limit
•All necessary information included yet still appealing enough to read on
Distribution matters: What next?
•Leverage on social media (blogs / Twitter / Facebook / Instagram / etc)
•Any gimmicks?
Unique ways to generate media
interest•Sponsor an expert roundtable discussion
•Document “A day in the life of ...”
•Design an interesting infograph
•Office open-house (free drinks are essential)
•Create memorable collaterals
3rd Exercise: What’s buzzworthy?
•Dropbox launch
•Uber Valentine’s Day
•Dropmyemail
•99.co at PropertyGuru event
3rd Exercise: What’s buzzworthy?
•Dropbox launch
3rd Exercise: What’s buzzworthy?
•Uber Valentine’s Day
3rd Exercise: What’s buzzworthy?
•Dropmyemail viral
3rd Exercise: What’s buzzworthy?
•99.co at PropertyGuru event
Measurement matters:
How was the campaign?•The more coverage, the better
•Links help tremendously with SEO
•Free media tracking: Google News
•Paid media tracking: Meltwater
Measurement matters:
Exercise 4 – How much?•PR value is measured against the
cost of advertising space
•What is the approximate value of ONE piece of coverage from a reputable media source?
- $500 USD
- $1,000 USD
- $5,000 USD
- $10,000 USD
www.bebop.asia@peterjustinyu
Questions?