Building the Buzz

Leveraging PR to Build a Name and Generate Attention for Your Business

May 6, 2009

The Value of PR

� Highly credible

� “Free” marketing – lower cost than traditional marketing methods (online campaigns, tradeshows)

� Gains momentum the more you do (flywheel)

� Offers you an opportunity to grow closer to customers (and their stories)(and their stories)

� Tuned for start ups – stories are around disruptive technologies, companies breaking out/breaking through, financing rounds, M&A

The Circle of Influence

Your

Industry Analysts

InvestorsCustomers

� Leverage your entire influence network to build business awareness

� Influencers are cross referential – you need to Your

StoryBlogosphere

Business Press

Technology Press

referential – you need to connect the dots

� “Fly wheel” type momentum

Media Players & Coverage Opportunities

Technology Press

� eWeek, Computerworld, InformationWeek, Java Developers Journal, Backbone Magazine, etc

Business Press

� Globe and Mail, New York Times, CTV News, Canadian Business, Fortune, Time

� News coverage, profiles, Magazine, etc

� News coverage, feature articles, submitted editorial, column mentions, product reviews

� Moving almost exclusively online

� Part of a network

� News coverage, profiles, feature coverage, expert commentary

� Target with major business news – M&A, financing, business profile pieces, highly strategic partnerships or large dollar value transactions

Media Players & Coverage Opportunities

Industry Press

� Renewable Energy World, Gambling Times, Insurance Journal, Broadcaster Magazine

� Feature articles, submitted

Blogosphere

� Most technology magazines have associated blogs, independent bloggers

� News coverage, profiles, � Feature articles, submitted editorial, customer case studies

� Hungry for content & receptive

� Very targeted

� News coverage, profiles, feature coverage, expert commentary

� Google blog search

� Highly influential

Industry Analysts

Why Consider?� ...Like PR too

� Are influenced by evidence of momentum

� Pundits – may inject conflict, dissention

Firms� There is an analyst for any

industry/any discipline

� Target by asking your customers: who influences your decisions?o Compass Intelligencedissention

� Champion of the small and scrappy

� Highly influential with IT buyers

� Look for boutiques in your space –may not be the traditional firms

� Very expensive to become a client, but will accept briefings

� Can purchase research a la carte

� Can commission research – great PR angle

o Compass Intelligence

o Gartner

o Forrester

o AMR

o IDC

o Yankee Group

o Butler Group

o Screen Digest

o Sdi

o Directory of firms: http://analystfirms.tekrati.com/

Coverage Recipe

Product Reviews

� Detailed examination of hardware, software product or device

� Traditional methods – PC Magazine, eWeek, InfoWorld

� Reviewers guides, assigned support/mentorship

� But don’t be limited to traditional product review � But don’t be limited to traditional product review channels – you can manufacture your own opportunity

o Explore communities/blogosphere/consultants

o Think YouTube...

So Do You Have a Story…Or Not?

The Pitch: what makes you different, fresh, new or unusual? How does your business/technology map to marketplace trends/phenomena? What is your angle (or angles)? P.S. keep it short, punchy and relevant.

The Target: Define and research your target. Who are the editors, bloggers, reporters and columnists covering your sector and competitors and what are The Target: Define and research your target. Who are the editors, bloggers, reporters and columnists covering your sector and competitors and what are they writing about? What is the line up in the magazine’s editorial calendar? What are some resources you can use to find and target these individuals?

The Ingredients: What are the key story elements you need to provide? Customer references; third party research/testimony; protagonist/antagonist, conflict, executive interview; photographs; screenshots; background information, plant/facility tours – the more complete the package, the easier it is for the editor to say yes

Medium & Method of Communication

Press Release:

Inverted pyramid style

Two pages ideally

One time effect

Typically issued via newswire supported by “call downs”

Targeted distribution!

Press release ≠ coverage

Press release = SEO

Personal Outreach:

Short, to the point

Be provocative

Cultivate sustained relationships

Do your homework

Become a resourceVirtual world – face to face opportunities are rare

Telephone briefings

Other Tactics

� Competitive sideswipe

� Meetings/briefings at tradeshows/events

� Columnist campaigns

� Thought leadership – speaking engagements, panel presentations

� Product and business awards/recognition – Deloitte Fast � Product and business awards/recognition – Deloitte Fast 50, E&Y Entrepreneur of the Year, Top 40 Under 40

� Twittering

Going the “Agency Route” – Pros and Cons

Pros

� Rich network of editorial contacts

� Creative perspective – story telling ability

Cons

� Expensive, typically retainer driven

� Pitch by the senior, execution by the juniortelling ability

� Sustained activity “steady beat of the drum.”

� Polish & expertise

� Access to tools – media directories, newswire services and can leverage costs across base of clients

� Perceived value – may be important to your angel or VC

by the junior

� Don’t “own” the relationship with journalists

� No guarantees of ROI

How to Measure Success

Direct

� Column inches in story

� Number of references/stories

Indirect

� Natural search engine rankings

o Press releases

o “Good links”� Number of briefings/interviews and press meetings

o “Good links”

� New customers “I read about you guys”

Leverage

� Coverage and press release are just point in time stories and press releases unless...

o Showcase on your web site – “good links” for SEO

o Send to prospects customers, partners, investors

o Include in your newsletter

o Draw out quotes for use on web site and in collateralo Draw out quotes for use on web site and in collateral

o And don’t forget to send to mom...

Help! There’s a Journalist on the Line..

� When a journalist calls:

o Take down the reporter’s name, media affiliation and story deadline

o Don’t feel compelled to react right away – buy yourself some time, but do respect the reporter’s deadline

o Ask about the story – what is the angle, who else are they talking to, when will the story run

� Prior to the interview:

o Develop some key messages – what do you want to say? Don’t be afraid to seek out assistance from your PR advisor

� Remember:

o Everything you say is “on the record”

Just a bit about me…

� Creative marketing advice and leadership to the high technology sector

� Marketing/PR chameleon – broad skill set

� 15 years at MKS – progressing from PR to VP Marketing

� Record of PR coverage: Computerworld, Information Week, JDJ, Application Development Trends, Backbone, Week, JDJ, Application Development Trends, Backbone, G&M, BNN, National Post, KW Record and on…

� Joined Ignition in June 2008 – specialization in high tech

� Bachelor of PR from MSVU, Accredited through Canadian Public Relations Society

� Give me a call 519-624-2402 or email me ellyn@ignition.ca

Let’s Trouble Shoot

� Questions?

� PR challenges?

� How do I get from here to there?