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