Beginners Guide to PR for StartUps

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1. The Beginners Guide to PR for Startups presents 2. Table of Contents Foundation Research Perfecting the Pitch Dening PR in 2014 Public Relations vs. Human Relations Making Friends, Not Contacts ! ! Dening Success Choosing the right journalists Understanding the media Niche vs. Broad outlets Putting together a press kit Positioning statements Making things personal Whats in it for them? Keeping it concise Newsjacking 101 Media Outreach Measuring Success Best Practices Sending your pitch Timing is everything The follow-up process Accepting no and moving on When to guest blog instead Setting up analytics tools Media doesnt guarantee success Knowing when to say no Brainstorming creative new ideas Media Monitoring Tools of the Trade Use all your resources Slides 4-8 Slides 9-14 Slides 15-20 Slides 21-26 Slides 27-31 Slides 32-35 3. Many startups still believe public relations begins and ends with receiving a nod from TechCrunch. Startup success stories are no longer written with thanks to the media. In todays ecosystem overowing with startup ideas, to launch is simply not enough justication for media coverage. Overnight success stories are a thing of the past, and we say its time for a refreshing new take on PR. What worked last year isnt going to work today. The secret is in adopting a human approach to PR. Introduction 4. Foundation Step away from the keyboard. Dont send another haphazard pitch to a journalist without understanding the basics. The golden rule? Always make friends before you need them. 5. Dening PR in 2014 The name of the game is changing. No longer just about press releases and embargoes - the denition of PR isnt as cut and dry as it once was. The homepage of Forbes? Yes, thats PR, but so is your contributed piece to Entrepreneur or HubSpot. In 2014, thought-leaders are just as much media rockstars, as Mick Jagger himself. Whether youre a publicist, a growth hacker, or rockstar - youre in the business of PR and its time to take advantage of it. 6. Public Relations vs. Human Relations A PR person has coverage and favorable public image in mind. Theyre self-serving. A human relations pro works hard for meaningful, social relations that provide value and create long-lasting relationships. Theyre seless. Which do you think has a greater impact on your business in the long run? Which would you rather have represent your company? 7. We Say: Make Friends, Not Contacts 1. Cold Call No More - Long gone are the days of generic pitches, cold calls or emails. If you dont know the person youre pitching, consider putting on the brakes and heading back to the drawing board. 2. Cut the Blah Blah - If your pitches lack authenticity (and worse yet - if they dont deliver value), all a journalist hears is blah, blah, blah. Cut the buzzwords and focus on value. 3. The Value of One Friend - Another golden PR rule? Quality over quantity. Focus on strengthening the relationships you have with your existing contacts to make them more meaningful and personal. 8. Forget playing the numbers game. Pitching 100 journalists may be less eective than building a relationship with three. Pick three, and start getting to know them today. - What do they write about? - Where do they socialize online? - Who might you have in common? TIP: