above the code: 10 principles of startup communications
TRANSCRIPT
ABOVE THE CODEPrinciples of Startup Communications
Tel Aviv - May 8, 2015
TODAY...
•Presentation online @ www.alanweinkrantz.com / slideshare.com/alanweinkrantz
•Share in real time on twitter @alanweinkrantz
•Sharing principles, methods, approaches... each company is different
•Practical tips, hints and actionable steps you can take and succeed in 2015 and beyond
ABOUT
•34 years - believe in the real power of PR
•San Antonio & Tel Aviv
• Involved with Israel’s traditional tech sector for the last 22 years
•Sponsored by Rackspace Startups Program - #BeHelpful
the personal computer
mobile data
networked computer VoIPmobile
data
IPTV
WiFi
tablet computer
mobile
cloud
full circle of platform shifts
$24,000.00 in hosting / cloud / email credits +
I am sponsored by Rackspace Startup Program
$25,000.00 in strategic communications advisory services
1. Get to the right side of “being
right…”
2. Stop pitching and start listening
3. Build a body of work that will make you valuable to
the media
4. Add a layer of value with your brand
5. Write for story telling
6. Have a mission that helps others and builds
community
7. Leave a trail of digital bread crumbs….
H/T to Jeff Pulver
8. Write like you speak. If you can speak, you can
write.
9. The more you read / listen / watch the media
you think you belong in, the better you will get at proposing your story
10. If you can sustain, it will cascade
How
June July August
F1
F2
F3
F4
90 Day Editorial Calendar Planner2x topics per month from each - 24 posts per quarter
PLAN....
•Post and write relevant content so you can be a source to media on your field of expertise
•Develop & publish infographics you can share
•Follow a wish list of 20 journalists you think should cover you
•Read and comment on relevant articles without being self promotional.
•Ask end user / beta customers if you can refer to them to media
•Follow editorial calendars
•Create your own editorial calendar
BEFORE JUNE 1
•Make a wish list of where you belong
•business / tech / bloggers
•media appropriate to your space
•analysts / influencers appropriate to your space
• track competitors or companies in your periphery on news.google.com to see who covers and writes about them
•track competitors on Angel.co
PLAN FOR PR
•If you follow some of these basic principles, you’ll be further ahead.
•This process takes at least six months to one year to really get on a journalist’s radar and be sticky - sometimes you can get lucky
•Get everyone on your team to make this part of their regimen as it will make them aware of the opportunities that await you when you are ready.
•Bring up PR in your team meetings in a “what if...” scenario.
Be Ready For PR So You Can Succeed
THIS HAS TO BE…
•A team effort
•Sustainable. Start now…
•Listen. Listen. Listen. Always be in discovery mode.
•How can you help
Twitter. Facebook. LinkedIn. SlideShare. Medium. Instagram. YouTube.
Above The Code ™
(c) Alan Weinkrantz 2015