communitech.ca

Public Relations for Startups:

Using PR to Grow your Business

Chris PlunkettDirector of External RelationsCommunitech

Startup Storytelling

There are a number of different ways for startups to tell their stories. • Marketing (Paid)• Content / Social (Owned)• Media (Earned)

Public Relations• Public Relations is about getting others to tell

your storyo Builds awareness of your company and brando Legitimizes business and other marketing effortso Potentially cost-effective sales funnel

• Is about ‘telling not selling’. Needs to be newsworthy, or an interesting story. o Different tone and approach than marketing or sales

• The publication controls content, angle and timing of the story.

Understanding MediaMedia Trends• Fewer reporters, more subjects• Pressure on journalists to be first• Increased reliance on contributed content

Hooking your story to relevant news• Aeryon Labs (Libya, Amazon, etc.)• BlackBerry

Schedule announcements appropriately

Are you ready for Media?• Media coverage can be a powerful tool, but needs

to be timed carefully and build on other efforts.

o Websiteo Media Kito Spokespeople / Messaging Preparedo Sources (besides you), data / traction, research to

supporto Sales / HR / Investment funnel ready to capture

increased attention

Establish your Goals• What are you trying to accomplish with media

coverage? o Launch a producto Drive Saleso Attract investors or talento Become a thought leader / build credibilityo Aggravate a competitor

• The publications you target, and story you tell should flow from these goals, and align with your overall marketing plan.

Do your HomeworkUnderstand who you want to reach (and why)• Local (media and blogs)• Mainstream Print / Broadcast (Broad awareness)• Tech Press (Investors / Funding / Talent)• Specialty / Trade Media (B2B Sales)

Research your targets (journalists / outlets)• Understand their beat / medium• Focus on quality pitches over quantity releases

Your product is not news• You need to develop a story that is interesting /

compelling for readers. o Hero’s Journeyo Problem being solved (Customer’s story)o Groundbreaking technologyo Part of a growing trend (need data)o Investmento Hooking on to current news cycle.

• Example : Wagepoint

Preparing for an Interview• Know your messages and what you want to get

acrossDon’t be robotic, but interviews go by quickly (especially live), so important to get your key messages out.

• Understand the Medium. o Print vs. live radio / TV vs. a taped segment.

• Understand the Audience (and Journalist)o Mainstream vs. specialized makes a big difference.

• Be prepared for tough questions.

Crowdfunding PR• PR can help a crowdfunding campaign, but it

can’t save one.

• The Kickstarter / Indiegogo page is your funnelo High quality video, copy and aligned perks / benefits.

• Know your customerso Email lists, blogs, influencers drive more sales

• Use media as an acceleranto Initial media important, but can use again when there is good traction.

• Example: Structur3d Printing

PR Toolbox• Press Releases• Contributed Content• Media Pitches

• Social Media• Relationships with Journalists

PR Agencies• PR agencies can be powerful tools, but usually

not cost effective for startups.

• Understand the work they’ve done / where they’ve been effective. o Local vs. Canadian vs. US / International coverageo B2B vs. B2C

• Retainer model rarely effective for startupso Need agency willing to work on specific projects and to grow with

company.

Questions?Chris.plunkett@communitech.ca@cmlplunkett