IMAGINE

327 Publications

11 countries

91 days

STARTUP BUDGET

OLIVIA CZETWERTYNSKI

@olivita becomewide.com

1. no clear GOALS 2. lack of viable ALTERNATIVES

3. campaign MISMANAGEMENT

Why PR campaigns fail

News  Ecosystem  Map

Media

Companies Users

$ They buy advertising Produce contents for users

They consume contents and buy products

7 steps to create successful International PR Campaigns

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Startup Press Room

Press Release

E-mails

Social Networks

Events

Search Engines

YOUR WEB (20’)

Journalists find

information

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PRESS

HOME PRESS ROOM

ABOUT US PEOPLE NEWS CLIENTS PHOTOS CONTACT

PAGE 1 PAGE 2 PAGE 3 PRESSROOM

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PressRoom Blueprint 57 items Checklist

startuppressroom.com

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Informative Magma Thousands of opportunities

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15 – 20 relevant media

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Your Startup

Your Frontline Informative Magma

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1.  Search  for  relevant  media  for  your  CLIENTS

How  to  do  it?

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People Buy For Their Reasons, Not Yours!

2.  Sort  them  by  priority

How  to  do  it?

Engagement  1  -­‐  10    

Reach  1  -­‐  10

PriorityMedios

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Contactable  1  -­‐  10

Engagement x Reach x

Contactable = Priority

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3.  Select  15-­‐20  journalists

How  to  do  it?

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4.  Start  the  conversation

How  to  do  it?

Your  Frontline  is  your  asset  Take  good  care  of  it,      you  will  need  it!

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1.  What  “event”  do  you  want  to  promote?  

2.  When  do  you  want  to  start?  

3.  In  which  countries?  

4.  Specific  benefits  (3)  of  your  PR  campaign

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Goals  -­‐  

Being  published  in  USA,  Latin  America  and  Germany  

To  increase  sales  of  the  product  X  in  the  market  Z  

To  raise  funds  trough  a  crowdfunding  campaign  

Goals  +    

5.000  –  10.000  visits  from  a  publication  in  a  U.S  media  

Being  published  in    5  –  10  U.S  webs  from  this  date  to  this  date  

500-­‐  750  mentions  in  Twitter  

To  improve  traffic  conversion  in  a  8-­‐10%  more  sales  

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SMART  Goals  

1.  Specific  

2.  Measurable  

3.  Achievable  

4.  Realistic  

5.  Time  Related  

+ TRAFFIC  

+ CHEAPER  

+ BETTER  QUALITY  

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CHANNEL   ALIGNMENT RESOURCES PRIORITY

Adwords  

Facebook/Twitter  Ads  

Telemarketing  

E-­‐mail  marketing  

Events  

Commercial  Visits

Does  it  help  me  achieve  my  PR  campaign  goals?

alignment  X    

resources    =    

Priority

ALTERNATIVES  ANALYSIS

time human  resources

money knowledge

 -­‐  detect  false  positive  and  false  negative  -­‐  

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1.  SMART  Goals  

2.  Alternatives  

3.  Resources  

GO-­‐NO-­‐GO

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In  2014    

204  millions  emails  were  sent  every  minute  

 4  millions  Google  searches  were  made  every  minute  

277.000  tweets  were  sent  each  minute!    

How  can  your  content  Survives  in  this  ocean?

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News  Ecosystem  Map

Media

Companies Users

$ They buy advertising Produce contents for users

They consume contents and buy products

Create  content  relevant  

TODAY  

for  your  Frontline

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What  are  the  actual  trends?  

Which  are  the  controversial  topics  

How  can  you  connect  YOUR  story  to  them?  

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Focus  on  the  HEADLINES  of  your  content

EVENT  -­‐  TREND   CAMPAIGN  ANGLE  

FRONTLINE TITLE

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Journalists  receive  between  100-­‐  300  emails  a  day!

1. Personal  email  to  each  journalist  of  your  Frontline

BASIC  CONTENTS

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2.  General  e-­‐mail  for  the  rest  of  your  database

Don’t  use  buzzwords  like  “disruptive”  

Don’t  write  long  introduction  –  cut  to  the  chase.  

Make  sure  it’s  relevant  to  the  journalist.  

Make  it  short  and  sweet  (lean  and  impactful).  

Answer  the  question:  Why  does  this  matter  today?

3.  Press  Kit

BASIC  CONTENTS

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3.  Press  Release

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¡Test  your  content!

Send  it  to  friends/colleagues  

Create  your  checklist  

✓All  links  in  the  emails  have  been  tested  

✓The  press  contact  is  quickly  visible  on  the  website  

✓The  press  kit  download  link  is  working  

✓The  info  about  the  event  is  available  on  the  website  

✓The  promoted  event  is  quickly  visible  on  the  website  

✓All  contents  have  been  tested  and  corrected  

✓The  website  is  working  correctly  and  have  no  javascript  or  CSS  errors  

✓The  website  has  no  spelling  or  grammatical  errors  

✓E-­‐mail  services,  hosting  and  other  necessary  online  services  are  paid  

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Push the button

Press clipping

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1.Journalists  follow-­‐up

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2.  Social  Media  monitoring

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3.  Press  clipping  

Google  Alert

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4.  Adapt  your  content

5  lessons  learned,  negative  and  positive  experiences  

Send  personal  thank-­‐you  emails  

Follow  the  journalists  and  people  who  supported  you    

Update  your  RRSS  feed  with  new  blogs/media  

Update  your  CRM  with  your  new  contacts  

Plan  next  steps    

Close  your  budget  

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PRESSROOMFRONT LINE

GOALS

CONTENTS TEST LAUNCH PR CAMPAIGN CLOSE

REALISTIC  TIMELINE

It’s  your  turn!  

Need  help?  

olivia@becomewide.com