pr made easy
TRANSCRIPT
Using the MegaphonePublic relations strategies for startups
Great PR is more than just another marketing tool.
It can TRANSFORM YOUR BUSINESS.
There are SO MANY press releases.
Newsrooms are inundated.
THEIR ANSWER?
How do you make YOUR messagecut through?
Craft a MUTUALLY BENEFICIAL MESSAGE.
Find a message that furthers your business goals
AND
Provides a GOOD STORY.
BIGGEST MISTAKE we see:
“messages about us.”
MOST EFFECTIVE PR TACTIC:
“messages about them.”
Who is your TARGET AUDIENCE and what are they interested in?
What are their pain points and emotional triggers?
How do they interact and express themselves? What makes them talk?
Every brand has a story. Find yours.
Dilemma: newsrooms and bloggers are flooded with PR inquiries.
Yet they’re always saying “what do we write about today?”
Make them write about YOU.
You can cut through the clutter by being personal, timely, targeted and relevant.
TIP: what issues are trending and have people talking? Tie your message to those.
“Our Q3 sales are expected to increase.”
“We are releasing a new version.”
“The app has a social component.”
“We’re opening a new store.”
“Our band has released a new song.”
“Sorry, but ticket prices are going up again.”
“Our taxi service has new mobile functionality.”
“The CEO of our company won an award.”
“We’re having a sale on handbags.”
“We’re introducing a new food labeling system.”
Which are YOU more interested in?
“More people are buying green pens.”
“That bug is now fixed.”
“You can buy gifts from your phone.”
“More retail jobs are coming to DuPage.”
“Hendrix meets Gaga in new song.”
“Metra avoids service cuts.”
“You can order a taxi from your phone.”
“Chicago’s first Top Tech award winner is…”
“Record low prices for Kate Spade bags.”
“You can now see if your food has trans fat.”
Find your targeted, newsworthy message.
Elevator pitch and supporting detail.
Make sure you’re ready to go to market.
Are your marketing channels and systems ready for new interest?
Are those systems set up to turn interest into conversion?
Who is your compelling spokesperson?
Are they informed and available to speak on behalf of your brand?
So…..
Now you’ve got your message, your systems and your spokesperson.
Let’s make some news!
Let’s make a press release.
Short, bolded headline
Who to contact & how
Who you are
Location
Succinct first paragraph
Detail, quotes – all in 3rd person
More about your company
TIP: don’t be boring.
Where do we send it? Well, that depends:
Who are you trying to reach?What media do they consume?Mass media? Niche media?What “voice” does your target media have?Should separate press releases be used?What is their news cycle?
Building your list of press contacts:
• PR Web & PR News Wire are valuable services• Local media will help plant “seeds” for more coverage• National media & bloggers for mass distribution• Wire services are big B2B players• Print still sets the agenda, but Online is starting to make inroads• Broadcast media can be easier to reach
• Dig deep for individuals to contact• Find their e mail addresses at the end of their articles• Find them on Twitter• Personalize the message – “I liked your article on mobile…”
• Keep the relationships going!• Follow up with quick DM’s or notes about their coverage• Ask their opinions , get their feedback
Your media communications strategy: LET’S STAY IN FRONT OF YOUR AUDIENCE!
• You are affected by a breaking story or can provide some type of analysisThere are ways to stay in the media: • You are making news. Your new product or service has inherent interest.• You are an expert in a key area: mobile, social, technology, travel, financial…• You can provide color to a trend or phenomenon of some kind
Examples: • New figures show 1 in 3 Americans has a Smart Phone. You can comment.• Cyber Monday predictions: your company has high hopes and can comment.• New verdict on mobile technology has many effects. You have a comment.• Super Bowl is weeks away. Your mobile app has something new & different.
Here’s a quick way to become a recognized Subject Matter Expert
1) Identify all your areas of expertise. Trends. Technology. Markets. 2) Filter these for topical areas followed by your target media3) Send broadcast e mail to newsrooms announcing your availability4) Subject line: “XXX expert available for interviews”5) Body text: bullet-point the types of stories you can speak to6) Include relevant experience and “as seen/heard on…”7) Suggest your “personal brand” – “mobile expert,” “e commerce authority..”
When journalists need someone to speak on a story, have them call you!
Here is how you can be featured in the media again and again.
When news events happen, writers want localization, context & commentary.
Think about your “hook” to breaking stories:• Monthly job figures• High profile executive changes• New figures about social media, mobile, consumer, economy• Political, pop culture, breaking news• Regional trends• Be creative! Even a sports story can have a fun angle to it
You can plan your media appearances. Just follow the news.
Some news events are recurring:• Monthly jobs report• Quarterly earnings• Regular surveys
Other events are promoted: “tomorrow, new figures will be released…
IDEA: send press releases saying you’ll be available to comment
TIP: be clear in your e mail subject line: “Jobs report – EXPERT AVAILABLE
Do well by doing good.
There’s a disaster or some type of tragedy. How can you help? The community has a need. Can you address it?Everyone’s thinking about Christmas. What can you give to the needy?Our Heroes serving in the military are far from home. Organize a drive.
Tell the media about this.
But do so in a way that’s encouraging others to join with you to help.
TIP: in these situations, it’s best to truly come from the heart.
Connecting with journalists
Let’s start with a few e mail tips:
• Subject line is short & concise, include benefit for them• Mass e mail? Put all recipients in BCC• Make body text very short. You can include a few quotes for Print/Online.• Don’t try to pack too much information in your e mail. Short sentences.• Include web site links, info about you, contact info• Announcing an availability? Put that at the top
The rest is relationship building & old fashioned networking:
• Connect with journalists on LinkedIN. Best to do so after you speak with them.• Join LinkedIn For Journalists group and make a few comments & connections• Arrange quick “get to know you” coffees with key writers & reporters• Send them news tips even when they’re not about you.• Send a quick note or tweet when you like one of their stories.• These people are nervous about their jobs and very busy. Be quick & respectful.• What’s their deadline? Don’t contact them then.• Even brief contacts can yield great results.
Keep in mind….
• Assume you’re never off the record. Be careful what you say.• Don’t put down competitors. Litigation isn’t fun.• Be very clear in your statements. Avoid being misquoted.• If you’re misquoted, there’s little you can really do but complain.• Always tell the truth.• Don’t avoid questions.
You’re on the air!
When the camera is rolling, here are a few things to keep in mind:• Don’t over-rehearse. Just be natural.• Look at and talk to the interviewer. Forget about the camera.• Dress for success. Project the image you want your customers to see.• Sit up straight and don’t fidget. The camera exaggerates your movements.• Brand the bite! “Here at Johns-Manville safety comes first.”• Use subject-object type sentences. They make good sound bites.
Crisis communications
The wrong time to plan: when there’s a crisis taking place.
• Set chain of command. Who’ll be in charge?• Designate qualified spokesperson in advance. • Brainstorm: what are all the nightmare scenarios? Plan.• Coordinate all social media messaging. Needs to be the same• Always tell the truth. Don’t hide anything.• Communicate quickly & often. If you don’t, others will. • Find experts, analysts, etc.. Who can back you up.• Did you mess up? You’re sorry. You feel for the “victims.”• “No comment” = “we’re guilty”
With a little planning, you can do your own PR and get great results!
Thanks for your time!
