What now?
Published on Sep 08, 2016
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MORE DECKS TO EXPLORE
PRESENTATION OUTLINE
Agenda
- Understanding your Audience
- Nuts and Bolts
- When to Get Help
- How to work with PR Pros
Understanding your Audience
You have customers, partners, influencers and you want to use the media to reach them.
Photo by ResoluteSupportMedia
Job 1 - Read the Media
- Business & Tech - Dailies, Trades, Blogs
- Find the right reporters
- Follow and read their twitter accounts
This is focused on btb not btc companies. You can find good tech journalist twitter lists by searching. Scoble has one. But really you shoudl find your reporters and follow them
Photo by NS Newsflash
Types of Stories
- Actual News
- Trend/Feature stories
- Reviews
- News You Can Use
You have probably noticed that there are different kinds of stories out there - there is some crossover in reporters for these, but not always
actual news - funding, partnerships,
Trend/Feature stories - how AI is changing our lives
Reviews - how x product works and compares with others
News you can Use - top five things to keep in mind when moving to the cloud
actual news - funding, partnerships,
Trend/Feature stories - how AI is changing our lives
Reviews - how x product works and compares with others
News you can Use - top five things to keep in mind when moving to the cloud
Reporters:
- Cover a beat - i.e. AMZN, MSFT
- Break news (first)
- Answer to editors
- Build and maintain crediblity with readers, other journalists
- Have short attention spans - respond quickly to inquiries
- Do not sell products
Being Smart with News Media
- Tailor the story for them/their outlet
- Offer exclusives
- Provide expert data on the market
- Be aware of other news (earnings, breaking stories, Apple events:)
- Build relationships
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- Know the logistics- date & time of news
- Approval and contact info for experts, customers
- Final release done & ready to release on Newswire
Approaching Media
- Start with email
- Write SHORT customized emails
- Don't give it all away
- Engage with reporters on twitter
Closing a Story
- Respond Quickly
- Follow up
- Tweet story on publication
- Send an email thanks (not a social media thanks)
Photo by pacomexico
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- CEO/Founder is too busy to manage relationships
- Targets are extra hard to reach
- Media is a constant not a periodic need
- A round secured, B round approaching
Inhouse or PR firm?
Working with a PR firm
- Set high goals but listen to their counsel
- Weekly meetings with agenda and goals
- Quarterly light reviews on progress - do not expect SEO type of stats
- Look for creativity, enthusiasm for your business and getting the job done
- Assign one person internally to own but CEO should stay involved
Need/Want/Find
- Expert? or Junior?
- 40 hours/week or less?
- Marketing & PR FTE?
