communitech.ca Public Relations for Startups: Using PR to Grow your Business Chris Plunkett Director of External Relations Communitech

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 story o Builds awareness of your company and brand o Legitimizes business and other marketing efforts o 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 Media Media 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 Website o Media Kit o Spokespeople / Messaging Prepared o Sources (besides you), data / traction, research to support o Sales / HR / Investment funnel ready to capture increased attention

Establish your Goals What are you trying to accomplish with media coverage? o Launch a product o Drive Sales o Attract investors or talent o Become a thought leader / build credibility o 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 Homework Understand 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 Journey o Problem being solved (Customer’s story) o Groundbreaking technology o Part of a growing trend (need data) o Investment o Hooking on to current news cycle. Example : Wagepoint

Preparing for an Interview Know your messages and what you want to get across Don’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 funnel o High quality video, copy and aligned perks / benefits. Know your customers o lists, blogs, influencers drive more sales Use media as an accelerant o 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 coverage o B2B vs. B2C Retainer model rarely effective for startups o Need agency willing to work on specific projects and to grow with company.