PR Bootcamp. The U.S. Eyes to. Jessica Hasson pulp PR STARTUP

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1 PR Bootcamp Eyes to STARTUP The U.S. Jessica Hasson pulp PR

2 U.S. PR Bootcamp The Basics of PR. 1. Clearly Expressing your Company to A Global Audience 1. Content Development 2. Mission Statements 3. Press Kits / Review Guides 4. Case Studies 5. Reports / Infographics 6. Identifying Media Targets 7. Conferences 8. Speaking Engagement 9. And the list goes on 2. Application of P.R. through 1. Press Release = 90% Useless. 2. Stories (Case-Studies, Client Stories, User Stories) = 90% Useful 3. Content Creation (Data Reports, Guest Articles)= 90% Useful. 3. Pitching = Telling the Story, Content, Report, Data to Media 4. Hits = Getting the Media to Report the Story.

3 U.S. PR Bootcamp 2 easy steps STARTUP

4 Step #1 Build Something Have a Great Idea and Create it!

5 Step #2 Tell the World We are the best!

6 things TO REMEMBER U.S. Competitive Market Over Saturated Media Everyone Wants to be in TechCrunch, New York Times, Wall Street Journal. Lost in Translation Many Company s Offerings need to be localized to Global Market

7 Step #1 BUILD A PRODUCT App, SAAS, Something PR TiP #1 Ideas or VAPORWaRE IS NOT ACCEPTABLE

8 Over 80 Articles $1-million in pre-sale orders in 24-hours, millions more since. BUT

9 The Problem No Product Available for U.S. Market Over for Over 1-year. The U.S. Media Will NOT cover Rotimatic Again without a Product in-market

10 Step #1 You Built a Product! App, SAAS, Something

11 Step #2 Spread the Word Easy as pie

12 The Old way Press Release Product hires Reporters Bloggers funding News Anchors

13 The New PR #1 Know your Brand #2 Know your Market #3 Know your Story

14 The New PR #1 Know your Brand

15 #1 Know your Brand STRONG GLOBAL Messaging WHO ARE YOu? IMAGE Logo + Creative LOCAL U.S. Web Site + Presence FACES Smile. CONTENT Messaging

16 #1 Know your Brand Workshop Today: Messaging - Simplified Tag Line The Pitch Images and Assets Need to ROCK! Headshots SMILE! Tomorrow: ReConsider Brand Web Site Content Social Media Content

17 #1 Know your Brand Workshop Tag Line Descriptive Examples Salesforce: Customer Success Platform >4 words LinkedIN: World s Largest Professional Network GitHub: = Your Company Where software is built. Disruptive Examples Clear. Concise. Apple: Think Different.

18 30 Seconds To Pitch

19 #1 Know your Brand Workshop 30-Second Pitch What you Do. What s the Hook. Clear. Concise. Rotimatic A Robot that Makes Rotis. FlyCleaners An App for On-Demand Dry- Cleaning. 30 Seconds or less

20 The New PR #2 Know your Market

21 #2 Know your Market Understand Your Target WHO Do you want to Reach? Vertical Industry + Trade Narrow Focus on 2 or 3 Verticals Clients What vertical are they in? Content What do they read about?

22 #2 Know your Market Workshop Today: Identify 3 Competitors 3 Blogs 3 Reporters Tomorrow: track Competitors Blogs Reporters

23 #2 Know your Market Workshop Competitors Yes. Competition. Know them. Competitors Will Give you the Best Insight Into PR For your Industry Track them.

24 #2 Know your Market Workshop Reporters / Bloggers Vertical + Industry Know them. News. Google. com = Your Best Friend Track them.

25 The New PR #3 Know your Story

26 #3 Know your Story Content and Studies THE MOST IMPORTANT!!!!!! 4-5 Studies 3 Clients 2 Experts 1 Report

27 #3 Know your Story Workshop Clients + Case Studies Clients = Interviews Case Studies = Clients 50% Of PR Coverage for Early Stage Companies will Come from Clients + Case Studies Permission. Required.

28 #3 Know your Story Workshop Internal Content Data Reports Expert Commentary Data Reports, Articles and Expert Quotes Allows Startups to Break Into Bigger Media outlets You ve Got a lot to Give.

29 #3 Know your Story Workshop Today: Identify 3 Clients (Interviewees) 4-5 Case Studies 1 Report / Story / Infographic Tomorrow: Write + Permission Client (Interviewees) Case Studies Reports / Data Announcements

30 Counting Socks

31 Counting Socks

32 #1 Know your Brand Tomorrow: ReConsider Brand Web Site Social Media #2 Know your Market Tomorrow: track Competitors Blogs Reporters The New PR #3 Know your Story Tomorrow: Write + Permission Client (Interviewees) Case Studies Reports / Data Announcements

33 The New pitch Pitching is more than a Press Release

34 PITCHING hard news vs soft news story news users lists Product hires experts data funding

35 PITCHING don t don t use caps don t spam/mail merge don t bug them Don t Target incorrectly do Humanize Make it Personal Keep it Short Make it Relevant Connect with the Writer

36 Understand Your Target Do not Target Everyone Vertical Industry + Trade Narrow Focus on 2 or 3 Verticals Clients What vertical are they in? Content What can you contribute?

37 Retail Blogs Marketing Blogs Security Bloggers Big Data Blogs Education Tech Blogs

38 The New PR The New pitch #1 Know your Brand story news #2 Know your Market Content #3 Know your Story Humanized

39 #1 Know your Brand Tomorrow: ReConsider Brand Web Site Social Media #2 Know your Market Tomorrow: track Competitors Blogs Reporters The New PR #3 Know your Story Tomorrow: Write + Permission Client (Interviewees) Case Studies Reports / Data Announcements

40 PR Bootcamp Eyes to STARTUP The U.S. Thank you! Jessica Hasson pulp PR

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