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Presented by
and
Leverage PR Copyright 2012
How to use Publicity to Grow
Your Startup
For nearly a decade, Joy has been using creative PR and marketing
techniques to help companies grow and raise capital with proven
results.
The firms she has worked with have • Made the INC list multiple times• Gone from Home-based small business to INC in 1 ½ years• Risen over $25 million in capital, she personally rose over $20
million.• Gone from idea phase to $5 million in funding in under 2 years• Secured numerous Fortune 500 accounts in the first year of
operations• Saved thousands of dollars a month by implementing tech-savvy
marketing strategies that could be executed by interns• Secured national and local press coverage, including TV,
newspapers, major national and trade magazines (including cover stories), speaking engagements, and numerous social media outlet mentions
What Leverage PR does
Leverage PR works with growth-phase companies offering full
service marketing and publicity services as well as training for
smaller firms looking to execute their own campaigns.
Joy SchofflerPrincipal
Leverage PR Copyright 2012
@Leverage_PR@JoySchoffler
What good publicity can do for your Startup
Leverage PR Copyright 2012
• Investor dollars• Mainstream press• Expert reputation• Speaking engagements• Analyst interest• Writing opportunities• Partnership opportunities• Customers• Better terms with suppliers
Leverage PR Copyright 2011
Leverage PR Copyright 2012
Why Publicity is the Key to Raising Crowdfunding Capital
• Being quoted as a subject matter expert will give you an advantage over your peers who are just telling people they are experts
• Your search results in the due diligence process will be more impressive as this will be one of the key ways people will make their investment choices
• Increases your credibility to potential customers
• Could be used as a way to show there is a market for your services
• Press coverage could be included in the investor packages sent to potential investors to increase profile on crowdfunding company
The Process
Leverage PR Copyright 2012
How to go from Start-up to Star
• Define Goals
• Market Analysis
• Media Research
• PR Strategy Development
• Targeted Media Outreach
• Leverage Results
Step 1: Compile your List
Leverage PR Copyright 2012
• Create a list of publications in your industry• Blogs• Trade journals• Mainstream media• Social media influencers
• Stay on top of industry news
- The trend is your friend
• Take notes
• Monitor social media
• Build your database
Step 2: Build a Relationship
Leverage PR Copyright 2012
• Connect with journalists on social media channels
• Comment
• Ask questions
Step 3: What is your StoryFinding your Angle
Leverage PR Copyright 2012
PeopleMissionEventsThe NIM Test
• Relate to the needs of the community• Highlight with a real-life situation• Explain your project• Tell a story about a benefit to the community
Step 4: Tell a Good Story
Leverage PR Copyright 2012
• Target your story to your audience
• Call to Action
What do you want people to do after they read your story?
Step 5: Target your Message
Leverage PR Copyright 2012
• Target messaging
• How will you add value?
Step 6: The Pitch
Leverage PR Copyright 2012
• Pitching is sales• Be conscious of your words• Compelling• Memorable • Relevant• Brevity is Key
Tie in to trending topics
• Position yourself as an expert
• Be objective!
Positive Press is Outside Validation that you are an Expert
Become an Expert
Leverage PR Copyright 2012
How to Become an Expert
Leverage PR Copyright 2012
Create content:
• Case studies
• White papers
• YouTube videos
• Blog posts
• Social media
Becoming an Expert Continued
Leverage PR Copyright 2012
• Respond to journalist requests• Twitter
• HARO
• Join associations in your industry
• Volunteer to speak at industry events (even local small ones)
• Use social media
• Leverage all press mentions in a online press section on your website
The Trend is your Friend
Leverage PR Copyright 2012
The easiest way to get media coverage is to reach out to the media when an event occurs. • Tie company into trends
• One story from beginning to end
• Do not wait for the phone to ring
• Marketing opportunity
• Integrate social media
Example Story- Texas State Guard
Tap Influential BloggersPR is not just about news publications
Leverage PR Copyright 2012
• Connect with influencers
• Product reviews
• Trends and data
• Give popular bloggers
first dibs
• Offer to guest post
Be CharitablePeople love heart-warming stories
Leverage PR Copyright 2012
Good deeds = Good press
The PPA Group Example
Good PR Takes Planning
Leverage PR Copyright 2012
• Time your stories to fit media needs
• Craft news stories around events, holidays and seasonal activities
• Give journalists plenty of lead time
• Always meet your deadlines, be early if possible
Set Your Organization up for SuccessDesignate a PR Person
Leverage PR Copyright 2012
• Your PR person should:o Know the organization’s goals
o Have direct access to the CEO
o Be involved in the capital raising process
o Have PR and media training
Don’t select a lower level person to work with the media
Follow Up
Leverage PR Copyright 2012
Always call the day before or the day of to remind media of your event
Remember what your mother taught you!
Make your Story go ViralTurn one mention into several
Leverage PR Copyright 2012
• Leverage social media • Utilize your network. Email family, friends and people in your social
networks letting them know about your coverage, and asking them to spread the good news.
• Tell investors • Make it visible Make sure your press mentions are seen on your website
and in your investor presentation.
How to Leverage Your Publicity What to do once you have coverage
Leverage PR Copyright 2012
Tell target customers and investors • Email your database • Spread the word via social media • Have a link to the story on your company blog
Call local newspapers and business journals about national coverage.
Build an Investor/ Customer Kit• Product brochures• Company and executive bios• Press coverage
How to Leverage Your PublicityCoverage is outside validation that your company is viable
Leverage PR Copyright 2012
Have copies of your media coverage framed in the waiting room
Include a press section in your investor or customer presentation • “What others are saying about us”
Start building a News Room Section on your website• Press Releases• Media Coverage• Press Kit
Quote it
Gain Organizational buy-in
Customize your distribution
Measure the impact so investors can see you track data
A Word of WarningWhat you must have in place before you pitch
Leverage PR Copyright 2012
• Business plan or solid understanding of your business and goals
• A professional looking website even if it is just a short low information site
• A media plan that defines your goals
• A designated contact person
Next Step
Leverage PR Copyright 2012
Sign Up for a Free Consultation
All Startup America clients will receive a free 15 minute consultation to see if their business can Leverage PR for success.
To set up your appointment email
512-541-1995
Leverage PR Copyright 2012
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Growth Based Public Relations
Connect with us to learn more about Leveraging PR for your
startup
www.leverage-pr.com
Subscribe to our blog www.leverage-prblog.com
@Leverage_PR@JoySchoffler
512-541-1995