PR, Communication & Storytelling for Startups 1.1
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Transcript of PR, Communication & Storytelling for Startups 1.1
Communication
ROCKEY SPACE, SF
Ninja
Workshop
Alex Barrera (@abarrera)
Communication Ninja workshop
Alex Barrera (@abarrera)
Communication Ninja workshop
Communication Ninja workshop
“If you know your enemies and know yourself, you can win a hundred battles
without a single loss” - Sun Tzu
Communication Ninja workshop
Communication Ninja workshop
Communication Ninja workshop
What can you tell me about
them?
Communication Ninja workshop
No expertsHate spamForced to write
What can you tell me about
them?
Communication Ninja workshop
Communication Ninja workshop
YESYOUARE
Communication Ninja workshop
YESYOUARE
and you know it!
Communication Ninja workshop
The p
roblem
Communication Ninja workshop
When to contact
the press?
I don’t need to contact anyone
What
isPR?
Communication Ninja workshop
Communication Ninja workshop BLOG ME!!!
Communication Ninja workshop
The Binary Conjecture
Communication Ninja workshop
The Binary Conjecture
I pass...
Communication Ninja workshop
The Binary Conjecture
I pass...
Now I want!
Communication Ninja workshop
Branding is about relationships
Communication Ninja workshop
Communication Ninja workshop
How many do you know?
How many do you know?Communication Ninja workshop
Tweet this!“Gather a list of bloggers/journalists you’re
interested in, follow them and interact with them, DAILY”
Tweet this!“Gather a list of bloggers/journalists you’re
interested in, follow them and interact with them, DAILY”
How many do you know?Communication Ninja workshop
Tweet this!“Gather a list of bloggers/journalists you’re
interested in, follow them and interact with them, DAILY”
Tweet this!“Market the marketers: Write stuff
anywhere where they can see it but don’t spam”
How many do you know?Communication Ninja workshop
Tweet this!“Gather a list of bloggers/journalists you’re
interested in, follow them and interact with them, DAILY”
Tweet this!“Market the marketers: Write stuff
anywhere where they can see it but don’t spam”
Communication Ninja workshop
They writewhatever
theywant!!
Errr...
How many do you know?Communication Ninja workshop
Tweet this!“Gather a list of bloggers/journalists you’re
interested in, follow them and interact with them, DAILY”
Tweet this!“Your startup pitch should be exempt of any technical term that your grandma
wouldn’t understand”
Communication Ninja workshop
Pitch me, bro!
Communication Ninja workshop
Write me da PR!
10 min
Communication Ninja workshop
BORN IS NOT NEWS
Communication Ninja workshop
Communication Ninja workshop
How many do you know?Communication Ninja workshop
Tweet this!“Gather a list of bloggers/journalists you’re
interested in, follow them and interact with them, DAILY”
Tweet this!“Before talking about your startup, make sure anyone can find your contact (email,
Twitter and Facebook) on your site”
Communication Ninja workshopMy inbox on a Monday
Communication Ninja workshopMy inbox on a Monday
Your story better be awesome
Communication Ninja workshop
But...what is
a story...?
Communication Ninja workshop
A story is a universal human experience wrapped inside a culture-specific expression
Robert McKee
Storytelling IS
balance
Facts
IMAGINATION
Communication Ninja workshop
Simplicity
Communication Ninja workshop
Literary vs Story
How many do you know?Communication Ninja workshop
Tweet this!“Gather a list of bloggers/journalists you’re
interested in, follow them and interact with them, DAILY”
Tweet this!“Find the storyteller in your startup,
match him with your writer and put them to work on YOUR story”
What are our building
blocks?
What are our building
blocks?
An EVENT creates meaningful
change in the life situation of a character that is
expressed and experienced in
terms of a VALUE.
What are our building
blocks?
An EVENT creates meaningful
change in the life situation of a character that is
expressed and experienced in
terms of a VALUE.
VALUES are the universal qualities
of human experience that may shift from positiveto negative, or negative
to positive, from one moment to the next
Change is achieve through CONFLICT
Communication Ninja workshop
Who is your protagonist?What’s your cast?What’s are the values at play?Where is the conflict?
15 min
Communication Ninja workshop
Protagonist: David, the succesful Spanish entrepreneur
Cast: Wife, kids, VC friend, VC, blogger A, blogger friend, press42 team, blogger B, users, media
Values: success/failure, security/insecurity, trust/distrust, gratitud/ingratitud, determination/undecisiveness, happiness/unhappiness, fairness/unfairness
Confict: David vs SF, David vs Blogger A, David vs VC
Communication Ninja workshop
Scene
+/-
Communication Ninja workshop
Scene Scene Scene...
+/- +/- +/-
Sequence (2-5)
Communication Ninja workshop
Scene Scene Scene...
Beat
Beat
Beat
Beat
+/- +/- +/-
Sequence (2-5)
action/reaction
Communication Ninja workshop
Scene Scene Scene...
Beat
Beat
Beat
Beat
+/- +/- +/-
Sequence (2-5)
action/reaction
Sequence Sequence Sequence
Act
Communication Ninja workshop
Scene Scene Scene...
Beat
Beat
Beat
Beat
+/- +/- +/-
Sequence (2-5)
action/reaction
Sequence Sequence Sequence
Act
Climax Climax Climax
Communication Ninja workshop
What is your genre?
Communication Ninja workshop
What is your genre?
Romantic involvement 2 characters
Love story or search for love
Love is a cure
Happy up-ending
Love is a two-sided sword
Communication Ninja workshop
What is your genre?
Grandeur and spectacle
Recreate past events
Protagonist is a hero
Clear evil antagonist
Communication Ninja workshop
What is your genre?
Drama
Very bad to very good
Personal achievement
Redemption theme
Settings
Period of time
Duration
Location
Level of conflict
Communication Ninja workshop
Choose yourcreative
constraint!(Genre and settings)
5 min
Communication Ninja workshop
Genre: DramaSettings:
Present3 monthsSpain / San FranciscoInner, personal, extra-personal
5 min
Communication Ninja workshop
Inciting Incident
Communication Ninja workshop
expectation
Communication Ninja workshop
expectation
result
GAP
Communication Ninja workshop
expectation
result
GAP antagonists
Object of desire(conscious or unconscious)
Communication Ninja workshop
Inner conflicts
Personal conflicts
Extra-personal conflicts
MindFamilyIndividuals in society Body Lovers Physical environment
Emotions
Friends
Social institutions
Communication Ninja workshop
expectation result
GAP antagonists
Communication Ninja workshop
expectation result
GAP antagonists
GAPrisk!
Communication Ninja workshop
expectation result
GAP antagonists
GAP
GAP
risk!
risk2!
Communication Ninja workshop
expectation result
GAP antagonists
Object of desire
GAP
GAP
risk!risk3!
risk2!
Communication Ninja workshop
Scene Scene Scene...
Beat
Beat
Beat
Beat
+/- +/- +/-
Sequence (2-5)
action/reaction
Sequence Sequence Sequence
Act Story (3)
Act Act Act
Climax Climax Climax
Communication Ninja workshop
What are your
antagonists?
Communication Ninja workshop
What are your beats?
What are your
antagonists?
10 min
Communication Ninja workshop
Antagonists: Competition, noise/signal ratio, family, VCs, bloggers
Beats: Moving to SF (Inciting incident), Cost of life (knowledge/ignorance), VC deal (security/insecurity, fairness/unfairness), Blogger contact (undecissive/determined), Blogger response (ingratitude/gratitude), Press42 use (non progress/progress, distrust/trust), Publication (unhappiness/happiness, failure/success)
Communication Ninja workshop
Character vs characteristics
Object of
desire
Defineyour
characters
5 min
David: Successful entrepreneur, tech savy, family guy, trip to SF 2 years ago, not good with sales, money but not rich, former poster boy, not fluent in English, driven
10 min
Communication Ninja workshop
The more knowledge... the better the story.
Communication Ninja workshop
Put everything together!15 min
Communication Ninja workshop
1. Premise idea
2. Protagonist (Characterization)
3. Select genre and settings
4. Inciting incident + object of desire
5. Build your event’s (Scene) progressive beats
6. Each beat a GAP (antagonists)
7. Climax your scene
8. Distill the Controlling idea (value + cause)
Communication Ninja workshop
Change the angles
Communication Ninja workshop
1. Change your genre
2. Change your settings
3. Switch protagonists (team vs user vs product)
4. Change point of view
5. Change the plot (events + values)
Communication Ninja workshop
1. From love to war:“Take pics of your love moments”
“Our crusade is to eradicate Microsoft’s ugliness from
this world”
Communication Ninja workshop
1. From love to war:“Take pics of your love moments”
“Our crusade is to eradicate Microsoft’s ugliness from
this world”
2. From present to past-present:“Speaking her mind is so easy now, she never though it
was possible”
“When Gutenberg created his printer, he couldn’t
forecast the true revolution yet to come when Internet
came into play”
Communication Ninja workshop
3. From you to your partner’s:“Alice can now easily expose her paintings to all
corners of the world”
“Bob can track new artists and paintings to buy for his
clients, without going out of his apartment”
Communication Ninja workshop
3. From you to your partner’s:“Alice can now easily expose her paintings to all
corners of the world”
“Bob can track new artists and paintings to buy for his
clients, without going out of his apartment”
4. Change point of view“Alice can now easily expose her paintings to all
corners of the world”
“Daniel is so happy that Alice doesn’t travels so much
thanks to X, he’s even investing in it”
Communication Ninja workshop
5. From sad/happy to hate/love:“Alice didn’t have time for her children. Work kept her busy
at all times. Her boss, an egocentric pig, made
sure her days where akin to walking through hell. Desperate
for time, she discovered X, which found her a new job, one
with free spare time and life balance for her and her
children”
“Alice hated her children. They required time she couldn’t
spare. She needed that raise and they where going to
trump it. [...] Finally free of everything she
realized her children save her soul. She found a feeling
long lost, something primal she didn’t let go again.”
Communication Ninja workshop
Rewrite your angle!15 min
Communication Ninja workshop
With fewer words!10 min
Communication Ninja workshop
Always know who is behind
Communication Ninja workshop
Communication Ninja workshop
Chess game picNe
wsAnalysis
How many do you know?Communication Ninja workshop
Tweet this!“Gather a list of bloggers/journalists you’re
interested in, follow them and interact with them, DAILY”
Tweet this!“Always make sure you know who the
audience is and adjust the story accordingly”
How many do you know?Communication Ninja workshop
Tweet this!“Gather a list of bloggers/journalists you’re
interested in, follow them and interact with them, DAILY”
Tweet this!
“Your social media channels are your story trailers, use them wisely”
Communication Ninja workshop
Bloggers textbook
Communication Ninja workshop
1. Not publication but journalist
2. Research the journalist’s topics
3. Send small excerpt (trailer) asking if interested
4. Build rapport bottom-up (3rd tier first)
5. Use different media: text + pics + video
6. Include all info: crunchbase profile+logo+other posts
7. Activity on Twitter, Facebook and your blog
8. Help them when they ask for info/contacts
Communication Ninja workshop
Tips & tricks: Twitter
1. Tease influential people into answering you2. Space your tweets strategically (buffer app)3. Share interesting links, not your own stuff4. CC specific users (influencers, journalists, etc.) based on the content you share5. Tweet at least once a day6. Bio + avatar extremely important7. Personal accounts better - Personal branding8. RT + comment on journalist’s stuff9. Plaster your twitter everywhere! (@abarrera)
Communication Ninja workshop
DoUmo ArigatoU
http://[email protected]@42press / @abarrera
http://slideshare.net/press42