PR FOR START-UPS

Title position hereYour title sit over itWHY BOTHER WITH

PR?“Don't underestimate the power of

traditional media when you launch. It must be your primary concern, starting months

beforehand and continuing for weeks afterward.”

Slack founder, Stewart Butterfield

“People do not buy goods and services. They buy relations, stories and magic.”

Seth Godin   

Title position hereYour title sit over itTIP 1: KNOW YOUR

AUDIENCEWhat do we know about them?Availability: Time poor Mental state: Under a lot of pressureKnowledge of your industry: Depends on the journalistHabitat: Newsrooms, Pubs, Conferences, Networking events    

Title position hereYour title sit over itWHAT MAKES A GOOD

STORY?• TIMELINESS Has anyone else reported it? Is it a feature or breaking news?• CONTROVERSYIs it a talking point? • IMPACTWho does it effect? Is a game-changer? Biggest? First of its kind?• PROXIMITYAre they only interested in a certain region? Around the corner?• PROMINENCEIs it someone famous? Big company affected?• HUMAN INTEREST Is it odd? Will it make people angry, sad? Conflict? • RANDOMMan bites dog

Title position hereYour title sit over itCASE STUDY: STRANGE

BREW

Title position hereYour title sit over itCASE STUDY: PR ON

STEROIDS

Title position hereYour title sit over itCASE STUDY: BREWDOG

BREWS UP A PR STORM

Title position hereYour title sit over itTIP 2: GREAT PR IS ABOUT

GREAT STORYTELLING

Title position hereYour title sit over itWHAT’S YOUR STORY?

Title position hereYour title sit over itCASE STUDY:

SLACKSlack: Email killer.Flickr Cofounders Launch Slack, an Email KillerDie, Email, Die! A Flickr Cofounder Aims To Cut Us All Some Slack

Slack: Catalyst of organizational transformation.“We’re selling a reduction in information overload, relief from stress, and a new ability to extract the enormous value of hitherto useless corporate archives. We’re selling better organizations, better teams.”

Slack: Underdog success story.Third life: Flickr co-founder pulls unlikely success from gaming failure. Again.

Slack: Massive growth, no marketing required.Slack Becomes Billion-Dollar Company With No Marketing Budget, Finally Hires CMO

Title position hereYour title sit over itTIP 3: PR IS NOT JUST

ABOUT PRESS RELEASES

Title position hereYour title sit over itCASE STUDY:

UNRULY’S PILLOW TALK AT TECH CITY LAUNCH

Title position hereYour title sit over itCASE STUDY: UNRULY’S

FAB LAB

Title position hereYour title sit over itTIP 4: PITCH

PERFECTLY

Title position hereYour title sit over itTIP 5: TRACK YOUR

SUCCESS

Title position hereYour title sit over itQUESTIONS

?

Title position hereYour title sit over itABOUT ME