The document provides tips for startups and entrepreneurs on implementing a public relations strategy. It defines PR as communicating and maintaining relationships to support business success. The author advises understanding your business vision, mission and values before starting. Key tips include keeping track of what is said about your company, thoroughly researching journalists before contacting them, being newsworthy in your outreach, using social media strategically, networking both online and offline, and letting your actions enhance your message. Overall it emphasizes the importance of nurturing relationships over time through consistent, high-quality communication.

2. @AishaKellaway
Aisha (Skippy) Kellaway
Digital PR Specialist
AishaKellaway
aisha@white.net

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PR STRATEGY
TOP TIPS FOR STARTUPS AND ENTREPRENEURS

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WHAT DO YOU THINK PR IS?

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SO, WHAT IS PR?
“Information given to the public to persuade and
modify actions and attitudes.”
AND
“Efforts to integrate attitudes and actions of an
institution with its publics, and of publics with
that institution.”
1891 - 1995
Edward Bernays:
Father of Public Relations

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IN OTHER WORDS:
PR is the ongoing process of
communicating and maintaining
relationships with the different groups of
people you rely on for the success
of your business.

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Press
releases
Press
relationsMany people think
PR is…

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Press
releases
Press
relations
Anything that
influences your
relationships and
reputation through
communication.
UX / web
content
Reviews
Events &
speeches
Email /
Direct
Social
media
Crisis
management
Investor
relations
CSR
… And much more
PR is…

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THINGS TO CONSIDER
BEFORE IMPLEMENTING
A PR STRATEGY

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Understand Your Business.

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VISION: MISSION: VALUES:
Long term goals
of the company
(what do you want to achieve?)
What is your purpose?
Why are you doing
what you’re doing?
How you make your
decisions and choices to
achieve your vision
and mission?

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PR is not a quick fix.
(because good relationships need to be nurtured)

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There is no one way of “doing PR”.

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It all starts with your publics

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Step 1: Identify Step 2: Understand Step 3: Communicate
Who are you
targeting?
What are they
looking for?
What values do they
share with you?
What messages can
you craft to
communicate these
values to them?

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Ensure you’ve done
your housekeeping

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8 PR TIPS & TACTICS

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Keep on top of what’s being said about you
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Keep on top of what’s
being said about you

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Keep on top of what’s being said about you

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Keep on top of what’s being said about you
PR Toolkit:
• Google.com/alerts (Free)
• Mention.com (Free trial)

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Keep on top of what’s being said about you
If you want to contact press… do your research!
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If you want to contact press…
…do your research!

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Keep on top of what’s being said about you
If you want to contact press… do your research!
Step 1:
Step 2:
Step 3:
Find out who talks/writes about what, and when.
Where do you fit in, and where can you add value.
Get in touch, with all relevant information.
PROACTIVE OUTREACH:

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Keep on top of what’s being said about you
If you want to contact press… do your research!
• What are you doing?
• Why/how is it different?
• Any event/key information?
• Website address
• Be ready to commit to interview dates
• Ensure you have good head shots
JOURNALIST CHECKLIST:

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Keep on top of what’s being said about you
If you want to contact press… do your research!
PR Toolkit:
• #journorequest (Free)
• HARO (Free)
• Sourcebottle (Free)
• Response Source (Paid)

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Keep on top of what’s being said about you
If you want to contact press… do your research!
Dos and Don’ts when emailing journalists/bloggers
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Dos and Don’ts when emailing
journalists/bloggers

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Keep on top of what’s being said about you
If you want to contact press… do your research!DON’T:
Send bulk,generic emails.
DO:
Send targeted emails that
show that you understand
the journalist, publication
and audience.
Dos and Don’ts when emailing journalists/bloggers

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Keep on top of what’s being said about you
If you want to contact press… do your research!
DON’T:
Attach large images
and files
DO:
Include a low res image
inline & send a link to
Dropbox/WeTransfer for
high res.
Dos and Don’ts when emailing journalists/bloggers

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Keep on top of what’s being said about you
If you want to contact press… do your research!
DON’T:
Pester them by following
up straight away
DO:
Send emails in plenty of
time and have something
of value to add when
following up.
Dos and Don’ts when emailing journalists/bloggers

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Keep on top of what’s being said about you
If you want to contact press… do your research!
Dos and Don’ts when emailing journalists/bloggers
Be newsworthy
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Be newsworthy

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Keep on top of what’s being said about you
If you want to contact press… do your research!
Be professional when emailing journalists/bloggers
Be newsworthy
WHAT IS YOUR STORY?
We’ve launched We’re hiring
Future plans
Funding
Acquiring

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Keep on top of what’s being said about you
If you want to contact press… do your research!
Be newsworthy
WHY SHOULD THEY CARE?
Human InterestProminence
ProximitySignificanceTimeliness
bitesizepr.com/what-makes-a-story-newsworthy
Dos and Don’ts when emailing journalists/bloggers

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Keep on top of what’s being said about you
If you want to contact press… do your research!
Be Newsworthy
Think about how you’re using social media
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Think about how
you’re using social media
Dos and Don’ts when emailing journalists/bloggers

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Keep on top of what’s being said about you
If you want to contact press… do your research!
Be Newsworthy
Think about how you’re using social media
What do your audience use?
Build strategy around that
Share expertise & authority
Sense of community:
Build relationships
No Selling
Dos and Don’ts when emailing journalists/bloggers

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Keep on top of what’s being said about you
If you want to contact press… do your research!
Be Newsworthy
Think about how you’re using social media
Quality over quantity
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Quality over quantity
Dos and Don’ts when emailing journalists/bloggers

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Keep on top of what’s being said about you
If you want to contact press… do your research!
Be Newsworthy
Think about how you’re using social media
Quality over quantity
Why am I
posting this?
What value
does this add
to readers?
Dos and Don’ts when emailing journalists/bloggers

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Keep on top of what’s being said about you
If you want to contact press… do your research!
Be Newsworthy
Think about how you’re using social media
Quality over quantity
Network on and offline
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Network on and offline
Dos and Don’ts when emailing journalists/bloggers

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Keep on top of what’s being said about you
If you want to contact press… do your research!
Be Newsworthy
Think about how you’re using social media
Quality over quantity
Network on and offline
Offer to speak at events
– start small
Refer people who can help
– be reliable
Make connections with
publishers or writers of
industry publicationsand
offer contribution
Engage in industry chats on
LinkedIn, Twitter, Quora etc.
Dos and Don’ts when emailing journalists/bloggers

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Keep on top of what’s being said about you
If you want to contact press… do your research!
Be Newsworthy
Think about how you’re using social media
Quality over quantity
Network on and offline
Actions speak louder than words
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Actions speak louder than words
Dos and Don’ts when emailing journalists/bloggers

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Keep on top of what’s being said about you
If you want to contact press… do your research!
Be Newsworthy
Think about how you’re using social media
Quality over quantity
Network on and offline
Actions speak louder than words
DonateEventsSocial Media
Dos and Don’ts when emailing journalists/bloggers

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YOUR REPUTATION
PRECEDES YOU

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Thanks for listening!
Aisha (Skippy) Kellaway
Digital PR Specialist
AishaKellaway
aisha@white.net