We’ve all heard about the “Power of PR” – but how do you go about harnessing it and making it work for your start-up? Contrary to popular belief, start-ups can actually generate effective PR without having to hire a big agency. This presentation offers the inside scoop from a PR industry veteran on the foundational elements, strategies and valuable shortcuts you need to create buzz, attract investors and drive sales/traffic.

1. PR STRATEGIES
FOR STARTUPS
#PR4STARTUPS
@EMILYJS3
BY EMILY SCHERBERTH, SYMPHONY PR & MARKETING, INC.

2. @EmilyJS3
INTRODUCTION
Emily Scherberth – Founder & CEO of Symphony PR &
Marketing, Inc.
17+ years experience in PR and integrated marketing
Specializes in early-stage companies, primarily in technology
& digital media
Past experience: YouTube, Justin.tv
Yahoo!, thismoment, Lunch.com, Citysearch, Match.com, Nik
e, General Motors, Nestlé
Adjunct Professor, PR & Social Media at Loyola Marymount
University
M.A. Communication Studies at California State
University, Northridge
#pr4startups

3. @EmilyJS3
OVERVIEW
Positioning & Messaging
Media Relations
PR Staffing
Q&A
#pr4startups

4. @EmilyJS3
POSITIONING & MESSAGING
#pr4startups

5. @EmilyJS3
POSITIONING & MESSAGING
You only get one chance to tell your story
If you don‟t define your story, someone else will do
it for you!
Single most important foundation to build prior to
launch
#pr4startups

6. @EmilyJS3
SIX-STEP PROCESS
1. Start with your brand identity
2. Articulate your most important offerings for each
audience
3. Create narratives that provide context
4. Provide proof points for how you deliver
5. Develop strategic anecdotes and examples
#pr4startups

7. @EmilyJS3
SIX-STEP PROCESS
6. Create your “elevator pitch” or one-sentence
positioning statement
• Needs to be strategic, differentiated and sometimes, aspirational
• Serves as the basis of your “boiler plate” in all press
materials, collateral, etc.
• Circulate among employees so all external messages are
consistent
#pr4startups

8. @EmilyJS3
LEADING COMPANY POSITIONING
Company Positioning
Google is a global technology leader focused on improving the
ways people connect with information.
YouTube is the world’s most popular online video community
allowing millions of people to discover, watch and share
originally-created videos.
Amazon.com, Inc. is a Fortune 500 company…[that] offers
Earth's Biggest Selection…[and] seeks to be Earth's most
customer-centric company.
#pr4startups

9. @EmilyJS3
EVOLVES WITH THE BUSINESS
Then:
Google's innovative search technologies connect millions of
people around the world with information every day.
Now:
Google is a global technology leader focused on improving the
ways people connect with information. Google’s innovations in
web search and advertising have made its website a top internet
property and its brand one of the most recognized in the world.
#pr4startups

10. @EmilyJS3
Then:
“Twitter is a text messaging service that lets people send
notes to groups.”
(Source: San Francisco Chronicle, August 2006)
Now:
Twitter is a real-time information network that connects
you to the latest stories, ideas, opinions and news about
what you find interesting.
#pr4startups

11. @EmilyJS3
Then:
“Pinterest is a self-expression engine” – Sahil
Lavingia, Pinterest
Now:
Pinterest is a social networking site with a visually-
pleasing “virtual pinboard” interface.
#pr4startups

12. @EmilyJS3
BANNED WORDS
Revolutionize Unique
#pr4startups

13. @EmilyJS3
STARTUP CASE STUDY
Challenge
• New entrant into cluttered deal space dominated by Groupon & LivingSocial
• Crucial to create a compelling position for Bevvy in the market that highlighted
its differentiators
Strategy
• Symphony recommended that Bevvy avoid the label “deal site” and instead
become a “nightlife reservation site” that offers insider access and
ongoing, preferred pricing at exclusive nightlife venues.
Results
• Messaging was successfully carried through in Bevvy's launch coverage
• PR generated a 20 percent conversion rate for new members
• Helped the company stand out of the crowd of deal sites and create a niche of
its own.
#pr4startups

14. @EmilyJS3
MEDIA RELATIONS
#pr4startups

15. @EmilyJS3
THE RULES OF ENGAGEMENT
Reporters/bloggers/influencers get inundated with bad
pitches every day (and they‟re not afraid to tweet about it)
#pr4startups

16. @EmilyJS3
THE RULES OF ENGAGEMENT
1. Show respect, be humble
2. Read their coverage & follow them on Twitter
3. Make sure you‟re relevant & have real news
4. Speak like a human
5. Take Kenny‟s advice & know when to “fold „em”
#pr4startups

17. @EmilyJS3
RELATIONSHIPS
They take time, but they‟re worth it
BUT: they don‟t replace need to have something
newsworthy
Be a resource, even if you have nothing to gain
Help keep your company top-of-mind with
reporters
#pr4startups

18. @EmilyJS3
KEY STORY DRIVERS
Key Company Milestones
Funding/Revenues
Traffic/Usage
Personnel Announcements
Product Development
New Products/Features
Innovative Technology
Industry Trend Stories
Momentum/critical mass
Trends among users
Business Development/Sales
New Partnerships/Deals
Case Studies/Testimonials
#pr4startups

19. @EmilyJS3
ANNOUNCEMENT
STRATEGY OPTIONS
The Exclusive: give the story to one key reporter
The Pre-Brief: give the story to 4-6 reporters under embargo
Pre-Pitch: send press release to key reporters day before it
goes over the wire for wide distribution
SEO Announcement: put release over wire for SEO
purposes; little coverage expected
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20. @EmilyJS3
THE PRESS RELEASE
You don‟t need one to get coverage!
Sometimes a compelling email pitch is more
effective
Save press releases for big company news
#pr4startups

21. @EmilyJS3
PRESS ROOMS
Mandatory press page on your company website should
include:
• Company backgrounder/executive bios
• Product fact sheet
• Logos (hi-res JPEG, EPS)
• Videos (company/product overview)
• Recent press releases
• Meaningful media coverage
#pr4startups

22. @EmilyJS3
FREE MEDIA RELATIONS RESOURCES
Free service that connects journalists
and sources
Listing of reporters on Twitter by beats
Social & search-optimized press release
& pitch distribution (freemium)
#pr4startups

23. @EmilyJS3
PR STAFFING
#pr4startups

24. @EmilyJS3
WHEN DO I NEED PR?
3-4 weeks prior to hard launch for
messaging, press materials and media strategy
Consider soft launch, influencer outreach first (e.g.
Scoble)
Get multiple opinions on timing from PR
consultants, product team, partners, investors, etc.
#pr4startups

25. @EmilyJS3
PR STAFFING
Main Staffing Question: PR Firm, Consultant or In-House?
Key considerations:
• Scope of work
• Budget
• Timing
• Geography
CEO always needs to be involved in the PR process
Make sure to maintain an ongoing dialogue with your PR
team – they can‟t function in a silo!
#pr4startups

26. @EmilyJS3
THANK YOU!!
#pr4startups

27. @EmilyJS3
CONTACT INFO
TXT “SYMPHONY” TO 50500
@EMILYJS3
SYMPHONYPR.COM
EMILY@SYMPHONYPR.COM
310.500.6830
#pr4startups