글로벌 진출을 꿈꾸는 스타트업이 알아야 할 효과적인 커뮤니케이션/글로벌 PR의 방법과 기업가 정신

1. Startup PR 101
G3 PartnersNathan MillardAug 2015

2. What is Public Relations?
The bottom line is to get word out about you,
your company, your products and services
to those who can influence the success of your
business.

3. How does it differ from ad/marketing?
● Marketing sells products and services
● PR develops relationships and builds reputation

4. How can PR help you?
One good article placement can lead to a
substantial increase in sales and tremendous
growth
Consumers believe Third party endorsements
more than Ads.

5. Why do you need Public Relations?
◇ If you don’t tell your story, someone else will.
Make sure they tell the right story.
◇ PR is all about bragging rights.
◇ PR makes you more "Google-able,"
it begins building a foundation for FREE PR.

6. How, and where do I start?
◇ Build and nurture relationships with
journalists before you have a story to pitch.
◇ Invest in great photos of your product and
team to tell a better story.
◇ Think of a compelling story. Be ready and
willing to give interviews.

8. Building journalist relationships...
Anthony Ha, TechCrunch

9. However, startups rarely have the time,
resource, or expertise to do it right.
WHAT CAN WE DO
ABOUT PR?

10. We are a startup-focused PR agency
and our mission is to help kick-start
emerging startups in Asia.
G3 Partners

11. We help startups communicate more effectively
with KEY STAKEHOLDERS, as well as through a
range of other platforms, including social media.

12. Cloudike
Project:
• Build company story, to support
global business aims
Process:
• Interviewed founders. Built
company intro and press kit.
Distributed story to global media
Achievements:
• (Eventually) Achieved coverage
on TechCrunch, which resulted in
a 10x increase in enquiries for
the service
• Achieved coverage on regional
technology publications in Asia

13. YOLK
Project:
• Support YOLK during their
Kickstarter campaign
Process:
• Developed compelling content.
Built press kit and press list.
Engaged the press and built social
media accounts.
Achievements:
• Secured coverage on BBC,
Mashable, FastCompany, Gizmodo
(and 200 other publications).
• Campaign currently at $860k with
5.5k backers

14. Press Release
An official document to inform the media & public
about your latest news & activities

15. Things to consider:
Is it something we haven't heard before, find surprising or help solve our problems?
If the answer is "no", hold off on that press release until you've got a better story.
◇ Is there anything "new" in my story?
◇ Is there anything unusual or unexpected about it?
◇ Would this be of interest to anyone outside my business?
◇ Will anyone actually care?
◇ Does it communicate to my KEY STAKEHOLDERS?
1.

16. How to write:2. Remember that it is the journalist who writes the story, not you. What you do is to
make it as easy as possible for them to do so..
◇ Write killer headlines. A great subject line is also a must.
◇ Your first line should be a summary of the story
and read like the opening of a news story.
◇ Be concise. The ideal length is about an A4 side (400 words).
◇ Include "five Ws" (who, what, where, why and when).
◇ Avoid jargon or technical language.
◇ Use quotes to provide insight, not information.

18. • Include what your company does and for whom
• Describe your strengths
• Include your organization’s tagline
• Use appropriate keywords for SEO
• Include specific metrics
• Use words that position you against competitors
• Include a link to your website
• Include contact details
Keep it short and simple: 100 – 150 words
How can I use it?
The Boiler Plate

19. • “Orbotech is principally engaged in the design, development, manufacture, marketing
and service of yield-enhancing and production solutions for specialized applications in
the supply chain of the electronics industry. The Company’s products include automated
optical inspection (AOI), production and process control systems for printed circuit
boards (PCBs) and AOI, test and repair systems for flat panel displays (FPDs). The
Company also markets computer-aided manufacturing (CAM) and engineering solutions
for PCB production. In addition, through its subsidiary, Orbograph Ltd., the Company
develops and markets character recognition solutions to banks and other financial
institutions, and has developed a proprietary technology for use, among other things, in
web-based, location-independent data entry for check and forms processing; and,
through its subsidiaries, Orbotech Medical Denmark A/S and Orbotech Medical
Solutions Ltd., is engaged in the research and development, manufacture and sale of
specialized products for application in medical nuclear imaging. Of Orbotech’s
employees, more than one quarter are scientists and engineers, who integrate their
multi-disciplinary knowledge, talents and skills to develop and provide sophisticated
solutions and technologies designed to meet customers’ long-term needs. Orbotech
maintains its corporate headquarters, executive and registered offices and principal
research and development, engineering and manufacturing facilities in Israel. The
Company’s extensive network of marketing, sales and customer support teams, located
in over 35 offices throughout North America, Europe, the Pacific Rim, China and Japan,
delivers its knowledge and expertise directly to customers the world over. For more
information visit www.orbotech.com.”
Orbotech is principally engaged in the design,
development, manufacture, marketing and service of yield-
enhancing and production solutions for specialized
applications in the supply chain of the electronics
industry…
This doesn’t actually say anything
Terrible Boiler Plates

20. Other uses for a boiler plate:

21. Sample Images

22. The Press List
• Identify target publications
• Identify writers who cover your ‘beat’
• Record contact information and build writer profiles
• Connect with them and start interacting early
• Get to know their preferences / interests
• You can even buy a media list on Vocus or Mondo Times, but check:
• Is it up to date?
• What information does it contain?
• Is the life of the list unlimited?
• Which outlets are included?
• Will this be digital?
Most important – build a list of relationships, not contacts

23. Distribution:3. In a busy newsroom, stories can get missed, so don't be afraid to chase up pitches or
press releases by phone or email. Just avoid obviously busy times.
◇ Gather contact details for relevant beat journalists and editors.
◇ Do pick up the phone and call. Don't take it personally if people
are a bit short on the phone, as newsrooms are busy places.
◇ Use newswire service where necessary.
Site Pricing
PRNewswire.com $300+
PRWeb.com $99+
BusinessWire.com $400+

24. Tips on connecting with press
• Target relevant writers
• Ask writers how they like press kits received
• Send 1-2 reminders
• Develop meaningful dialogs
• Focus on the 5 W’s
• Show your appreciation & keep the dialog going
• Keep in touch with writers
• Offer support with other related stories
Do

25. Tips on connecting with press
• Demand coverage
• Chase up more than twice per press release
• Assume all writers have the same preferences
• Use excessive superlatives
• Treat Reporters like your soapbox
• Make writers feel like an after-thought
• Mistake ‘No’ for ‘Never’
Don’t

26. Pitching
“Your average information-hungry consumer won’t
stand two seconds for dry, self-indulgent marketing
babble. So don’t bother.”

27. “Publicity is absolutely critical.
A good PR story is
infinitely more effective than a
front page ad”
- Richard Branson

28. • Emotionally engaging: think of a personal story or higher purpose behind
your startup / product
• Good stories are specific, take people on a journey, and are not just
about buzzwords and trends
• Focus on your personal journey and passion for your business, tapping
into your higher purpose
• Make your story relatable. Think of the ways your business has made
other people’s life better
What makes a good PR story?

29. “A good pitch should clearly
show that you’ve had done your
homework to provide a useful
idea that was intended entirely
for me”
- Cheryl Conner,
Forbes contributor

30. ◇ Choose a target writer and learn their interests and themes
◇ How does your idea helps THEM
◇ Pitch a story, not your company
◇ Imagine what your story might look like in the hands of the
reporter
◇ Pitch by email first.
◇ Get straight to the point and give them reasons to say yes. Is it
an exclusive? Is it a strong news angle or new information?
◇ Twitter can often be a clue as to where the reporter is and what
they are doing on that day

31. ◇ Journalists are pitched 100s of times each week. So the closer
your idea is to their ideal story, the more likely you'll be to get
their attention.
◇ Journalists may toss a story to their editor or colleagues when
they are busy, so always have an email pitch ready
◇ Don't send pitches to generic email addresses (features@ or
editor@) unless the writer asks you to
◇ If there is no response, try again after 3 working days
◇ It can take months and years to build media relationships, so
don't be disappointed if you are turned down over and over

32. Use pitching tools

33. • Secure your social media names early
• Wait until you’re ready, before getting active
• Engage visitors with contests, surveys and special offers
• Follow the 70/20/10 rule:
• - 70% is brand-building
• - 20% is from other sources
• - 10% is promotional
“Social media can take a lot of time and energy and large engaged
audiences don’t happen overnight, ever”
Use social media

34. ANY QUESTIONS?
You can reach me at nathan@g3partners.asia