How to get press attention for your startup in 15 minutes. If you're a startup looking for how to do your own PR, this is it. This was presented to the Hong Kong chapter of Founders Institute. If you have any questions or would like to view this presentation in person, contact josh@mwi.com.

1. How To Get Press
In 15 Minutes
!
Joshua Steimle
josh@mwi.com
@donloper

2. How To Get Press
In 15 Minutes
Intro

3. Founder & CEO, MWI
How To Get Press
In 15 Minutes
Since 1999
Hong Kong . Salt Lake City
Phoenix . Chicago . Austin

4. How To Get Press
In 15 Minutes
Writer

5. Speaker / Presenter
How To Get Press
In 15 Minutes

6. How To Get Press
In 15 Minutes
Contact Me
josh@mwi.com
@donloper

7. How To Get Press
In 15 Minutes
The Big Picture

8. How To Get Press
In 15 Minutes
4.3 Billion
Asia Population, 2013
Source: http://www.worldpopulationstatistics.com/asia-population-2013/

9. How To Get Press
In 15 Minutes
4.9 Billion
Asia Population, 2030
Source: http://en.wikipedia.org/wiki/World_population

10. How To Get Press
In 15 Minutes
525 Million
Asia Middle Class, 2013
Source: http://www.ey.com/GL/en/Issues/Driving-growth/Middle-class-growth-in-emerging-markets

11. How To Get Press
In 15 Minutes
3.1 Billion
Asia Middle Class, 2030
Source: http://www.reuters.com/middle-class-infographic

12. Asia-Pacific Internet Penetration, 2005
How To Get Press
In 15 Minutes
9.4%
Source: http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx

13. Asia-Pacific Internet Penetration, 2013
How To Get Press
In 15 Minutes
31.9%
Source: http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx

14. Asia-Pacific Internet Users, 2005
How To Get Press
In 15 Minutes
344 Million
Sources: Internet Telecommunications Union http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx,
We Are Social SG http://wearesocial.net/blog/2013/03/state-social-asia-march-2013/

15. Asia-Pacific Internet Users, 2013
How To Get Press
In 15 Minutes
1.3 Billion
Sources: Internet Telecommunications Union http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx,
We Are Social SG http://wearesocial.net/blog/2013/03/state-social-asia-march-2013/

16. Asia-Pacific Mobile Internet Users, 2005
How To Get Press
In 15 Minutes
0
Sources: Internet Telecommunications Union http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx,
We Are Social SG http://wearesocial.net/blog/2013/03/state-social-asia-march-2013/

17. Asia-Pacific Mobile Internet Users, 2013
How To Get Press
In 15 Minutes
895 Million
Sources: Internet Telecommunications Union http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx,
We Are Social SG http://wearesocial.net/blog/2013/03/state-social-asia-march-2013/

18. Asia-Pacific Mobile Internet Users, 2015
How To Get Press
In 15 Minutes
1 Billion+
Source: http://www.statista.com/statistics/201232/forecast-of-mobile-internet-penetration-in-asia-pacific/

19. “In 2013, Global PC
Shipments Suffered the Worst
Decline in PC Market History”
Sources: Gartner http://www.gartner.com/newsroom/id/2647517
How To Get Press
In 15 Minutes

20. Worldwide Smartphone Sales, 2012
How To Get Press
In 15 Minutes
680 Million
Sources: Gartner http://www.gartner.com/newsroom/id/2665715

21. Worldwide Smartphone Sales, 2013
How To Get Press
In 15 Minutes
968 Million
Sources: Gartner http://www.gartner.com/newsroom/id/2665715

22. Source: PR Newswire, Asia Media Landscape Series http://misc.prnasia.com/atd/custeventreg.php?event_id=138
How To Get Press
In 15 Minutes

23. How To Get Press
In 15 Minutes
The Big Picture
Asia-Pacific Middle Class + Internet + Mobile =
Big Opportunity

24. What Is Online PR?
Online media placement that is not
purchased, typically obtained by influencing
How To Get Press
In 15 Minutes
media producers.

30. 3 Forms of Placement
How To Get Press
In 15 Minutes

31. How To Get Press
In 15 Minutes
Feature Stories

33. How To Get Press
In 15 Minutes
Expert Mentions

36. How To Get Press
In 15 Minutes
Helpful Content

39. How To Get Press
In 15 Minutes
Why Online PR?

40. Creates Brand Recognition
How To Get Press
In 15 Minutes

41. Establishes Credibility
How To Get Press
In 15 Minutes

42. How To Get Press
In 15 Minutes
Drives Traffic

43. Improves SEO Efforts
How To Get Press
In 15 Minutes

44. Great For Your Ego
How To Get Press
In 15 Minutes

46. How To Get Press
In 15 Minutes
How?

47. Step 1 - Create Great Content
How To Get Press
In 15 Minutes

48. Good Content Is
So Interesting
You Would Read It
How To Get Press
In 15 Minutes

49. How To Get Press
In 15 Minutes
Great Content Is
So Interesting
You Would Pay To Read It

53. Tell Interesting Stories
How To Get Press
In 15 Minutes

54. But I’m Not Interesting
How To Get Press
In 15 Minutes

55. How To Get Press
In 15 Minutes
Nonsense!

56. You Are An Expert
How To Get Press
In 15 Minutes

57. 5 Ways To Create
Interesting Stories
How To Get Press
In 15 Minutes

58. 1. Problem-Agitate-Solve
How To Get Press
In 15 Minutes

59. How To Get Press
In 15 Minutes
2. Tie-in

60. How To Get Press
In 15 Minutes
3. Tell Secrets

61. 4. Look At Your Data
How To Get Press
In 15 Minutes

62. 5. Interview Someone
How To Get Press
In 15 Minutes

63. Once You Have A Story…
How To Get Press
In 15 Minutes

64. Step 2 - Pitch Publishers
How To Get Press
In 15 Minutes

65. Pitching The Media
When reaching out to writers, journalists,
bloggers, and other media producers, DO
How To Get Press
In 15 Minutes
NOT…

66. How To Get Press
In 15 Minutes
Do Not…

67. Do Not…Use A Shotgun
How To Get Press
In 15 Minutes
Instead, customize your pitch.
It’s obvious when you don’t.

68. Do Not…Tell Me You’re Special
How To Get Press
In 15 Minutes
Show me.
In 5 seconds or less.

69. How To Get Press
In 15 Minutes
Do Not…Beg
I’d love to help you, and I’d love to help the
other 20 people who contacted me this
morning, but I can’t help everyone.

70. Do Not…Ask To Talk On Phone
How To Get Press
In 15 Minutes
Offer, don’t ask.

71. Do Not…Think About Yourself
How To Get Press
In 15 Minutes
Make it about the writer/publisher.

72. How To Get Press
In 15 Minutes
Do…

73. Understand What I Want
As a writer, I want my
article here.
How To Get Press
In 15 Minutes

74. Know What I’ve Written
If I just wrote a story about your competitor, what are the
chances I’m going to write a similar story about your
How To Get Press
In 15 Minutes
company?

75. Know My Interests
I write about Hong Kong, entrepreneurship, and digital
How To Get Press
In 15 Minutes
marketing. But preferably all three.

76. Offer Something Valuable
“I have an idea for an article that I believe would get a lot of
How To Get Press
In 15 Minutes
attention and social sharing.”

77. Identify Channels… Industry websites
How To Get Press
In 15 Minutes
Niche websites
Blogs
Influential social media accounts
Media-sharing websites (YouTube)
Social networks
Forums
Wikis
Top-tier websites

78. …Then Identify People
How To Get Press
In 15 Minutes
1. Select a channel first
2. Create a profile for each writer
3. Pitch one story to one writer at a time
4. Learn something from each interaction

79. Choose Easy: HARO
Help Out A Reporter (HARO)
HelpAReporter.com
How To Get Press
In 15 Minutes

83. Keys to Success w/HARO
How To Get Press
In 15 Minutes
Respond quickly
Include “HARO - [story request]” in subject line
Give them what they want, nothing extra
Give them what they want in the first sentence

84. Step 3 - Think Digital
How To Get Press
In 15 Minutes
Get the link!

85. How To Get Press
In 15 Minutes
Questions