Earning valuable news coverage is critical to growing your enterprise, and securing engaging content to share across your social network. The challenge? Entrepreneurs often need to do it themselves. This presentation walks startups and enterprise founders through the "DIY" public relations/earned media process.

1. Startup Files:
Media Rock Star
The Entrepreneur’s Field Guide
Partner:

2. “So You
Wanna Be a
Startup Star”
- Wit h apologies t o The B yrds & Pat t i Smit h

3. Getting Media
Coverage is
But you’ve got to
get it right.

4. Done Right, PR/Media Delivers:
Market-generating media coverage
Credible content for social channels
A beacon for partners, acquisition, growth
A critical layer of your marketing stack

5. Two Parties. Two Goals:
YOU
Want to
tell your
Business
story
JOURNALISTS
Needs to
tell their
News
story
To be Successful:
Your story has to become their news.

6. Get to Work
Understand the medium &
the audience
Understand how your story
ties in with the journalist
Give the journalist the tools
needed so he/she can get
the job done

7. Focus + Preparation
 Know the tough questions – practice
response
 Think in headlines – keep it short
 Speak to the audience, not the journalist
 UNDERSTAND THE ONE SECRET-SAUCE
KEY TO MEDIA ROCKSTAR SUCCESS

8. Thought
Leadership

9. Thought Leadership
Best way to engage a reporter, earn credibility and most
importantly, secure coverage, is to provide insight
beyond your company or offering:
Delivering valuable, and valued, insight on the issues and
concerns of your marketplace is the key to delivering
thought leadership in an interview.
The pay-off is earning visibility, trust and authority, valued
commodities which reflect back on your organization or
enterprise.

10. Thought Leadership Example
You may sell swimming pools. You may not
necessarily discuss your products at all. Instead,
you offer your insight on related topics that are
key to the market you care about:
• Swimming safety tips.
• Creating memorable family “together time.”
• Swimming for exercise and mobility.
• Hardscape/water features as real estate drivers.
water-themed party ideas

11. WHY DO ALL OF THIS???

12. “If I was down to my last
dollar, I’d spend it on public
relations.” - Bill Gates, Microsoft
As a startup, you haven’t
earned your first dollar yet.
So, learn to do it yourself.

13. Nuts & Bolts
o Journalists owe you
nothing
o Being nice, prepared,
helps: HOMEWORK
o Stay on track/on
message
o Never go off the record

14. Now Go
Rock It.
Pam Abrahamsson 1.503.298.9749
pam@prapublicrelations.com
www.prapublicrelations.com
Twitter: @Pam_A
Contact: