BUS 314 Lecture Notes - Lecture 9: Business Wire, Epicenter, Jumpstart Our Business Startups Act

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7Session 9 Presentation
Chapter 10: PR Creating a Storm and Building Momentum
PR IS A PIVOTAL PART of both fundraising and overall startup success.
Done right, PR is the ultimate guerrilla warfare tool for startups.
Executed poorly, it can cost you the movement you need.” P113
- The Rainmaker Code: 3 keys to successfully creating a PR storm that can bring the
funding your startup needs
o Timing
o Synergy
o Efficiency
Timing
- Do’t try to sueed oeright. “ho ko ho ad sart reatiity i ho you put
your company out there. Serious investors love being the first to know about and jump
in on a savvy investment opportunity.
Synergy
- All PR has to have synergy with a mapped out fundraising and growth plan, and your
communications have to sing the heart of the brand.
- PR needs to have your message, branding, that will resonate with investors.
- Proper planning includes being seen in the right places, being mentioned by the right
people, and in the right context.
Efficiency
- Looking cheap or coming across as too extravagant can both be equally destructive.
- PR has to be done efficiently and cost effectively.
Journalist Outreach
- Find local Journalists to get your story out there.
- Local publications that create their own press releases have ties with distribution
services that will blast out stores and recommend them to thousands of journalists.
- Going local can be the most cost and time effective route in most cases.
Six Hacks for Effective Journalist Outreach
1. Focus on inbound-outbound warm blogger outreach.
Inbound marketing Ioud arketig fouses on creating quality content that pulls
people toward your company and product, where they naturally want to be. By aligning the
otet you pulish ith your ustoer’s iterests, you aturally attrat ioud traffi that
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you can then convert, close, and delight oer tie. This is a deet defiitio, if soehat
oversimplified. - See more at: https://vtldesign.com/inbound-marketing/inbound-marketing-vs-
outbound-marketing/#sthash.eRtVVHHi.dpuf
Inbound Marketing: Inbound marketing is permission-based marketing. There are two
premises here:
- First, communicate via mediums in which the audience has given you permission to
communicate (Examples: subscription based email marketing, social media, blog
subscribers, webinar attendees, etc.) .
- Second, answer the questions people are asking and proliferate those answers around
the web in anticipation of the question. (Examples: SEO, keyword targeting, landing
page strategy, content/blog strategy, etc.) - See more at:
https://vtldesign.com/inbound-marketing/inbound-marketing-vs-outbound-
marketing/#sthash.eRtVVHHi.dpuf
Outbound marketing: or traditional marketing, is the marketing we grew up with: radio, TV,
newspapers, magazines, direct-mail, billboards, event sponsorships, etc. The traditional
outbound strategy can even be found in such digital distribution forms as email blasts, banner
ads, PPC, and SPAM. But the defining qualities of outbound marketing is message. - See more
at: https://vtldesign.com/inbound-marketing/inbound-marketing-vs-outbound-
marketing/#sthash.eRtVVHHi.dpuf
Outbound Marketing: Outbound marketing is interruption-based marketing. Its premise is to
find a medium with a large following and periodically interrupt that following with
disassociated ads. The hope is that with some careful planning and a study of the
demographics, a small percentage of the audience will listen to the interruption in the storyline
and convert in to a customer. If you can find a large enough following or an above average
association, the small percentage of conversions will be worth the investment. Those
opportunities are increasingly more like a needle in a haystack.
Examples: TV, Radio, Direct Mail, Newspaper, Billboards.
- See more at: https://vtldesign.com/inbound-marketing/inbound-marketing-vs-outbound-
marketing/#sthash.eRtVVHHi.dpuf
2. Try HARO (help a reporter out; www.helpareporter.com
- Help a Reporter Out (HARO) distributes more than 50,000 journalist queries from highly
respected media outlets each year. Its straight-forward pitching process allows sources
to find topics related to their expertise, industry or experience, while allowing
journalists to spend more time writing and less time sourcing. HARO reaches more than
475,000 sources and 35,000 journalists, making it a vital tool for brands and reporters
alike. HARO is owned by Cision, a leading global media intelligence company
headquartered in Chicago.
3. Use Publiseek
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