Learn how to put together a stellar press kit, how to create a press list and best practices for media outreach.

2. PR is the art of
persuasion

3. PR professionals aim to
persuade people and influence beliefs.
This makes people change behaviors
or take actions, which benefit your
company.

4. PR persuades...
▪ Users to download your app or visit your website
▪ VCs to invest in your startup
▪ Contributors to back your campaign
▪ Partners to sign agreements with you
▪ The public to believe you are a trustful brand
▪ Amazing people to leave high-paid jobs to join your
team

5. Corporate PR...
helps existing brands interact with the public
and maintains or boosts brand value

6. Startup PR...
breaks stories about new businesses to
build awareness and establish brand

7. Does PR work?
One good article placement can increase sales leads
and drive growth
Consumers believe third party endorsements more than
Ads

8. “You always need to think about PR, but that doesn’t
mean
you should chase press coverage as soon as you’ve got
a company name. Startups should not hire a PR firm till
they have customers as proof-of-concept”
Shalini Singh, Founder of Galvanise PR
When do you need PR?

9. PR In Action
Real-life examples

10. Cloudike
Process
• Interviewed founders
• Built company intro and press kit
• Distributed to global media
Achievements:
• TechCrunch article resulted in a
10 X increase in qualified
business leads through their
website
NOTE: Securing TC took six months
and a trip to San Fransisco
http://tcrn.ch/1Him39g

11. Solar Paper by YOLK
Solar Paper is the first solar charger that’s thin and
light enough that you can fold it up, slip it inside of a
notebook, and take it with you anywhere. The
company’s founder, SungUn Chang, says that it’s
her mission to bring solar technology into people’s
everyday lives. With help from G3 Partners, Solar
Paper has beat out all of the previous crowdfunding
campaigns from Korea, raising more than US$1
million on Kickstarter.

12. 6,297
backers
pledged
$1,021,583
Recipe for Success
Press coverage of Solar Paper has been
spectacular, ranging from CNBC to the Daily Mail
and Mashable. The company’s reputation was
established during their prior campaign last year.
The success of Solar Paper clearly demonstrates
that a good product, trust from former backers,
and improved crowdfunding aptitude can clearly
bulldoze through cultural and language barriers.
One thing that stands out is how personal this
campaign is to its creator, who writes her
updates in the first person, and whose passion is
clearly evident in the product video. Learn more

13. Now we’re going to
talk about…
HOW

14. 1. The Boilerplate - a boilerplate is a unit of writing that can be
reused over and over, for multiple press releases, without
change
2. The Elevator Pitch - An elevator pitch is a short description of
your product/service
3. The Press Release - PR announcement issued to the media
4. Images
5. Other items
The Press Kit – “Pure PR”

15. The Boiler Plate
“A standard piece of writing that can be reused over and
over”
• Usually found at the end of a press release
• Briefly describes the company or organization
• The same boilerplate is usually used on every press release
• Boilerplates should be up to date, clearly written and short

16. Not Just For press Releases

17. Terrible Boiler Plates
“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

18. 8 Boilerplate Tips
• 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
http://bit.ly/1mGzs4O

19. Boilerplate Template
[Company Name] is an [City, Country] based company, founded in [Year], which
provides [Products] to [Customers, Target Audience].
[Company Name] has consistently [Value Proposition].
[Company Name] is [Key Fact – such as “the first company to provide peer to peer
payment services in Asia” or “a startup dedicated to solving communication issues
between friends”].
In the future [Company Name] plans to [do what].
For more information about [Company Name], please contact [Person] at [email],
[Phone] or visit [Website].

20. Boilerplate Example
Founded in 2015, G3 Partners is Asia's first dedicated startup PR agency, based in Seoul.
G3 Partners specializes in providing regional and global PR services for tech startups in
Asia, and supports global growth stage tech companies with PR in Asia.
G3 Partners helps clients get featured on major technology, business and finance
publications in Asia and the US, such as TechCrunch and TechInAsia.
G3 Partners currently serves clients in Korea, China, Singapore and the US and has
presence in SE Asia since June 2015
For more information contact Nathan Millard (CEO) at nathan@g3partners.asia, give him a
call on +82 10 8723 7702 or visit their website at www.g3partners.asia.

21. The Elevator Pitch
• An elevator pitch is a short description of your product/service
• In one sentence you should be able to explain your company’s
mission
– “my company, _(insert name of company)_, is developing
_(a defined offering)_ to help _(a defined audience)_ _(solve
a problem)_ with_(secret sauce)_”.
• Imagine you’re on an elevator with a potential investor and you
can only pitch to him/her during the ride

22. Elevator Pitch Example
“We solve the problem of genealogy by matching
possible relatives, to help genealogists create
one accurate world family tree. We make money
by charging enthusiasts for enhanced search and
other premium features.”

23. Elevator Pitch Example
“We solve the problem of genealogy by matching
possible relatives, to help genealogists create one
accurate world family tree. We make money by
charging enthusiasts for enhanced search and
other premium features.”
One sentence
describing a
service.
Explains how this service
is viable (makes money)
and touches on other
offerings that are going to
lead to questions.

24. Elevator Pitch Example
• Grab attention immediately and craft a clear statement
that can lead to a question by the receiver
• If you don’t get a follow on question, you’ve failed
• In the brief amount of time you have, you have create
curiosity!

25. The Press Release
“An announcement sent to the press, to let the public
know of company developments”
• A press release is not an advertisement
• It should be factual and concise
• Avoid jargon and technical language
• Limit yourself to one subject
• It should announce something new

26. Generally writers will create their own
article, based on your press release

27. 10 Tips For Writing A Press Release
1. Have a good reason for sending a press release
2. Grab attention with a good headline
3. Get right to the point in the first paragraph
4. Answer who, what, when, where, why and how
5. Include hard numbers or data points
6. Make it grammatically flawless
7. Include quotes whenever possible
8. Make sure it is appropriately targeted
9. One page is best, two is maximum
10. Provide access to more information
“No one can write great copy first
time out. Keep practicing and get
feedback to help you improve”

28. Press Kit…
what to include

29. Essentials
• Boiler plate
• Backgrounder (1-3 page company summary)
• Executive profiles
• Contact details for follow-up information
• Hi-res images (for web and print):
logo, screenshot, CEO, team

30. Nice To Have
• CEO Q&A
• Details of Awards
• Previous press coverage
• Previous press releases

31. Images

32. • Your Logo
• Use a high-quality image of your logo that is sharp and visible.
• Product Photos
• 1-2 should be sufficient. Make sure it’s the product you talk
about in the release
• Shots of people
• Make these appropriate to the audience
• Video
• The video should clearly back up what is said in the release
• Keep it to 60 seconds or less
What you need

33. Sample Images

34. Even More Tips
• The press list
• How to build a press list
• How to contact journalists
• PR tools

35. What is a press list
“An effective press list is actually not a list,
it’s a collection of personal connections”
• Effective PR relies on strong media connections
• If writers already know you they are much more likely to listen
• Like friendships, building strong media connections will take time

36. So… a press list will take time to
develop,
and should be looked after, like you look
after your friends.
Writers might change jobs, but you
should keep the friendship.
http://bit.ly/1yRaDdk

37. How to build a 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

38. Acquiring Contacts for Publications
• 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?
• Services like VoilaNorbert and EmailChecker helps you find emails
for targeted writers and verify that they are real
• Most important – build a list of relationships, not contacts

39. How to contact journalists
“Spamming 1,000 ‘cold’ contacts will not be nearly
as effective as pitching 10 relevant people you know very
well”

40. • Add value to their work
• Follow them on Twitter
• Share their relevant work
• Comment on their Writing
• Try Snail Mail
• Buy them a beer
• Send a highly personalized e-mail
• Keep them informed
How to make friends with journalists

41. 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
• Don’t demand coverage
• Don’t chase up more than twice per
press release
• Assume all writers have the same
preferences
• Use excessive superlatives
• Don’t treat Reporters like your soapbox
• Don’t make writers feel like an after-
thought
• Don’t mistake ‘No’ for ‘Never’
Do Don’t

42. mehereen@g3partners.asia
www.G3Partners.asia
+60-16-3856737