Tips for how to hire your first public relations professional
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This talk was given in March 2020 at the St. Louis Product Camp.
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Tips for how to hire your first public relations professional
- 1. How to hire your first public relations professional STL Product Camp 3/2020 David Strom @dstrom david@strom.com http://Strominator.com Slides available: http://slideshare.net/davidstrom
- 2. Why am I here? • Long time IT B2B trade press freelancer • Write dozens of articles per month for a variety of publications • Have interacted with thousands of PR pros over the years • Started numerous print and Web pubs along with two computer networking books
- 4. Role of PR professional Find three things that really matter about your product Find three reporters that can best tell your story Connect the dots
- 5. Role of the product manager • Build something that is NEEDED • Mange/mediate expectations from the nerds and CxOs • Build relationships with the press • Understand your brand
- 6. The pre-trade show PR dance • Don’t “Chicago” (badger) the reporter: one email is fine, don’t spray and pray • Respond to reporter quickly and precisely • Have the most technical person as your interview candidate, not CMO • Beware of cc:’ing your entire press list • Forge IRL relationships • Offer demos
- 7. Common mistakes • Over promise, under deliver • Frequent delays on product announcements • Don’t have a go-to-market strategy or can’t explain a credible one • Manage pre-show event PR properly’ • Don’t wait for your first crisis – hire ahead and have a plan ready • Don’t be like Facebook
- 8. Don’t be like Facebook • Non-empowered CMO who can’t Get S[tuff] Done • Separate truth from fiction and intent • Don’t have your CEO do apology tours of world capitals • Embrace journalists who want to cover your company • Know how you use private/customer data and keep it private
- 9. Warning signs you made the wrong PR hire
- 13. For further help • Eric Schwartzman’s On The Record podcast • My podcast with Paul Gillin about B2B marketing • Jason Calacanis: Fire your PR company and DIY. -- he suggests you “be amazing, be everywhere, be real and true to your brand.”
- 14. Where you can find me david@strom.com Strominator.com (for clips and blog posts) Twitter: @dstrom LinkedIn.com/in/davidstrom 314 277 7832 if you must Slideshare.net/davidstrom (for this deck)
Editor's Notes
- 2/16 revisions
- See FIR B2B podcast #117
- You may think you can do PR on your own, but you are the worst choice for the job.
- https://krebsonsecurity.com/2019/03/facebook-stored-hundreds-of-millions-of-user-passwords-in-plain-text-for-years/
- Principal face time drops to zero after contract signing Staffers have no real work experience Social media is still news to them
- Short is sweet, but include all basic info including price Mention competitors – avoid “the first in the field” when you aren’t Use metaphors – they are like Wikipedia candy for me Cite the reporter’s clips And in a way that shows you actually read the clip Include sample Tweets to be shared No re-pitches Never call a reporter. Ever.
- No health benefits from joining a gym – follow your customers and understand what they are doing with your product https://blog.hubspot.com/marketing/visual-storytelling-examples
- https://twitter.com/notrueindian/status/1227172778366779393
- Jason suggests picking up the check when you take a reporter to lunch, and if you aren’t an extrovert, learn how to be one . He also talks about others who have succeeded in garnering positive press for little dough.