We developed a 7 steps methodology to help startups to develop successful international PR campaigns, get international media coverage and tangible results.

1. IMAGINE

6. 327
Publications

7. 11
countries

8. 91
days

9. STARTUP
BUDGET

11. OLIVIA CZETWERTYNSKI
@olivita
becomewide.com

12. 1. no clear GOALS
2. lack of viable ALTERNATIVES
3. campaign MISMANAGEMENT
Why PR campaigns fail

13. News
Ecosystem
Map
Media
Companies Users
$
They buy advertising Produce contents for users
They consume contents and buy products

15. 7 steps to create successful
International PR Campaigns
1
PRESSROOM
2
FRONTLINE
3
GOALS
4
CONTENTS
5
TEST
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LAUNCH
7
CLOSE
Startup Press Room

16. Press Release
E-mails
Social Networks
Events
Search Engines
YOUR WEB
(20’)
Journalists
find
information
1
PRESSROOM
2
FRONTLINE
3
GOALS
4
CONTENTS
5
TEST
6
LAUNCH
7
CLOSE

17. PRESS
HOME PRESS ROOM
ABOUT US PEOPLE NEWS CLIENTS PHOTOS CONTACT
PAGE 1 PAGE 2 PAGE 3 PRESSROOM
1
PRESSROOM
2
FRONTLINE
3
GOALS
4
CONTENTS
5
TEST
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LAUNCH
7
CLOSE

18. PressRoom Blueprint
57 items Checklist
startuppressroom.com
1
PRESSROOM
2
FRONTLINE
3
GOALS
4
CONTENTS
5
TEST
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LAUNCH
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19. 1
PRESSROOM
2
FRONTLINE
3
GOALS
4
CONTENTS
5
TEST
6
LAUNCH
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CLOSE

20. Informative Magma
Thousands of opportunities
1
PRESSROOM
2
FRONTLINE
3
GOALS
4
CONTENTS
5
TEST
6
LAUNCH
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CLOSE

21. 15 – 20
relevant media
1
PRESSROOM
2
FRONTLINE
3
GOALS
4
CONTENTS
5
TEST
6
LAUNCH
7
CLOSE

22. Your Startup
Your Frontline Informative Magma
1
PRESSROOM
2
FRONTLINE
3
GOALS
4
CONTENTS
5
TEST
6
LAUNCH
7
CLOSE

23. 1
PRESSROOM
2
FRONTLINE
3
GOALS
4
CONTENTS
5
TEST
6
LAUNCH
7
CLOSE

24. 1
PRESSROOM
2
FRONTLINE
3
GOALS
4
CONTENTS
5
TEST
6
LAUNCH
7
CLOSE

25. 1.
Search
for
relevant
media
for
your
CLIENTS
How
to
do
it?
1
PRESSROOM
2
FRONTLINE
3
GOALS
4
CONTENTS
5
TEST
6
LAUNCH
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CLOSE
People Buy For Their Reasons, Not Yours!

26. 2.
Sort
them
by
priority
How
to
do
it?
Engagement
1
-­‐
10
Reach
1
-­‐
10
Priority
Medios
1
2
3
Contactable
1
-­‐
10
Engagement x
Reach x
Contactable =
Priority
1
PRESSROOM
2
FRONTLINE
3
GOALS
4
CONTENTS
5
TEST
6
LAUNCH
7
CLOSE
4

27. 1
PRESSROOM
2
FRONTLINE
3
GOALS
4
CONTENTS
5
TEST
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LAUNCH
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CLOSE
3.
Select
15-­‐20
journalists
How
to
do
it?

28. 1
PRESSROOM
2
FRONTLINE
3
GOALS
4
CONTENTS
5
TEST
6
LAUNCH
7
CLOSE
4.
Start
the
conversation
How
to
do
it?

29. Your
Frontline
is
your
asset
Take
good
care
of
it,
you
will
need
it!
1
PRESSROOM
2
FRONTLINE
3
GOALS
4
CONTENTS
5
TEST
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LAUNCH
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30. 1.
What
“event”
do
you
want
to
promote?
2.
When
do
you
want
to
start?
3.
In
which
countries?
4.
Specific
benefits
(3)
of
your
PR
campaign
1
PRESSROOM
2
FRONTLINE
3
GOALS
4
CONTENTS
5
TEST
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LAUNCH
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CLOSE

31. Goals
-­‐
Being
published
in
USA,
Latin
America
and
Germany
To
increase
sales
of
the
product
X
in
the
market
Z
To
raise
funds
trough
a
crowdfunding
campaign
Goals
+
5.000
–
10.000
visits
from
a
publication
in
a
U.S
media
Being
published
in
5
–
10
U.S
webs
from
this
date
to
this
date
500-­‐
750
mentions
in
Twitter
To
improve
traffic
conversion
in
a
8-­‐10%
more
sales
1
PRESSROOM
2
FRONTLINE
3
GOALS
4
CONTENTS
5
TEST
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32. SMART
Goals
1.
Specific
2.
Measurable
3.
Achievable
4.
Realistic
5.
Time
Related
+ TRAFFIC
+ CHEAPER
+ BETTER
QUALITY
1
PRESSROOM
2
FRONTLINE
3
GOALS
4
CONTENTS
5
TEST
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LAUNCH
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33. CHANNEL
ALIGNMENT RESOURCES PRIORITY
Adwords
Facebook/Twitter
Ads
Telemarketing
E-­‐mail
marketing
Events
Commercial
Visits
Does
it
help
me
achieve
my
PR
campaign
goals?
alignment
X
resources
=
Priority
ALTERNATIVES
ANALYSIS
time human
resources
money knowledge
-­‐
detect
false
positive
and
false
negative
-­‐
1
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34. 1.
SMART
Goals
2.
Alternatives
3.
Resources
GO-­‐NO-­‐GO
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GOALS
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CONTENTS
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35. In
2014
204
millions
emails
were
sent
every
minute
4
millions
Google
searches
were
made
every
minute
277.000
tweets
were
sent
each
minute!
How
can
your
content
Survives
in
this
ocean?
1
PRESSROOM
2
FRONTLINE
3
GOALS
4
CONTENTS
5
TEST
6
LAUNCH
7
CLOSE

36. News
Ecosystem
Map
Media
Companies Users
$
They buy advertising Produce contents for users
They consume contents and buy products

37. Create
content
relevant
TODAY
for
your
Frontline
1
PRESSROOM
2
FRONTLINE
3
GOALS
4
CONTENTS
5
TEST
6
LAUNCH
7
CLOSE

38. What
are
the
actual
trends?
Which
are
the
controversial
topics
How
can
you
connect
YOUR
story
to
them?
61
PRESSROOM
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39. 61
PRESSROOM
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FRONTLINE
3
GOALS
4
CONTENTS
5
TEST
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LAUNCH
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40. Focus
on
the
HEADLINES
of
your
content
EVENT
-­‐
TREND
CAMPAIGN
ANGLE
FRONTLINE TITLE
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5
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Journalists
receive
between
100-­‐
300
emails
a
day!

41. 1. Personal
email
to
each
journalist
of
your
Frontline
BASIC
CONTENTS
61
PRESSROOM
2
FRONTLINE
3
GOALS
4
CONTENTS
5
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2.
General
e-­‐mail
for
the
rest
of
your
database
Don’t
use
buzzwords
like
“disruptive”
Don’t
write
long
introduction
–
cut
to
the
chase.
Make
sure
it’s
relevant
to
the
journalist.
Make
it
short
and
sweet
(lean
and
impactful).
Answer
the
question:
Why
does
this
matter
today?

42. 3.
Press
Kit
BASIC
CONTENTS
61
PRESSROOM
2
FRONTLINE
3
GOALS
4
CONTENTS
5
TEST
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LAUNCH
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CLOSE

43. 3.
Press
Release
BASIC
CONTENTS
61
PRESSROOM
2
FRONTLINE
3
GOALS
4
CONTENTS
5
TEST
6
LAUNCH
7
CLOSE

44. ¡Test
your
content!
Send
it
to
friends/colleagues
Create
your
checklist
✓All
links
in
the
emails
have
been
tested
✓The
press
contact
is
quickly
visible
on
the
website
✓The
press
kit
download
link
is
working
✓The
info
about
the
event
is
available
on
the
website
✓The
promoted
event
is
quickly
visible
on
the
website
✓All
contents
have
been
tested
and
corrected
✓The
website
is
working
correctly
and
have
no
javascript
or
CSS
errors
✓The
website
has
no
spelling
or
grammatical
errors
✓E-­‐mail
services,
hosting
and
other
necessary
online
services
are
paid
61
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45. Push the button
Press clipping
61
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CONTENTS
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46. 1.Journalists
follow-­‐up
61
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3
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47. 2.
Social
Media
monitoring
61
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FRONTLINE
3
GOALS
4
CONTENTS
5
TEST
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48. 3.
Press
clipping
Google
Alert
61
PRESSROOM
2
FRONTLINE
3
GOALS
4
CONTENTS
5
TEST
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LAUNCH
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CLOSE

49. 61
PRESSROOM
2
FRONTLINE
3
GOALS
4
CONTENTS
5
TEST
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LAUNCH
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CLOSE
4.
Adapt
your
content

50. 5
lessons
learned,
negative
and
positive
experiences
Send
personal
thank-­‐you
emails
Follow
the
journalists
and
people
who
supported
you
Update
your
RRSS
feed
with
new
blogs/media
Update
your
CRM
with
your
new
contacts
Plan
next
steps
Close
your
budget
61
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51. 1 2 3 4 5 6 7 8 9 10 11 12
1 2 3
4 5 6 7
PRESSROOM
FRONT
LINE
GOALS
CONTENTS TEST LAUNCH PR CAMPAIGN CLOSE
REALISTIC
TIMELINE

52. It’s
your
turn!
Need
help?
olivia@becomewide.com