Public relations and press for startups the 500 Startups way, with actual metrics. Looking at PR from the framework of AARRR startup metrics.

1. 4 STARTUPS
PR
Susan Su

2. Public relations and press relations.
AKA, getting people in the media to talk about u.
WHAT IS PR??

3. Awareness — people find out about u
Social proof of brand — reminder & motivation to activate
Fundraising — all ur selling, now 4 investors
WHAT IS PR GOOD FOR?

4. PR, the tide that lifts all your
marketing*
*only works if your other
marketing actually floats.
WHAT IS PR GOOD FOR?

5. Tracking 4 PR is hard.
A few solutions:
● Coded URLs
● Coded promos
● Referral traffic
● Time/date correlation
but a LOT of it is going to be direct!!
TRACKING PR

6. Ok, I’m convinced.
GIMME PR!
GET INTERNET FAMOUS

7. STEP 0: Press Kit
GET PR
About “Boilerplate”
● What your product does
● Key company bio details
● Topline stats
Images
● Founder images
● Team images
● Action images
● Product screenshots
“In the Press”
● for social proof
● include logos

8. STEP 1: Know ur ‘customers’
Nothing’s more annoying than being randomly spammed by yet another
founder looking for coverage.
● Follow reporter / outlet
● Know their ‘beat’
● Look 4 reporters who are covering ur competitors
● Relate ur story to smthg they just published
GET PR

9. STEP 2: “Honeypot Technique” aka attraction
GET PR
1. Stepping stones
through smaller
coverage
2. Ur own content
marketing
3. Syndication of ur own
content

10. STEP 3: Don’t pitch, let them know.
● Multi-channel, esp Twitter
● Press release & press contact.
GET PR

11. STEP 4: ROI on the Techcrunch Effect
BE READY
1. Landing page!!!!!
2. Let more press know
The TC Effect is not always direct, but it will help.
GET PR

12. A note about PR agencies… It doesn’t mean u get the day off.
GET PR

13. LOTS MORE!
From hacks to high level strategies
@susanfsu
susan@500.co
Or come to my office hours!