aint nobody got time for that: hacking attention and pr for developers and small startups
Post on 28-Jan-2018
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Ain’t nobody got time for thatSuccessful PR for developers, tech startups and introverts
Sebastian Rumbergsebastian@balloupr.com
@rumberg
6Wunderkinder Blinkist LokLok HitFox Group FinLeap Arnold Schwarzenegger Box Drivy Udacity Stack Overflow Starship Technologies
35 consultants in 3 offices create attention for 60+ high-growth tech companies across Europe.
We turn founders into sought-after experts
aboalarm · Expert for consumer rights after one year
We bring startups into the mediaflightright · 800 Clippings per month
A few lessons firstAfter 12 years in journalism and PR
In the beginning God created the heaven and the earth. And he got no attention whatsoever.
— The Bible, Genesis 1 (modified)
Forget about press releasesSave them for your most important announcement that are of interest
for many publications. Write really short emails in the meantime.
A small foundation will doIt’s not sexy, but this will safe you time and
headaches and doesn’t take long.
You don’t need no hacksHonestly. No tools and optimization hacks will make the difference
between rockstar successful and rock-bottom awful.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
1234567890,.!?
This is all you need to begin with.
The five pillars of good storiesEvery story and every pitch can be categorized by one of the five pillars. All five
have different variables that will determine the success of the campaign.
People, Numbers, Product, Events, Emotions1 2 43 5
Extreme
You
Opposite
Pick your sideSuccessful stories online fall into one of the two ends on a simple scale.
Everything in between won’t succeed in the long run.
time
Popularity
0 1 2 3
Different ways to trigger attention
4
With the help of communities
traditional pr approach
Thanks to communities and the power of content marketing, PR can be triggered in many different ways
+ =
Collaboration pays offEspecially in Germany and Europe collaborations pay off in the beginning to get coverage.
The journalists hardly work with large profile pieces on unknown founders.
Steal all the headlinesReverse engineering is a fancy term which we can steal here
Let others write your storyForget about a brand voice and stuff. Instead work with the things
that others say about you
Listening your way to successMost people make one mistake: They speak first. Do the opposite:
Listen first and only then shall you speak.
Don’t go for short-term successesYou should always see PR as a long-term investment.
Your character really mattersAre you an Introvert? Extrovert? Ambivalent? This really gives you different super powers.
Extroverts vs Introverts
IntrovertsvsExtroverts
Don’t hire an intern or agencyIf you just get started and want to do PR, do it yourself.
Don’t hire someone inexperienced or an agency
Embrace your 14-year oldIf you pitch with the words of a 7th grader, you are onto something.
Persistence is everythingReputation doesn’t build over night. It takes time - treat it like a relationship.
Story Time
A simple app launch campaign for a new messaging app. 1 week preparation, 400.000 downloads, no marketing
How we turned a blog post into 500.000 views with 10 minutes of work thanks to imgur
Food for thought
Community, Community, Community!Turn your approach around. Produce the traffic first, then pitch the story.
Trading Stories up the ChainHow to turn something small into something big
Become the editor yourselfWhee! Taboola and Outbrain let’s you publish anything on all the major publications
Get rejected!I have a daily reminder to turn a negative thing into something positive
Tools & Resources
hunter.io to get emailsFive years ago it has been about contact details. No more.
Airtable for dataI switched from Google Spreadsheet to Airtable for more flexibility
Dataminer for collecting dataDataminer is a superb way to extract data from large Twitter lists and other sites
Outbrain for fast proposal testingOutbrain and Taboola are great tools to bypass journalists altogether
Ryan Holiday Trust Me, I’m Lying
Austin Kleon Steal Like an Artist
Alain de Botton The News
Recommended Books
E M P F O H L E N E T O O L S
@journodata Blendle
A growing database with 400 of the most important tech journalists in Germany, Europe
and the US
Blendle was made for people to pay for articles with micro-payments. But they are also an
excellent research tool.
Product Hunt Nylas Mail
You most likely know Product Hunt. If not: Best place to discover new tools and get your startup
featured in the future.
My favorite email client: Offers you a ton of scheduling, tracking and customization options.
Periodic Table of Content MarketingJust google it. Great way to get an overview of all options to choose from for your marketing and
PR efforts.
Recommended Tools
E M P F O H L E N E C O M M U N I T I E S & B LO G S
tim.blog indiehackers.com
Best-selling author, growth hacker and overall inspiring person.
Collection of super transparent approaches from indie developers and founders how they grew their
businesses.
growthhackers.com
A growing community of growth hackers, Marketers and PR peepz.
Recommended Communities
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