pr hacks - where to begin?

PR Hacks - Where to begin?

Cathy White Head of Communications, Tech City UK Director, GeekGirl Meetup UK

@TechCityUK@CathyWhite10

August 2016

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WHO IS TECH CITY UK?

@techcityuk@cathywhite10

We accelerate the growth of digital businesses and skills across the UK.

We believe the UK is the best place to start and grow a digital business.

Through dedicated programmes, we support the digital technology sector’s need for skills, infrastructure, and investment. We gather and share vital information which informs policymakers. We

give digital entrepreneurs a national and local voice.

Our work accelerates the growth of digital businesses, in London and across the UK, at all stages of their development.

Who are we? 1. programmes | 2. policy convening | 3. advocacy

- Founding stage- 20,000+ UK sign-ups

- 17,000+ in training

- Later Stage- £1.2bn raised- £1.bn on the LSE- 10 acquisitions

Most comprehensive annual analysis of the UK’s Digital Tech Economy

- Mid stage- Mentorship program- £180M+ raised

Accelerating digital growth across North of England

Concierge service for fast-growth US tech companies

Dedicated Visa Scheme for hiring digital tech talent

Alliance between the UK’s many thriving tech clusters

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MY BACKGROUND

@techcityuk@cathywhite10

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WHAT THE HELL IS PR ANYWAY?

@techcityuk@cathywhite105

Public relations (PR) is the way organisations, companies and individuals communicate with the public and media.

It’s no longer just about news

Every single way you communicate internally and externally should be tied to a PR strategy.

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@techcityuk@cathywhite106

So, you think you need PR…

First, figure out if you’re ready…

Then...

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@techcityuk@cathywhite107

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WHAT IS YOUR GOAL?

@techcityuk@cathywhite1088

• Are you looking to drive customer acquisition?

• Are you looking for investment?

• Do you want to increase traffic to your site?

• Do you want to beat a competitor to market?

• Are you trying to raise the profile of your Founders to increase connections?

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@techcityuk@cathywhite109

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@techcityuk@cathywhite1010

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RESEARCH IS KEY

@techcityuk@cathywhite101111

• Learn what channels your key audience uses - traditional media, digital media, social media etc.

• Spend time learning what makes a good story or campaign• Track your competitors• Learn who your target journalists are and what their interests are• Figure out who the influencers are• Build your database• See where you fit into the puzzle

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@techcityuk@cathywhite1012

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YOUR STORY

@techcityuk@cathywhite101313

You are a small part of the story you will tell:

• The problem you solve is bigger • Talk about five years + from now• Say something new• Know your competition• Know how you’re different• Use your data - data is sexy! • Why should anyone care about your product?

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TYPES OF STORIES

@techcityuk@cathywhite101414

• Investment• Product launch• Product placement• App reviews • Surveys• Case studies• Expansion

• Q&A/Interview• Feature - themed• Petitions• Letters – opinion• Reactive

commentary• Lists• C-Level hires

• Pictures – create a moment

• Competitions• Data• Profiling• Events/Conferences• Awards• Viral

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@techcityuk@cathywhite1015

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PRESS RELEASES AND BLOGS

@techcityuk@cathywhite101616

Key tips:

• Capture their attention in your title, sub-title, and opening paragraphs

• Don’t use more than three quotes – and make sure they’ve been signed off!

• Press releases - keep it factual – don’t make it salesy

• Start with your summary – then add the detail

• Share it with investors, partners, friends and get feedback

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R*E*S*P*E*C*T

@techcityuk@cathywhite101717

• Journalists deal in stories – they must attract readers. NO means NO • S**t happens• Be aware of key dates – annual holidays, conferences, quarterly results,

politics etc. • Stay on top of trends/issues• Work with partners to find the best time• You can pitch via email and Twitter. Firm no to LinkedIn and Facebook -

and the phone is a nightmare!

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THE EMAIL APPROACH

@techcityuk@cathywhite101818

• Keep it short, to the point and engaging!

• Be introduced where possible

• Use your research - when you come to pitch a story, you’ll know what angle the journalist might like, putting your news in the context of other articles they’ve written

• Make it easy: the Press Pack - Images, Videos, Logos, Customer case studies, Data, Infographics, Biographies, Links to Product

• Offer interviews

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@techcityuk@cathywhite1019

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THE NEWS CYCLE IS SHORT

@techcityuk@cathywhite102020

- Amplify your news through other channels - social media, your community, newsletters, blogs, video or audio content, influencer outreach, direct marketing, events etc.

- Create stories that have longevity - research and data, customer case studies

- Strategy and planning is key!

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CATHY’S RULES TO LIVE BY

@techcityuk@cathywhite102121

Be Authentic

Diversity is Key

Pay it Forward

Challenge the Norm

Find your Tribe

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Thanks for reading. Cathy White, Head of CommunicationsTech City UK Visit our website: Techcityuk.comSources: http://bit.ly/2b1MqpaRules to Live By: http://bit.ly/2bCzCsk

Follow us on Twitter: @techcityuk @cathywhite10