Thou Shalt Follow These 10 PR Commandments

shutterstock_1524774968

A commandment is defined as a divine rule. If you want to be a devout public relations professional, follow these 10 PR commandments in 2020.

Thou shalt spell check PR materials. Let pitch notes, press releases, client reports, blog stories, speeches, video scripts and so on sit overnight. Proofread it again in the morning or have someone else look at it. Sometimes editors will share an error-filled pitch or press release over social media to showcase poor communication that they have received.

Thou shalt keep thy PR message brief. Pitches more than 250 words might be hard for a top tier writer to comprehend. Some writers receive 400+ email pitches a day. Get to your point concisely.

Thou shalt surprise thy journalist. When you write a press release, ask yourself, did you include something new, interesting or surprising? Did you explain how it would improve someone’s life or improve a business process?

Thou shalt have a PR coverage goal. When you set out to garner attention for a company, concept or product, set a success bar. How much attention is considered successful? For example, your goal could be one feature print story, two TV news spots and five million impressions.  A tool like Meltwater could help.

Thou shalt not annoy an editor with too much follow up. Too many follow up messages might get you blacklisted by a writer. Use logic when following up. Instead of asking, did you receive the pitch note, ask something else like, are you back from holiday? Or, how was the trade show?

Thou shalt not abuse a mobile phone number. When a writer gives you their mobile phone number, don’t call it unless the situation is urgent. Typically people now can receive an email or direct social media message pretty quickly.

Thou shalt read a recent story by the writer before pitching. Read a recent story by the journalist before reaching out. If you don’t see any stories published in the past couple of years, they may not be worth your time. Maybe they took a job in PR, which is common these days. The exception is someone who edits but doesn’t have bylines. But lately it seems that editors publish as well.

Thou shalt not pitch via public Twitter profile. Journalists like scoops. They are not likely to discuss a solid story idea over their Twitter account for the competition to see. Some read direct messages but to send them a message they have to be following you. So it helps to have a quality Twitter profile and messages.

Thou shalt listen to what the writer wants. If a writer wants to only talk to customers and not the CEO, don’t keep offering interviews with the CEO.

Thou shalt say, “no” and add “try this instead.” When the lead marketing executive demands that you issue a press release on a drab, me-too, follow-on product, don’t be a yes man or woman. Offer a better idea like production of a video featuring a happy customer of the first product. Or write a pitch featuring a happy customer and success story: offer the customer as an interview source to a favorite writer. Mention the new product briefly as an aside.

Save the in-depth new product description for direct communications with customers and prospects and/or the right social media channels.

Boy praying photo:  Shutterstock

###

Michelle McIntyre, an award-winning IBM vet and blogger is the president of Michelle McIntyre Communications LLC, a tech PR consulting firm in the Silicon Valley. McIntyre has served on several  nonprofit boards and was named VLAB Volunteer of the Year in 2017 for her marketing and blogging efforts. @FromMichelle on Twitter

 

E9-1400x1800MichelleMcIntyre2017gray2

 

The First 3 Steps in A Startup’s PR Journey

Publicity matters to your company because it affects reputation and influence and this might surprise you: it also boosts *SEO.

shutterstock_421563208

Because of this, quality media exposure needs to be at the top of every startup founder’s priority list.

Let’s face it. It’s hard to hire and acquire customers without it. Before prospective employees decide to apply for a job, they look up a company online and check out what others are saying. If a company has had coverage, they are perceived as more important to the world.

So what’s a startup to do? There are many tactics to try. Here are three to start with.

1) MAKE AT LEAST FOUR MEDIA LISTS

Junior PR people usually get put on media list compilation duty when they serve a new client at PR agency. Long time clients usually have their lists compiled and updated already. When I worked at a PR agency in Palo Alto, California, in the early 90s at first I spent about half my time working with a database of about 5,000 journalists for a whole agency. This helped me learn how to build and maintain a quality list.

Early stage startup CEOs and their marketing VPs just beginning their PR journeys usually start with list making. And one just won’t do.

Here the types lists you might need: journalists and analysts attending your next conference. Top five to 10 industry-specific publications and newsletters. Thirdly, your regional list. Is there a local news journal that covers companies like yours? Like here it’s the Silicon Valley Business Journal. If you are in Dallas, it’s the Dallas Business Journal.

Lastly make your stretch list. Which media outlets are your absolute favorites? What is your dream headline and where do you want to see it? Did you always want to be quoted in Fortune? If you know what you want, you have a better chance of getting it.

2) ISSUE NEWS

Keep in mind your news does not have to be in the form of a press release. Write a 300-500 story and publish it on LinkedIn or Medium. Post it on your website. Write a few paragraphs and email it with tailored cover notes to 10 key journalists. Make sure it’s hard news. That means real news with details.  As an aside there are things called feature releases but you have to be experienced at PR to be successful with one of those.

The biggest journalist complaint is lack of details. If you are announcing a new product, say ship date and cost. If you have vaporware consider not issuing news about it. Try not to go “backwards” on this tactic. Don’t say, “We need to make some news. What can we issue a press release on?” Read what the local business journal people are writing about. It may surprise you. For example, a writer may be interested that you doubled your office space. They may not care that IDG gave you a newbie award.

3) INTRODUCE YOURSELF TO KEY JOURNALISTS

There are many ways to do this. But keep in mind that they are busy. A Venturebeat writer who covers tech news told me on average he files five news stories each day. That’s really busy.

shutterstock_1141272125

You can meet writers at a trade show by walking up and saying, “Hello.” You can go on a multi-city press tour: meet two journalists in four cities and tell them about your company.  You can send a personalized note to a handful of key reporters in your industry as well as a couple of regional ones. Ask, would you like to have a cup of coffee over a 10 minute get-to-know conversation? Say you are new to reaching out to the press and wanted to start out on the right foot.

Note that it’s easier to set up a meeting if you have a high title like CEO, are in a super interesting industry or have some hard news to discuss. Do not send a mass email though. That’s tacky and journalists can tell that when it’s happening.

An infographic in a 2019 Wendy Marx @WendyMarx blog post says mass email blasts are the sixth most offensive act a PR person can commit against a journalist. 

That’s about the gist of it. If you are starting out on your publicity journey do three things: make your lists, issue your news and then introduce yourself.

And if you don’t have time, hire a PR consultant or agency to help.

###

*SEO is search engine optimization. When people search for what solution you provide you want your company name to come up high in the search. According to a January 24, 2018 blog post by Dorothy Crenshaw @dorocren “7 Reasons Why PR Matters,” “Established publications that link to a brand will boost search listings due to the sheer power of their digital domains.”

This PR tips article was written by Silicon Valley PR Consultant and President of Michelle McIntyre Communications LLC Michelle McIntyre. She’s an IBM PR vet and was recognized as #3 top PR pro to follow on Twitter in November of 2018 (Ragan.com). @FromMichelle Business2community syndicates her PR blog.  The two images used for this story were purchased from Shutterstock.

Serial Entrepreneur Advises Scrappy Startup Founders to Be in Constant Listening Mode

by Michelle McIntyre

free man on ledge photo from Canva

“Entrepreneurs are cool. I frickin’ love working with them,” said David Saxby, a Los Gatos, Calif., serial entrepreneur who advises startups in the internet of things (IoT) space. He has dabbled in investing and has started seven-plus tech companies himself, most winners, others not so much. He is also an IBM vet, like me.

He was today’s speaker at the Bootstrappers Breakfast Meetup today at a coffee shop in Sunnyvale, CA.

dave Saxby formal

Even though my startup consulting firm is three years old, the key takeaway to me was listen closely at the beginning. Listen to what the market needs are. This will help you get customers.

(He’s right. Let’s face it. Customers are God.)

Here are his eight questions.

1) Is the timing right? Is there a need now for your offering? Timing is everything. He added that when he started a voice recognition company in 1982, the timing was definitely off.

2) You need to have something special. What is it? Knowledge, expertise or both?

3) Who are your customers? This is where things get real. Talk to as many people as you can. Be in constant listening mode.

4) Why did you start a company? What drove you? One attendee said maybe the best motivation is not hating your boss. That comment resulted in a few chuckles from the founders there.

5) How will you let your customers know who you are and what you do? This especially applies to technical founders. Then, when there is interest, what do I do with it?

The group’s organizer SKMurphy Founder Sean Murphy added some gentle sarcasm when he said, the real problem is, how do you handle the huge influx of customers after your product launch? He added the disclaimer that actually most launches meet dead silence.

6) How big and profitable will this company become? Have some objectives and attach them to your “to do’s.” Think about the market size. What are the characteristics of the businesses financials?

7) What other talent do you need to make things happen? The big problem in the Silicon Valley is attracting software people.

8) Think about money. How will you fund your new business? For example, why bootstrap over other choices? Have you been saving up for 20 years?

For more information about Bootstrappers Breakfast visit Meetup.com.

###

Michelle McIntyre is an award winning Silicon Valley PR consultant and blogger. @FromMichelle

Premium Business Advice from the Founder of Buzzfeed

By Michelle McIntyre

Earlier this week I heard a talk by Jonah Peretti, CEO and founder of entertainment and news website Buzzfeed, which has 200 million unique visitors monthly.

1JonahPeretti.InforumphotobyMichelle

To put this in perspective, Business Insider, which is no slouch, has 15.9 million and Time.com has 8.9 million.

A graduate of MIT Media Lab, Peretti lives in Brooklyn, NY, and was interviewed on stage by investor Chris Dixon at a Commonwealth Club INFORUM meeting in San Francisco, Calif.

As if he didn’t already have enough cool things to put on his LinkedIn profile, Peretti also co-founded Huffington Post.

Buzzfeed is known for its list format stories like The 40 Greatest Dog GIFs of All Time and quizzes like “Which 90s Toy Are You?” Its staff of 800 includes serious journalists who cover a variety of news from global terrorist threats to politics.

Because its stories are regularly shared millions of times, founder Jonah Peretti is fast becoming known as the master of virality.

Although Buzzfeed is sometimes criticized by more traditional people for its “fluffy” journalism (no pun intended), the business model works.

Here are some of Jonah Peretti’s more interesting comments and pieces of advice from the event in the areas of content marketing and entrepreneurship.

1. We optimize for content shares at Buzzfeed. You won’t click on a story to find out it is a trick. Another site might imply in the headline that two celebrities are dating, but when you click through to the story, you find out it’s not true.

2. We don’t look down on the business and advertising side of things. While the groups here are independent, they also respect one another.

3. When it comes to creating ads, we embrace innovation.

4. Regarding the popularity of video, he joked, “We are headed back to a preliterate society where soon no one will use words.”

5. Sometimes you have to be indifferent to business to serve the consumer.

6. When determining what content to run, we ask, will it change lives? Will it change laws? On a human level, we ask, does this have meaning?

7. One of the hardest and most important things is to build a great team. Startups need people with shared values and who also want to go after something big.

8. How do I attract talent? I let people do their best work and be more productive than they would be somewhere else.

9. Set up small groups of people each with a lot of autonomy. Let them build things inside of a company.

Jonah Peretti was asked what he thought of the Buzzfeed parodies, for example on Click-hole. “If it’s a parody and funny, I love it. At Buzzfeed we don’t take ourselves too seriously.”

[The photo of Jonah Peretti on stage in San Francisco, Calif., was taken by Michelle McIntyre.]

###

15 Premium Tips to get Media Coverage in 2015

NewspaperGlassespurchasedfromCanvadec232014

By Michelle McIntyre

The reason it’s hard for your start-up to get media coverage is because of noise.

Take the app market. As of June 2014, there were 1.2 million apps in iTunes.

Imagine if just a quarter of them contacted a reporter on the same day as you. That’s several hundred thousand companies!

In fact, your email to Alyson Shontell of Business Insider about your new app feature is probably sitting unopened next to 299 others just like it in her inbox that she received that day.

So in order to get some attention, you need to intelligently contact the media.

Here are 15 timely tips to help your start-up get journalists’ attention in 2015. They come from my experiences with Bloomberg, Business Insider, Buzzfeed, KQED, Mashable, TechCrunch, San Francisco Chronicle, Thomson-Reuters, Wired, Wall Street Journal and others.

1. MAKE YOUR KEY POINT FIRST.

In a note to a reporter, don’t bury the lead. When you land a media interview, say your main point first. Don’t plan to show a 45-page presentation.

2. KEEP IT SHORT.

A reporter receives 100 to 300 e-mailed pitches a day. Their voice mail boxes fill up fast. A short email might get read fully. To add detail, include a link. My Stanford media relations instructor and former San Francisco Chronicle Writer Marshall Wilson said a sentence should be no longer than 27 words. Key messages should take no longer than nine seconds to say.

3. READ THEIR STORIES FIRST.

Before Pam Edstrom attended her first media event with Bill Gates back when both their companies were just getting started, she read all of the industry magazines first. She then had intelligent talks with the journalists there. She is co-founder of public relations firm Waggener Edstrom.

4. PITCH THE COMPETITION.

KQED’s Peter Jon Shuler spoke in my Stanford post-graduate media relations class. He said he’s not likely to cover a story twice. Don’t call him and say, “I see you covered topic x. My company is a fit for that.” Instead pitch someone who hasn’t done the story yet, like a reporter at a competitive outlet.

5. OFFER SOMETHING SPECIAL BUT NOT TO EVERYONE.

TechCrunch takes contributed stories but they won’t run something unless it offers a unique viewpoint.

6. BOUNCE BACK AFTER FAILURE.

Great media relations folks don’t let rejection get them down. The timing could be off. It might take a year of relationship-building to land a shopping app in Good Housekeeping, for example, as was the case with one of my clients.

7. CONTACT THE RIGHT REPORTER.

If your story relates to new B2B social marketing software, contact the Huffington Post social business writer not the Elite Daily political blogger. Check Twitter profiles for updated job details. Some change jobs a lot.

8. PRETEND YOU’RE TALKING TO YOUR GRANDMA.

Skip the jargon like “mission critical” and just say what it is or does. If it’s a storage device that stores 500 movies just say that. Pretend you’re talking to your grandmother.

9. GO PLACES.

To increase your chances of meeting journalists, go out and get noticed. Give a talk at an industry conference or at a Meetup. Travel to a city where reporters are based. I set up a meeting with Issie Lapowsky of Wired and a Silicon-Valley based client recently and a cool story resulted.

10. TELL A COMPLETE STORY.

Compelling stories have a beginning, middle, end and hero. Include one when you are talking to a reporter. Overcome the fact that company founders do not like to highlight client problems. The story surrounding Sony’s movie “The Interview” features a big problem.

11. TELL A STORY THAT TUGS AT THE HEART STRINGS.

An app client tested a new nearby deals app feature before issuing an announcement. The story highlighted in communications was about a mom struggling to makes ends meet who was able to afford Christmas presents for her kids. It got attention. Another client’s story was about how he had three open heart surgeries by age 19. Staying healthy was the inspiration for co-founding his fitness app company while still in school.

12. ANNOUNCE NEWS BUT MAKE IT TIMELY.

Your campaign needs to fit in with what’s happening in the world. Right now it seems to be Sony movie “The Interview,” holiday shopping or New Year’s resolutions. A week ago it was Bill Cosby. Soon it will be losing weight, fitness, Super Bowl 2015 and Valentine’s Day. In August it will be back to school.

13. USE THE ELEMENT OF SURPRISE.

Snapchat, the “disappearing message” app got a life time worth of publicity by rejecting Facebook’s acquisition offer of $3 billion+. This was a surprise just due to the sheer amount. After that, everyone knew who they were. Reporters love to be surprised.

14. MAKE IT VISUAL.

Always have a photo of the founder, app screen shots and other graphics handy. Infographics and videos are popular. For social media posts, use a free graphics tool like Canva. Hire a news-smart photographer like Silicon Valley’s Mark Hundley or Paul Sakuma for your PR photography.

15. WRITE IT YOURSELF.

Some outlets like Buzzfeed, TechCrunch, and Wired accept contributed material. My blog is syndicated on a popular website. If your article is good, it will be promoted to home page. Venture Capital Firm General Catalyst Partners is known to be awesome at getting its own material published. It’s because the vice president of marketing communicates like a journalist.

In any case, if you try these tips and are still having a hard time, hire someone with media experience to help. [Photo credit: Newspapers and glasses photo was purchased through Canva.]

###

10 Premium Tips to Kick-start Your New Business

By Michelle McIntyre

Purchased.from.iStock_000029377892Medium

October marks the two year anniversary of my public relations consulting business. Since I left my corporate job and started working for myself, I have produced results for 10 clients. They have included consumer and B2B software app start-ups, engineering services and clean tech firms and the third largest technology company in the world.

If you are thinking of starting your own consulting business, here are tips. These are things I’ve learned along the way.

1. Set a goal and make it realistic! You’ll need a few months to set up a website, figure out your finances, and develop your brand. Don’t plan on getting a customer during that time. I achieved my goal of acquiring my first customer less than a month after I launched my website. In fact I got two customers during that time.

2. Legally define it early. For example, is it going to be an LLC, single member LLC, or S-Corp? An LLC allows you to own your company name and generally protects your private property from being taken should someone sue your business and you lose. Read up on the definitions and consult a lawyer before finalizing the plan.
Be aware that in California, LLC’s have an annual $800 fee-tax on top of regular taxes.

3. Figure out your formal business name. If it’s an LLC, you can choose to add “,LLC” or just “LLC.” If you choose to freelance consult without forming an LLC or S-Corp, etc., be ready to put your social security number on W-9s that you need to fill out for some clients. I have an LLC and just put my EIN number on forms, instead of my social security number.

Unfortunately different lawyers and tax experts may give you conflicting advice on this topic.

The best thing to do is call the IRS or your state tax board directly for information.

4. Order business cards and have a nice head shot taken early on. People ask for cards as soon as you tell them you’re starting a business. Your professional head shot is for social media sites like LinkedIn. You must be on LinkedIn. Wear business attire in the picture or people may not take you seriously. Make sure the same professional photo is used across all social networks for consistency.

5. Set up a website and get social! People will not take you seriously without a website and social media presence. Facebook, LinkedIn, Twitter, YouTube and Google+ are all the main places to be. Pinterest and Instagram are important in some markets, for example, if you are selling clothes, Pinterest is important.

Pick a couple of social networks to focus on at first but put a profile on all of them.

6. Network a lot. Meet-ups work well and are usually cost-effective. Join for free through Meetup.com. When you are not helping clients, you are networking. Meeting new people face to face to get business works! A popular one is Idea-to-IPO in the Silicon Valley.

7. Have a positive attitude always. Meet regularly with people who support what you are doing. Note some people may never support your plans. That’s okay.

8. Define exactly what you will do in your business and stick to it. If you keep adding services or changing the definition of your value-add, you may confuse prospective clients. When they are confused, they will not hire you.

9. Be a LinkedIn stud. Speak at an event and list it on your profile. Get several quality references and make sure they are on your profile. You are not on LinkedIn? You better get on it today then. Everyone in business is on that social network. Also make sure you have references in your line of business.

People will research you online before hiring you for a service so strategic references are gold.

10. Consult with mentors as much as possible. In addition to pointing out mistakes and boosting your morale, mentors can bring new business by referring you to others.

Good luck!
###
Michelle McIntyre is the president of MMC PR, director of marketing communications for SV-IABC, and on the executive team for TEDxSanJoseCA. Follow her on Twitter at @FromMichelle. [Photo credit: iStockphoto.com]