Effective startup PR: C.S.R. is the answer. (Lee Na-ri)
A summary of the forum's main takeaways
I hesitated but signed up, and it was really impressive.
I'm adding related info and links as I transcribe.
B. Know the media
1. Different media each have their own character and reach.
1) Newspapers - General dailies: stories everyone knows, elementary-school level, just life stories, human-interest stories
- Economic dailies: purpose-driven, high-school level, performance-based
- Trade press: distribution, trends, industry news; the public doesn't know them, but their impact is very strong.
2) Broadcast - Visual: first think about what they'll want to film
- "No one beats the video."
- Good-looking staff
3) Magazines: less about truth and service info, more about behind-the-scenes, flair, unique stories, and rich side stories
4) Online media - articles can be long.
2. What media want (general basics) + a (what sharp reporters bet their careers on)
1) Basics: curiosity (Kim Beom-su, NHN/Hangame founding member), fun (a wild user-growth curve), meaning (free messaging)
2) Thrill: scoop, exclusive (only for you), a flip (turns out it's not like that), digging in (the hidden truth), leading (the issue of celebrity soldiers)
3. Proper PR timing: T (time), P (place—which outlet), O (occasion—under what situation)
1) Nationwide real-time price-comparison app
- Rather than downloads or revenue, consider aggressive PR only when you have 'surprising/certain results.'
Not Mart-moa's real-time price comparison X
-> "Milk prices vary way too much!" O (CEO of XX, who built service XX, said XX.)
- PR that puts the service name front and center is rare. It goes out mostly as a reference framed around a social issue.
- Why top outlets have bigger impact: like "reporters read newspapers the most," marketing staff at related companies and KODIT/KIBO staff read them a lot, so recognition and trust inside that industry grow.
- The best timing isn't your launch, event, or upgrade—it's the moment the readers and the media need it.
2) Specialist reporter at a general daily, exclusive,
focus not on the R&D effect but on the R&D story ('5 of 6 on the dev team are women, and 3 of them gave birth during it')
3) KakaoTalk aggressively used PR around the Japan earthquake.
(So, in a power-crisis moment like now, which apps could be leveraged?)
* Examples - [Japan earthquake] KakaoTalk emerges as emergency communication tool: http://www.zdnet.co.kr/news/news_view.asp?artice_id=20110311211332
- <Phones fail in the Japan quake, KakaoTalk OK.. why?>: http://www.yonhapnews.co.kr/bulletin/2011/03/12/0200000000AKR20110312041500017.HTML
- [Feature/Japan quake] KakaoTalk · Twitter and other data-comms prove their power: http://www.etnews.com/news/contents/internet/2482183_1488.html
- WSJ: "Korea's KakaoTalk connected people during the Japan quake": http://www.hankyung.com/news/app/newsview.php?aid=201103308942g
4) Keep searching for ways to continuously tie our service to what's going on in the world.
4. A reporter's daily rhythm
* Morning ~ 10 AM (or 9:30): submit MEMO to reporter/desk (different, hot issues) (by email) // no phone
~ 11:30 AM: desk/ranking war (text or email)
~ 2 PM (or lunch): mostly meetings, on the move (text or call)
~ 5 PM: article deadline crunch (text or email) // no phone
~ 11 PM: mostly meetings, on the move (text or call)
* No-call periods: weeklies/Thu, Fri, monthlies (10th-15th)
5. Reporters are customers. Let's empathize. Let's put ourselves in their shoes.
C. What to do
1. PR owner: everyone, but a lead is needed
2. Core capabilities: communication-oriented, nimble (convey requests to reporters within 5 or 3 minutes), a heavy mouth
: PR spirit (avoid what should be avoided, announce what should be announced)
3. Ways to contact reporters
1) Group emails to distribute releases: not recommended (reporters typically get 100+ emails a day)
If you do send, include the reporter's name in the subject
2) Know a specific reporter at a specific outlet in advance. Email them with a subject that uses their name and praises their recent topical article.
3) Meet over a meal through an introduction from a mutual contact. Type 1) just light rapport. Type 2) full-on pitch (not recommended). Type 3) flip it and ask their advice about the business.
4) Post-coverage communication
- Email and a call, rather than just a call
- Drive follow-up coverage (repetition or other outlets)
- Regular feedback with reporters (praise the article content, just a meal)
5) Dealing with a factual error
: confirm the error -> text the reporter -> call (meal)
-> request a correction (stick to facts in the correction! Everyone makes mistakes—don't become an enemy to all reporters)
-> fix the online article (it lingers forever!) -> meal
4. Cautions
- No exaggeration or lies, not even slightly, not even over trivial things!!
- Don't trust reporters
- Network rather than hit bars
- Male vs female? Keep it charming. (They'll talk behind your back. Rather than be briefly close, become a good source.)
- Apply the CSR approach so they get drawn into your story.
- Treat them like customers (source-related info may not help you, but human help for the reporter builds the relationship)
5. Reporters don't know your company's product.
Not long ago, even 'SNS' was written as 'social networking (SNS).'
Reporters want a 'yama' (main angle).
Write releases lead-first: meaning -> facts -> supporting detail.
Remember: the reporter's PC is slow.
Reporters want the basic obvious info. (photos (with caption/name), name, age, date, quotations ("two of them, from different people"), order (the sequence of events/founding), official name)
Short sentences (one subject, one verb; long sentences get tangled).
Put the yama in the email body and attach the release separately.
Contact info for the point person is essential.
* yama: core theme, headline
D. Conclusion
Don't only focus on yourself. Watch the market and your surroundings. Then do PR that matches them.
