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创业项目/公司PR指南-A guide to PR for startups Craig Kerstiens

本文是国外创业公司PR指南。

原文地址:https://www.craigkerstiens.com/2015/07/21/An-intro-PR-guide-for-startups/?utm_source=wanqu.co&utm_campaign=Wanqu+Daily&utm_medium=website

Summary:As I’ve talked to more startups lately, it’s become clear that effectively working with PR teams and the media is mostly learned by doing.In-house PR is a full time person or team that works within your company, here you’ll often have a pretty different experience.Some pretty basic templates of standard questions for customers and partners can go along way in helping you actually uncover what they feel your value is.But it’ll include key things about recent articles written by the reporter, their beat, topics to dive into and ones to stay away from.

摘要:随着我最近与更多的初创公司交谈,很明显,有效地与公关团队和媒体合作大多是在实践中学习的.内部公关是一个全职的人或团队,在你的公司内部工作,在这里你通常会有一个相当不同的经验。 一些相当基本的客户和合作伙伴的标准问题模板可以帮助你真正发现他们觉得你的价值是什么.但它会包括关于记者最近写的文章的关键事情,他们的节拍,主题深入和那些远离。

You’ve built your product and you’re now ready for your first major launch. Or you’ve been through a launch or two, but are looking to scale the process as you’re doing more launches and announcements. You really have two options: do it all on your own, or work with a PR agency. One frequent crossroad is that you’re not at the point of a full time PR person, but unsure what a PR agency can offer you; and, further what’s the best way to work with them so you’re getting the maximum value.

你已经建立了你的产品,现在你已经准备好了你的第一次重大发布。或者你已经经历了一两次发布会,但由于你正在做更多的发布会和公告,你正在寻求扩大这个过程。你其实有两个选择:自己动手,或者与公关公司合作。一个经常出现的十字路口是,你还没有到需要一个全职公关人员的地步,但不确定公关公司能给你提供什么;而且,进一步说,什么是与他们合作的最佳方式,以便你获得最大的价值。

As I’ve talked to more startups lately, it’s become clear that effectively working with PR teams and the media is mostly learned by doing. Because there’s not much guidance out there, here’s an attempt at some basic guidelines.

随着我最近和更多的创业公司交流,我清楚地意识到,与公关团队和媒体的有效合作大多是在实践中学习的。因为没有太多的指导,所以这里尝试一些基本的准则。

First there’s two types here and they’re not mutually exclusive. In-house PR is a full time person or team that works within your company, here you’ll often have a pretty different experience. From my experience, in-house PR people tend to understand a company message and vision because they are living and breathing your company values every day.

首先这里有两种类型,它们并不相互排斥。内部公关是在公司内部工作的全职人员或团队,在这里你往往会有很不一样的体验。根据我的经验,内部公关人员往往能够理解公司的信息和愿景,因为他们每天都在生活和呼吸你的公司价值观。

The other alternative is hiring a PR agency. An agency will have several (sometimes hundreds!) of clients. The relationship that you’ll have with an agency is much different than in-house. You’ll use them just like you would a consultant or contractor. Most startups end up with the agency approach first, because of the perception of “more people working for a cheaper cost than hiring in-house.” However, it’s of note an agency doesn’t alleviate you of doing work, nor should you want them to handle all parts of it.

另一种选择是雇佣一家公关公司。公关公司会有几个(有时是几百个!)客户。您与代理公司的关系与内部关系有很大不同。你会像使用顾问或承包商一样使用他们。大多数初创公司最终都会先选择代理公司的方式,因为他们认为 “更多的人工作,成本比内部雇佣更便宜”。然而,值得注意的是,一个代理机构并不能减轻你做工作的负担,你也不应该希望他们处理所有的部分。

An agency may offer to help with messaging, but take this somewhat lightly. I don’t doubt that some are very good at it, but in most cases I’ve found they don’t have the same amount of customer interaction as you as a founder or early employee would. Further, your vision of impact to the market and direction may be more distant than theirs. You should expect to own your messaging, just like you own your product.

中介公司可能会提供信息传递方面的帮助,但对此有些轻视。我不怀疑有些人非常擅长,但在大多数情况下,我发现他们没有你作为创始人或早期员工那样的客户互动量。此外,你对市场的影响和方向的愿景可能比他们更遥远。你应该期望拥有你的信息传递,就像你拥有你的产品一样。

Where they can heavily help is providing a lot of structured frameworks for helping you get to your messaging. Some pretty basic templates of standard questions for customers and partners can go along way in helping you actually uncover what they feel your value is.

他们可以大量帮助的地方是提供很多结构化的框架,帮助你实现你的信息传递。一些针对客户和合作伙伴的标准问题的相当基本的模板,可以帮助你真正发现他们觉得你的价值是什么。

On your key messaging/value prop, there’s two pieces I’ll drop in here. While I’d love to write another long post on it, I wonder when I’ll actually get it out. So the first is pitch the problem you’re trying to solve–Dave McClure talks about this as well as anyone. The second is don’t pitch features, pitch the use cases and solutions. Pitch what’s possible

关于你的关键信息传递/价值道具,有两块我就不说了。虽然我很想再写一篇长文,但我不知道什么时候才能真正把它写出来。所以,第一条是要把你要解决的问题投递出去–ave McClure和其他人一样,都在谈论这个问题。第二,不要推销功能,要推销用例和解决方案。宣传可能的事情

This is the number one area I’ve found that having PR makes a huge difference. In the world of reporting, different reporters have different beats (areas of coverage), styles, outreach preferences, and most importantly, different relationships with companies and people. Knowing all of this and how to pitch a story to them is key. Yes you can spend hours researching and creating a perfect story just for them, and do that again, and again and hopefully land some coverage. But I’d argue a bit: that’s not the best use of your time.

这是我发现有公关就会有巨大差异的第一方面。在报道的世界里,不同的记者有不同的节拍(报道领域)、风格、外宣偏好,最重要的是,与公司和人的关系也不同。了解所有这些以及如何向他们投稿是关键。是的,你可以花几个小时的时间去研究和创造一个完美的故事,只为他们,再做一次,再做一次,希望能获得一些报道。但我想说的是:这不是你时间的最佳利用。

With a good PR person or agency you’ll be able to strike a mix of:

有了一个好的公关人员或机构,你就能打出一个组合拳。

• Here’s the outlets I want to be in and why (have a good reason for why).

* 这里的网点 我想在和为什么(有一个很好的理由)。

• What outlets you feel like your key customers are reading, and validate this with the agency.

* 你觉得你的关键客户在读什么网点,并与代理公司进行验证。

From there, if you’ve found a good agency they already have relationships with your key journalists / publications. So if you have a compelling product, you just need to give them the right messaging of the particular launch or news.

从那里,如果你找到了一个好的机构,他们已经和你的关键记者/出版物有关系。因此,如果你有一个引人注目的产品,你只需要给他们提供特定的发布或新闻的正确信息。

What else to expect from your agency

对您的代理公司还有什么期望?

A surprise for some is how the whole process works. The agency is going to be there on the phone with you. You’re not going to hang out over beers while pitching being chummy. The reporter is listening to multiple other pitches, it’s likely they had one right before you and right after. The agency is there listening, helping keep time and track of conversation for reporter fact-checking after the interview.

让一些人感到意外的是,整个过程是如何进行的。该机构将在那里与你通电话。你不会在投稿时边喝啤酒边聊天。记者正在听其他多个投稿,很可能他们在你之前和之后都有一个投稿。中介公司是在那里听,帮忙记录时间和谈话的轨迹,以便记者采访后查实。

Hopefully they’re also keeping notes. They should be able to provide you with some high level notes of what message resonated with each reporter and what didn’t, what you covered, and what they asked. This is especially useful for future interactions.

希望他们也在做笔记。他们应该能够为你提供一些高水平的笔记,说明哪些信息与每个记者产生了共鸣,哪些没有,你报道了什么,他们问了什么。这对今后的互动尤其有用。

Similarly you should get a briefing 1 pager ahead of time. You should be able to skim this, you don’t have to memorize. But it’ll include key things about recent articles written by the reporter, their beat, topics to dive into and ones to stay away from. If you can connect the dots, those notes from an initial call start to feed into the 1 pagers for future calls.

同样,你也应该提前拿到一份简报1页。你应该可以浏览一下这个,你不需要记住。但它会包括记者最近写的文章、他们的节拍、要深入的话题和要远离的话题等关键内容。如果你能把这些内容联系起来,那么最初电话中的那些笔记就会开始为将来的电话提供1个传呼机。

Of course it’s important to land the briefing in the first place, but just as important is getting it right. Coming into it, the reporter will have already gotten the high level pitch… It’s why they took the call. You’ll get a mixed bag of those that are open to teeing up the opportunity to those that want to get right to the news. Roll with what they prefer, but also don’t be afraid of trying to hit some of your key points.

当然,在第一时间落地简报很重要,但同样重要的是把简报做对。进入它,记者将已经得到了高层次的投稿……这就是他们为什么要接电话的原因。你会得到一个混合的袋子,那些是开放的皮球的机会,那些谁想要得到直接的新闻。随他们的喜好滚动,但也不要害怕试图击中你的一些关键点。

Sound bites help hugely here. Analogies, customer references, whatever you want to hit. Have it ready. Also if you’ve got a great sound bite that helps tell the story, it can make the reporter’s job easier. Just don’t swing too far into happy go lucky marketing land. It’s important to remember that you’re talking to a person. Have a conversation – don’t talk at them.

声音片段在这里有很大的帮助。类比,客户参考,任何你想击中的东西。把它准备好。此外,如果你有一个很好的声音剪辑,有助于讲述故事,它可以使记者的工作更容易。只是不要太过摇摆到快乐去幸运的营销土地。重要的是要记住,你是在和一个人说话。有一个谈话 – 不要在他们说话。

It may seem obvious when you think about it, but as you’re talking the reporter is writing. Or at least you hope they are. Some do it by hand and type up notes late, some type right then and there. When you hear a pause it doesn’t always mean to keep going and it seldom means hurry up. Become extra comfortable with pauses. Check in if you’re going to fast, if they’re following, if they have any questions. I’ve had people bring me in a beer before because I’d had multiple cups of coffee through a few pitches, and they were trying to slow me down a bit. Know your pace, and then slow it down.

当你考虑到这一点时,它可能看起来很明显,但当你说话时,记者正在写作。或者至少你希望他们在写。有些人用手做,打起笔记来很晚,有些人当时就打。当你听到停顿时,它并不总是意味着要继续下去,也很少意味着要快点。变得格外适应停顿。检查一下你是否要快,他们是否在跟着,是否有什么问题。我之前就有人给我送来啤酒,因为我喝了多杯咖啡,通过几次投稿,他们想让我慢一点。知道自己的节奏,然后放慢速度。

It’s okay if they don’t have a lot of questions, they may not. They may have none at all. Yes, pause, and give them a chance, or even ask if they have any. But don’t stress too much if they have no questions.

如果他们没有很多问题也没关系,他们可能没有。他们可能根本就没有问题。是的,停顿一下,给他们一个机会,甚至问他们有没有什么问题。但如果他们没有问题,也不要太紧张。

On the flip side of that – you’re PR person should have prepared a list of questions for you beforehand that the reporter could possibly throw your way. Be sure you’ve thought through and practiced all the Q&A scenarios before the interview so you aren’t caught off-guard when you’re in front of the reporter.

反过来说–你的公关人员应该事先为你准备好一份记者可能会向你提出的问题清单。确保你在采访前已经想好并练习了所有的问答场景,这样当你面对记者时才不会措手不及。

If it’s your first go around, don’t stress too much. Have the headlines you want in your mind and key messages, or better yet write them out. Personally I write key things on a whiteboard nice and large before I’m on the call. Finally once you’re all done, enjoy reading the coverage. But you’re not all done after you get some coverage look back, run a retrospective just like you would for a software project. What worked well, why did or didn’t something work. What can you improve next time.

如果这是你的第一次面试,不要太紧张。脑海中要有你想要的标题和关键信息,或者最好写出来。我个人在打电话之前会把关键的东西写在白板上,写得又好又大。最后当你全部完成后,享受阅读报道的乐趣。但你在得到一些报道后还没有全部完成,回头看看,像做软件项目一样进行回顾。哪些地方做得好,为什么有些东西做了或没做。下次你可以改进什么。

*Full disclosure, this is based across interactions with a small sample size of different PR agencies and individuals. Mileage may differ heavily from PR firm to PR firm, but hopefully the above provides at least some roadmap for more clarity vs. flying blind. As always if you’ve got feedback/questions, feel free to let me know @craigkerstiens

*充分披露,这是基于跨互动与不同的公关机构和个人的小样本量。不同的公关公司可能会有很大的差异,但希望以上内容至少提供了一些路线图,让你更清楚地了解和盲目飞行。如果你有反馈/问题,请随时告诉我@craigkerstiens。

Finally a special thanks to Paul Katsen for much of the inspiration on creating this post and to he and Katie Boysen for review

最后要特别感谢Paul Katsen,感谢他和Katie Boysen对这篇文章的评论,感谢他的灵感。

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