90 Days to TechCrunch

Today Donna Michaels from LMGPR came to Plug and Play HQ to lead  a mentorship session for Play and Play University. The international startups in Plug and Play University have 90 days to find their story angle and prepare it for prime time.  Michaels provided information and guidance on how startups can get from “stealth […]

Today Donna Michaels from LMGPR came to Plug and Play HQ to lead  a mentorship session for Play and Play University. The international startups in Plug and Play University have 90 days to find their story angle and prepare it for prime time.  Michaels provided information and guidance on how startups can get from “stealth to wealth” in 90 days.  Here are the 7 steps and highlights from her speech.

Step 1: Hire a PR Firm (optional): By hiring a PR firm you are guaranteed expert guidance from professionals who focus solely on your content as well as provide you with a network of influential media contacts. However, it is not always necessary to hire a PR firm when reaching out to media. By not hiring a PR firm you save 5,000 a month, gain valuable learning experience and respect from reporters.

Step 2: Begin planning now: It is important to find a unique story angle that gives you an advantage over competitors and highlights why your company is different or better than others. Start preparing for your pitch by compiling supplementary marketing collateral, building media contact lists, and begin writing the pitch.

Step 3: Don’t miss the story: Focus on competitive analysis and recognize what reporters have already said about competitors. Focus on what your angle is by emphasizing whether you have funding (investor validation) or a large amount of users (market validation). Explain how your company will solve a unique problem and create a TechCrunch celebrity profile or your own wikipedia page.

Step 4: your pitch must be perfect: Finalize and perfect your pitch. Make sure you have a provocative, short and punchy subject line in the pitch email. The pitch should have a clear story angle, be personalized and no more than 3 paragraphs.

Step 5: build your network of media contacts: Take initiative and meet reporters in person by attending meetups and conferences. Create a social media presence on Linkedin and Twitter.

Step 6: Prepping, then launch: Prepare your pitch by personalizing the article and pitching it to one publication. Begin pitching one week before the launch. Tuesday is the “holy grail” when it comes to pitching. It is best to pitch on Tuesday and launch on Monday.

Step 7: prepare for your next campaign: What to do now that you have launched? Begin to plan and think about the future and your next campaign. Build up your wikipedia and TechCrunch profile.


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