Olivia Czetwertynski is the co-founder of Becomewide and StartupPressRoom, international PR consultancies specializing in global PR and growth strategy for startups. As an early member of the European coworking and entrepreneurship movement, Olivia previously worked as Communications Director for Spain’s largest coworking space, utopic_US, and Partnership Manager for Coworking Europe. Prior to this she worked for world-leading advertising agencies MRM Worldwide and TBWA.
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PR Key Problems:1. No clear Goal > You need S.M.A.R.T goals (Specific Measurable, Achievable, Realistic, Time-related)2. Campaign mismanagement -> no clear idea of how to run a campaign, steps to follow3. Lack of alternatives -> Doing PR is sometimes not the right action to achieve your business goals. Evaluate other alternatives (adwords, Facebook-Twitter ads, email marketing,..), does it help me to achieve my business goal?
Be aware PR needs 3 Months of preparation
Prepare your pressroom on your website for journalists, a place where they can find all they need to publish your story, without having to contact you
Prepare your startup for PR, you will generate traffic to your website, are you ready to convert it into leads/clients?
Get to know first journalists, read them, follow them on social media
The email subject title is 90% of the success of your campaign, craft your message for the specific journalist
The more visual the email message, the most possibility to get positive answer
Learning by doing lower the risk of failure: Before committing budget to a PR agency or freelance, do it yourself to understand the media industry
If you work for it life will give it to you
|The Case for Creativity: Three Decades Evidence of the Link Between Imaginative Marketing and Commercial Success – James Hurman