Yes you can be in TechCrunch! PR pro Lianne Robinson gives her top tips for making sure your funding announcement gets the attention it deserves…
For any start-up, attracting investment is a significant milestone. It’s not just the credibility of knowing that you’re on to something special, but a signal to the rest of your industry that your business is a serious player in the market with a prosperous future ahead.
At this stage of early growth and investment, being able to PR the news is key and you want to get the best out of the opportunity to get the exciting news out and spread the word far and wide. It’s an opportunity to explain who you are, what your business does and why it’s different from everyone else.
Announcing your new funding not only increases your visibility, but it can also help with recruitment drives, attracting top talent, inviting new investors and driving new business. But with the start-up scene moving at pace right now, how do you cut through the noise and ensure your voice gets listened to? Here are my top tips to securing coverage in top tier publications:
1) Numbers talk – journalists want the news and facts: Its near enough impossible to get any coverage for a funding announcement that isn’t able to include the amount raised. If you can, use the numbers in the press release to illustrate the growth behind your start-up and how you plan to use the funds. Afterall, this is the ‘news’ you’re promoting.
2) Include as much information as possible: Who are the investors? Are they private, institutional, private equity? If funding was secured in earlier rounds, be sure to mention this too. It shows a continued confidence in your business and tells the story so far.
3) Company background: Clearly articulate what your company does and the problem you are providing a solution for. Who are the founders, what is their background and how big is the company? Explain what the money will be used for – it could be new hires, further technology developments or product development.
4) Validation: There is no greater endorsement than being able to quote one of your investors. It doesn’t necessarily need to be the lead investor but having an investor voice in your press release will add an enormous amount of credibility. They should talk about their reasons behind the investment. It might be the management team’s capabilities or a desire to be part of a growing market. You should also include a quote from your company founder or CEO alongside this.
5) Get all your ducks in a row: Once the press release has been written and signed off by all necessary parties, it is important to come up with a game plan for announcing the news to the market. It is far more effective to spend time getting all the materials and content in a good place rather than rush to get the news out there too quickly. Slow and steady really does win this race.
6) Where do you want to be: It’s likely to be vertical trade press that will be the most interested, but you might also find that technology press, investor magazines and start-up publications are where you need to be. Ask your PR agency to make a list of the titles they think you should be targeting to check you’re all on the same page. Between you, agree which titles should be targeted as a priority and which ones can follow. It’s important to use the announcement as an opportunity to build existing relationships with the press and establish new ones.
7) Consider your outreach strategy: Will it be far more effective to reach out to one key publication with an ‘exclusive’, or should it be sent far and wide to lots of different publications? Pitching the story exclusively to one key publication in the first instance does risk alienating others who might have otherwise covered the story, reducing the likelihood of widespread coverage. But it does normally mean that in return you will get a more thoughtful and comprehensive article.
A recent funding announcement from our client Urban Jungle resulted in us securing an exclusive article in TechCrunch who broke the news first. As a top tier title for the disruptive InsureTech, Urban Jungle were thrilled to be covered so extensively in such a key title and we still managed to generate 24 other pieces of coverage on the same day by sending the release far and wide once TechCrunch had published their story.
8) Timing is key: Simple things to consider – will your key spokespeople be around when the announcement is made? If not, consider holding off until they are back from holiday or more available as any interviews will need to be done that day. Does your company have any other news that it is likely to come out around the same time? A drip feed effect is far more effective than an avalanche of news in a short timeframe. Space the news out where possible and go with the most time sensitive first. Finally, keep your ear to the ground – if you catch word of a competitor announcing news around the same time, consider jumping in before them or waiting until their time has passed.
9) Shout from the rooftops: Well, social media will suffice. Use your social media platforms and networks to spread the news and share links to any articles through Twitter, LinkedIn and Facebook. Encourage your teams to do the same. They should be proud of the company they work for and want to share the exciting news.
10) Keep the momentum going: Securing funding is a huge accomplishment and once it’s been announced everyone will be keen to get on with the job at hand. But don’t forget to keep the market updated on your progress. Announce any new senior and significant hires that have come on board. If you have enhanced your technology platform or are now offering new products, tell people! Use the captured interest in your company as a platform to keep going. Once you have established a voice, don’t be afraid to use it. Ultimately you want to position the senior leaders of your company as leading authorities in the market so you need to optimise every opportunity to do this.
It’s widely acknowledged that going freelance enables you to spend more time with your family, but what about maternity leave how does that work? No safety net of paid maternity leave for us, so how do you manage? Fellow PR and proud mum of two, Lianne Robinson explains how she does it.
Before you swipe left, please be assured that this is not another blog about your right to claim statutory maternity pay when you have a baby like all the other ‘how to take maternity leave when you’re self-employed’ blogs! This, I hope, is helping to address the real fears of taking some time out when you’re a freelancer – will my clients find someone else? Will I have to start again?
When you start to tell people your baby news, their immediate reaction is to talk about how lucky you are to be getting maternity leave – people ask will you take a year off, or just nine months? But when you work for yourself the reality is that neither of those options are probably going to be possible.
When you decide to become a freelancer it takes a lot of hard work and determination to build up a client portfolio and secure a regular stream of work. It certainly doesn’t happen overnight. So when you find out your family is growing it’s impossible to comprehend the thought that you might just walk away from all of that.
Beyond that there are the financial difficulties. Going a year or even just a few months with no income is a very scary concept, especially when you are self-employed. For me, the thought of not having any money coming in would actually cause me more anxiety than working.
I’m realistic enough to know that when the baby comes along I will want to have some quality family time without the distraction of work. So I do plan to take it much easier, but not for long. One of my more time-consuming projects comes to an end just before my due date and I made the decision early on not to look for more work to fill that void until a few months down the line once I have established more of a routine.
As for my more regular retained gigs, I’m very lucky to work with some lovely clients who totally understand the situation and could not be more accommodating. One of the many reasons why I wanted to go freelance in the first place was to work for nice people and times like this are testament to that. If all goes well I will be back on line after two weeks – and no, I probably won’t be back up to full speed immediately and it’s likely I may be sending emails in the middle of the night but my clients respect that. They encourage me to take as much time as I need and they’ll be there waiting when I get back.
My worries about them finding someone else to look after their PR were soon dissolved when I realise that the relationship and rapport we have built up over the years means that they respect me as a person, as well as a professional and that’s why we work well together.
I’m also very lucky to be part of the Comms Crowd, a collective of like-minded freelance individuals. We work on clients as part of a team so when I disappear on my ‘mat-leave’, I know that our clients will still continue to get great results and opportunities as I leave them in the very safe and capable hands of my colleagues. That support is invaluable and it’s incredibly reassuring to know that I can take time off and focus on my family safe in the knowledge that the team are there to pick things up. As such we’ve also been able to do a gradual handover over the last few months which has also really taken the pressure off.
When I tell other friends and other expectant mothers that I plan to be back online after just a couple weeks they look at me with that discerning look and I know they are judging me. But that’s okay. You see one of the main reasons that I wanted to work for myself was to make sure that I can take my kids to school, be there for nativity plays and sports days and be able to look after them when they’re sick. So the very small sacrifices I might have to make now, will pay dividends in the long run.
When those disapproving friends are heading back into the City with an hour long commute each way after just 12 months, hands tied by a corporate environment that frowns on people leaving on time or taking time off for dependents, I will be at home still managing to build up my business and spend time with the family. I’m in the driving seat and there is nothing better!
Fellow freelance PR Lianne Robinson makes it brief.
I saw this tweet from Tom Knowles a few weeks ago, And it stayed with me. I see this type of thing all the time. Paragraphs beyond paragraphs of long clunky words with no clear explanation as to what it is they are trying to say.You can spend what seems like an age watching a company description going around the various the heads and powers that be of a company. I know this as I’ve worked in-house too. Everyone wants to add their own point of view, something that makes them feel that they played a part in the creation of the copy. But in doing so, adding a long word here and a bit of jargon there, we can completely lose all sense of what we’re trying to say.
When you work for a company you can get so immersed in it and the technicalities around how it works that to come up with a simple sentence to describe what it does exactly can be the hardest thing. We see this a lot in PR too. When I ask a company for 800-1000 word article on a chosen subject its easy. When I ask for a two-sentence reactive comment, it seems to take all day. And it’s the same for me too. For some reason writing less always takes more.
Let’s take the example above with Tom Knowles. Tom is the property reporter at The Times so we can assume that this is a property company (if the PR has got the pitch right!) but what they actually do is anyone’s guess.
Tom’s a busy man. He needs to sift through hundreds if not thousands of emails every day looking for the best news stories all while writing insightful copy for tomorrow’s paper under tight deadlines. He doesn’t have time to read 800 word emails. Tom needs to understand clearly from the outset why this company is great and unique and why it is that he should be speaking to them.
Think about how you read a news article or blog. If you read the first 100 words and you’re either a) not interested or b) you can’t see where it is going, then you are going to switch off and move on to something else. It’s the same with PR pitches. You’ve got to be succinct right from the start and make it very clear why your client is so interesting.
I’ve often questioned if my pitches to journalists can at times be too simplistic. I go back through them trying to add in fancy adjectives and make things sound perhaps more revolutionary than they actually are. What my clients are paying me to do is make sure that the journalist understands why they are so great and why I think it will make a good story. Translating this 800 word description in to two or three easily digestible sentences that get the journalist interested and want to find out more.
So next time you’re thinking about your ‘story’ find the three things that you think make it unique and interesting and express these points high up in your pitch. If you can capture the journalist’s attention in the first two sentences, then that’s half the battle won. If you’re not entirely sure what these key messages are, then it’s time to go back to the drawing board and start the process again.
You don’t need to give the journalist a life story about the company and the 30-year career of the chairman
Keep it brief. If the journalist is interested in the story that you are pitching then they will come back to you with questions. Keep it clear, to the point and highlight why it’s interesting in a couple of short sentences. Keep it simple.
In this post PR Pro Lianne Robinson – looks at how freelancers can outsource the business of running a business.
Yesterday my website finally went live! Well ok, it’s a holding page but it’s a start. I actually bought my domain name two years ago when I decided to take the plunge into the freelance world. But the reality is that work gathered pace quite quickly (thank you Sam ;-)) and I have been so busy since then helping clients manage their PR and marketing that I haven’t had time to do my own. And while I’ve managed to get a home page up, the rest of the content will simply have to wait until I catch a breath!
PR Pro, Lianne Robinson, ponders how to have a proper holiday as a freelancer:
So that’s it, I’m all packed, the suitcase is by the door and my laptop is…safely locked away!! For the first time in two years I won’t be taking it away on holiday with me.
In the early days of freelancing it seems that every waking moment is spent glued to your computer. You’re trying to prove yourself to newly secured clients as well as on the constant look out for new opportunities to build your portfolio. I even had my laptop with me in the maternity ward while waiting for the arrival of my son (yes really!). But this time, things are very different.
One of the reasons that I wanted to work for myself and be my own boss was because of the unlimited holiday entitlement and freedom I would have. The dream that I could base myself anywhere in the world and not be tied to one location as long as I had good enough wi-fi connection was one that I wanted to make a reality. And while this has worked well so far, it has meant that I haven’t really afforded myself some proper time off.
But for the first time, I now feel I have established myself enough as a freelancer to justify taking some proper time out. I’m probably (hopefully!) not going to lose the clients I have spent time building up for the sake of a two week holiday. And while I like to believe that my beloved clients could not possibly do without me, if you’re clever about it, this is not the case.
Being part of The Comms Crowd collective means that every client is covered and serviced as they normally would be thanks to the ‘virtual team’ of support that we have between us. As a team of six, every one of us is kept looped in on accounts so that we can handover when we want some time off, safe in the knowledge that the client won’t miss out on opportunities and business will continue as normal.
That’s not to say that the last couple of weeks haven’t been extremely busy. While day to day account running can be handled by the team, I put a lot of pressure on myself to get as much work done as I can before heading off. I’m not very good and leaving work in an unfinished state so as far as possible I work hard to ensure that all loose ends are tidied up. The second part of this is monetary related. Freelancing and the flexibility that comes with it is great, but the trade-off on this is that there is no luxury of holiday pay so you want to earn as much as you can while you are working.
But having some proper time away from your usual routine – work, life, family – gives us a chance to take stock, regroup and gain some perspective. I plan to come back refreshed, full of new ideas and enthusiasm ready to hit the ground running (once the jetlag subsides). My clients will benefit from this too.
So while I like to think I’m irreplaceable, I’m not! My clients will continue business as normal and I will be back in two weeks, ready and raring to go with a fresh perspective and a suitcase full of souvenirs and new ideas. And the other benefit to working remotely, you don’t need to share your holiday sweets with your colleagues!
See you soon!
Newest Comms Crowd recruit and PR Pro, Lianne Robinson, looks at how the brave and the bold can get the better of Brexit.
Any economic event brings with it a period of uncertainty. We saw it back in 2008 when the market crashed and we are seeing it again now courtesy of Brexit.
When situations like this happen, it’s tempting for a company to crawl under a rock and keep quiet. But, at a time when staff, clients and other stakeholders are looking for answers, it’s imperative to have a voice and adopt an honest and open communications strategy. Doing this not only helps to protect its reputation but it also reduces the risk of a negative fallout later down the line.
In 2006, I landed a job in property PR. Back then it was one of the most exciting and fastest moving sectors in which to work. The industry was booming and companies were reporting significant growth and opportunity across the board. Then at the turn of 2008 the recession hit and disaster struck.
In those dark early days of fear, the companies who realised that the situation could yield opportunity had to react fast and work closely with their PR teams to reassure their stakeholders. In such volatile markets, it became vital for businesses to be much more visible, open and out there promoting the positives. There was a real need for company spokespeople to provide shareholders with a degree of confidence that action was being taken and businesses needed advice on how best to proceed.
It is widely noted that the Brexit result came as quite a shock to many. But companies across the country would have spent months, even years, planning for the possible outcomes of the EU Referendum and discussing their business strategy. Most businesses will have a game plan to put into action and now is the time to engage with key stakeholders on the significance of the decision and what it means for the business.
When markets become nervous, it is important to be a voice of reassurance, emulating a sense of calm and trust in order to bring people with you and protect the reputation of the business. Companies who think carefully about the issues and position themselves with care, have a real opportunity to use recent events to help build their profile and garner support. There is a lot to be said for those who are among the first out there providing guidance and confidence.
With something like Brexit when the outcome as a surprise to many, it is difficult to know what the right thing to say is and easy to let other put their head above the parapet to offer their opinion. When no one knows the most appropriate thing to say, only the brave and the bold are prepared to go on the record.
Right now there is much speculation around the future of the United Kingdom might and there are no ‘right’ answers. And while it’s true that yesterday’s news is no longer today’s chip wrappers as the growth of online and digital means that what you say is here to stay: offering a level of insight can pay dividends for the sake of supporting your stakeholders and the continuity of your business as much as anything else.