PR StrategiesFor Crowdfunding

Why Does PR Matter?

PR is a flash in the panBut it can ignite a fireAnd while it won’t guarantee successIt can give you 15 minutes of fameAnd push your campaign forward

When and How?

• PR and marketing go hand-in-hand • Start planning for PR early• Incorporate PR at every stage• Allocate time, money, and people to PR

Craft a Strong Message

• What’s your product? (elevator pitch)• What are your key features?• What are your key differentiators?Iterate until you get it right

Create Great Content

• Hire a photographer and videographer• Take beautiful photos of your product• Shoot a quality crowdfunding video (2 min)• Edit a few 5-10 second teaser clipsUse this content for everything

Launch Strategies

• Don’t reveal too much ahead of time• Have a teaser page (website)• Reviews are always best (pre-production)• Demos / briefings (prototype)• Announcements / news are terribleThis is where planning for PR early pays off

Launch Date

• Be mindful of conflicts with other launches• Be aware of conferences• Tuesdays at 10AM PT are best• Setup an embargo• Don’t launch between Black Friday and CES

Launch Targets

Acquire or build a media list:• Research coverage for similar products• Identify publications and reporters• Find contact info (*)

2 Weeks Before Launch

• Message and content must be ready• HW and SW must be ready• Campaign and teaser page must be ready• Reviewer guides and blog must be ready• Start pitching the media under embargo• Send review units or setup demos / briefings

1 Week Before Launch

• Continue pitching the media under embargo• Follow up on review units• Do briefings / demos• Make sure the media have all the content

1 Day Before Launch

• Follow up with the media• Make sure the media have final content• Answer final questions

Launch Day

• Pitch any remaining media• Start keeping track of media coverage

Days After Launch

• Media interest decreases as time passes• Delayed coverage can be helpful• Continue keeping track of media coverage

Questions?

Myriam Joiretnkgrl@gmail.com