JFDI mentor Serkan Toto shared tips on how startups can handle PR situations, writes Erin Frey
Serkan has been working as the Japan contributor for US-based TechCrunch since 2008. TechCrunch is one of the world’s biggest technology blogs that offers technology news and analysis, as well as profiling of startup companies, products, and websites.What tips did he share ?
1. Avoid low-hanging fruit
“Always go for the big fish first.” Contact bigger technology blogs to cover your startup first. If that doesn’t work, then aim for the smaller one. Once a smaller blog covers your company, the bigger blog may not be interested anymore.
2. Time wisely
“Avoid Embargoes when you can. Contact them when you are ready to roll out your product and talk to the media.” Be wary that some tech blogs and news outlets will ignore an embargo.
Also, time your launch so that it does not conflict with the launches of bigger companies. It’s hard enough to get covered period, and even harder to get covered or noticed when Google, Apple or Facebook are making the headlines.
3. Practice un-PR
“Avoid having a PR person or a PR agency.” He’s seen many Asian startups hire unbelievably expensive PR agencies when they try to get coverage in US media and blogs. “99% of the time this is wrong or ridiculous, usually, it is both.” Also, note that the media usually expects to talk to the CEO.
4. Structure your story & be concise
“Be prepared for hard questions.” Organize your pitch to answer the following questions:
Who are you?
What problem do you solve?
Why are you different?
What is your story?
Be prepared to answer difficult question. Blog writers and VCs are often critical to bad responses.
Case in Point: Serkan once received an email that was 21 paragraphs (1,927 words) long attached with a lengthy powerpoint. This is not a good way to start a relationship with a reporter.
4. Shoot over a final email
“Send them a thank you email.” If a blog covered or mentioned you, even if you haven’t spoken to them, shoot over a thank you email. Personal relationships are important in the media industry, and this is a good, simple way to build the relationship.
Based in Tokyo since 2004, Serkan is an independent consultant and advisor focusing on Japan’s web, mobile and social gaming industries. His clients include financial institutions, startups, and large technology companies in the US, Japan and other parts of Asia. Serkan graduated with an MBA in 2002 and with a PhD in economics in 2009.
If you are a geek or obsessed with Japan’s technology, follow Serkan on twitter at @serkantoto.