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STRATEGIC PUBLIC
RELATIONS & SOCIAL
COMMUNICATIONS
    Pitango Venture Capital
   Herzliya, Israel - 4 April, 2011
PURPOSE

• Help
    you take inventory of what you are doing in PR / Social
 Communications

• Possibly
        realign your communications priorities depending on
 where you are in the life cycle of your company

• Provideperspective from someone who works with Israeli
 companies and understands the communications & budgetary
 challenges you might face
PITANGO COMPANIES SERVED


                                      strategic
• AudioCodes     - IPO            communications
                                  can help impact
• Envara   - Acquired by Intel   perceived value for
                                   exit strategies
• Xacct   - Acquired by Amdocs
ABOUT...


• PR   guy for 25 years
                                  working with Israeli high
• “Social   Media” for 7 years    tech companies for 17
                                           years
• Blogger

• Content    Producer
ABOUT
                          focus has been on...


• Fabless   semiconductors

• Telecom
                                            - Message
• Networking                                 - Story
                                              -Reach
• Security

• Enterprise   Software
REACH

• Reach has traditionally been focused at the media and industry
 analysts

• Content    produced by the Marcom team

• Shift   to bloggers

• Then... shift   to the social web (not social media)
SOCIAL WEB


• Many    content producers

• Connecting   with disparate ecosystems

• Often   time, integrating a personal brand
TYPICAL PR MINDSET

• We’re an OEM.... there’s only 35 companies in the world we are
 going after and we know them all... why do we need PR?

• Our strategic partners / distributors around the world will take
 care of this for us.

• We    don’t have a budget for PR - we invest in R&D / Engineering

• How    do you measure this?

• We    have someone internal who can do this for us
SOCIAL MEDIA MINDSET

• Social   Media is too time consuming, impossible to measure

• We     don’t have the bandwidth

• This   is something my kids do on Facebook

• We’re    a medical device company and have to be serious about
 this.

• Being    on twitter is not a fit for what we do
PR

• Still   matters in the traditional sense but is changing

   • helps    you develop your voice

   • keep    a consistent message

   • gaincredibility through external validation of media and analyst
     coverage
MEDIA / ANALYSTS

• News

• Application   stories

• Trends    stories

• Contributed    articles

• Being   a resource when expertise is needed

• Analyst   briefings
I STILL PITCH...


• Hard    news

• Story   ideas

• Getting  media coverage still matters and helps build external
 credibility
HOW TO PITCH


• Send    short, emails with focused story idea

• Offer   news in advance of the announcement going on the

• Follow   editorial calendars relevant to the space you are in

• Subscribe   to HARO - free service - www.helpareporter.com
THE SHIFT...



• How   do you blend PR and Social Communications....
YOU ARE NOW A MEDIA
           COMPANY

• Content    creator

• Story   teller

• Community        builder

• Aimed at being found, discovered and shared by media, analysts
 and for business development
            everyone in your company should think and act like a journalist
A BODY OF WORK


• Makes   it easier to sell your story

• Enables   your content to be re-purposed

• Increasesyour chances of being found when journalists / analysts
 are doing research about your space
static


    Web site                          Press Releases

                Media
               Outreach                    Trade Show
                                              Booth

Brochures          Analyst Briefings
active
Go Wide. Go Deep. Integrate.

 Team               Company               Technology
Members
                      Blog                News
 Twitter
LinkedIn           Delicious       Article submissions

Facebook           Slideshare         Commenting

                    Docstoc

                   YouTube

                    etc....
BELIEF SETS

• Think of your business as media company that makes, sells,
 builds.....

• Populate   content widely and open / social platforms

• Stop
     worrying about SEO. Use common sense and write /
 produce great content

• Define your own metrics. What it’s important to measure for
 your company is different from another
BELIEF SETS - CONT’D

• Findsomeone not in marketing / pr who is personally active on
 social networks and have them pitch in on this initiative

• Initiate
      programs that enable product managers / key team
 members to build their own personal brands

• Develop  marketing programs that are based on your team
 leaders’ personal likes and passions

• Consider blended services where you team your U.S. agency with
 Israel-based service providers as way to save on fees
Examples:
Strategic Public Relations and Social Communications for Pitango Venture Capital Portfolio Companies
Strategic Public Relations and Social Communications for Pitango Venture Capital Portfolio Companies
Strategic Public Relations and Social Communications for Pitango Venture Capital Portfolio Companies
Strategic Public Relations and Social Communications for Pitango Venture Capital Portfolio Companies
Strategic Public Relations and Social Communications for Pitango Venture Capital Portfolio Companies
Strategic Public Relations and Social Communications for Pitango Venture Capital Portfolio Companies
Strategic Public Relations and Social Communications for Pitango Venture Capital Portfolio Companies
Strategic Public Relations and Social Communications for Pitango Venture Capital Portfolio Companies
Strategic Public Relations and Social Communications for Pitango Venture Capital Portfolio Companies
Strategic Public Relations and Social Communications for Pitango Venture Capital Portfolio Companies
PR VS. SOCIAL
              COMMUNICATIONS
• PR   reaches the media - you: to media: to many

• Social
       Communications reaches your network that is relayed
 through other people’s networks - you: to others’ relayed
 networks

• One   is not a substitute for the other

• PR   brings the strategy and discipline.

• Social   Communication brings humanity and genuine voice
GOOD EXAMPLES


• www.socialmedia.cisco.com

• www.intel.com/sites/sitewide/en_us/social-media.htm

• www.scobleizer.com   / www.rackspace.com
FINALLY

• Social   Communications....

  • promotes     humanization of brands

  • allows   for random, being discovered and found

  • depending   on how you apply it, can be used in R&D, market
    research, customer support,
READING

• Curation   Nation by Steve Rosenbaum

• Content    Rules by Ann Handley & CC Chapman

• Trust Agents   by Chris Brogan & Julien Smith

• Clue Train
          Manifesto - 10th Year Anniversary Edition by Chris
 Locke, Doc Searls, David Weinberger, Rick Levine
AND...



• Be aware of cultural differences and acceptance of taking part in
 this approach
CONTACT

• Alan Weinkrantz

• alan@weinkrantz.com

• @alanweinkrantz

• facebook.com/alanweinkrantz

• linkedin.com/in/alanweinkrantz
PRESENTATION

• Online   today at: www.alanweinkrantz.com

• copy    and share with others

• these   are my belief sets

• yourmileage will vary depending how of much you do and how
 long you can sustain.
thank you!




(c) 2011 - please share

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Strategic Public Relations and Social Communications for Pitango Venture Capital Portfolio Companies

  • 1. STRATEGIC PUBLIC RELATIONS & SOCIAL COMMUNICATIONS Pitango Venture Capital Herzliya, Israel - 4 April, 2011
  • 2. PURPOSE • Help you take inventory of what you are doing in PR / Social Communications • Possibly realign your communications priorities depending on where you are in the life cycle of your company • Provideperspective from someone who works with Israeli companies and understands the communications & budgetary challenges you might face
  • 3. PITANGO COMPANIES SERVED strategic • AudioCodes - IPO communications can help impact • Envara - Acquired by Intel perceived value for exit strategies • Xacct - Acquired by Amdocs
  • 4. ABOUT... • PR guy for 25 years working with Israeli high • “Social Media” for 7 years tech companies for 17 years • Blogger • Content Producer
  • 5. ABOUT focus has been on... • Fabless semiconductors • Telecom - Message • Networking - Story -Reach • Security • Enterprise Software
  • 6. REACH • Reach has traditionally been focused at the media and industry analysts • Content produced by the Marcom team • Shift to bloggers • Then... shift to the social web (not social media)
  • 7. SOCIAL WEB • Many content producers • Connecting with disparate ecosystems • Often time, integrating a personal brand
  • 8. TYPICAL PR MINDSET • We’re an OEM.... there’s only 35 companies in the world we are going after and we know them all... why do we need PR? • Our strategic partners / distributors around the world will take care of this for us. • We don’t have a budget for PR - we invest in R&D / Engineering • How do you measure this? • We have someone internal who can do this for us
  • 9. SOCIAL MEDIA MINDSET • Social Media is too time consuming, impossible to measure • We don’t have the bandwidth • This is something my kids do on Facebook • We’re a medical device company and have to be serious about this. • Being on twitter is not a fit for what we do
  • 10. PR • Still matters in the traditional sense but is changing • helps you develop your voice • keep a consistent message • gaincredibility through external validation of media and analyst coverage
  • 11. MEDIA / ANALYSTS • News • Application stories • Trends stories • Contributed articles • Being a resource when expertise is needed • Analyst briefings
  • 12. I STILL PITCH... • Hard news • Story ideas • Getting media coverage still matters and helps build external credibility
  • 13. HOW TO PITCH • Send short, emails with focused story idea • Offer news in advance of the announcement going on the • Follow editorial calendars relevant to the space you are in • Subscribe to HARO - free service - www.helpareporter.com
  • 14. THE SHIFT... • How do you blend PR and Social Communications....
  • 15. YOU ARE NOW A MEDIA COMPANY • Content creator • Story teller • Community builder • Aimed at being found, discovered and shared by media, analysts and for business development everyone in your company should think and act like a journalist
  • 16. A BODY OF WORK • Makes it easier to sell your story • Enables your content to be re-purposed • Increasesyour chances of being found when journalists / analysts are doing research about your space
  • 17. static Web site Press Releases Media Outreach Trade Show Booth Brochures Analyst Briefings
  • 19. Go Wide. Go Deep. Integrate. Team Company Technology Members Blog News Twitter LinkedIn Delicious Article submissions Facebook Slideshare Commenting Docstoc YouTube etc....
  • 20. BELIEF SETS • Think of your business as media company that makes, sells, builds..... • Populate content widely and open / social platforms • Stop worrying about SEO. Use common sense and write / produce great content • Define your own metrics. What it’s important to measure for your company is different from another
  • 21. BELIEF SETS - CONT’D • Findsomeone not in marketing / pr who is personally active on social networks and have them pitch in on this initiative • Initiate programs that enable product managers / key team members to build their own personal brands • Develop marketing programs that are based on your team leaders’ personal likes and passions • Consider blended services where you team your U.S. agency with Israel-based service providers as way to save on fees
  • 33. PR VS. SOCIAL COMMUNICATIONS • PR reaches the media - you: to media: to many • Social Communications reaches your network that is relayed through other people’s networks - you: to others’ relayed networks • One is not a substitute for the other • PR brings the strategy and discipline. • Social Communication brings humanity and genuine voice
  • 34. GOOD EXAMPLES • www.socialmedia.cisco.com • www.intel.com/sites/sitewide/en_us/social-media.htm • www.scobleizer.com / www.rackspace.com
  • 35. FINALLY • Social Communications.... • promotes humanization of brands • allows for random, being discovered and found • depending on how you apply it, can be used in R&D, market research, customer support,
  • 36. READING • Curation Nation by Steve Rosenbaum • Content Rules by Ann Handley & CC Chapman • Trust Agents by Chris Brogan & Julien Smith • Clue Train Manifesto - 10th Year Anniversary Edition by Chris Locke, Doc Searls, David Weinberger, Rick Levine
  • 37. AND... • Be aware of cultural differences and acceptance of taking part in this approach
  • 38. CONTACT • Alan Weinkrantz • alan@weinkrantz.com • @alanweinkrantz • facebook.com/alanweinkrantz • linkedin.com/in/alanweinkrantz
  • 39. PRESENTATION • Online today at: www.alanweinkrantz.com • copy and share with others • these are my belief sets • yourmileage will vary depending how of much you do and how long you can sustain.
  • 40. thank you! (c) 2011 - please share

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