The Press42 workshop on PR, Communication and storytelling for startups. Learn how to deal with bloggers, journalists and how to tell a powerful and engaging story!
25. Communication Ninja workshop
How many do you know?
Tweet this!
Tweet this!
âGather a list of bloggers/journalists youâre
âGather a list of bloggers/journalists youâre
interested in, follow them and interact
interested in, follow them and interact
with them, DAILYâ
with them, DAILYâ
26. Communication Ninja workshop
How many do you know?
Tweet this!
Tweet this!
âGather a list the marketers: Write stuff
âMarket of bloggers/journalists youâre
interested in, follow them and interact
anywhere where they can see it but donât
with them, DAILYâ
spamâ
27. Communication Ninja workshop
How many do you know?
Tweet this!
Tweet this!
âGather a list the marketers: Write stuff
âMarket of bloggers/journalists youâre
interested in, follow them and interact
anywhere where they can see it but donât
with them, DAILYâ
spamâ
30. Communication Ninja workshop
How many do you know?
Tweet this!
Tweet this!
âGather a list of bloggers/journalists youâre
âYour startup pitch should be exempt of
interested in, follow that your grandma
any technical term them and interact
with them, DAILYâ
wouldnât understandâ
36. Communication Ninja workshop
How many do you know?
Tweet this!
Tweet this!
âGather a talking about your startup,youâre
âBefore list of bloggers/journalists make
sure anyone can ďŹnd them contact (email,
interested in, follow your and interact
Twitter withFacebook) on your siteâ
and them, DAILYâ
37. My inbox on a Monday
Communication Ninja workshop
38. My inbox on a Monday
Communication Ninja workshop
Your story better be awesome
44. Communication Ninja workshop
How many do you know?
Tweet this!
Tweet this!
âGather a the storyteller in your startup,
âFind list of bloggers/journalists youâre
match him with your them and interact
interested in, follow writer and put them
towith them, DAILYâ
work on YOUR storyâ
46. An EVENT
creates meaningful
change in the life situation
of a character that is
expressed and
experienced in
terms of a
What are VALUE.
our building
blocks?
47. An EVENT
creates meaningful
change in the life situation
of a character that is
expressed and
experienced in
terms of a
What are VALUE.
our building
blocks? VALUES are
the universal qualities
of human experience that
may shift from positive
to negative, or negative
to positive, from
one moment
to the next
49. Communication Ninja workshop
15 min
Who is your protagonist?
Whatâs your cast?
Whatâs are the values at play?
Where is the conďŹict?
50. Communication Ninja workshop
Protagonist: David, the succesful Spanish entrepreneur
Cast: Wife, kids, VC friend, VC, blogger A, blogger friend,
press42 team, blogger B, users, media
Values: success/failure, security/insecurity, trust/distrust,
gratitud/ingratitud, determination/undecisiveness,
happiness/unhappiness, fairness/unfairness
ConďŹct: David vs SF, David vs Blogger A, David vs VC
57. Communication Ninja workshop
What is your genre?
Romantic involvement 2 characters
Love story or search for love
Love is a cure
Happy up-ending
Love is a two-sided sword
58. Communication Ninja workshop
What is your genre?
Grandeur and spectacle
Recreate past events
Protagonist is a hero
Clear evil antagonist
68. Communication Ninja workshop
Extra-personal conďŹicts
Personal conďŹicts
Inner conďŹicts
Individuals in society Family Mind Body Lovers Physical environment
Emotions
Friends
Social institutions
80. David: Successful
entrepreneur, tech savy,
family guy, trip to SF 2
years ago, not good
with sales, money but
not rich, former poster
boy, not ďŹuent in
English, driven
10 min
83. Communication Ninja workshop
1. Premise idea
2. Protagonist (Characterization)
3. Select genre and settings
4. Inciting incident + object of desire
5. Build your eventâs (Scene) progressive beats
6. Each beat a GAP (antagonists)
7. Climax your scene
8. Distill the Controlling idea (value + cause)
85. Communication Ninja workshop
1. Change your genre
2. Change your settings
3. Switch protagonists (team vs user vs product)
4. Change point of view
5. Change the plot (events + values)
86. Communication Ninja workshop
1. From love to war:
âTake pics of your love momentsâ
âOur crusade is to eradicate Microsoftâs ugliness from
this worldâ
87. Communication Ninja workshop
1. From love to war:
âTake pics of your love momentsâ
âOur crusade is to eradicate Microsoftâs ugliness from
this worldâ
2. From present to past-present:
âSpeaking her mind is so easy now, she never though it
was possibleâ
âWhen Gutenberg created his printer, he couldnât
forecast the true revolution yet to come when Internet
came into playâ
88. Communication Ninja workshop
3. From you to your partnerâs:
âAlice can now easily expose her paintings to all
corners of the worldâ
âBob can track new artists and paintings to buy for his
clients, without going out of his apartmentâ
89. Communication Ninja workshop
3. From you to your partnerâs:
âAlice can now easily expose her paintings to all
corners of the worldâ
âBob can track new artists and paintings to buy for his
clients, without going out of his apartmentâ
4. Change point of view
âAlice can now easily expose her paintings to all
corners of the worldâ
âDaniel is so happy that Alice doesnât travels so much
thanks to X, heâs even investing in itâ
90. Communication Ninja workshop
5. From sad/happy to hate/love:
âAlice didnât have time for her children. Work kept her busy
at all times. Her boss, an egocentric pig, made
sure her days where akin to walking through hell. Desperate
for time, she discovered X, which found her a new job, one
with free spare time and life balance for her and her
childrenâ
âAlice hated her children. They required time she couldnât
spare. She needed that raise and they where going to
trump it. [...] Finally free of everything she
realized her children save her soul. She found a feeling
long lost, something primal she didnât let go again.â
96. Communication Ninja workshop
How many do you know?
Tweet this!
Tweet this!
âGather a list of bloggers/journalists youâre
âAlways make sure you know who the
interested in, is and adjustand interact
audience follow them the story
with them, DAILYâ
accordinglyâ
97.
98.
99. Communication Ninja workshop
How many do you know?
Tweet this!
Tweet this!
âGather a list of bloggers/journalists youâre
âYour social in, follow them and interact
interested media channels are your story
trailers,them, DAILYâ
with use them wiselyâ
101. Communication Ninja workshop
1. Not publication but journalist
2. Research the journalistâs topics
3. Send small excerpt (trailer) asking if interested
4. Build rapport bottom-up (3rd tier ďŹrst)
5. Use different media: text + pics + video
6. Include all info: crunchbase proďŹle+logo+other posts
7. Activity on Twitter, Facebook and your blog
8. Help them when they ask for info/contacts
102. Communication Ninja workshop
Tips & tricks: Twitter
1. Tease inďŹuential people into answering you
2. Space your tweets strategically (buffer app)
3. Share interesting links, not your own stuff
4. CC speciďŹc users (inďŹuencers, journalists, etc.) based
on the content you share
5. Tweet at least once a day
6. Bio + avatar extremely important
7. Personal accounts better - Personal branding
8. RT + comment on journalistâs stuff
9. Plaster your twitter everywhere! (@abarrera)