Startups/VCs – Berkeley SIG: What Every Startup Needs to Know about Public Relations

6:30 – 9:00pm April 20, 2009
University of California Berkeley Extension, Golden Bear Building
UC Extension Classroom, Second Floor, Room 210
1995 University Avenue
Berkeley, CA
94704-1074

To generate sales, you have to make yourself known; that’s why every startup needs PR. Good PR helps you communicate the need for your product or service, differentiate you from your competitors and build your relationships with the press, bloggers, and analysts who will get the word out about your company. Although today startups may wonder if they should spend money on PR, without it your campaign may fizzle, not sizzle.

For maximum impact, you need to understand PR best practices and start planning your campaign a few months in advance. It is crucial to allocate enough time to prepare the key elements for a successful launch. This includes developing compelling, succinct product/technology messaging that clearly communicates the business benefits your product provides. It also requires that you test your messaging (under embargo) in advance with a few trusted analysts as well as train appropriate spokespeople for press and analyst meetings. This exposes any potential weaknesses in your story and gives you the chance to tweak your messaging before the launch.

Jeannette Bitz—a seasoned PR executive with more than twelve years experience developing successful PR strategies for technology companies—will discuss the value of communicating with the most important media, reporters and influencers in your market prior to your launch. She’ll also take a look at the changing media landscape and how it’s affecting PR today. Business and industry trade publications are cutting back and closing. Industry bloggers are gaining in importance. Social media—Facebook, Twitter, LinkedIn and even YouTube—have become key communications tools for the media and PR professionals.

Jeannette will also explain the value a PR agency can bring to the table. A good agency will have strong experience in your market and excellent relationships with the most important media and analysts. And it knows how to maximize your budget while achieving the best results across a variety of media sources.

Throughout, Jeannette will provide real-life examples of PR campaigns for startups, and discuss what works and what doesn’t.

Who should attend: This session is designed for start-up companies preparing to launch their product or company into the market. Since top-level executives are often involved in such launches, company presidents as well as vice presidents and directors of marketing will find the presentation of interest.

About the Speaker

Jeannette Bitz is vice president and partner at Engage PR, where she develops and manages strategic media and analyst relations. She oversees Engage PR’s client teams and PR programs, including company and product launches, mergers/acquisitions, and initial public offerings. Engage PR has helped launch 30 startup companies, two-thirds of which have gone on to successful equity events, whether buyouts or IPOs. Jeannette holds a BA in journalism with an emphasis on public relations from California State University, Northridge.

Registration:

To register, please send your name to register@ebig.org and mention the session name and the date.
Pay at the door by cash or check
Free to e-Big members
$15 if pre-registered
$20 otherwise

Directions:

From downtown Berkeley BART, walk two blocks northwest to University and Milvia. The Golden Bear Building is on the North side of University Avenue.

From I-80, exit University Avenue and drive East toward the hills roughly 19 blocks. The building will be on your left (north) side. There is street parking available and there is also parking at the Center Street parking garage two blocks south. Do not try to park in the onsite underground parking lot, as the lot closes early and your car will be locked in overnight.