I am very much interested in -what makes people tick -what to do - with reasoning -what not to do - with reasoning
Thank you in advance!
With media:
1. Learn what journalists would be interested in your company (and why).
2. Send them regular updates about what your company is doing (in press release form or, better, as a personal email).
3. Be honest with them. Talk from the heart. Avoid exaggeration and "marketing language".
With customers:
1. Always say you're sorry when you screw up or when they're unhappy (for any reason).
2. Communicate as often as you can via all relevant channels...
3. ... while avoiding spam and "marketing language".
If you ever get big enough that journalists are coming to you, hire a specialist.
Do keep in mind that PR is something different than marketing or advertisement. Those people running around, dropping names and 'generating spin'? That's just a very tiny part of PR. PR is about shaping the public opinion, not just one person's mind.
On a side note, I wrote my thesis on wartime propaganda. I found out that the strongest motivator for people to take action is fear. The fear of losing something, missing out, or a common enemy (think Apple-Android!) is very powerful.
On a second side note, I read another comment about lying. Lying isn't right of course, but there are several degrees of lying. And imagine if know how to sell a lie, how easy it would be to sell righteous truth...
Drop me a line if you need some help or advice. I'm by no means an expert on PR in Silicon Valley, but I know a thing or two about PR.
I was looking in the PR book you suggested and also in many others I have found. Let me be straight, I find all of them dry, boring and useless. I had little idea about PR, and I still have little, but I start to realize it is a different animal from what a startup would need. It feels like something mysterious and don't believe in mystery.
You did actually help me to the conclusion, that I will just skip learning PR now and focus on marketing, like rmATinnovafy said. I did need your input, thank you.
http://www.amazon.com/Toxic-Sludge-Good-For-You/dp/156751060...
I'd like to read things that our startup could benefit from. We definitely don't want to lie.
Learn to market well, and the PR will write itself.
Any book by Dan Kennedy is good.
"Covert Persuasion: Psychological Tactics and Tricks to Win the Game" by Kevin Hogan http://www.amazon.com/Covert-Persuasion-Psychological-Tactic...
Great book about all-around persuasion techniques , marketing, and also copywriting.