Learning from facebook CEO Zuckerburg "PR startup technique" What?


It is a great opportunity for startup companies to get in touch with the company, products and services widely. It may be that there is a scene that whether to make use of this opportunity decides the fate of the company. What kind of important thing is important to maximize the opportunity of PR such a thousand once a month?

The Best PR Advice You've Never Heard - from Facebook's Head of Tech Communications

Mr. Carin · Marney, who oversees Facebook's technical communications department, onceOutCastWe felt how difficult it is to appeal our company and its products and recruit funds when we co-founded the company. Mr. Marney got his own experiences of setting up a start-up company and gained in working with many successful managers including CEO Mark Sackerberg, "Startup companies maximize PR effect Important things to do "is summarized. When you are suddenly invited to lunch from a reporter and have the opportunity to appeal your company, the preparations necessary to make the best use of that opportunity are as follows.

RIBS test

If the message remains in the person's memory, that PR activity is a great success. This is important not only for advertising strategies but also for attracting talented people and attracting many counselors. It is the "RIBS test" which consists of the following four items needed to make a message remembered by a person, he says.

1: Relevant (Relevance)

ByMary Anne Enriquez

What kind of person would you like your company to deliver? What problems does the customer have? What can be solved by the services of your company? If such matters are not clarified, it is difficult to appeal the service. Mr. Marney says that the first thing to do is to clarify the "relevance".

2: Inevitable (indispensability)


When you receive the interview, it is important for reporters to feel that what your company is developing is essential. A company that provides indispensable services should be felt "to grow". Zuckerburg CEO has imagined the future connecting people and people around the world before starting a business, and said that this image was convincing enough to feel that this image is an indispensable service.

3: Believable (to be believed)

ByJosh Di Mauro

If you can communicate the relevance / indispensability, the next thing you need is believing. Even if it can appeal relevance and indispensability, it is a rice cake painted on a picture unless it is clear that it can be realized.

4: Simple (simplicity)

ByHitzi 1000

Modern people use the service on a daily basis. You should be busy doing Facebook, checking emails and balancing relationships with friends and family. Martinie says that it is "simplicity" that is necessary to convey new services in the world full of such services. It is necessary to have the ability to express the service in short words memorize, and if it can not convey the service contents in a short word, it should have lost sight of the point, he says.

It is the RIBS test to see whether the appeal that satisfies the above Relevant (relevance) · Inevitable (essentiality) · Believable (belief) · Simple (simplicity) is ready, and considering how to convey the service Mr. Marney thinks that it is the first task to be addressed

Vision (long-term perspective)

ByCornelia Kopp

As a mistake often made by the manager of the start-up company, there is a problem of being bothered by whether it should be weighted to short-term viewpoints or long-term viewpoints. However, Mr. Marneye thinks both are important and indispensable. "What is necessary from a short-term perspective, what is needed next, what is required next to persuasively tell that step one by one, that is to say persuasively the long-term perspective There should not be enough, "Mr. Marneye says.

Brand Lens
If you clarify the above RIBS test and vision, since appeal at lunch time should be able to be done well, we should build "brand lens" as a further step, Mr. Marney said.

This is an image of the brand lens that Mr. Marney thinks.

1: Tagline (catchphrase)

ByM. J. Ambriola

It is "catchphrase" that comes to the center of the brand lens. For example, for Facebook, "giving people the power to share and make the world more open and connected" (to make the world more connected by the power of sharing) "and Google" organize all of the world's information Organize information) "and so on, an attractive phrase expressing that service is needed first. If there is no catch phrase, it seems that it may be possible to add the name of the company as a center for the time being.

2: Attributes (attribute)

ByHartwig HKD

The next thing to set up after the catchphrase is "attributes" owned by companies. Attribute is a modifier that expresses the character and character of the company and its services. If you do not decide the attribute, it will be difficult for people who know the company / service to explain it to others, so you need to decide at an early stage.

There are many phrases such as "advanced" "smart" "innovative" as an attribute, but the important thing is that you can convey the color of a company through its adjective. To that end, CEO Zuckerberg frequently says that it is important to have discussions on the attributes chosen. For example, Marronie says that a "quick" attribute requires a story that tells why the service is important. Changing the roll shape is a good scene and a bad scene. We should deepen the discussion to the point that "Why are quick attributes so good?"

3: Differentiators (differentiated)

ByDaniela Hartmann

Differentiation from other companies' services is very effective for appealing their services.SalesforceMark Benioff, CEO,Dot com bubbleEven when many companies began to abandon the .com domain, they firmly decided not to let go of the domain Salesforce.com. That was a decision that Salesforce is an online service company and it is necessary to appeal clear distinctiveness that it is different from traditional software companies.

4: Action

ByTeymur Madjderey

As companies get on the path of growth, there will be a growing number of meetings, writing blogs and job offers. At that time, it is essential that you clearly distinguish between what is truly meaningful and what is not true, and do not do anything unimportant.

Finally, as a mental attitude / custom on PR activities, Mr. Marney's thinking "bad thing" "good thing" is as follows.

·Bad thing

ByEpSos .de

1: Desire
Envying other brands. It is a great waste of time to compare a corporate admiration with our company.

2: Greed
Targeting everyone. It seems impossible and stupid.

3: greedy
Big money sometimes drives people crazy. And that there is a high risk of making people stupid as soon as they have entered a business. Mr. Marney believes that it is not always right to ask for many things.

4: negligence
It is a serious negligence to nudge a service that does not ponder overdue and does not ponder overdue, and should definitely be avoided. Moreover, we are convinced that it is just a negligence in PR activities to make the other party understand to use the technical term which the general public would not understand.

5: Anger
It is not a good idea to get angry with other companies' services or those who do not understand their services.

6: Pride
Mr. Marneye says that we should throw away meaningless pride. It is harmful to say that "self-service is wonderful" is equal to saying "the service of their company is so bad".

·Good thing

ByNeal Fowler

1: Aggressiveness
People who set up a startup company should be familiar with the service better than anyone else in the world. For that reason, it is important that you positively explain and understand the service. However, I do not have to bother talk about myself shamefully.

2: Thinking from the goal
I can not aim for the goal without knowing where I am. However, it is impossible to start even if you are not conscious of the goal in the first place. As the interviewer wishes to know where the goal point of the service is anything, it is important to think from the goal.

3: Thinking in the other person's line of sight
The reporter is not doing anything for your company, for example you should collect more advertisers and write articles that more people can read. If so, it is a trick to have a good article written by providing a "catchy title that interests the reader" that the reporter seems to be pleased with. By providing such information,Win-Win(Win-win) relation is established.

4: Being a good listener
All the excellent managers Mr. Marney had met so far are "good listeners". Among them, the best listener is Zuckerburg CEO, the opinion returned after hearing the suggestion thoroughly without speaking at the meeting is a constructive construction that is done with full understanding of what the speaker says It seems to be one. Mr. Marney believes that understanding what he wants to say is a way to tell what he wants to say.

in Note, Posted by darkhorse_log