Jun 19, 2019
When it comes to PR for EdTech, this episode is a masterclass.
My guest is Jacob Hanson, CEO of PR with Panache. Background on
Jacob:
A graduate of Fort Lewis College, Jacob graduated cum laude with
a Bachelor of Arts degree in Modern Language. Spending subsequent
years of his career dedicated to sales growth, marketing, and brand
awareness, Jacob brings to PR with Panache! a fierce
passion for education and extensive experience in moving
high-quality companies and their brands to the forefront of the
education marketplace.
A skilled communicator with a zest for life, he has the
wherewithal to see the big picture, connecting the dots between
sales, marketing, and public relations to create dynamic
communication and integrated marketing plans to effectively tell
your story. Jacob serves on the Board of Directors for a MN-based
STEM non-profit, High Tech Kids, whose
mission is to deliver fun, hands-on science, engineering, and
technology programs and events that inspire Minnesota kids in their
formative years.
A native of Minnesota with a strong affinity for the Rocky
Mountains, Jacob enjoys spending time with his two wonderful
children, Sawyer and Bexley, making fresh tracks and hiking with
his hound dog, Dan.
From the PR with Panache website: "PR with
Panache! develops and shares stories that captivate the K-12
education market and influence high-level conversations in the
media. Our team includes expert journalists, editors,
administrators, and former educators who have one thing in common:
We are all storytellers at heart. We craft customized campaigns
that stay true to your vision while leveraging the dynamic voice of
your customers and establishing you as a thought leader in
education. Together we craft stories that inspire
decision-makers in K-12 education not just to take notice but
to act. As your storytelling team, we earn you the attention and
acclaim of your audience. And we do it all with passion and energy
that’s unparalleled in the education industry."
Highlights from the show
- The history of Jacob's agency, PR with Panache, and how his
mother started the company
- How Jacob went from a Spanish major to CEO of his company
- Why Jacob turned down a job at a startup in order to join his
family business
- The origin story of the mother-son tag team at Jacob's
company
- A complete description of PR with Panache, a boutique agency
doing PR for EdTech and PreK-12 education companies
- An overview of the type of campaigns - both inbound marketing
and brand awareness - Jacob runs for his clients
- What's it like to work in a family business? Jacob explains at
7:00
- Insights and tips on running a 100% virtual team
- The different business relationship Jacob had with his mother
and father
- "Sorry to say this, but there is no silver bullet in education"
- Jacob explains why there are no short cuts when doing PR for
EdTech at 12:30
- The first step in crafting your message as an EdTech
startup
- "It's not about your product, it's about the educators"
- Jacob breaks down why education is a relationship-based
industry (advice especially relevant for newer companies)
- It's not "sell and tell," it's "earn." Jacob explains this
marketing and sales strategy.
- There's no breaking news in education - Jacob explains how
education entrepreneurs should work with this
- Why EdTech startups need to plan five-years ahead (17:15)
- Jacob gives a step-by-step breakdown of how EdTech startups can
do their own PR
- The "Too big too soon" problem EdTech startups fall into (and
the power of local media)
- 2 specific tips on pitching to media outlets at 23:00
- The incredible story of an 8-year-old who could never speak who
comes home and says, "Hey Mom." (PR With Panache's work with
RoboKind)
- Why focusing on impact and results is the secret to great
storytelling for startups
- "The Common Core Aligned Effect" - the danger of slapping
buzzwords on your education tool or product
- Jacob's advice on how EdTech startups can maximize the return
on investment on attending live events (30:00)
- "We below $150,000 at conferences last year and have nothing to
show for it" - Jacob's post-mortem on a founder who says something
like this to him
- How to deal with tougher school SPAM filters and engaging in
permission marketing
- The importance of educator voices in for PR for EdTech (and why
context is the most important thing here)
- Jacob's current take on purchasing in schools and
districts
- The 3 types of principals and how you can use this to your
advantage
Links for this episode:
Sue Hanson,
founder of PR with Panache:
Sococo - virtual
workplace
Robo Kind
EdWeek
Time Magazine
EdCamp
ERDI
Google for
Education
Apple Education
FCC
If you liked this episode, then leave a review, and
share it with a friend.
Thanks for listening!
Gerard Dawson