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

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Thanks for listening!

Gerard Dawson