The Beginners Guide to
Table of Contents
Foundation Research Perfecting the Pitch
● Deﬁning PR in 2014
● Public Relations vs. Human Relations
● Making Friends, Not Contacts
● Deﬁning Success
● Choosing the right journalists
● Understanding the media
● Niche vs. Broad outlets
● Putting together a press kit
● Positioning statements
● Making things personal
● What’s in it for them?
● Keeping it concise
● Newsjacking 101
Media Outreach Measuring Success Best Practices
● Sending your pitch
● Timing is everything
● The follow-up process
● Accepting ‘no’ and moving on
● When to guest blog instead
● Setting up analytics tools
● Media doesn’t guarantee success
● Knowing when to say ‘no’
● Brainstorming creative new ideas
● Media Monitoring
● Tools of the Trade
● Use all your resources
Slides 4-8 Slides 9-14 Slides 15-20
Slides 21-26 Slides 27-31 Slides 32-35
Many startups still believe public relations begins and ends with receiving a
nod from TechCrunch.
Startup success stories are no longer written with thanks to the media. In
today’s ecosystem overﬂowing with startup ideas, to ‘launch’ is simply not
enough justiﬁcation for media coverage.
Overnight success stories are a thing of the past, and we say it’s time for a
refreshing new take on PR.
What worked last year isn’t going to work today.
The secret is in adopting a human approach to PR.
Step away from the keyboard. Don’t send another haphazard
pitch to a journalist without understanding the basics.
The golden rule? Always make friends before you need them.
Deﬁning PR in 2014
The name of the game is changing. No longer just about press releases
and embargoes - the deﬁnition of PR isn’t as cut and dry as it once was.
The homepage of Forbes? Yes, that’s PR, but so is your contributed
piece to Entrepreneur or HubSpot. In 2014, thought-leaders are just as
much media rockstars, as Mick Jagger himself.
Whether you’re a publicist, a growth hacker, or rockstar - you’re in the
business of PR and it’s time to take advantage of it.
Public Relations vs. Human
A PR person has coverage and favorable
public image in mind. They’re self-serving.
A human relations pro works hard for
meaningful, social relations that provide
value and create long-lasting relationships.
Which do you think has a greater impact
on your business in the long run? Which
would you rather have represent your
We Say: Make Friends, Not Contacts
1. Cold Call No More - Long gone are the days of generic pitches, cold
calls or emails. If you don’t know the person you’re pitching,
consider putting on the brakes and heading back to the drawing
2. Cut the “Blah Blah” - If your pitches lack authenticity (and worse
yet - if they don’t deliver value), all a journalist hears is “blah, blah,
blah.” Cut the buzzwords and focus on value.
3. The Value of One Friend - Another golden PR rule? Quality over
quantity. Focus on strengthening the relationships you have with
your existing contacts to make them more meaningful and
Forget playing the numbers game.
Pitching 100 journalists may be less eﬀective than building a
relationship with three.
Pick three, and start getting to know them today.
- What do they write about?
- Where do they socialize online?
- Who might you have in common?