This document provides an overview of public relations strategies for startups. It discusses defining PR goals, researching target journalists, crafting effective pitches, and building relationships over time. The key lessons are to focus on developing genuine connections with journalists through engaging conversations rather than one-time pitches, and positioning your startup as solving a real problem for readers rather than just promoting yourself.
The guide is dedicated to PR managers and specialists responsible for communications in their organizations. We hope you will find here answers for all, or most of your questions regarding PR – techniques, activities, prices etc. – and this text will help you to successfully set up, run and develop your communication, both in your home countries and on markets where you choose to scale up.
Step-by-step guide to writing media pitches to gain press attention, getting your brand noticed, and measure public relations success without the PR flack. Especially relevant for the tech and startup industry, but with key insights for B2B and B2C consumer brands. Includes key steps to writing a great pitch, sample templates and common missteps.
Also features quick tips on how to measure PR success by utilizing coverage tracking, mentions, Google Analytics, and branded searches.
More information at: www.pinegrovepr.com
Want to get in touch?
ashley@pinegrovepr.com
Written and published by Pinegrove Public Relations, Seattle, WA, all content belongs directly to PPR.
Public relations is an essential part of marketing, but if you've never approached or worked with a journalist before, it could be a little intimidating. Where do you start? Who do you reach out to? What should you say?
Thankfully, PR isn't rocket science. But it does take planning and commitment. Because PR coverage is earned, not paid, you have to be extra careful and strategic about who to pitch and how to work with the press.
The guide is dedicated to PR managers and specialists responsible for communications in their organizations. We hope you will find here answers for all, or most of your questions regarding PR – techniques, activities, prices etc. – and this text will help you to successfully set up, run and develop your communication, both in your home countries and on markets where you choose to scale up.
Step-by-step guide to writing media pitches to gain press attention, getting your brand noticed, and measure public relations success without the PR flack. Especially relevant for the tech and startup industry, but with key insights for B2B and B2C consumer brands. Includes key steps to writing a great pitch, sample templates and common missteps.
Also features quick tips on how to measure PR success by utilizing coverage tracking, mentions, Google Analytics, and branded searches.
More information at: www.pinegrovepr.com
Want to get in touch?
ashley@pinegrovepr.com
Written and published by Pinegrove Public Relations, Seattle, WA, all content belongs directly to PPR.
Public relations is an essential part of marketing, but if you've never approached or worked with a journalist before, it could be a little intimidating. Where do you start? Who do you reach out to? What should you say?
Thankfully, PR isn't rocket science. But it does take planning and commitment. Because PR coverage is earned, not paid, you have to be extra careful and strategic about who to pitch and how to work with the press.
How to Create Hero Content Campaigns That Drive Long Term Search Visibility a...Boom Online Marketing
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Brilliant Transportation reached out to Jeff Hurt a few weeks ago about the possibility of conducting a Q&A for our blog, and much to our surprise - he was more than willing!
Jeff is considered one of the leading authorities in the meetings industry on adult education, conference design, digital events and social media for events and associations. He speaks and blogs frequently about meeting and technology trends, the future of conference education, adult learning and all things meetings at velvetchainsaw.com.
How do you use social media not only to market your upcoming event, but also to manage your event as it happens? This white paper walks you through social media and event management procedures and best practices as an event producer as well as an attendee.
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Keeping content fresh, exciting and bringing back visitors is a challenge for all businesses. Startups, government bodies and Fortune 500 companies all struggle with keeping their content compelling and unique. It’s definitely industry and team dependent, but it’s a challenge that can often be resolved with a few fresh content marketing hacks. Here are a few hacks that will help you stand out.
A conference is a huge opportunity to build relationships with
extraordinary people, people who might have significant impact on your professional or personal success. To make sure that you maximize the return on your (and your organization’s) investment of time and money to attend, you can’t afford to be a conference commoner. You have to be a Conference Commando – and that takes new mind sets and skill sets.
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How to Create Hero Content Campaigns That Drive Long Term Search Visibility a...Boom Online Marketing
Jess Peace, Content Team Lead at NeoMam Studios takes us on a journey on how to get content that gets links for years to come. Basically, how to do digital PR real good.
Online Marketing Summit - Joe Pulizzi on Content and Social MediaJoe Pulizzi
Presentation given as various locations on the Online Marketing Summit tour by Joe Pulizzi on the basics of Social Media. Joe's take is that without a content strategy first, successful social media will be hard to come by.
Best Marketing Advice - 100 Global Experts Share Their Career WisdomHeidi Cohen
Looking to break into Marketing, PR or Social Media? Then read the best marketing career advice for recent graduates from 100 global experts. Includes Twitter & reading list.
Brilliant Transportation reached out to Jeff Hurt a few weeks ago about the possibility of conducting a Q&A for our blog, and much to our surprise - he was more than willing!
Jeff is considered one of the leading authorities in the meetings industry on adult education, conference design, digital events and social media for events and associations. He speaks and blogs frequently about meeting and technology trends, the future of conference education, adult learning and all things meetings at velvetchainsaw.com.
How do you use social media not only to market your upcoming event, but also to manage your event as it happens? This white paper walks you through social media and event management procedures and best practices as an event producer as well as an attendee.
Content Marketing Hacks That Will Help You Stand OutRoss Simmonds
Keeping content fresh, exciting and bringing back visitors is a challenge for all businesses. Startups, government bodies and Fortune 500 companies all struggle with keeping their content compelling and unique. It’s definitely industry and team dependent, but it’s a challenge that can often be resolved with a few fresh content marketing hacks. Here are a few hacks that will help you stand out.
A conference is a huge opportunity to build relationships with
extraordinary people, people who might have significant impact on your professional or personal success. To make sure that you maximize the return on your (and your organization’s) investment of time and money to attend, you can’t afford to be a conference commoner. You have to be a Conference Commando – and that takes new mind sets and skill sets.
Networking as a Sales Tool - 5 Sure-Fire Steps to Increase Sales SuccessThe Chief Storyteller
Generally, a networking event is one big blind date. You never know who you will meet next. Networking is all about the deliberate development of professional relationships. Just as with personal dating, business dating takes time. You wouldn’t expect to get married on the first date. The same holds true with networking. Here are five sure-fire steps to make your networking more focused and effective to capitalize on opportunities, eliminate distractions, and increase your sales and development success.
Seven ways pr professionals can craft successful pitches to journalistsRachael Hesling
Public relations has only grown more complicated in the Internet era. PR representatives are expected to do everything from running a client’s Twitter account to creating viral videos. However, despite all these advances, one bedeviling issue remains: helping clients get coverage in the media. Whether you’re trying to get a tech blog to cover a startup's new gadget or looking to have a nonprofit's founder profiled in a glossy print magazine, attempting to reach the public through the press can be difficult. Luckily, you can employ a few of the following strategies to successfully pitch stories to journalists.
About the Guide:
Anyone who listens to the Today programme or watches Newsnight, and has heard respected and articulate business leaders and politicians being grilled by the likes of John Humphrys or Jeremy Paxman, could be forgiven for feeling uneasy about being interviewed by a journalist. Successful media interviews, and positive media coverage, are not a matter of luck. Good preparation can make the difference between a confident, informed and articulate media performance, which presents your company in the best light, makes a good impression on the journalist and results in some sparkling copy or air-time – or a hesitant, tentative and ill-informed approach where the journalist fails to get the material they need and coverage is either negative or non-existent.
If you’re going to spend time and money marketing your organisation, it will pay dividends to prepare in advance what you plan to say and how you deal with the press – especially in a crisis.
About the Author:
Magenta's guide to dealing with the media was written by Magenta's MD Cathy Hayward. Previously, Cathy launched and edited FM World magazine for seven years before setting up Magenta, the communications consultancy for the built environment. She also edited FMJ magazine for more than a year. She is a member of CoreNet, the British Institue of Facilities Management, the Chartered Institue of Public Relations and is the deputy chairman of the BIFM London region.
Help them to sell more: What PR can do for your growth targetsSebastian Rumberg
This was a talk that we were giving for the lovely folks at The Family in Berlin for a diverse tech audience. You'll find a ton of PR lessons for founders and small startups in there and at the end a list of books that I recommend to anyone who wants to improve their PR game.
Portland Ten Guerilla Public Relations: Tips for Free & Effective Public Rel...PRA Public Relations
Startups, and any business looking to work lean and build market recognition, will benefit from these easy-to-use tips on public relations how-to's from Pam Abrahamsson, VP of public relations, Stephenson Group. This presentation was shared with the 2010 participants of the Portland Ten entrepreneurial education & mentoring programs.
Whether you are a small business owner, a startup, or planning to take the plunge, this overview will help get your DIY public relations and social media program under way.
Christian Grey has certainly taught us something about PR and we've laid it all out in this presentation. Here are 52 facts about Public Relations you should know for your small business or startup.
Christian Grey has certainly taught us something about PR and we've laid it all out in this presentation. Here are 52 facts about Public Relations you should know for your small business or startup.
How to Create Personas for Your Digital CommunicationsTechSoup
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MANJUU RANGARAJAN | PR For Startups | NSRCEL | Aug 2021 |NUMOSYS
Manjuu Rangarajan
Founder/ CEO - BrandiT Communications
Committed public relations specialist with extensive experience in driving PR campaigns and brand building for lifestyle luxury & boutique brands. Proven success developing and implementing media strategies across traditional and digital media channels. Grew businesses from Ad sales while working with top media firms. Bring to the table a strong network of media contacts.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
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Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
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- New framework for examining and safeguarding an online reputation
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- Practical examples that demonstrate when to act, how to act and how to recover
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
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Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
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Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
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Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
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In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
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https://nidmindia.com/
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It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
2. 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
3. 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.
Introduction
4. Foundation
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.
5. 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.
6. Public Relations vs. Human
Relations
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.
They’re selfless.
Which do you think has a greater impact
on your business in the long run? Which
would you rather have represent your
company?
7. 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
board.
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
personal.
8. 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?
TIP:
31.
Try This At Home [Exercise]:
Find 3 Journalists You Think Will Love Your
Idea
32. Research
You wouldn’t vacation somewhere without
doing a little digging first, would you? Then
why would you pitch a journalist you know
nothing about?
33. Defining Success
PR is only part of a comprehensive
marketing and branding strategy.
Always take the time to define what
your ‘big picture’ of success looks like,
integrating PR effort throughout the
process.
Avoid vanity metrics (like the number of
PR mentions you collect.) Instead, focus
on the return on your PR investment:
new relationships, inbound leads and
of course - new customers.
34. Choosing the Right Journalists
The key to getting great coverage is to
start with a journalist that covers your
industry!
!
Once you’ve identified writers who have
covered similar themes, get to know
them.
• Engage with them on Twitter.
• Comment on their articles.
• Introduce yourself over email in a
non-promotional way.
Tip:
47. Understanding The Media
Though they can be intimidating,
journalists are people too. They have
deadlines and long to-do lists just like us.
They’re also cautious of PR pros without
their best interest in mind.
Don’t be that guy. Always be mindful of
this and pitch respectfully. Keep it tight
and to the point.
Know your WHY, know your hook. The
rest are minor details they can ask
later.
TIP:
58. Niche Vs. Broad Outlets
Identify your target outlets based on your desired audience. While the
homepage of TechCrunch will get you recognition and a spike in traffic,
coverage in your industry’s niche outlets is more likely to convert to
customers.
1. Choose Niche If You Are… Seeking high quality leads generated
from your target demographic.
2. Choose Broad If You Are… Seeking some time in the spotlight and
looking for recognition in outlets your fans, friends, and family will
recognize.
59. Building A Press Kit
!
It may sound silly, but a press kit (and press page) can be a killer resource. A press
kit is the one-stop-shop for everything a journalist or influencer will need to get a
snapshot of your company. Your press page? A brag worthy showcase of your
hard work.
Don’t be modest - you’re doing something incredible, share your story and the
journey you took to get there with everyone: in one location (Dropbox, zip folder,
your website.)
By having items like your press release, founder bios, head shots, team photo(s)
and screenshots easily accessible, it will save both you and the journalist time.
Time that can be dedicated to preparing an awesome piece on your company.
60. Perfecting the Pitch
Practice makes perfect. Your pitch is no
exception. It can mean the difference
between a killer launch or a snooze fest.
61. Crafting Positioning Statements
A strong positioning statement is the
elevator pitch of the media world.
Perfect it and you’re in.
What problem is your startup aiming to
solve? How would you explain that to
someone?
Your positioning statement will look a
lot like your value proposition.
TIP:
72. Making it Personal
Journalists receive hundreds of emails a
day - how will you ensure that your pitch
stands out?
By making it personal. Keep it human.
Use a casual subject line instead of one
baited with buzz words or flashy
embargos. A simple “Hey Joe!” works 90%
of the time.
Hey Joe!
73. “What’s in it for them?”
Treat others the way you want to be treated. No matter how badly
you want coverage, always respect the journalist and their time.
No one likes being on the receiving end of a sales pitch. It’s
important to be mindful of how you can help them.
Real PR is about building relationships that will be mutually beneficial for
the long term. [Tweet this]
74. Keep it Tight
A common mistake is trying to include every last detail into your pitch.
Instead, prepare for Permission Based PR. We mentioned that an
introduction email to journalists is helpful. Permission Based PR takes it
one step further. Introduce yourself and ask the journalist if you can
share a few high level points about what you’re working on.
For example: Hey Jane! I’m with company XYZ and I’d love to share a few bullet
points with you on what we’re working on if that’s ok with you!
Be mindful of the journalist and the message you are trying to send.
Ask First. Pitch Second. (We’ll address this more in the next section.)
75. Newsjacking 101
Oh, newsjacking! The fine art of taking someone else’s news and
piggybacking on its worth.
While this may sound shady, if done properly (and tastefully)
newsjacking can be a great opportunity to weigh in on hot new industry
trends as a thought leader.
How will Apple’s new iOS affect your platform? Why is your App the
replacement for those in Flappy Bird withdrawal?
By constantly listening and monitoring the media and industry trends
and news, you can strike while the iron is hot and score yourself a great
story in conjunction with hot topic everyone’s already talking about.
76. Media Outreach
The time has come. It’s time to pitch. While
the idea of sending your life’s work into the
universe in the form of a few strong
sentences in an email can seem daunting -
you’re ready and you’ve got this.
77. Sending Your Pitch
You’ve worked hard to craft a great pitch -
don’t let it go to waste in inbox purgatory.
Always pitch during Pitching Hours aka
optimal times of day and the week.
While it’s a nice idea to get ahead on the
weekend or late at night - most main stream
media aren’t responding to emails at all
hours of the day. The result? Your email is
banished to a horrible inbox fate.
78. Best Day Time to Send
To be most effective, stick with
weekday mornings. Any time
during EST or PST business hours
is ideal.
Take a Cue from Social: Wait for
journalists to be active on Twitter
before you hit send on your pitch
email. If they haven’t tweeted in
days, they may be out of the
office.
TIP:
100. The Follow-up Process
Every day, thousands of emails get lost in
inboxes everywhere. Chances are, your
email will be among the missing more
than once.
It happens to the best of us.
It’s totally acceptable to send a follow-up
to journalists, but always wait at least 48
hours to do so and try to keep your
follow-up limited to one or two lines.
TIP:
112. Accepting Rejection
Just like many of our emails get lost in inbox limbo, even
the most seasoned PR pros are faced with rejection on a
daily basis.
It’s all part of the experience. We promise.
Next time a journalist says no, keep your chin up. Stay
motivated. A strong backbone is key to surviving the world
of PR.
While you should never take rejection personally, if it’s
happening frequently, do take a moment to consider it and
ask yourself if your pitch could be stronger. Is it littered
with buzz words? Are you coming off too salesy? While
some journalists can be unnecessarily harsh, many are
trying to help.
Sometimes
142. Guest Blogging
Guest blogging is an incredible way to build your
influence and establish expertise in your field.
Often a well positioned guest post will lead to more
engagement than an article in the media. This may be
your opportunity to share your opinion on a topic
related to your startup.
Remember: The content you contribute should be
authentic and original.
Look for contributing guidelines and follow the process.
If there are none, reach out (via email or Social Media) to
the editor to ask if you can contribute a piece of content.
143. Measuring Success
While PR by nature is focused on visibility (which
can be intangible at times) - it’s important to
always understand the impact of your efforts.
144. Setting Up Analytics Tools
The key to measuring success is a great analytics tool.
Google Analytics is a no-frills solution. If you need something
more user-friendly and advanced, tools like KISSmetrics are
available (especially great for products that have a checkout).
All analytics tools will have you insert a snippet of code on
your website, so be sure they are committed to preserving
fast load times.
145. When Media ≠ Instant Success
When setting out with your eyes on the prize, it’s important
to know that even the best media placements don’t always
guarantee a conversion.
But they do add to top-of-mind awareness and stronger
reputation.
Just because your potential customer didn’t click through to
your website or sign-up for their free trial, doesn’t mean that
you failed to leave an impression. In many cases, they may
find themselves Googling you days or even weeks later.
146. Knowing when to say No
Some media opportunities may not be worth the investment in time.
Here’s when:
• If the audience / readership doesn’t match with your product
offering;
• When the news outlet or blog gets very little traffic;
• When you’ve posted to that outlet before and it’s generated no
traffic / interest;
• When you sense an ulterior motive;
147. Brainstorming Creative New
Ideas
Eventually, your pitch is going to run its
course.
Measuring engagement analytics over a
period of time will give you an idea of
what type of media works and what
doesn’t.
Even the best story will eventually run it’s
course with the media. Injecting new
ideas into the mix is critical.
TIP:
178. Best Practices
Braving the world of PR can be scary, but
armed with the right tips and tricks, it’s
your world for the taking. Here are 10 of
our best practices to help you achieve
media success.
179. Best Practices
What are the industry experts saying? What are the top startups
doing? Here are some of our #StartupPR best practices.
1. Know your story. Use your story to differentiate yourself from the
competition. Having a relatable story is a fast-track to establishing
authentic relationships.
2. Go Niche. While mainstream media generate the clicks and the
attention, niche outlets are where your customers are.
3. Ask first, pitch second. When you’re just getting to know a
journalist, always execute permission based PR first to generate trust.
180. Best Practices (cont.)
4. Follow up respectfully. Don’t harass journalists over the phone or via
every social network that was ever invented. Send one strong follow-up
48 hours later and respect their time.
5. Brevity is key. Less is more. This applies to everything from your
media release to your pitch. Know your WHY, know your hook. The rest
are minor details.
6. Try reverse pitching. Sign up for Help a Reporter Out and receive
three emails a day filled with journalist queries in a number of
industries - including yours!
7. Ask for advice. Use a platform such as Clarity to ask journalists for
advice instead of asking them to cover your story.
181. Best Practices (cont)
8. Make friends first. Follow your favourite journalists on Twitter
and engage with them regularly. Comment on their articles and
share via social. Do all of this before you need their help.
9. Practice your pitch out loud. If it sounds stupid or salesy
when you read it, don’t send it.
10. Timing is everything. Try to reach out to journalists during
business hours and wait for them to be active on social media.
!
182. Public Relations is Human
Relations. It’s time to change
the perspective of PR and put
the “human” back into our
relations.
Conclusion