Julia will tell why working with media is essential for companies and startups, how & when tech companies should start working with media and find interesting story angles for local and foreign media, and how to get regular coverage of your company.

1. Media Coverage for
a Startup: Hard Work
or a Blessing?
Julia Petryk
PR Manager

2. MacPaw
11 years
10 products
202 humans
2 cats
Red Dot Design Winner 2017
Golden Kitty Award Winner 2017
The Most Innovative Company 2018 (Fast Company)

3. PR Manager at MacPaw, mentor and author of
the training course “Global PR”.
Stories showed up at CNBC, TechCrunch,
VentureBeat, The Next Web,
The Entrepreneur, Mashable, etc.
@ua_philka

4. Rules of PR
• People first! (build relations that matter)
• Have a story (make a noise)
• Listen (in digital era power belongs to people)
• Participate in conversations, establish your presence

5. When and How?
• Study media landscape
• Create a media list, list of events and awards
• Start planning for PR early
• Incorporate PR at every stage
• Plan time, budget & people to PR

6. “job” + “topic” + site:linkedin.com
Research journalists

8. Make the 1st Google page credible
• Website
• Wikipedia
• Crunch base profile
• Twitter
• LinkedIn profile
• ProductHunt
• Capterra, Siftery

9. Things to know before your launch
• Target audience
• Unique advantages
• Core features
• Launch date
• Price and availability

10. Pitch
• Be relevant
• Keep your pitch short, sweet, and to the point
• Use emails (no calls or messages in social media)
• Personalize your pitch (don’t talk about you, talk about them)
• Include images and (short) videos
• Pitch around 2AM PT Mon-Wed

11. So what?

12. Email research
• Snovio
• Email Hunter
• Voila Norbert
• FindThatLead
______
• Postmaster Google

13. Best holidays for pitching
• Mother's Day - 2nd Sunday of May
• Father's Day - 3rd Sunday in June
• Back to School - mid-July to Sept
• Black Friday - 4th Friday of Nov
• Cyber Monday

14. query + “write for us”
query + “contribute”
query + “become a contributor”
query + “guest post”
Guest posting opportunities

15. Give exclusives

16. Apply for awards

17. Share data

18. Find story angles

19. Build hype,
be creative

24. Thank you for following up.
We have reviewed the campaign and it’s a brilliant idea!
But this is clearly a promotional campaign for clean my
Mac. As such, this won’t make the cut for our editorial I’m
afraid.
Do reach out if you are interested to work together on
paid placements.
Jeff,
The Editor of WeRSM

25. What a coooooool campaign. :) littering, waste and plastic is a
big problem and a big theme for everybody on this planet.
And if you have a good publicity for your company: a win win
situation :)
Katherine,
TV-program „Life! – shit happens” on RTL

26. • inside.com
• Techmeme

27. Thank you!