🔑 Key Takeaways
- Effectively target publications, craft pitches, reach reporters, and tell compelling product stories. Warm introductions aren't always necessary, and podcasts and newsletters can be effective alternatives to traditional media. Cost and lead time of working with a PR agency versus doing it in-house were discussed.
- Press can act as third-party validation for B2B companies, boosting credibility and trust. For consumer-focused firms, press can drive growth through increased exposure and understanding of the product's value.
- Press coverage can enhance brand recognition, credibility, and even lead to indirect sales through affiliate marketing.
- To secure press coverage for a funding round, founders must communicate effectively, offer exclusivity, and tailor pitches to the publication's focus. Following up respectfully and staying informed about media landscapes is essential.
- Understand each publication's strengths and tailor pitches accordingly for maximum media outreach. Opportunities include speaking at conferences, podcast interviews, investment advice, product stories, and op-eds.
- Early-stage startups can secure coverage in major publications by building relationships with relevant reporters and contributing to their networks. However, feature articles may require higher valuations and hard business metrics, while podcasts and awards can provide alternative opportunities for exposure.
- Identify target audience and podcast vertical, analyze podcast's status, guest suitability, and host connections, gather customer media preferences, maintain a friendly tone, and building a warm connection is optional but beneficial.
- Focus on being helpful, professional, and concise in pitches. Identify and address gaps in reporters' coverage. Cold outreach done well can be effective. Provide unique perspectives and insights. Use clear and direct subject lines. Be respectful. Adopt a multi-platform approach.
- Be direct, concise, and acknowledge their busy inbox. Identify gaps in their coverage and offer a compelling and original story idea.
- When pitching to reporters, it's more effective to position your company as improving upon or challenging an existing market leader, rather than creating a new category.
- Effectively communicate human stories in PR strategy to secure media coverage that resonates with audiences. Use visuals, testimonials, and build interest to engage reporters.
- To increase chances of media coverage, identify trends in outlet's coverage and tailor pitches to those themes using clear, concise language, fun facts, and offering exclusives.
- Personalize and customize pitches, use clear and concise language, reference relevant context, read pitches out loud, and focus on the basics: what does it do, who is it for, and who are the customers?
- Focus on essentials, remove jargon, write in first-person, engage audience, avoid exaggerated growth claims.
- Founders can create interest and excitement in their PR efforts by sharing personal stories and experiences, especially when targeting niche publications or media. Utilize newsletters, podcasts, and social media to build a following and reach journalists.
- Executives' personal engagement on social media can lead to media coverage, a following, and business benefits. Staying on trend and having a personality helps attract attention and engagement.
- Startups can benefit from smaller PR agencies that specialize in their unique needs and are willing to experiment and be scrappy. Participating in media opportunities like Morning Brew's Co-working series can lead to valuable exposure.
- Select an agency with a compatible work style, allow a six-week lead time for announcements, and budget at least $10,000 per month for quality representation.
- PR consultants charge between $10,000 and $20,000 for a one-time story, Emily recommends 'How to Change Your Mind' for personal growth, she enjoys 'Yellow Jackets', asks 'What's the big idea?' for assessing press-worthy announcements, is excited for a psilocybin retreat, and is impressed by Apple Vision Pro
- Stay updated with new tools and strategies, adapt and change opinions, and use strong opinions loosely held for productivity and effectiveness in marketing and PR.
📝 Podcast Summary
Practical Steps for Startups to Get Press Coverage
While theory and learning from big PR blunders are important, startups looking for press coverage need practical steps. Emily Gerber, founder and CEO of Six Eastern PR agency, shared valuable insights on how to effectively target publications, craft pitches, reach reporters, and tell compelling product stories. Warm introductions to reporters aren't always necessary, and podcasts and newsletters can be effective alternatives to traditional media. The cost and lead time of working with a PR agency versus doing it in-house were also discussed. Through examples of successful and unsuccessful press and outreach, listeners can learn effective strategies for getting press coverage. Additionally, Emily shared a successful pitch example for a podcast guest. If you're looking to get press for your startup, consider the practical advice shared in this conversation.
Press as a valuable second order effect for businesses
Press can provide valuable second order effects for businesses, both B2B and consumer-focused. For B2B companies, press can act as a form of third-party validation, signaling credibility and legitimacy to potential clients and investors. This can be especially important for early-stage companies trying to build trust and establish a presence in their industry. On the consumer side, press can be a significant driver of growth for companies offering easy-to-use, low-barrier products. For instance, a Google alternative like Perplexity saw a massive spike in sign-ups after receiving organic press coverage. The ease of use and accessibility of such products allows potential customers to quickly understand their value and make informed decisions. Ultimately, while the direct impact of press on sign-ups and growth may not always be immediate or measurable, the long-term benefits of increased credibility and exposure can be substantial.
Press coverage's impact on brand recognition and credibility
While press coverage may not always lead to direct first-order growth, it holds significant value for businesses, particularly in the form of brand recognition and credibility. The presence of reputable publication logos on a website or in outbound emails can make a substantial impact. Moreover, the storytelling aspect of press coverage can provide an opportunity to showcase a company's unique journey and culture, which may not directly drive sales but can benefit areas like recruitment. Additionally, for consumer-focused businesses, affiliate marketing is a common practice where publications receive a percentage of sales generated from the coverage. While the decision to invest in press coverage for fundraising announcements is subjective, it can be an effective strategy when executed correctly.
Securing Press Coverage for Funding Rounds: Effective Communication and Tailored Pitches
While securing press coverage for a funding round can be a valuable opportunity for startups, the process requires a clear and concise approach. TechCrunch is often the go-to publication for funding stories, but founders must ensure they communicate effectively and offer an exclusive, well-defined pitch. Being straightforward and following up respectfully are essential. When targeting publications, it's important to understand each outlet's focus and tailor pitches accordingly. TechCrunch is particularly suitable for funding stories, but other publications like Axios and Verge may have different areas of expertise. Keep in mind that media landscapes are constantly evolving, so staying informed about changes and adjusting strategies accordingly is crucial.
Maximizing Media Outreach: Beyond Funding Announcements
While different media outlets have their unique focuses and styles, there are various ways to engage with them beyond just securing a funding announcement. TechCrunch, for instance, offers opportunities like speaking at their conference, podcast interviews, and investment advice. Axios, known for its deals focus, also covers regional news and product stories through its local editions. Business Insider is famous for its pitch deck stories, providing a platform to share core business messages directly. VentureBeat is an excellent choice for AI news, and Fast Company excels in coverage related to the future of work and design. Forbes, known for its awards, is open to op-eds with leadership advice. To maximize media outreach, it's essential to understand each publication's strengths and tailor pitches accordingly.
Building relationships with relevant reporters and contributing to their networks can lead to coverage for early-stage startups in major publications.
While major publications like The New York Times and The Wall Street Journal may not cover early-stage startups extensively, they do have strong contributor networks that are more open to covering emerging companies. Building relationships with relevant reporters and contributing to their networks can lead to coverage. However, for feature articles, these publications typically require a higher valuation and hard business metrics, which may not be feasible for early-stage companies. Additionally, publications like CNBC target public markets and may not be suitable for early-stage companies. To avoid negative coverage, ensure that spokespersons clearly communicate desired messaging to reporters and correct any factual inaccuracies. As for finding podcasts and awards to target, research industry-specific podcasts and awards programs that align with your business and actively pursue opportunities to participate.
Pitching to Podcasts for PR: A Strategic Approach
Effectively pitching to podcasts for PR involves a strategic approach. First, identify the target audience and vertical of the podcast. Next, conduct a qualitative analysis, considering factors like the podcast's active status, guest suitability, and host connections. Additionally, informally gathering information from customers about their media preferences can be helpful. When reaching out, maintain a friendly and casual tone, and avoid heavy initial pitches. Lastly, having a warm connection to a reporter or podcast host is not essential, but building one can increase the chances of a successful pitch.
Effective pitching strategies for building relationships with reporters
Building long-term relationships with reporters for the sole purpose of securing coverage may not be sustainable due to the rapidly changing media landscape. Instead, focusing on being helpful, professional, and concise in pitches, as well as identifying and addressing gaps in their coverage, can be more effective in gaining their attention and trust. Cold outreach done well can be just as effective as having a pre-existing relationship, and being able to provide unique perspectives and insights can make your pitches stand out. Additionally, using clear and direct subject lines, being respectful, and adopting a multi-platform approach can increase the chances of a successful pitch.
Pitching a Unique Story to Reporters
When pitching a story to a reporter, it's essential to offer something unique, interesting, and thoughtful. Being direct and concise in your initial message is key, keeping it to three sentences or less. Acknowledging their busy inbox and identifying gaps in their coverage are effective strategies. However, being controversial or contrarian isn't always necessary. An example of this is when Clockwise, a company that manages calendars, proposed a more critical perspective on Shopify's decision to cancel all recurring meetings. This op-ed approach resulted in coverage by Fast Company. Overall, providing a compelling and original story idea is the best way to grab a reporter's attention.
Positioning against market leaders for clearer understanding
When pitching reporters for PR, it's more effective to position your company as improving upon or challenging an existing market leader, rather than creating a new category. This frame of reference gives reporters a clear understanding of your company's offerings and how they're different from the competition. For instance, Ramp's pitch about taking on bill.com in the bill pay market. Instead of focusing on creating a new category, they highlighted their ability to compete with a company that was already getting significant press. This approach resulted in a CNBC story and a follow-up article mentioning Ramp's news, which boosted their visibility. By contrast, a generic pitch that focuses on creating a new category might not be as compelling to reporters.
Focus on human stories in PR strategy
Effective PR strategy involves identifying and focusing on the most interesting and relatable aspects of a story, rather than just sharing company messaging or metrics. This can help secure media coverage that resonates with audiences. For example, when working with TurboTax, the team chose to highlight their initiative supporting low-income families and their partnership with the IRS to offer free tax filing, rather than sharing their latest gross metrics. Similarly, when promoting Gamma, a company creating a modern and interactive PowerPoint alternative, the team created a visually engaging presentation and included customer testimonials and a video from the lead investor, making the story more personal and fun for reporters. Remember, the key is to be human in your language, keep it visual, and make it interesting. And when sharing your story with reporters, don't give away the whole story right away, but rather build interest and provide them with a compelling reason to cover your news.
Tailoring pitches to media trends
When pitching stories to media outlets, it's important to stand out from the crowd by sharing unique and relevant information. The media is always looking for fresh perspectives and interesting stories that resonate with their audience. In this discussion, the importance of identifying trends in the media outlet's coverage and tailoring pitches to those trends was emphasized. The use of clear and concise language, as well as providing fun and intriguing facts, can also help make a pitch more appealing. It's also recommended to offer exclusives to increase the chances of getting a response. The process of pitching can take time, but doing thorough research and customizing pitches can lead to successful placements. The key is to understand the audience and the media outlet's focus and provide valuable information that aligns with those interests.
Crafting Effective Pitches and Press Releases
Crafting effective pitches and press releases requires a strategic balance between quantity and quality. It's important to personalize and customize messages to target audiences, rather than blasting the same pitch to a large list of recipients. Clear and concise language is essential, and referencing relevant context or competitors can help clarify the value proposition. Additionally, reading pitches out loud and ensuring they can be easily understood by a layperson can help identify and address potential issues. A significant number of press releases suffer from vague or marketing-speak language, and it's essential to communicate in a human and relatable way. To improve, consider focusing on the basics: what does the product do, who is it for, and who are the customers? Answering these questions succinctly and clearly can make all the difference in effectively communicating the value of your product or service.
Mastering Effective Communication in Marketing
Effective communication, especially in writing, can be a challenge for many marketers and founders, but it's a crucial skill to master. By focusing on the essentials and removing unnecessary jargon, you can clearly articulate what your business is about, who it's for, and why people should care. Press releases are an outdated way to disseminate news, as most people no longer rely on them for information. Instead, consider writing a blog post, or other first-person content, which offers more flexibility in style and is more shareable on social media. Remember, the goal is to engage your audience and encourage them to visit your website, rather than getting lost in a press release. Additionally, avoid exaggerated growth claims, as they often come across as insincere and don't add value to your messaging.
Leveraging Personal Stories in PR
Founders should not underestimate the power of sharing a specific and relatable growth story or personal angle when pitching to media, even if their product or company may not seem as glamorous or revolutionary as some others. This approach can help create interest and excitement, especially when targeting publications that focus on personal stories or niche industries. Newsletters, podcasts, and social media platforms are increasingly important channels for reaching journalists and building a following, and should be integrated into a comprehensive PR strategy alongside traditional media outlets. The success stories of companies like Entropy, which leveraged the founder's personal experiences and industry connections, demonstrate the potential impact of this approach. Additionally, collaborating with peers and colleagues to create panel discussions or other content can lead to valuable opportunities and exposure.
Executives can boost a company's social media presence
Having executives engage in social media can significantly enhance a company's social media presence compared to just relying on corporate channels. The founder's personal experience shows that even a single tweet can lead to media coverage and a following, but it's not always easy to achieve success by outsourcing social media to an agency. Executives who are willing to push their opinions and be bold can potentially attract more attention and engagement. However, it's important to remember that people follow individuals, not just brands, and having a personality on social media can help build a following. While some brands, like Duolingo, have found success with a humorous approach, it's essential to stay on top of trends and adapt to changing social media landscapes. For those who don't find social media engagement natural, it can still be worth trying, as even modest engagement can lead to business benefits. Aaron's approach to tweeting, specifically, is effective for him due to his natural ability to engage and generate buzz.
Smaller PR Agencies Offer Unique Benefits to Startups
PR success doesn't always come from working with the biggest, most well-known agencies. Instead, startups and smaller companies can benefit from agencies that specialize in their unique needs and are willing to experiment and be scrappy. Observing a seasoned PR professional, like Aaron from Box, can teach valuable best practices, such as inserting oneself into relevant news conversations and maintaining a strong online presence. A practical media opportunity for gaining exposure is participating in Morning Brew's Co-working series, which features interviews with professionals from various industries. By providing interesting and fun responses, there's a 50% chance of getting featured, offering valuable insights to readers.
Understanding an agency's work style and timeline is crucial
When selecting a PR agency, it's crucial to understand their work style and timeline from the beginning. Agencies can vary greatly in their approach, with some requiring a significant ramp-up period and others jumping into action quickly. Additionally, reviewing recent writing samples and meeting the day-to-day team members can provide valuable insights into the agency's capabilities. Regarding timing, aim for a six-week lead time before an announcement to allow for comprehensive preparation and coordination with reporters. Lastly, a minimum budget for a PR agency is around $10,000 per month, with the best agencies starting at $8,000. Flexibility in scheduling is also essential for maximizing media coverage.
Insights from a PR Consultant on Industry Trends and Personal Growth
The cost for a one-time PR story can range between $10,000 and $20,000. Emily, a PR consultant, shared her insights on the industry and recommended Michael Pollan's book "How to Change Your Mind" for those interested in personal growth and leadership. She also mentioned her favorite TV show, "Yellow Jackets," and her new favorite interview question for assessing a client's press-worthy announcements. Emily expressed her excitement for an upcoming psilocybin retreat and her admiration for the show's ability to leave a lasting impression. Additionally, she shared her recent discovery and enthusiasm for Apple Vision Pro, despite initial skepticism. Emily's interview showcased her passion for her work and her unique perspective on the PR industry.
Using Technology and PR Strategy for Productivity and Effectiveness
Technology tools like Perplexity and having a strong PR strategy can significantly enhance productivity and effectiveness in various aspects of work, particularly in marketing and PR. Emily, the guest in the podcast, emphasizes the importance of staying updated with new tools and strategies, as well as being willing to adapt and change opinions. She also mentioned her favorite life motto, "strong opinions loosely held," which highlights the importance of being opinionated but also open to new ideas. For those interested in learning more about Emily and her team's work, they can check out their website, 6eastern.com, or subscribe to their newsletter, On Background, for tactical opportunities and industry insights. They are also hiring PR professionals with B2B experience and a hands-on approach.