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The Art of Getting Press

Strategies and Tactics for Startups

Setting Goals

  • Define your target audience and goal
  • Consider what you want to achieve with press coverage
  • Align your goals with your product or business needs

Different Types of Stories

  • Product launches
  • Fundraising announcements
  • Milestones or metrics
  • Business stories
  • Stunts
  • Hiring announcements
  • Contributed articles

Choosing Newsworthy Stories

  • Objective evaluation of the story's appeal
  • Originality or novelty compared to existing coverage
  • Consider the potential interest of the target audience
  • Don't have to be completely original, just 'original enough'

Mechanics of Getting Press

  • Think of press coverage as a sales funnel
  • Build relationships with journalists
  • Craft compelling pitches tailored to each outlet
  • Utilize PR distribution services for broader reach
  • Leverage personal connections and introductions
  • Prepare press kits with relevant information

Developing a Media List

  • Research and identify relevant writers and outlets
  • Create a database or spreadsheet to track contact information
  • Follow and engage with journalists on social media
  • Attend industry events and network with journalists

Crafting Compelling Pitches

  • Personalize pitches to the journalist or outlet
  • Highlight the newsworthy aspects of your story
  • Keep pitches concise and easy to read
  • Include relevant information such as company background and key metrics
  • Follow up respectfully and be persistent

Utilizing PR Distribution Services

  • Submit press releases to distribution services like PR Newswire or Business Wire
  • Reach a broader audience through syndication
  • Consider the cost and ROI of distribution services
  • Tailor press releases to target audience and outlet

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