Many young business ventures face considerable challenges when it come to effectively building a solid PR presence. Any leader worth the title understands the critical role that leveraging PR channels plays in growing a business. However, those connections or sufficient manpower is often lacking from startups and newer companies just establishing themselves. So, at these early stages, where the right PR can actually have the most dramatic impact (like attracting the interest of venture capitalists), is also often when it is the hardest to nail down. Fortunately, there are some best practices any blossoming organization can adopt that circumvents the limitations of a small or non-existent marketing budget and generate the press you need to get your project to the next level.
Know Who Matters
Construction an excellent, informative pitch that can also grab the reader in question takes a certain amount of time, something that the key players of any given startups are sure to be lacking. So, focus on quality over quantity. Bypass pitching anyone who will listen and research the voice that can actually get you where you need to go. Pick maybe a dozen media outlets who are your very top choices and chase the press that you really want. To be successful, you will need to be willing to do the work. Figure out which journalists write for this outlets and look into how you can catch their attention. Read their previous work and follow them on social media. Get to know who they are so you can not only look into the best ways to reach them, but also how best to cater your pitch to their preferences. Pitching a specific person is usually much more productive than a general publication.
Use What you Have
Media coverage can be cause for major celebration, but the fact of that matter is that achieving any is going to require hard work. To better your chances of enjoying some, think if a clever, unique piece of content to differentiate your pitch and stand out. An excellent infographic, for instance, can communicate an idea instantaneously. What part of your story is going to catch someone’s eye? Are you founders particularly interesting? Did you raise funding in some clever way? Figure out why you’re worth writing about and make sure you make that as explicitly clear as possible. Your pitch angle needs to be newsworthy. Be sure to include statistics and hard data to drive your biggest selling points home.
Personalize the Pitch
Journalists and editors are professional wordsmiths. They can identify a copied and pasted document immediately. If anyone suspects your pitch to them is the same one you have sent to many other people, they will infer that since you did not care enough to write an individual pitch, they really do not have to care enough to read it. These men and women are pitched stories around the clock, so anything generic is going to get lost in the shuffle. If you want results, you cannot afford to be lazy.