Unlocking the Secrets to Effective PR and Media Outreach

Introduction

In the realm of startups and technology, getting noticed by the press can be a game-changer for your business. Yet, many find themselves tangled in theoretical discussions about PR without actionable steps to make it happen. Emily Gerber, the founder and CEO of Six Eastern – a PR agency that has worked with over 100 tech companies – shares invaluable insights on how to craft a compelling pitch, reach out to reporters, and ultimately get your story heard.

Crafting Your Pitch

When trying to capture a reporter's attention, simplicity and directness are key. Emily emphasizes the importance of being straightforward about what you're offering and whom it's for. Avoid getting lost in jargon or overly complex explanations. Here's a structured approach to crafting your pitch:

• Identify Your Story: Understand what makes your product or company newsworthy. Is it a unique solution to a common problem? A significant milestone or partnership?
• Know Your Audience: Tailor your pitch to the publication or reporter you're reaching out to. What topics do they cover? What kind of stories do they gravitate towards?
• Be Clear and Concise: Reporters are inundated with pitches. Make yours stand out by being clear about what you're offering and why it matters – in as few words as possible.

Reaching Out to Reporters

Building relationships with reporters doesn't require a warm introduction. In fact, Emily shares that cold outreach, when done well, can be just as effective. Here are some tips for reaching out:

• Use All Platforms: Don't limit yourself to email. Twitter, LinkedIn, and even direct messages on social platforms can be effective ways to reach out.
• Personalize Your Approach: Show that you've done your homework. Reference recent articles they've written or topics they've shown interest in.
• Offer Exclusives: Reporters are looking for fresh stories. Offering an exclusive can make your pitch more appealing.

Leveraging Non-Traditional Media

With the rise of podcasts and newsletters, there are more avenues than ever to get your story out. These platforms often offer a more engaged audience and can be a powerful component of your PR strategy. Identify podcasts and newsletters that align with your market and story, and don't hesitate to pitch your ideas to them.

Building Your Own Platform

In today's digital world, having a strong online presence can complement your PR efforts. Leaders like Emily and Aaron Levie of Box demonstrate the power of personal branding and social media in amplifying their company's message. Sharing insights, engaging with your community, and being a thought leader in your space can attract the right kind of attention to your business.

Conclusion

Getting press coverage for your startup is about more than just sending out press releases. It requires a strategic approach to storytelling, understanding your audience, and leveraging the right platforms. Remember, PR is a marathon, not a sprint. Consistency, creativity, and clarity in your messaging will go a long way in building your brand's visibility and reputation in the media.

For more detailed insights and examples from Emily Gerber's experiences, watch the full discussion here.