Many start-ups do not have a budget for retaining a PR agency. Hiring a professional PR team may guarantee coverage through their media connections. However, if there are no funds at the launch, then you can take action to conduct your own DIY PR campaign.
1: The initial step is to determine which media outlets are a fit. Have they written about your niche in the past? Most vital, will their coverage of your news reach future customers? Is this a publication your target audience follows? Carefully craft your media list.
2: Define your message, Prior to reaching out to the media outlet, research their past articles, follow journalists on social media who have written about your topic.
3: What is your story? What will make the media jump to interview you and share your story and get you exposure that can jumpstart your business, service or book into the limelight.
4: Put a dynamic pitch together. The pitch should not be too lengthy, introduce yourself to the journalist, share why other stories he or she has written has influenced you or your business. Describe your business or service, why the readers of the publication will want to learn more.
Tie into timely news stories of the day.
5: Press Release: A well written release launched onto the news wires is a great vehicle to link to your pitch.
6: How to reach the journalists?
There are media databases you can subscribe to such as:
Once you have chosen your media database, then search the outlets and writers. Try to located the journalists with email addresses, not a generic publication email.
7: Leveraging your media coverage
Congratulations on your press coverage. It is extremely important to capitalize on your media success.
Share on all your social media
Add the links and media logos to your website press page
Share the media links to your customers or email lists.
Once your company, service begins to grow, then it is a good decision to retain a qualified PR agency to take you to greater heights so you can focus on your business growth.