Some tips from my personal experiences marketing different startups as well as a stint in PR:
- Tell a story!! Whether this is your own personal journey with the company or a unique story surrounding a customer problem that you solve makes no difference.
- Press release distribution services aren't worth your time
- Develop a media list of primary, secondary, and tertiary priority media outlets you'd want to be covered on - research the appropriate writer, their old stories (look for trends, writing style, etc.), and get their contact information--definitely their email, ideally their direct phone number as well
- Be persistent, but not annoying
- Don't be afraid to follow up or ask if another writer may be a better fit/more interested
- If you're sending out cold emails, go straight to the point, don't attach large files or unnecessary materials
- Don't discount local media outlets
- Don't discount smaller, more niche media outlets--big time reporters at publications like the WSJ and NYT monitor smaller time publications for trends and interesting stories
- My personal opinion about TC: Not worth the time unless you have a REALLY unique pitch or story. Focus your efforts on more attainable, niche outlets whose readers match your target demographic
- Just because you're not an incumbent in your market, doesn't mean that you can't get good press. Being reputable can give you leverage, but it's not necessary.
- Tell a story!! Whether this is your own personal journey with the company or a unique story surrounding a customer problem that you solve makes no difference.
- Press release distribution services aren't worth your time
- Develop a media list of primary, secondary, and tertiary priority media outlets you'd want to be covered on - research the appropriate writer, their old stories (look for trends, writing style, etc.), and get their contact information--definitely their email, ideally their direct phone number as well
- Be persistent, but not annoying
- Don't be afraid to follow up or ask if another writer may be a better fit/more interested
- If you're sending out cold emails, go straight to the point, don't attach large files or unnecessary materials
- Don't discount local media outlets
- Don't discount smaller, more niche media outlets--big time reporters at publications like the WSJ and NYT monitor smaller time publications for trends and interesting stories
- My personal opinion about TC: Not worth the time unless you have a REALLY unique pitch or story. Focus your efforts on more attainable, niche outlets whose readers match your target demographic
- Just because you're not an incumbent in your market, doesn't mean that you can't get good press. Being reputable can give you leverage, but it's not necessary.