28 PR Tips for Startups to Get Free Publicity
Most startups ignore PR when it comes to getting traction. They believe that once they have built an awesome product, users & customers will start to automatically come in. In reality, that rarely works. Many great products are buried in the graveyard of the internet. Such products don’t reach their target customers and die a premature death.
I know some of the most successful founders who made it big from just one popular article in a relevant startup community site or leading newspaper.
Getting press can work wonders for startups. A good press release on a relevant site can bring in huge traffic, product validation, revenue, and scope for further interactions with other reporters and even venture capitalists.
With that said, media relations is not one-size-fits-all. While some entrepreneurs think flashy placements on TechCrunch is just what they need, the opposite may be true. Let’s look at 28 tips for your tech startup PR, to help you get your business noticed.
1. Choose the right press outlet
In selecting the right press outlet to approach, you need to look at reality and ask yourself, is this what your industry influencers, customers, or business associates are reading? Is this their primary source of information? While appearing on a leading newspaper or blog might be a major deal, it won’t have much of a lasting impact if your decision-makers are more heavily influenced by something else. It’s not about where you want your story to be. It’s about getting the press that will provide you with the greatest returns, which translates to more users and customers. That means if your customers are on Instagram or Tiktok, you need to be there as well.
2. Make a list of reporters
Once you have a list of media outlets, both online & offline, research the reporters who cover your industry. Put together a document that lists their names and email ids or social media handles so you have everything in one place. This will save you a lot of time when you are ready to pitch them. Getting their email addresses shouldn’t be difficult. Reporters often include their email addresses in their posts.
3. Reach out to relevant reporters
Reporters get a lot of tips and pitches in their inbox daily. So just like reaching out to the right investors with your pitch, similarly you need to reach out to the right reporters who cover your space. So, for example, if you are a gaming startup, reach out to reporters who cover gaming. Don’t blast your pitch to everyone. Also, it is necessary to let the reporter know that they have written similar articles in the past and why they would want to write your story as well. Therefore, it is critical for entrepreneurs to spend time learning reporters’ “beats”. Go to their LinkedIn pages and read up. Follow their tweets. Go to the publication’s website or Google them by their names, and a list of stories will show up. Once you determine you have the right person, then it’s time to pitch.
4. Write the perfect pitch
A pitch is a brief summary of 2-3 paragraphs describing your story and why it is of interest to the reporter. Whether you are pitching yourself, your company, or your product, you need to show what makes you an expert on the topic you want to be covered. Or, if the writer has already covered the topic and you have an opposing viewpoint or something insightful to add, you can write like this:
“Dear (name of writer), This is in regards to your article (insert title) that appeared on (insert date). While I found it of interest, I wanted to offer a differing viewpoint.” Then, go into it. The action end-line should be, “I would be more than happy to go into greater detail. I’ll contact you shortly to determine your interest.
Try not to include attachments in your pitch mail. Reporters get a lot of emails and avoid opening attachments. As much as possible, try to keep the information in the body of the email.
Often, the reporter will call you to get a good grip of what you are trying to convey and an elevator pitch might come in handy.
Once you send the pitch, wait a couple of days before contacting the reporter again. Send a follow-up email. Do not send multiple emails or calls, that will irritate reporters. You can send up to two follow-up emails to remind them. If they are interested, they will get back to you as they are also looking for interesting stories to write.
5. Write different pitches/stories for different reporters
Do not send the exact same pitch to every media outlet. Every outlet wants to present unique stories to their readers. So when you are pitching to different reporters, think of different angles of a story or even different stories that would interest readers.
6. Leverage Social Media
Social media is a powerful PR tool. Use platforms like Twitter, LinkedIn, and Instagram to share updates, engage with influencers, and amplify your media coverage. Monitor relevant hashtags and join industry conversations to increase your visibility and connect with potential media contacts.
7. Establish Thought Leadership
Position yourself and your team as experts in your field. Share valuable insights through blog posts, contributed articles, or speaking engagements. This not only builds credibility but also increases your chances of being sought out by reporters for commentary or quotes. The founders of Warby Parker wrote op-eds and gave interviews sharing their vision for socially conscious businesses.
8. Attend Industry Events
Networking is crucial in the PR world. Attend relevant conferences, trade shows, and meetups to connect with media professionals, build relationships, and stay up-to-date on industry trends. These events also provide opportunities to pitch your stories in person. Airbnb sponsored and spoke at travel conferences to connect with media and influencers.
9. Measure and Adapt
PR is an ongoing process, and it’s essential to measure your results regularly. Track metrics like media mentions, website traffic, social media engagement, and lead generation. Use this data to identify what’s working and what needs adjustment, and adapt your strategies accordingly. Hims & Hers closely tracked website traffic, conversion rates, and earned media value to refine their PR approach.
10. Timing is Key
Timing can make or break a PR campaign. Stay up-to-date on industry trends, news cycles, and events that align with your offerings. Plan your PR efforts around these timely opportunities to increase relevance and maximize impact. For example, Rent the Runway timed major announcements around New York Fashion Week for maximum visibility.
11. Leverage Influencer Marketing
Influencers can be powerful allies in your PR efforts. Identify influential individuals or brands in your industry with engaged audiences. Collaborate with them on content creation, product reviews, or social media campaigns to tap into their reach and credibility. FabFitFun collaborated with lifestyle influencers to promote their subscription box services.
12. Create Multimedia Content
In today’s digital age, multimedia content is essential for capturing attention. Incorporate visuals, videos, infographics, and interactive elements into your PR campaigns to make your stories more engaging and shareable. Away used sleek product videos and Instagram Stories to showcase their line of travel accessories.
13. Embrace Newsjacking
Newsjacking involves capitalizing on trending news or current events by offering unique perspectives or insights related to your industry. Monitor the news cycle and be prepared to quickly craft relevant pitches or content that positions your startup as part of the conversation. ThirdLove capitalized on the body positivity movement by championing inclusive sizing.
14. Monitor Your Online Reputation
Your online reputation can significantly impact your PR efforts. Monitor mentions of your brand across various platforms, including review sites and social media. Promptly address any negative feedback or misinformation to maintain a positive image. Brandless responded swiftly to negative reviews and feedback across social media channels.
15. Offer Exclusives
Offering exclusive stories or content to select media outlets can be a powerful way to generate buzz and build relationships. This could include early access to product launches, behind-the-scenes glimpses, or exclusive interviews with your leadership team. Allbirds granted early access and behind-the-scenes content to select sustainable fashion outlets.
16. Collaborate with Other Brands
Partnering with complementary brands can open up new audiences and amplify your PR reach. Look for opportunities to co-create content, host joint events, or cross-promote each other’s offerings to tap into new networks and expand your exposure. Everlane partnered with ethical clothing brands for co-branded collections and campaigns.
17. Repurpose Content
Maximize the impact of your PR efforts by repurposing successful content across multiple channels. Turn a popular blog post into a video series, an infographic into a social media campaign, or a media interview into a podcast episode. Shopify’s podcasts and blog content were repurposed into video series and social media posts.
18. Utilize Press Releases
While press releases may seem traditional, they can still be effective when used strategically. Craft newsworthy releases that highlight significant milestones, partnerships, or announcements, and distribute them through targeted channels to reach relevant media outlets and influencers. Oscar Health announced major funding rounds and partnerships through strategic press releases.
19. Leverage User-Generated Content
Your customers can be powerful advocates for your brand. Encourage and amplify user-generated content, such as reviews, testimonials, or social media posts featuring your products or services. This authentic content can resonate strongly with potential customers and media alike. GymShark frequently featured customer transformation stories and workout videos.
20. Participate in Online Communities
Join relevant online communities, forums, and social media groups related to your industry. Engage in discussions, share valuable insights, and build relationships with influencers and potential customers. These communities can also provide valuable feedback and PR opportunities. The founders of Product Hunt were active in startup forums, offering advice and sharing insight.
21. Pitch Local Media
While national or industry-specific media may seem more prestigious, don’t overlook the power of local media outlets. These can be excellent platforms for generating buzz and establishing credibility within your local community, which can lead to broader exposure. Blue Apron targeted local food and lifestyle publications in their initial launch markets.
22. Leverage Data and Research
Data and research can be powerful tools for generating media interest. Conduct original studies or surveys related to your industry, and share the findings through press releases, reports, or data-driven stories. This positions your startup as a credible source of information and can attract media attention. Robinhood shared data on investment trends and behaviors to gain media traction.
23. Celebrate Milestones
Major milestones, such as funding rounds, product launches, or significant client wins, present excellent PR opportunities. Develop a strategy to amplify these achievements through targeted pitches, social media campaigns, and celebratory events or announcements. Coinbase marked major user milestones with PR campaigns and investor updates.
24. Be Consistent and Patient
Effective PR is a long-term strategy that requires consistency and patience. Stick to a consistent cadence of outreach, content creation, and relationship-building efforts. Don’t get discouraged if results aren’t immediate – building brand recognition and credibility takes time, but the payoff can be substantial.
25. Schedule your posts
Scheduling your posts for the week or month can be very useful and helpful especially if you are short on staff. With tools like Hootsuite, you can schedule posts for several social media sites like Linkedin, Facebook & Instagram, all at the same time. The problem with scheduling though is that if you want to interact further socially via the posts and reply to comments, then you would have to do it manually. Scheduling tools are good when you are starting out. But as your business grows, you might want to keep someone to handle your social media in a more human way.
26. Don’t fight on social media
Don’t get into fights on social media. I’ve seen this happen when a person disagrees about a post and then goes on an endless rant. Most of the time, it gets messy, and very few people win. In many cases, people even get banned from posting on that platform. If “you feel strongly about a post and think you can comment in a cordial manner without name-calling or throwing insults (yes, I’ve seen that more than once), then go forward. But understand the risks and anticipate the consequences. It’s probably best if you send a private message with your complaint.
27. Don’t spam
A lot of people are going to either signup for your product, your newsletter, or even write to you. These emails are very important. The last thing you want to do is spam them. There’s nothing worse than getting spammed. Be selective about what you send. Company newsletters, upcoming features, and the latest posts and articles are good places to start. An email once a month usually works out well for the recipient.
That gentle touching base will be just enough to stay in front of them without becoming an annoyance. And knowing that they are getting interesting material will encourage recipients to open your emails. However, do include an option for them to opt-out.
28. Determine your objective
Whenever going all out for getting attention from media or from your potential users, determine what you want to achieve. Determine what your objective is and work from there. Do you want to attract a new audience? Do you want to build deeper relationships with your existing audience? Do you want to differentiate yourself from your competition? Do you want to sell them your products? Think about what you want to achieve, and that will help narrow down your choices.
To conclude, public relations can take you a long way but it’s not the only way. Your PR plan should be part of an overall marketing plan to achieve your objective. Also, it’s something you should not do too early when you set up your business. At the same time, you shouldn’t wait too long especially If you are doing something really innovative or have a highly differentiated product. You might want to get your story out before a competitor does.
Startup PR Tactics Quiz
- Should you send the same generic pitch to all media outlets? A. Yes, it saves time. B. No, each pitch should be tailored to the specific outlet and reporter.
- Which of the following is NOT an effective way to leverage social media for PR? A. Share updates and amplify media coverage B. Engage with influencers and join industry conversations C. Post irrelevant or controversial content frequently D. Monitor relevant hashtags and participate in online communities
- True or False: Building relationships with media professionals is unnecessary for successful PR. A. True B. False
- What should be the primary focus when crafting a pitch? A. Highlighting your startup’s achievements B. Demonstrating the relevance and newsworthiness of the story C. Including as many details as possible D. Promoting your products or services
- Which of the following is an effective PR strategy for startups? A. Ignoring negative feedback or misinformation online B. Offering exclusive content or access to build buzz C. Sending multiple follow-up emails or calls to reporters D. Overlooking local media outlets for more prestigious national coverage
Answers:
- B – Each pitch should be tailored to the specific outlet and reporter for maximum impact.
- C – Posting irrelevant or controversial content frequently can harm your brand’s reputation.
- B – Building genuine relationships with media professionals is crucial for long-term PR success.
- B – Demonstrating the relevance and newsworthiness of the story should be the primary focus of a pitch.
- B – Offering exclusive content or access can be an effective way to build buzz and strengthen media relationships.
Scoring:
- 5 correct answers: Excellent! You have a solid understanding of effective PR strategies for startups.
- 3-4 correct answers: Good job! You’re on the right track, but there’s room for improvement.
- 1-2 correct answers: It’s time to brush up on your PR knowledge. Refer to the article for guidance.
- 0 correct answers: Don’t worry, PR can be tricky. Review the article carefully and retake the quiz.
FAQ: Tech Startup PR Guide
1. Why do most startups ignore PR when it comes to getting traction?
Many startups believe that once they have built an awesome product, users, and customers will automatically come in. However, in reality, that rarely works. Without effective PR strategies, even great products can remain unnoticed, leading to premature death for startups.
2. How can press coverage benefit startups?
Getting press coverage can work wonders for startups. A good press release on a relevant site can bring in huge traffic, validate the product, generate revenue, and create opportunities for further interactions with other reporters and potential investors like venture capitalists.
3. How can startups choose the right press outlet for their PR efforts?
When selecting a press outlet, startups need to consider their industry influencers, customers, and business associates. It’s important to determine where these key stakeholders get their information. Appearing on a leading newspaper or blog might seem significant, but if decision-makers are more influenced by other sources, the impact may be limited. Startups should aim for press outlets that align with their target audience’s preferences, even if it means exploring platforms like Instagram or TikTok.
4. How can startups create a list of relevant reporters?
Startups should research media outlets, both online and offline, and identify reporters who cover their industry. Compile a document listing the reporters’ names, email addresses, or social media handles. This centralized list will save time when it’s time to pitch to them. Reporters often include their email addresses in their posts, making it easier to find their contact information.
5. How should startups approach relevant reporters?
To increase the chances of getting noticed, startups should reach out directly to reporters who cover their space. It’s important to personalize the pitch and demonstrate an understanding of the reporter’s previous work. Spend time learning about reporters’ beats, read their articles, follow their social media accounts, and showcase familiarity with their writing style and interests. Avoid blasting the same pitch to every reporter and instead tailor each pitch to their specific preferences and focus areas.
6. What elements should be included in a perfect pitch?
A pitch should consist of 2-3 paragraphs summarizing the story and explaining why it would be of interest to the reporter. Whether pitching the startup, its products, or the founder, it’s crucial to showcase expertise on the topic being pitched. In some cases, it may be effective to offer an opposing viewpoint or valuable insights related to a topic the reporter has covered before. Avoid including attachments and keep the pitch information in the body of the email. Provide an action end-line expressing a willingness to provide more details and arrange further discussion.
7. Should startups send the same pitch to every media outlet?
No, startups should not send the exact same pitch to every media outlet. Each outlet aims to present unique stories to their readers, so it’s important to think of different angles or even different stories that would interest their specific audience. Tailoring pitches to different reporters and outlets increases the chances of grabbing their attention and securing coverage.
8. What should startups consider when determining their PR objectives?
Startups should carefully consider their objectives when seeking attention from the media or their target audience. Some common objectives include attracting a new audience, building deeper relationships with existing customers, differentiating from competitors, and driving sales. By clarifying their goals, startups can align their PR efforts with their overall marketing strategy.
9. When should startups begin their PR efforts?
Startups should incorporate PR into their overall marketing plan, but the timing should be strategic. It’s generally advisable to avoid diving into PR too early, as it may not yield significant results without a well-developed product or story. However, if a startup is doing something highly innovative or has a highly differentiated product, it may be beneficial to start PR efforts earlier to establish market presence and generate interest before competitors do.
