One service you might prefer to contract for is public and media relations. Unfortunately, that’s just not an option for every company, especially a startup.
In the trade off between, say, meeting payroll and bringing in a hired PR gun, most companies put off public relations. Other organizations do it themselves, pressing the CEO or the founder into the unfamiliar waters of soliciting and managing media.
When few options exist except for try-it-yourself PR, first narrow your message and audience. Then before sending out a press release or calling a reporter, do these four things:
Knowing your company’s target audience will help you narrow down the number of reporters you will try to reach.
Read what these chosen reporters’ last five articles. Become acquainted with what they cover and how they write.