PR for startups: How to toot your own horn

You’re a startup. You’ve got a great story to tell about how you went ‘over the top’ in your hidebound industry and shocked everyone. Should you be doing your own PR?

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You’ve launched (or are about to launch) your business. What’s next? One major to-do is PR. Here’s how to start:

Define your goals

What tasks are PR’s? Media relations, social media, conference prep, guerilla PR and other PR stunts, copy writing, crisis communications. Want more examples? Check out my PR firm’s services list, or our case studies.

Media relations I’ve written on pitching the media in my Pitching 101 series, so I’ll deal with media relations quickly. Media relations are the cornerstone of PR. Here’s how to do start-up media relations:

1. Understand what’s interesting about your story. What sets your startup apart? What’s your hook? When a journalist asks “Why should I care?” you’ll have an answer.

2. Do research to pitch the right people. The political beat writer at a media outlet won’t care that your startup just launched, and you’ll only annoy journalists for not reading up on who you pitch.

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