I get a lot of people asking me about PR, and how to achieve coverage, especially around a launch or announcement.
At the end of the day, it’s not a big mystery. It’s a B2B sales campaign, where you have a qualified, relevant list of targets (media list), a means by which to reach them (email addresses), a coherent argument for why what you’re doing is both a. news, and b. relevant to them (a pitch), supporting materials (press release), an agenda and narrative for your presentation to them (a press call), and then ready supporting materials to assist them as they write (a press kit).
None of this is rocket surgery. It’s primarily well crafted text, and maybe some images, in a Google Doc, to be delivered via email, and eventually trickle into a Content Management System editing interface, with the hope of it going live on a blog / media outlet. But it does take work.
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