This post originally appeared on Forbes.com.
So you spent a few months, perhaps even a few years, to develop the most cutting edge and revolutionary widget. This widget could be anything ranging from a new product or device to a new company or startup. The bottom line is that the development phase is completed and now it’s time to get the word out. You run through your marketing list. Social Media? Check. PR firm? Check. Paid Media? Check. Events? Check. As you run through the list you realize that it’s the same list every other company would put together. You think you have an extraordinary product or solution and yet, you’re plan is about as generic as they come. Having worked in the trenches as a founder and startup employee, I know firsthand what this marketing laundry list could look like.
But for the past few years I’ve had the opportunity to sit on the other side of the table as a contributor for various publications like Forbes, HBR, and other industry specific outlets. As a result, I’ve personally been pitched dozens of stories that are “game changing” or “disruptive.” What I learned is that most of these pitches are in fact, not “game changing” and moreover, some of the methods used to acquire the sought after press is shockingly abysmal.
But that doesn’t have to be the case. Here are some tips to avoid the generic PR trap and ways you can achieve meaningful exposure for your new widget or business.
Build a targeted list of writers and journalists. I was once pitched a story about a non-profit in Africa. While I love nonprofits and love Africa (although I’ve never been there), this type of story is one I’d most likely never write about. Spend some time to identify who the best writers are that are most likely to benefit from your story. Journalists are always looking for good, relevant content. Make sure your story aligns with their experience and area of focus.
Let the writers know you’ve read their work. Most people respond best when they are shown personal attention. Journalists are no different. When pitching your story, start with a personal reference to grab their attention. You can reference a previous article they wrote or mention a past achievement:
“Hi Dan, I thought your last article on startups was …”
This will demonstrate that you were thoughtful and respectful of the person’s time. Check out their profiles on Twitter, Facebook, and LinkedIn. Do some homework first.
Pitch a story, not your company or product. If you are looking for press coverage it’s because you want a broader audience to know about your product or service. To do this, try to tie your company or product to a hot trend in current events so that it becomes relevant to a broader base. For example, one recent company I covered was building a new home security system. Instead of pitching me on their product, they pitched me on the fact that they raised over $180,000 on their own crowd funding site during a time when crowd-funding was getting a lot of attention. The story was how they raised money. The result was more coverage for their company.
Don’t hire a PR firm to do it. I respect the hustle of people trying to make their business grow. So when I get an email from a hired PR shop, I think to myself, why didn’t the founder of the company send me the note instead? If press is so important to them, why push it off to someone else? Steve Jobs for example would personally spend time, lots of time, chatting up the press. Be like Steve. Spend some time curating relationships with those that can help amplify your message.
Make it exclusive to that journalist. Journalists love exclusive stories because in the world of content exclusivity is a competitive advantage. When trying to get press coverage, let the journalist know that you will make your story available to them and them only. This will create more motivation for that person to write a story about you.
When it comes to press coverage just remember that journalists are people and not robots that crank out words in publications. If you can craft a story that is unique, adds value to a specific journalist, and can convey the message in a personal and respectful way, then it’s a win-win for everyone involved. The journalist will get a great story to write and you will get some nice exposure for your new shiny object.Press,Public Relations