Thread by @AmandaMGoetz

PR 101: earned media for early stage companies

❔ When to start
🤷‍♀️ How to start
⚖️ How to measure
And more

Thread 🧵//

PR can be seen as a vanity channel but, if timed right, it can help amplify brand and conversion metrics.

PR is a type of earned marketing - you aren’t paying for it and your don’t own the channels where your brand and product are being discussed.

PR is NOT just press releases.

It’s about ongoing relationships with the right media outlets for your brand.

Media relations = Human relations

PR is NOT an infomercial

Reporters will not cover your brand / company just because you ask.

There needs to be a hook.
See below for more on this.

So WHEN is the right time to start PR ⬇️⬇️⬇️

Two questions to ask:

1. Do you know who your customer is? So you’ll know which outlets to reach them

2. Have you optimized your funnel for retention?
Don’t turn on the faucet if your sink has a huge hole in it

Note: Many startups launch PR too early because they want to see their brand in the press.

Founders need to be self aware of what’s driving the launch plans.

Note: Investor PR is also a thing

Many startups do a round of PR right before a fundraise to generate buzz to drive up valuation.

I’m not talking about that in this thread but it’s definitely a tactic to use in the early days.

Ready to start?

1. Create a top 20 list of the outlets you want to be featured in

2. If possible, get intros to the right reporter for your sector

3. Research the reporter and their latest coverage

4. Formulate the “why” they should talk based on what you learned in #3

Ongoing relationships are key!

Sending samples and regular 1:1 touch-bases / updates are important.

Doing it BEFORE you need something to be covered is even more important.

Types of pitches

To oversimplify, there are 3 types of pitches:

1. New data / surveys about a demo, industry or behavior

2. Partnerships (includes influencers)

3. Product launches 🚀

Measurement:

In the early days you can add an OKR about # of placements and # of impressions.

In Q4 we want to increase brand awarded (O) as measured by 10 top tier placements (KR) resulting in over 3m impressions (KR)

Meltwater and other tools can help with tracking

Agency vs Internal

In the early days I would recommend an agency unless you hire someone to oversee the broader marketing calendar - including owned and earned channels

Later stage companies may add SOV into your PR goals.

Share of Voice means: whenever someone talks about this industry, we are mentioned X% of the time vs our competitors.

Final thoughts:

Media training is very important for the founders / spokespeople

Without the proper timing and goal setting, PR can be time consuming without proper ROI

The blur of PR / Social

There is no longer a definitive line between PR and Social

Ex: YouTube channels

The key is understanding goals and then working together to achieve them

This was a quick thread but let me know if it was helpful!!

Have a topic? Share it below ⬇️⬇️