Category

Guide to PR

The Ultimate Press Release Template

The press release is a time-honored means of sharing corporate news. Like many marketing deliverables, a press release is part art and part science. The art part is creating a message that appeals to journalists, giving them genuine news to write about. The science of a press release has to do in part with the expected format that journalists, wire services, and publications expect. To make this part easy, we’ve created a Google Doc template that explains it all. Check out The Ultimate Press Release Template. Note: Styles vary for different PR outlets and publishing organizations. Download the White Paper: How...
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Trade Show Tips for Startups

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This blog post is part of “The Ultimate Guide to Public Relations” blog series. Exhibiting at a trade show for a new company is a little like launching a new company’s website. How do you reach people that don’t know you’re there? Also like a website, exhibiting at a trade show is all about generating traffic, leads, and sales. Here are some tips for how to grow all three, even when you’re new. Start early. The time to generate traffic is before the show, especially when you’re new and few attendees will be looking for you. Most events allow exhibitors...
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PR Tips for Startups with Small Budgets

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This blog post is part of “The Ultimate Guide to Public Relations” blog series. If you’re a marketing manager for a startup, you’re probably responsible for PR (as well as the company’s website, trade shows, email marketing, collateral, t-shirts, and anything else with a logo on it). You probably don’t have a budget for an expensive PR firm (one firm I interviewed said they don’t work for under $20,000/month), and yet part of your responsibility is to generate buzz about your company and product among the influencers in your industry. Here are some tips and tools I’ve used to get...
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Muck Rack Review: Harness Social Media for PR

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This blog post is part of “The Ultimate Guide to Public Relations” blog series. Social media has become an open platform for journalists and newsmakers alike. Celebrities, athletes, politicians, and companies often make their official announcements via Twitter. Journalists publish and promote original articles on Twitter and LinkedIn. Twitter can be an effective channel for your news release and you can change up headlines to see what intro to the topic gets traction. Born in the age of social media, Muck Rack is optimized to help businesses and journalists communicate through the channel that journalists have embraced like no other:...
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Cision Review: One Stop Shop for PR

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This blog post is part of “The Ultimate Guide to Public Relations” blog series. Press release distribution platforms can make the process of getting your company’s news out easier and more effective. Cision is one of the leaders in the space, offering tools to write, format, and distribute press releases; to identify target journalists and publications and build media lists, and to track and monitor coverage and impact. For large companies with advanced PR programs, Cision can be a great tool to create and automate targeted media campaigns. Cision Public Relations Edition (CPRE) is what the company calls its suite...
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Which PR Wire Service is Right for You?

This blog post is part of “The Ultimate Guide to Public Relations” blog series. If you’re working in public relations, you know there are numerous options for distributing a press release through a wire service. You can generally expect anything from distribution to regional newsrooms, outlets that cover your specific industry beat, submission to search engines, distribution to industry media lists, and more. The costs of each wire service option can vary significantly. Some set pricing based on word count and some use a flat fee. I looked into the big four wire services to see what their costs are...
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5 Best Practices for Pitching the Perfect Cover Letter

This blog post is part of “The Ultimate Guide to Public Relations” blog series. It takes more than a great press release to gain press coverage. A good press release is, of course, critical, but even more important is how you format your pitch. You've done your research, you make sure your content is accurate, you get final approval from the client, your media list is ready to go, you schedule it to be sent out, and then you wait for responses. And you wait. And sometimes, you wait some more. You read your press release again, you know it's...
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Why New PR (Should) Cost Less than Old PR

This blog post is part of “The Ultimate Guide to Public Relations” blog series. When I was a corporate marketing manager, one of the worst parts of the job was signing-off on the monthly PR invoice. As a tech startup, we wanted to create buzz around our company and our groundbreaking new products. When interviewing PR firms, I couldn’t find one that would work with us for less than $10,000 per month. What does that cover? Extensive meetings to help the firm understand our business, target audience and target journalists, writing press releases, pitching stories to journalists, and sending back...
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