Tech Transfer eNews Blog

Entrepreneurs, it may be time to rethink your PR strategy

By David Schwartz
Published: October 20th, 2015

In his recent Forbes article, entrepreneur and start-up consultant John Rampton explains why company founders should reexamine their PR pitches. “Journalists constantly meet new companies who pitch their product,” Rampton writes. “Often reporters are mystified by lengthy descriptions of products or services pitched by an entrepreneur or executive.”

Instead of using buzzwords like “big data in the cloud” and “growth hacking,’ which offer journalists “little to nothing about what your product or service actually does,” consider these five tips on how to develop a concise, effective PR strategy.

  1. Create better pitches. A good pitch is quick and to the point, with a clear description of what your product is and what audience it’s for. “Journalists have an audience too,” says Rampton. “Clarifying HOW your audiences overlap right away will allow a journalist to imagine their own fans engaging with a product and is extremely helpful.”
  2. Don’t expect too much. Reporters generally aren’t looking to write a glowing, in-depth article on your company. They have their own agendas and want to write about topics that interest their readers and editors. Knowing that you will probably just get a brief mention, narrow your focus on something that’s unique or interesting enough to warrant an eye-catching, viral headline.
  3. Find the right reporter. Research what a journalist enjoys reporting on, and if possible, angle your product to fit that interest. Use resources like Help A Reporter Out (HARO) to inform journalists about your company and create mutual relationships.
  4. Tell your story multiple ways. The fastest way to get coverage is to brainstorm with reporters and give them a number of options for good story ideas. “They need stories, they want to tell your story, and business owners are the best people to express it,” says Rampton. “Reporters refine your story and make it news.”
  5. Build a relationship. Keep in touch with reporters, both personally and via social media, and offer yourself as a source of expertise in a range of areas. They might reach out to later if they need a quote for another story or if they want to get in touch with other entrepreneurs you know.

Source: Forbes

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