Good PR can help you position yourself, create a powerful brand story, and connect you with the right outlets to continue with the exposure of your company. Essential as this is, when you’re a company starting out with limited funding, then a top-notch PR firm is often way out of your price range. But the fact of the matter is that you don’t always need it. I recently read an article online about using journalists to experience the benefits of a PR firm at a fraction of the price of actually hiring a leading firm. Here’s what they had to say:
Establish relationships: Start out by building strong relationships with journalists, who can help you tell your story. Many of these journalists can often offer valuable advice and insight.
Identify your niches: Understand your potential audience, and how your story is valuable to them. For example, if you have a tech startup, you should establish a relationship with a journalist working with TechCrunch as opposed to Elle.
Provide intros and ideas: If you can provide journalists with new and interesting stories, and it’s beneficial to everybody if you can offer those to your journalists. If they see you as a great source of content, that’s a great relationship.
Keep track of journalists: Keep a database tracking the info of every journalist you meet; their employers, their contact information, etc. Most of this is pretty easy to find online.
Stay relevant: You want something that is both remarkable and culturally relevant. Journalists might want to help you, but that won’t happen if you can’t offer them fresh content. Your pitches need to be able to pique their interests and those of their readers.